Driving social giving during a time of social distancing

Posted on April 29, 2020 by Abby Rolland

This post was contributed by OneCause, a member of the Philanthropy Industry Exchange.

By: Karrie Wozniak, SVP of Marketing, OneCause

Karrie Wozniak

The power of social connections and peer influence has greatly impacted the landscape of nonprofit fundraising. Not only are many of today’s donors first introduced to a cause through a friend, family member, or colleague, but peer influence is also a direct motivator to giving. At a time when nonprofit organizations are forced to evaluate their fundraising and engagement plans in response to the COVID-19 pandemic, it’s more important than ever to embrace the power of social connections and their impact on giving.

What motivates social giving?

Over the last five years we’ve seen a steady shift as individual donors have become more socially connected to nonprofits. This rise in “social giving” represents donations happening both online and in-person as donors give at fundraising events, sponsor a peer in a fundraising event (like a run/walk/ride), or donate to a peer’s occasion (i.e. birthday or memorial/tribute) or challenge campaign (i.e. No Shave Movember).

At OneCause, we were really interested in diving into the mindset of these socially connected donors and what drives their giving. In partnership with Edge Research, we conducted a study of 1,000 “Social Donors,” who donated through fundraising events and peer-to-peer campaigns. The goal of the study was to better understand their motivators, preferences, and giving behavior.

What we found was that Social Donors are primarily motivated by an easy giving experience, affinity to the mission, and a clear understanding of the impact of their donation. The majority of these donors hear about a social giving opportunity from their friends, family, and colleagues and aren’t very familiar with a cause before giving. This represents a huge potential for nonprofits looking to expand their reach and connect to a new donor segment that’s estimated to be more than 58 million people in the U.S.

First-time donors consider ease and social connection (i.e. supporting the person who asked you to donate) especially important, while Social Donors are least likely to be motivated by incentives, gifts, or tax deductions.

With donors and supporters now engaging with your cause and fundraising in a virtual world, it’s important to keep these motivators in mind as you find new find ways to connect online and bring your mission to life. How can you keep your mission and impact at the center, while trying to recreate an easy giving experience to engage and inspire supporters?

Driving social giving through virtual events and campaigns

While you may be temporarily limited from in-person gatherings and on-the-ground fundraising opportunities, there’s immense opportunity to tap into social connections with virtual fundraising. Whether you’re moving an in-person event virtual or launching an online giving campaign, the new power of philanthropy lies in your ability to fully harness supporters’ social networks and amplify your efforts through connected fundraising.

Socially connected fundraising starts with promotion and campaign messaging.

Identify ambassadors, your most loyal supporters, volunteers, donors and staff, to help spread the word about your virtual event or campaign.
Arm ambassadors with social media toolkits and message templates.
Motivate supporters to share their personal story and connection to the mission.

Once you have your ambassadors on board, it’s time to unleash the power of virtual and online fundraising through social networks. Your online fundraising event or campaign site should create opportunities for community building and peer-to-peer social engagement. How that exactly looks should be influenced by your supporter community and mission. That could mean creating a gallery of photos and videos from supporters to bring your mission and impact to life or taking it a step further to create a virtual opportunity for community interaction.

PS 150 (a NYC district school) in Manhattan did just that, when they made the quick decision to move to a virtual gala inviting parents, students, and staff to join a Zoom video stream. Families participated in the virtual fundraiser together—emphasizing community, fundraising, and authentic collective impact that helped raise more than 105 percent of their original fundraising goal.

There are some great opportunities to get creative and find new ways to fundraise and leverage social connections. Take the time to reexamine your fundraising channel to incorporate online and virtual campaigns that are a necessity during this time of social distancing.

The key is to remember the unique motivators for Social Donors when building these virtual giving experiences: creating a positive and easy donation process, keeping the mission and impact at the center, and infusing some fun!

