The year 2005 will most certainly be remembered as one of the worst years for hurricanes our country has ever experienced. The tremendous financial toll will be felt for years to come, especially in the areas receiving the brunt of the devastation.
At EHL Consulting, our clients have asked us to recommend appropriate responses to dealing as an organization with crises such as these that do not directly involve or influence their constituencies.
Americans have traditionally responded to catastrophes with outstretched hands.We are among the most generous people in the world. Time and again, we have shown empathy for to people in need. The heart wrenching pictures that pervade television and the Internet compel us to offer our help. And the ease of online giving lets us make a donation with a few clicks of the mouse. However, are we doing all we can? And what are the implications for giving to other nonprofits?
While the entire economy will be impacted for quite some time as a result of the hurricanes, we do not anticipate any immediate (or long-term) impact on charitable giving. "Donor fatigue" should not become a problem for nonprofits.
The real problem in terms of fundraising results: the economy! With soaring fuel prices and other skyrocketing price increases throughout the country, we may see pushback by donors.
EHL Consulting advises its friends and clients to heed the plight of those in distress by:
- Expressing your compassion for people in need with donations and other kinds of support.
- Encouraging your constituency to do the right thing by reaching out to those in need and acting as good global citizens.Your donors will appreciate your proactive and socially responsible position.
- Creating a link on your website, letting people make donations to disaster relief though a reputable agency.
Recommended Strategy: At times like these, nonprofits need to accelerate rather than cut back their year-end asking. Keep your donors on track by showing them how their gifts have made a difference. Given what is going on, remember to stay on message . . . that your nonprofit provides critical services that benefit your constituency and the community. It remains important to relay the message that your organization's needs are still pressing and should continue to receive significant charitable support.
Our next issue of Funding Solutions will address year-end strategies. Do you have questions or suggestions for this topic? If so, send us an email at info@ehlconsulting.com.
