Crowdfunding Giving Trends During COVID-19
Are you Fundraising Now? You Should be (if you have an authentic and time sensitive need).
I’m glad your fundraisers are nervous about fundraising now. It demonstrates emotional intelligence. That they care about their donors. That they value their relationships and don’t want to damage them.
When you have an instinct, it’s important to examine it. Put it under the microscope. See if the numbers support it.
In this case, they don’t.
People are donating to nonprofits right now. Donors want to help. They are rallying behind the causes they care about and trust. They are opening up their hearts and wallets. They are giving.
Let’s look at the campaigns that CauseMatch ran between January and April of 2019. Times were good then. And campaigns ran smoothly.
But in 2020, the average number of donors per campaign actually jumps.
That’s a 116% lift from last year to this year!
People are giving MORE OFTEN in 2020 than they did in 2019.
Not only are they giving more often, they’re giving MORE. In 2019, the average gift size was around $133. In 2020, that amount rises by roughly $9.00!
Our campaigns are raising more money during a global pandemic than they did during the simpler times of 2019.
And there are concrete reasons as to why.
One — now more than ever — your donors have the opportunity to genuinely be a hero. There is darkness in the world right now. But your donors can bring a little light into it by donating. Make sure to communicate your ask in terms that the donor “has a problem to solve” and can be a hero by giving.
Two, you’re leading with empathy. Your instincts are good. So continue to be compassionate. Continue to listen. Continue to ask your donors questions. Be sensitive to the fact that your donors may be going through hell right now.
Whatever you do — do not make the decision for them that “now is not the right time.” If they give you that answer, respect it. But not asking the question is a disservice to your donors and your organization’s service recipients.
During this tumultuous time, there are acute problems in the world that need to be solved. PROBLEMS are the perfect backdrop for your fundraising efforts. Tell donors how the ripple effects of COVID are far reaching. And they’ll respond. I know because the data tells us so.