Capital campaigns and planned giving: Fundraising during COVID-19

Posted on April 27, 2020 by Abby Rolland

We discussed how fundraisers can stay realistically positive, communicate and steward donors, and be leaders during this time, but how can they plan capital campaigns or ask for planned gifts now?

Dean emeritus of the Lilly Family School of Philanthropy and long-time fundraiser Dr. Gene Tempel shares his expertise on capital campaigns. Then, practitioners and scholars from the school share insights for engaging prospective planned giving donors.

Capital Campaigns – Do we start one? Do we pause an ongoing campaign, or do we continue moving forward?

By Dr. Gene Tempel

By all means, if you are in the planning phase of a capital campaign, continue your planning! Examine your test for readiness. Deal with organization weaknesses. Just don’t determine your start date!

With the current pandemic and associated economic downturn, we are in uncharted waters. We have been through economic downturns before, and we have research and experience to guide us. In addition, we have been through national tragedies like 9/11. But we have never been through a pandemic and downturn like these at the same time.

September 11, 2001 gives us some guidance. Many organizations found that their donors needed about two months to process the tragedy and reconnect to their previous giving priorities. The organizations with most success after 9/11 had strong major gift programs in place. So capital campaigns in the major gift phase of a campaign (after gifts to the nucleus fund have been secured) might suspend or postpone their solicitation for a few months past the pandemic.

Even though solicitation will happen later, now is the time to reach out to current and prospective major gift donors to let them know you’re thinking about them and share plans for the campaign.

Campaigns near the end of securing gifts might consider what steps to take next. Research shows, borne out of the experience of the Great Recession, that donors making smaller gifts are among the first to stop giving. That might cause a campaign to stall. This is the time for the campaign steering committee and the board to consider alternative strategies.

This is also the time for organizations to review options. If a facility is planned, can construction be delayed? If construction has begun, can it continue, and how will the organization fund it until the campaign is completed? (Then there is the issue of having construction completed before the funds are in hand.)

Nonprofits need to listen carefully to donors. Some donors may need to suspend their pledges for a year or more and work out an extended pledge period. Some donors may have been planning to make gifts from appreciated assets or stock options. They may ask about the possibility of postponing their gifts to a time when their assets recover from the downturn.

Our relationships during the campaign adjustments have two essential aspects: 1) Expressing empathy to donors and prospects, as well as all our constituents, and 2) Explaining all decisions that the organization makes, answering questions, telling the truth. This is a time to build trust.

Planned Giving – how do we talk to people about planned giving when so many people have died?

Phil Purcell, adjunct faculty member at The Fund Raising School, explained that nonprofits should not assume that potential planned giving donors will not consider a gift at this time.

“Let them make the decision,” he said. “They will understand that the people you serve will continue to need assistance, so continue to talk to, and potentially, ask these potential donors about planned giving in a respectful manner.”

Tempel advises nonprofits to take a targeted, tailored approach with planned giving: “Even if your donors can’t give right now, they can plan a significant gift in the future.”

Dr. Una Osili, associate dean for research and international programs, agrees.

“Donors may not be able to make an annual gift, but they could be interested in a planned gift,” Osili says. “In other words, they have assets that they can use in the future, even if they aren’t able to give now.

“There was a great deal of interest in planned giving during the Great Recession, so don’t be afraid to talk with your long-time, regular donors and see if they would be interested in making a planned gift now.”

Interested in learning more? Check out our Managing the Capital Campaign and Planned Giving: Getting the Proper Start courses, both of which are now offered online for your convenience.

Women Give 2020: Giving in the Digital Age

Posted on April 24, 2020 by Abby Rolland

Recently, the Women’s Philanthropy Institute (WPI) released Women Give 2020 – New Forms of Giving in the Digital Age: Powered by Technology, Creating Community. The report, published during a time when most social interactions take place in front of a screen, shows broad gender differences in how women and men use the Internet and social networks, and how they give online.

