Fundraising in Uncertain Times: Phrases and Ideas to Convey Balanced Messages to Major Donors and Prospects

By susanlienau | April 2, 2020 | Uncategorized
Explore key phrases and ideas to communicate with supporters during COVID-19.

From the desk of:

Robert C. Happy, Jr. 

President, Averill Fundraising Solutions

(888) 321-1810

Bob Happy has nearly 35 years of experience providing expert leadership and direction to clients across the non-profit sector. During his career, Bob has served more than 2,000 clients and has guided them to raise more than $3,500,000,000.

Regardless of the nature of your mission, as your nonprofit continues to engage your constituents amid the new landscape of Covid-19, it’s vital to communicate in a manner that simultaneously:

  • Conveys the urgency of sustaining and advancing core elements of your mission AND
  • Continues to inform and engage potential and existing supporters and advocates without appearing to be “tone deaf.”

A number of sensibilities and objectives must be balanced, especially when it comes to communicating with HIGH-IMPACT DONORS and other advocates.  These include the need to:

  • Be sensitive and empathetic BUT ALSO engage those who can provide the help your organization needs.
  • Accept that the market downturn and/or a desire to support “front-line” organizations (e.g., hospitals) might affect the capacity and timing of your major donors’ ability to contribute, BUT ALSO continue to talk with – and even solicit – them.
  • Acknowledge the societal urgency of our collective Covid-19 response BUT ALSO the need for your organization to continue to plan for the future.

With these thoughts in mind, the following chart contains some useful phrases and ideas that you can use as you make calls to enlist the engagement of your most important stakeholders.

Consider using these statements to continue fundraising during COVID-19.

Averill Fundraising Solutions stands with you through these challenging times, and is available to talk with you about the thoughts outlined in this memo, YOUR thoughts, and all your advancement needs. Email us at or call us at 888-321-1810.

Does your nonprofit have Covid-19-related payroll, rent, mortgage interest or utilities concerns? Non-profit organizations are eligible for loans – including forgivable loans over a limited amount of time – through the CARES ACT.  To learn more, click here.  For a loan application, click here.

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