Fundraising When Disaster Strikes
by Joy Siegel
February 1, 2005
The year 2004 ended with a horrific earthquake and tsunami in the Indian Ocean, but 2005 has begun with a charitable response that will hopefully bring some hope, comfort, and relief to the thousands of victims. The Indian Ocean tsunami was a global disaster that affected millions and demonstrated that Americans are willing to give time, goods, and money in an effort to respond to urgent needs of people around the world. Professionals in the nonprofit world are reminded of the important role we play in connecting generous donors with people in need. The Tsunami hit at a time of the year when we think about people and issues beyond ourselves. Although the tragedy left many people with feelings of terror their response was one of generosity, not despair.
Nonprofit professionals have daily opportunities to experience the challenges of life faced by many individuals and the people who help them, not just during disasters. There are many disabled children who acquire skills because of diligent social workers, art therapists who teach seniors with Alzheimer's how to paint, and sick children whose pain is eased by volunteers and their dogs. These services are just a small sampling of the thousands of jobs performed every day in the nonprofit sector.
Although we prepare for community needs, we can never completely prepare for the overwhelming needs that arise from either natural or man-made disasters, such as tsunamis or 9/11. How do organizations continue to raise money and awareness, while remaining sensitive to oftentimes more immediate needs and challenges that affect nations? For organizations and service providers committed to long-term success and survival in a time when philanthropy is in the news every day, the following are a few pointers that will help organizations continue to engage donors and volunteers, and provide services relevant to their constituency:
- Listen to your donors' concerns. Be prepared to address how the disaster affects your organization and the people it serves. Let your constituents talk about the issues that are important to them and find a way to incorporate their concerns into your needs. For example, if a donor is worried about the masses of children who are orphaned find a way that your organization can serve as an outlet for that need. If your organization simply does not have a service for children offer to help your donor find a suitable organization that they can support. Although this may turn away donations in the short-term, it will allow donors to address the needs with which they are most concerned and they will reward your honesty with their loyalty.
- Expect the unexpected. Every community faces their own respective challenges (which can include local disasters). Organizations must be as prepared as they can for the unexpected. This reinforces the need for ongoing, year-round donor cultivation. Recognize that disasters are going be a part of a donor's response for involvement.
- Be specific. Identify a minimum of one specific organizational need for your donors to respond to and become expert in it. Match that need with the right donor prospect and you will be able to raise money and work together to address the concerns of constituents. Donors (and professionals) should note that even if there is an international disaster, there are still hungry people in our neighborhood - and both needs can be addressed in a meaningful way.
- Keep donors involved and informed. Should some donors say that they have decided to limit their entire annual charitable budget to disaster relief commend them on it - but continue to build your relationship with them. After a few weeks go by send them a note detailing your organization's latest accomplishments; invite them to an event or a service program; even send them pictures of your programs. Keeping them informed builds their commitment to your organization and your level of professionalism. Don't think of these people as lost donors!
- Be flexible. The first few months of 2005 will find many Americans spending their charitable dollars on disaster relief - maybe postpone some events if necessary, but don't postpone the relationship building. Once shock dissipates and healing begins your donors will need you more than ever. They will need to feel empowered and important locally and they will need that important component of charity at home. Don't miss the opportunity to give it to them.
Joy Siegel is the founder of Joy Siegel & Associates, a non-profit
consulting firm that began in 1996. She is also the co-founder and executive
director of Good Work Radio, a show that provides free airtime to organizations,
heroes and celebrities whose good work enhances our community.