These overarching themes emerged from the study:

1. Women give more online gifts than men and contribute a greater proportion of online dollars overall. Across all four case studies, women give greater numbers of gifts than men (nearly two-thirds of gifts, across platforms). Women’s greater number of donations means they collectively are giving more dollars than men through each platform studied.

2. Women give smaller online gifts than men and give to smaller charitable organizations than men.

3. Women’s and girls’ organizations receive substantially more support—online and offline—from women donors than from men donors. Three of the four case studies examined funding for women’s and girls’ causes, with women giving between 60 percent and 70 percent of online dollars to women’s and girls’ organizations, depending on the dataset.

The following three findings are specific to one or two of the individual datasets analyzed in the study and should not be generalized as representative of results across all four platforms.

4. A broader definition of philanthropy can help a movement spread globally and engage a diverse set of donors—appealing to women in particular. Expanding the definition of philanthropy to be more than giving money, such as giving time, skills or testimony, can help a movement spread globally, fueled by a diverse set of donors.

5. Compared to traditional methods of giving, technology enables donors to give in the way they would like and to discover organizations that align with their values and interests; platforms can also support online donors by curating causes and by building trust with donors. A case study provides an example of curating and presenting these choices for donors.

6. To appeal to women donors, platforms and organizations must build community online and continue to support in-person connections for donors. While technology means giving is increasingly taking place online, case studies show that in-person community remains essential for engagement in philanthropy.

To celebrate the release of the report, WPI hosted a launch event that featured nonprofit experts and practitioners from across the U.S. to help explain how they’d use the findings to grow and build philanthropy.

Beth Kanter from Beth Kanter’s Blog encouraged nonprofits to spread stories of support and generosity to stakeholders and community members on online networks. “Encourage your supporters to be ambassadors for your organization and spread your story,” she says.

“Generosity can be contagious. Use campaigns of gratitude and kindness to highlight stories of community resilience and engage with donors online.”

Teresa Younger, president and CEO of the Ms. Foundation for Women, explained that research shows women give to multiple issues and organizations that affect them. Women are also quick to go online and share information with their networks.

“Nonprofits should find ways to build connections with stakeholders, including through virtual events. Introduce individuals to multiple ways that they can become involved in philanthropy,” she said.

“Technology can also help engage more family members in philanthropy, so look for ways that you can build relationships with women and their families.”

Asha Curran, CEO of #GivingTuesday, also echoed the idea women like to give back in multiple ways.

“People who are generous in one way are often generous in other ways as well,” Curran said. “You can find ways to encourage that ‘both/and’ perspective of giving back.”

Coming from the social enterprise perspective, president and chairwoman of Hello Alice, Elizabeth Gore, encouraged nonprofits and donors to understand the blurring of lines between nonprofits, social enterprises, and some for-profits. She mentioned that philanthropy does not solely arise from the nonprofit sector, and asked participants to consider what it means to have a charitable purpose.

Finally, Givelify CEO Walle Mafolasire mentioned that we are in the process of reconsider what community means.

“How do we help everyone see themselves as philanthropists?” he asked.

Before and during the novel coronavirus pandemic, technology has redefined how we engage with other people, with nonprofits, and with our communities. It is redefining how we give back our time, talent, treasure, and testimony to the issues and causes we care about. Identifying how women engage with philanthropy online will help nonprofits develop stronger ways to involve all different types of givers.

Optimism, communication, and leadership: Fundraising during COVID-19

Posted on April 22, 2020 by Abby Rolland

Fundraising during a global pandemic is not an easy task. How can fundraisers stay optimistic, yet realistic, during this time? How can they properly communicate and steward donors? How can fundraisers be leaders?

So, we asked the experts about these topics. See what they have to say below.

Optimism – how do we stay optimistic and keep our donors optimistic about our mission?

Dr. Gene Tempel, dean emeritus of the Lilly Family School of Philanthropy and president emeritus of the IU Foundation, believes that it is important for nonprofits to focus on the possibilities that arise now, but also to be open and honest with themselves and with their donors.

