Keep Going in 2023

There’s a trend of generosity right now

If COVID-19 has taught us anything, it’s that philanthropy doesn’t stop, even during a quarantine. In fact, the pandemic seems to have brought out the best in us. We’ve seen so many donors and organizations rise to the challenges of the last few years with grace and good spirit.

In addition to the pandemic, it has been a tumultuous few years for social justice, politics and the environment, not to mention the financial crisis the whole world is facing. Despite all the unpredictability and turmoil of the landscape of needs, so many have adapted to the changes and addressed the big issues.

These changes aren’t over, and neither is your cause. So it’s vital that you continue fundraising. Don’t stop asking, and don’t be afraid to ask again.

Here are some things we’ve found raising funds after COVID.

Giving on the rise during COVID-19

Direct response giving is huge

According to Candid.org, a nonpartisan data group that focuses on philanthropic reporting, more than $10 billion has been given directly to address human needs during the pandemic, by several massive philanthropists and foundations. The biggest individual gift was $1B from Jack Dorsey of Twitter. Other massive donors include Google, the Rockefeller Foundation and the Bill & Melinda Gates Foundation. Notably, MacKenzie Scott has given more than $6B in gifts to more than 400 organizations this year to bolster them during the financial crisis resulting from the pandemic.

Smaller, local foundations have also poured emergency resources into their communities. According to Giving Compass the immediate response was as wide-ranging as it was deep. Take a look at their interactive map to see the breadth of funding responses to the Coronavirus.

Individual giving has increased

85% of people surveyed by the Giving Tuesday Media Commons said they gave charitable contributions in 2021. The annual Giving Tuesday that year saw more than $808 million in donations given online, and $2.47 billion in all.

Asha Curran, a co-founder and CEO at GivingTuesday, said in a public statement: “This groundswell of giving reaffirms that generosity is universal and powerful and that it acts as an antidote to fear, division, and isolation. Throughout this year, we have seen people driving extraordinary efforts rooted in a pursuit of equity, community, and shared humanity – driving giving and action across all races, faiths and political views. We know that when we act collectively – with what we can, with what we have, from where we are – we can make massive change happen.”

In May 2021, the folks at GivingTuesday created a one-off “Giving Tuesday Now” event that raised more than $503 million online – an amount close to the total of online gifts made at the end of 2019. This was a massive surge in giving.

Much of the rise in monetary gifts during the lockdown years have been because in-person volunteer opportunities have been curtailed by social distancing and quarantine restrictions. People who would normally give back by showing up have been giving money instead.

However, the important factor here is not the increase in donations, but the fact that organizations continued to ask for donations. Just because the need is universal and apparent does not mean that every organization is automatically going to receive donations. A rise in online giving is due to a huge rise in online asking, especially through social media. Small gifts from individuals have increased in number and in size, but were given because messaging was strong.

Organizations are adapting to the changing needs

Everyone is affected

Nonprofits have been working hard to stay on-mission during the turmoil of emergency measures. Between 2020 and 2022, there were basically two types of organizations: COVID-19 relevant missions and COVID-19 non-relevant missions. Now that we are emerging from this particular pandemic and its resultant health-related restrictions, many nonprofits are still struggling to define (or redefine) themselves in light of the massive changes to society wrought by the pandemic.

This is not to say that some organizations are more or less relevant in the world than others. But since COVID-19 affects everyone, the main difference is in the messaging. So how do we serve communities under these new circumstances? We have a fabulous example of an organization that pivoted services during lockdown.

The Ensemble for the Romantic Century (ERC) is a mixed-media performing arts organization that has been unable to create performances in-person. The arts are, of course, an essential part of human life and our society, but they aren’t always of the most immediate importance in a crisis such as pandemic. ERC hasn’t let that deter it from creating and making art in ways that speak to the adaptations we’ve all had to make living in lockdown.

Instead of going on hiatus, ERC developed a whole new performance project: radio plays. In the days before internet, and even television, radio plays and radio dramas were a very popular form of entertainment. Now, in times of quarantine, this genre is more than just a “Zoom substitute” for in-person gatherings. It’s an entire shift in means of performance, and one that is suddenly quite relevant again.

Though it seems daunting to pilot a new project in a year of financial uncertainty, the need is clear. They plan to continue radio play production after lockdown is over, if this pilot series proves to be successful. And they have every hope that it will.  ERC is keeping the art front-and-center, operating safely, and showing how it is still very much relevant for donors.

Communicating effectively between 2022 and 2023

1. Be honest about the future and what strategizing you’ve done to keep going or to continue in the “new world”. 2023 is a new year, but it’s not the start of a cycle: everything has changed. How is your organization going to be part of things? Stay positive by reminding donors that your work is important enough to keep your organization open so that you can continue to serve.
2. Focus on lay leaders and make them part of your communications strategy. Have them call donors and write letters, keep them in the loop with strategy and planning. This is a great time to increase your board members’ involvement in both fundraising and mission focus, as they continue to be at home. It’s a chance for them to recharge their batteries and get positive feedback. They’ll be reminded of why they’re part of your organization.
3. Lay out your 2023 calendar right now, with as much detail as you can. When is your first ask? When is your first solicitation? Will  you have a virtual gathering or gala? Month to moth – or even week to week – how many calls will you make? What are your goals for those calls? Start planning very specific tasks for year 2023, to get next year started at an energetic and productive pace.