Fundraising After Sandy – The Impact on Your Holiday Appeal

Hurricane Sandy has had ripple effects all around our metropolitan region and beyond.  People have lost their lives, houses, cars, possessions, power, and access to gasoline.  And it is becoming clearer and clearer that the recovery effort is going to be long-term.  New Yorkers, New Jersey residents, and folks from Connecticut are tired of dealing with the aftermath.  But, deal with it, we must.  And for some, it means a lot of heartache, energy, and money.  If you are one of these people, our hearts go out to you.

This reality needs to be recognized as non profits begin to develop and send out their holiday/end of the year appeals.  The end of the year is often a big fundraising time for non profits .  Many groups count on generous, last minute gifts from loyal supporters and friends.  Yet, the reality is, when our supporters suffer financially – through the loss of a home, car, other possessions, or time at work – they find it difficult to give to charity – even the ones with which they are closely connected.

We want to note a couple of things for you here:

• First,  this is one of the reasons it is critical to have a strong fundraising program – you never know when the next financial recession, natural disaster, humanitarian issue, or other immediate crisis will hit your donor base and distract from your mission and work.  A sound financial base with diverse income sources, as well as a healthy reserve, is essential to your organization’s long-term health.   Achieving this, if you haven’t already, should be a main priority.
• Second, we suggest sending out your appeal this year – but, do so with clear recognition of the hardship your donors may be facing.   Recognize Hurricane Sandy in your appeal and how it could be affecting their families and their personal lives.  Show compassion for everything our communities have endured.  Then  ask them to consider giving to your organization and its work if they have not been financially compromised by the storm.  This recognition of reality will go a long way and will avoid resentment and the assumption that you are acting callously and inconsiderately during a time when your donors’ are in need of compassion.

For our TakeTwo community, please consider sharing your ideas here for how to handle this appeal season with thoughtfulness and consideration.  We will be happy to share your strategies in our next newsletter so that other non profits may benefit from your brilliance and compassion.

We send good thoughts and wishes to all those affected by the storm and are hoping for a speedy recovery everywhere in our Tri-State region and beyond.