“Our mission and our work can enable us to survive difficult times,” he said. “They call us out to be our best selves, and use our actions to create a better world.”

Tempel pointed out that the philanthropic sector provides hope, stability, and optimism: “We persevere through time times and challenges. It will get harder, but it will give us the chance to find a new path forward and succeed.”

Dr. Tim Seiler, Rosso Fellow in Philanthropic Fundraising, also mentioned that good news exists during these tough times.

“We’ve seen philanthropic responses from people such as the Indianapolis Colts owner, who provided a matching gift to Indiana’s Gleaners Food Bank, to the Girl Scouts of Central Indiana, who donated thousands packages of cookies to encourage blood donations,” Seiler explained.

“People look for hope and stability at this time. So while these are tough times, it’s important to continue on, make the case for your organization, and illustrate how it continues to provide value and hope for its clients or beneficiaries.”

Director of The Fund Raising School Bill Stanczykiewicz added that there is no playbook for this pandemic:

“We haven’t experienced anything like this pandemic before, so it gives nonprofits the opportunity and challenge to use their knowledge and expertise to craft their own playbook.”

Communication/Stewardship – what do we tell our donor/how do we ask for money?

Tempel says that nonprofits should act as the “Explainer in Chief.”

“First, ask your donors, potential donors, and beneficiaries about how they’re doing. Maintain frequent, open communication with them, but tailor that communication (i.e. segment your donor list) as much as possible to different types of constituencies.”

Seiler also encourages nonprofits to make the case for why the organization’s work is still relevant and benefits their beneficiaries and the community.

“If your mission was valid last month, it’s still valid today. Invite donors to continue to be a part of the impact that you’re making in the community,” he said.

As for techniques to use, Seiler recommends direct mail and e-fundraising.

“Direct mail offers direct contact for people at home with the outside world. It gives you the chance to thank donors and tell your story in a compelling way by keeping them informed of who you are, what you’re doing, why it’s important to the community, and why it might be important for them.

“In addition, maximize your e-fundraising opportunities. Personalize communication, host virtual get-togethers, and use Zoom or other video conferencing resources as tools to help you communicate with your stakeholders.

“During this time, people are going to be online more and checking their mailbox more. Use those opportunities to also conduct proper stewardship: thank your donors, deepen your relationship with them, empathize with them, and invite them to take part in your organization as you continue to accomplish your goals and serve the community.”

Tempel also encourages nonprofits to be empathetic.

“Reach out to your donors and other stakeholders. See how people are doing and how they’re feeling. Act proactively, but also know that people are going to respond to this crisis in different ways,” he said.

Leadership

How can nonprofits act as leaders during this time? Tempel discussed multiple ways that nonprofits can act strong community leaders.

Focus on values.

“Affirm your values, and affirm your case to your stakeholders and your great community.”

Focus on managing and on serving as a symbol.

“Know how to get to the point in the future that you want to be at. In other words, know your finances, know what can and can’t be accomplished, and craft scenarios to be prepared for various situations. Be prepared to craft good explanations of those issues for your constituents as well. ”

Learn and know about philanthropy research and trends.

Tempel also encourages fundraisers to know and understand the history and trends of philanthropy during downturns.

“Develop trend lines and answers to questions. Know what to look for in the field. Look up research and realize that sometimes you’re going to have to make tough decisions.”

Gain consensus and build collaboration.

“Listen carefully to your staff, board, and volunteers. Ask everyone at table to express their opinions, letting people express contrary views or challenge the ideas that you put forward.

“Remember that even the most naïve ideas may have kernels of wisdom. Use those, and be able to explain your final decisions to your donors.”

Use this difficult time to assess your mission, vision, and values.

Tempel cites the poem “The Road Not Taken” by Robert Frost as a tool for organizations to start anew.

