Fundraising in the age of COVID-19

Ilia Jones | March 2021

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The pandemic forced the world to shift the way things are done. From work to social events to business conferences, not being able to meet in person has definitely pushed people to be more creative.

Like many industries, the nonprofit community has struggled to reimagine the way things are done during the COVID-19 pandemic. While videoconferencing and social media are both great ways to communicate, there’s no replacement for in-person interactions. Although things are looking up for nonprofits, 2021 fundraising efforts are still impacted by a lingering pandemic. Here are a few things you can do to get results until everyone can meet in person again.

Be Sensitive

The first rule of fundraising during a pandemic? Be sensitive to others in your marketing efforts. You’re asking for money during a time when many are struggling financially. There are some good examples of how organizations are approaching donors for funds, but in the end, only you know the best way to reach your own supporters.

One great strategy during this time is to stress how your organization helps the community. If you’re a youth-focused organization, for instance, emphasize how the money will go toward helping them resume activities when things are safe. You might even simply mention that your nonprofit is struggling and these funds will help you get through it.

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Get Used to Virtual

The pandemic has permanently changed the way people interact. While everyone will eventually go back to in-person meetings, some things will remain online. Learning to plan and execute successful virtual events is essential. Whether you choose Zoom, Microsoft Teams, or another popular platform, start practicing with virtual meetings so that you’re comfortable with the technology before you hold a more large-scale event.

Thanks to the past year, there’s now no shortage of creative ideas for online fundraising. You can hold an online gala, host a virtual concert, bring everyone together virtually for movie night, and more. The more creative, the better. You may find some of these ideas carry over even after you’re able to hold in-person events again.

Host a Virtual Walkathon

During warmer weather, COVID tends to encourage people to get outdoors. Wide, open spaces are a perfect way to get out of the house while still staying six feet apart. You don’t have to meet in a group to hold a walkathon or race for your cause. With a virtual walkathon, each person can do things separately, on their own time, combining healthy activities with raising funds for a good cause.

A virtual walkathon encourages supporters to gather pledges from friends and family based on the miles they put in. You’ll just need an app to track their progress and a way for you to easily collect the donations based on those logged miles. Look into apps like Charity Miles and JustMove as a way to manage the process.

Although it takes a little creativity, you can still raise funds, even when in-person events aren’t possible. ArcStone has a webinar that can help. Virtual Events for Nonprofits has plenty of tips and tools to equip you with the information you need to make your COVID-era fundraiser a success.

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