COVID-19 and Your Nonprofit

Crisis Comms, Fundraising and �Event Considerations for Challenging Times

Prosper Strategies Webinar

March 2020

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Logistics for Today’s Webinar

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• This webinar will be recorded and emailed this afternoon.�
• Use the questions box to ask questions throughout the webinar.�
• Stay for the survey at the end so we can learn more about how we can support you and develop the resources you want from us.

Today’s Agenda

• The Current COVID-19 Situation
• Nonprofit impact
• The role of comms & fundraising�
• Communication Considerations
• Crisis comms best practices
• Media management best practices�
• Fundraising Considerations
• Fundraising outlook and how to minimize losses
• Alternatives to In-person events �
• What To Do Next
• How Prosper can help
• Other resources

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• Open Q&A

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COVID-19 and its impact on nonprofits

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• Greater need, fewer resources�
• Difficult decision-making and need for constant communication�
• Short-term: keep services running, keep staff paid and healthy�
• Long-term: maintain financial sustainability

What Can You Expect?

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• Changing roles�
• Changing plans�
• 2-4 very challenging months�
• A difficult rest of 2020 (at least)

The Role of Communications and Fundraising

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• Communications
• Clarity
• Calm
• Consistency �
• Fundraising
• Adjust based on projections and climate
• Keep money coming in
• Find new resources
• Pivot events
• Contribute to other financial sustainability efforts

Communications Best Practices: Crisis Comms

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• Assemble a crisis communications team�
• Assess your risks�
• Create internal and external communications plans for each scenario
• Vehicles
• Key messages�
• Send a clear message to stakeholders

Communications Best Practices: Crisis Comms

Sending a Clear Message To Your Stakeholders

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• State the facts (CDC, WHO, state and county health depts)�
• Outline the steps your organization is taking on behalf of its stakeholders�
• Promote steps employees can take at work to prevent spread�
• Describe the impact on your organization so people understand and can help

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• Summarize policies and plans for employees regularly�
• If services will be disrupted, explain why and offer alternatives�
• Make event plans clear�
• Make your CEO your spokesperson but keep the review process swift�
• Be authentic, confident and calm�
• Keep a page constantly updated on your site

Examples: Authentic, Confident and Calm

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Examples: Authentic, Confident and Calm

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Communications Best Practices: Media Relations

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• Plan for potential media scenarios�
• Identify a spokesperson�
• Notify staff�
• Prepare talking points and media statements�
• Get as much information as you can before the interview

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• Have your comms person prep your spokesperson�
• Stick to the talking points and don’t be afraid to say no�
• Speak in soundbites and redirect when you need to�
• Have your comms person sit in on the interview

Fundraising Outlook: The Good

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• Philanthropic funding to combat COVID-19 has topped $1B
• This includes $182M from US sources (half from Gates Foundation)�
• Rapid response funding is being made available quickly by the foundation community�
• Congress is considering a temporary “universal deduction”�
• Donor advised funds have grown a ton in recent years and historically have performed well in times of economic downturn

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Fundraising Outlook: The Bad

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• As of a survey two weeks ago, a third of fundraising consultants predicted declines in individual giving due to COVID-19�
• Last time we hit a recession, charitable giving declined 5.7%�
• Impact on organizations that don’t directly address COVID-19 could be more severe�
• Nonprofits that rely on events will hurt

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How to Minimize Fundraising Losses

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• Don’t stop fundraising�
• Talk to your donors NOW�
• Pursue emergency response funds and DAFs, ask for flexibility from grantmakers�
• Connect COVID-19 to your cause �
• Acknowledge the circumstances��Know there are still donors out there�
• Focus on donor acquisition�
• Pursue other methods of revenue generation

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Virtual Alternatives to In-Person Events: Best Practices

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• Replicate the experience as much as possible�
• Require 100% board participation�
• Reach out to all event attendees from last 5 years�
• Use email, direct mail and calls to recruit attendees�
• Use OneCause, Bidding Owl, GotoMeeting or Zoom plus an easy donation link�
• Have a program�
• Get your money back, and if you can’t, organize a thank you reception later

Don’t Panic

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More Resources

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• Leading During a Pandemic
• Three Quick Tips on Crisis Management for Nonprofit Leaders
• Business Continuity Plan Template
• Tips for a Successful Virtual Gala Experience
• What is Livestream Fundraising?
• Video on Virtual Event Considerations
• Communicating in a Crisis
• Market Drops and Crisis: Fundraising Lessons and Your Lighthouse

How Prosper Can Help

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• On-Demand Crisis and Comms Support�
• Help Taking Your Fundraising Events Online�
• Fundraising and Comms Strategy Adjustment, Management�
• More webinars and articles coming soon

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Email me at alyss@prosper-strategies.com,. I’m happy to set up a call.

Q&A

Thank you.