“What kind of organization do you want to be after this? Take this time to step back, reflect, and take the first steps in building an organizational analysis and assessing your strategic plan. Analyze your strengths and weaknesses, and then decide where you need to make adjustments moving forward.”

Do you have other questions about fundraising during this time? Let us know in the comments below!

Look for another post soon about fundraising for planned giving and capital campaigns during this time.

Ethics and the moral imagination: Interpreting philanthropy during COVID-19

Posted on April 20, 2020 by Abby Rolland

By Dr. Patricia Snell Herzog

In the Science of College: Navigating the First Year and Beyond, my colleagues and I discuss multiple aspects of university life, especially focusing on the often-unwritten rules. In my largest book co-author team yet, I joined together with other faculty, instructors, advisors, and student support staff to formulate an interdisciplinary guide to getting the most out of the college experience.

While we wrote this book before the COVID-19 crisis, its relevance is perhaps even greater in the midst of these unsettled times. In particular, I have been reflecting on Chapter 7: Becoming a Leader and Giving to Others.

College is a key time when many young people find their voice, learn how to express it among diverse groups of people, and engage more independently and fully in democratic and civil life. Engaging on college campuses is a key step toward broader citizenry participation, and it is typical for young people to explore a variety of possible identities during their time on campus that help them to shape who they will be, how they will identify, and which causes they will support for years to come.

What does all this have to do with COVID-19? Everything. Now, more than ever, we need talented young people to find their voices, to figure out creative ways to continue connecting, and to help shape the future in a post-pandemic culture. Technology is crucial in this future. But technology is only a tool, and it can be used for ill just as easily as for good.

Critics of technology have long highlighted the ways that people become even more socially and emotionally isolated in the midst of rising connectivity. I am not debunking this, as there has been important evidence to support this claim. Yet, human tools often swing both ways, and technology is also at the root of a great deal of good. These unsettled and physically distant times have underscored this by revealing the enormous potential for human creativity to emerge from even the darkest of historical moments.

It has been incredibly inspiring to see the way people have bonded together online to host live musical concerts, art exhibitions, storytelling, comedy, and regular Zoom family and work gatherings. Here in Indiana, our state and local officials have promulgated the hashtag #INThisTogether to highlight the ways that our state bond is more salient and important. To be honest, I had never seen our governor’s press conferences and could possibly not have picked him out in a crowd before this crisis.

For whatever reason, I have always paid more attention to local, national, and global politics than state-level politics. But that has changed now, perhaps forevermore. Alongside this increased attunement to state leaders, organizational leaders have had to be in nearly constant communication amidst rapidly evolving circumstances.

Students too are navigating a new normal, and among our burgeoning philanthropic leaders are some of the most inspiring people with whom I am privileged to meet and interact. The students in my Introduction to Philanthropic Studies course have been wonderful in the ways they have eloquently and gracefully migrated themselves to our new online format.

We had to lose the many organizational visits that they had spent weeks looking forward to, and which the organizational representatives had spent months planning with me. It was a tremendous loss. But in that loss, we found new hope in incorporating assignments that dealt with real-time issues surrounding COVID-19.

For example, I asked the students to share with each other in a class discussion forum their interpretation of an article that describes the ethical imperatives of organizational preparedness in the face of infectious diseases. Ironically, this report was published before the outbreak in the United States began to flare enough to attract major attention. However, the ethical framework proposed is highly relevant and applicable.

It happened to coincide in our class with a review of the fifth chapter of Payton and Moody’s famous book, entitled Understanding Philanthropy: Its Meaning and Mission. In this chapter, the authors more thoroughly describe a theme that runs throughout the entire book: the moral imagination.

Has there been a point in recent decades in which we could use more reflection on moral imagination, actions, and outcomes? It seemed the circumstances had presented us with a call to action, and the students rose to the occasion. In what follows, the student discussion responses are shared in order to connect the broader field of philanthropy to the ideas in formation among our future leaders.

