 As a nonprofit professional working in the development office, you likely spend your day worrying about how you will raise enough money to meet your fundraising goals. As you contemplate that third cup of coffee to help you through your litany of tasks, you notice commotion stirring in the office — a local news station reports that a disaster has struck the nation. As you watch the report, your heart goes out to everyone who has been affected. But then you start to wonder: "How are we going to meet our goals now that donors will be drawn to support relief efforts? Does our entire fundraising plan need to be rewritten?”
When a major disaster strikes and individuals focus on donating to this new cause, non-relief organizations face the challenge of keeping donors engaged in their mission. As Contributions Magazine stated after the terrorist attacks on September 11, 2001, “crafting a case for support that emphasizes the… importance of keeping community-based social and human services, arts, education, environment, and other areas strong can be tough.”
Interestingly, data has shown that in the wake of disasters, non-relief organizations do not suffer long-term effects. One explanation could be that when disaster strikes, a majority of the funds used for relief comes from new, first-time donors. In fact, if these first-time donors have a good giving experience, disaster can create an opportunity to turn them into consistent givers for multiple causes.
Still, non-relief organizations will need to manage the short-term effects of a natural disaster. Continuing your fundraising efforts while also remaining sensitive is a challenge. Most likely, an organization doesn’t have to change its current fundraising plan, just the technique. The best appeals come from a straightforward approach — acknowledge the disaster, shape a message of relevance, link your efforts to it, and continue with your fundraising activities. It is appropriate to continue your direct mail or email campaign, especially if your organization focuses on America’s daily problems such as homelessness, child abuse, or disease management.
For some organizations, it’s easy to link the mission to the disaster. For example, if an organization is a food bank, shelter, or animal protection agency, they can connect their mission to the influx of animals and people that are being displaced by the disaster. But it may be challenging for other organizations to link their mission with the disaster. If creativity is used, a unique connection can be made. For example, if the organization offers after-school care for children, the connection can be made that in time of disaster, children need to feel secure more than ever.
However, some development professionals are wary of using disaster to connect with donors and feel that mentioning a tragedy might be interpreted as patronizing. Many of these organizations put their solicitations on hold and return to normal fundraising activities within a few months.
In any case, nonprofits will benefit from a proactive fundraising disaster plan. There are many methods that will help ensure your fundraising efforts don’t go up in smoke when disaster strikes. A strong recurring giving program can help. In this kind of program, donors commit to giving a monthly gift for an indefinite amount of time. Many organizations are finding that these programs are an excellent way to maintain a level of predictable funding.
Advanced planning, as well as the ability to modify your approach, can help ensure that your organization survives when disaster strikes.
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 Usually, when a disaster strikes, an overwhelming number of donations are received from concerned individuals. However, these donations are commonly categorized as on-time donations — likely because individuals who decide to contribute towards the relief of these infrequent events feel they have done their part, and move on. But these donors are a good resource for cultivating relationships and perhaps future gifts.
The experience a first-time donor has with an organization can be likened to that ever-important first impression, which is often difficult to maneuver when your organization is dealing with raising money for tragedy relief while also serving the disaster-struck community.
Nonprofits must have the ability to look to the future of these relationships. Once the aftermath of the disaster has calmed, organizations should take the opportunity to see how those donors will respond to cultivation. Modify your approach and assume these donors know nothing about your organization. Send them a welcome letter or packet that recognizes their gift to the relief efforts, shows how the money was spent, and contains information about your organization’s mission.
While these donors may not have the best history of sticking around, your efforts might pay off by helping you retain at least a handful of donors and turn them into regular givers.
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