A Quick Guide to Fundraising in the Wake of a Disaster

31 10 2012

In the wake of hurricane Sandy many non-profits can toss their annual plan out the proverbial and possibly the actual window. A storm of this magnitude will have an impact on countless organizations around the country, not only in the affected area. A thoughtful, but quick re-evaluation of your program is essential.

1) What has the storm done to your case for support and organizational priorities?

Facilities that suffered significant damage may have to change plans to expand, launch new programs, etc. Be prepared to reassess priorities quickly and authoritatively. Membership, annual giving, etc. is likely to be impacted significantly. This will be a double whammy (technical term there) – your donor base may be affected as well as there is a strong sense of urgency around disaster relief. You will need to decide if the impact increases or decreases your sense of urgency.

2) Are your prospects affected?

Regardless of where you are situated in the world, your prospects nay be affected. You will have prospects in the affected regions and if not they may have family, friends, or business interests in those areas. Donors (including foundations) may shift priorities. Like the great recession, you may need to reprioritize and reassess your prospect pool.

3) What does this mean for planned activities?

Evaluate any immediate events planned in the area for the next 60-90 days immediately. This includes fundraisers, cultivation events, and even prospecting trips near the area. Contracts may force you to make certain decisions, but make decisions to move ahead or cancel with eyes wide-open and engage volunteers on the ground to read the situation properly. If you do move ahead, its likely the tone of the event will change.

Finally, a few quick to do’s:

■Contact any individuals with whom you have a strong relationship and check on them!

■Immediately suspend any telemarketing or direct mail efforts to the area (unless you are disaster relief organizations).

■Be sensitive!

■Be prepared to redraft a plan!

■Keep the folks on the east coast in your thoughts and prayers.

Good luck!

Mark J. Marshall

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One response

31 10 2012
Olumide

Thanks, this would be very useful for us too in Africa, especially in Nigeria where we have experienced a major flooding of almost 50% of the country recently.

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