The students each shared a recent news article, along with their interpretations of how both the ethical framework and chapter reading applied. As you walk through their responses, I invite you to be inspired with their incredible potential.

I also challenge you, in whatever walk of life you are in, to take this as a reminder why we need to continue to support our young people in navigating college, and emergence into leadership, citizenry, and participation in civil society. We need that now and for years to come.

The assignment asked students to reflect on Dr. Katharine Wright’s blog post about the ethical imperative of preparedness. Referencing the recently-released report entitled Research in global health emergencies: ethical issue, Wright summarizes ethical obligations that include three core ethical values: 1) helping reduce suffering; 2) considering questions of fairness; and 3) demonstrating respect for others as moral equals. Using Payton & Moody’s content on moral imagination, students identified many different ethical responses from a wide range of actors.

Some students identified individuals who are making a difference. Lauren Palmer cited NBA players who have demonstrated compassion and community by giving support to furloughed hourly employees, while Taliyah Guy referenced tech philanthropists, such as Bill Gates, who are helping to reduce suffering worldwide with their donations.

Emma Rota-Autry discussed corporations such as Morgan Stanley, Nike, and KEEN that have donated to a local nonprofit. Nike also donated shoes for workers and families. Quentin Folz echoed Rota-Autry’s comments about corporations, adding that the quick distribution of donations has reduced suffering for individuals and families.

Taylor Gadus specifically talked about the Chicago Bears football organization, and how they are assisting individuals in Chicago and in the entire state of Illinois. Gadus explained that the Bears organization respects others as moral equals by stating that “we’re all in this together.”

Nonprofits themselves are also increasing output to create impact. Grace Boehm cited the World Health Organization as a nonprofit that is reducing suffering and acting compassionately by providing funding for research and shipping supplies, such as protective masks, to countries around the world.

Referencing McLean Bible Church in Washington, D.C., Collin Jester explained that the church reduces suffering by providing soap and food products to neighbors in need. Ayrias Garrett discussed the Center for Disaster Philanthropy, which created a fund that different organizations could donate to in order to purchase hygiene products, groceries, and other items for people impacted by the pandemic.

Other students also referenced funds created by different entities to help collaboratively address the issues caused by the COVID-19 pandemic. Diana Navarrete mentioned the COVID-19 Response Fund in San Antonio, Texas, which has provided donations to dozens of nonprofits. Jasmine Chavez also cited this fund as one that helps provide relief to people who have lost jobs. Navarrete explained that the fund reduces suffering, is fair to all parties involved, and demonstrates respect for others.

Tyana Flagg talked about the multitude of organizations in many different cities creating funds, noting that these funds provide more testing kits and other essential items, and help people who have lost jobs. Anna Ritchotte discussed the COVID-19 Relief Campaign, which was started by The Neediest Cases Fund in New York City. The fund identifies which individuals and families need the most support, and then donates to nonprofits serving those people. Alexis Ridenour referenced the Central Indiana COVID-19 Community Economic Relief Fund, which is working to relieve suffering, acting fairly to distribute funds as efficiently as possible, and treating others as moral equals.

Finally, some students identified foundations that they believed were acting ethically. Ashlyn Devine discussed the Bill and Melinda Gates Foundation, which has committed hundreds of millions of dollars to fight COVID-19 around the world. The foundation is using its moral imagination to end suffering caused by COVID-19. According to Lucy Hauser, the Seattle Foundation quickly responded to the virus by providing financial relief, prioritizing residents at the most risk for receiving and/or transmitting the virus, and demonstrating compassion, respect, and mercy for those at-risk groups.

Across the country in Connecticut, the Hartford Foundation reduces suffering for individuals through its work with nonprofits, demonstrates respect and compassion for others, and helps communities stay as stable as possible, according to Myah Bales.

Through research and coursework, the students recognized that many actors are responding philanthropically, ethically, and with moral compassion to help people across the U.S. and around the world who are dealing with the challenges of the novel coronavirus.