Employee Giving & COVID-19
We are standing on the precipice of an unprecedented time in our world as the COVID-19 crisis impacts communities all around the globe. Communities worldwide are feeling the brunt of this relentless virus, and we're all navigating this new normal with trepidation and unrest.
And let's face it, as nonprofit organizations it's difficult to know how development should proceed during such uncertain times when markets fluctuate, economies recess and individuals and companies struggle to remain solvent.
But here's the thing: donors need to hear from you now more than ever, especially your employee donors.
If we remind ourselves that we are playing the long game with our employees, that translates to connecting during the good times and the bad. How comforting to know our relationship equity is rooted in pits and peaks and everything in between! This we're-all-in-this-together mentality unites us not only in this shared experience we're walking through but also as tight-knit communities rallying around our mission.
Consider these ways to connect:
Talk about impact
Share philanthropy's impact on the crisis (ie: are volunteers bringing PPE to frontline workers? Are small businesses standing in the gap for underserved populations? Are research dollars funding vaccination efforts?). Whatever the impact, make it relatable and celebrate it together. After all, your employees are philanthropists who have already felt the impact of their gifts. Allow them to recognize the effect of communities coming together in your space. Even better, if their gifts are fueling the organization's engine today, now that's something we can all celebrate.
Model empathy
While we all welcome cash donations on any given day of the week, there's humanity in realizing that budgets are tight for many families right now as we sit in the unknown of the next several weeks. Show your relatability by not putting a financial ask at the top of your To Do list for employees unless the organization's mission simply cannot move forward without it. Care with your words and actions, not your solicitations, whenever possible.
Consider volunteerism
Offer opportunities for employees to get involved through volunteerism (at a safe distance!). We all need to eat - mail a restaurant gift card to a healthcare organization. We all have neighbors who are on the front lines through public service or healthcare - send a quick text, get those kids out of the house and chalk their driveway with beautiful photos, or leave an encouraging note in a mailbox. Social distancing is key, but thoughtful support can still be achieved in a variety of ways...at least six feet apart!
Communication is key
Above all, be present and be kindly vocal. Whether it's simply an email to say, "you are important to us, and your philanthropy means more today than ever before. We are rooting for you. Thank you for all you're doing whether your contribution is battling on the frontlines or sheltering in place, your contribution matters." Say it with care. Say it with grace. And leverage the digital channels you have to do both virtually.
Share stories of hope.
Who doesn't love a feel good story during uncertain times? We are all looking for flicker of hope during these dark times, and the moments that transpire when one human gives to another is absolutely the secret sauce in bringing hope to the surface. Ask for stories of giving and hope through email or your social media outlets. Galvanize those stories (and photos!) in one place and push them back out to your work family. You never know how one story could be the spark that's so desperately needed by a struggling coworker.
We are challenged today - more than ever before in our history - to embody that which we perpetuate: humanity. Perhaps it's fitting right now that we live the meaning of philanthropy - "love of mankind" - like never before. Love your fellow man/woman. Live your philanthropy. And for pete's sake - do it all from a distance.
Be well. Serve well. And love well, dear friends. We are all in this together.
[elbow bump]
Becky Endicott, CFRE is Co-Founder and Chief Storyteller at We are for Good. {Read more] [Email Becky]