Archive for May 20th, 2020

May 20, 2020

Your Charity’s Greatest Opportunity is the Rising Need of Donors to Connect

The coronavirus (COVID-19) pandemic has presented fundraising professionals with a large number of significant difficulties. One of those challenges is trying to figure out where to get solid, actionable information to help nonprofit organizations raise much-needed funds.

Now, Prof. Jen Shang, Co-Director of the Institute for Sustainable Philanthropy, comes to our rescue. On Friday, May 22, 2020, she will be presenting a special webinar: “How to Love Your Donors During COVID-19.” I recently received an email from Prof. Shang, along with three tips, that she is kindly allowing me to share with you.

Prof. Shang, the world’s only philanthropic psychologist, has found that the pandemic is causing donors to feel a lack of wellbeing. This is due in large part to a decrease in the sense of connection that people feel during the lockdown. Interestingly, this presents an opportunity for your charity.

When you help your donors feel a sense of real connection, you will help them feel a greater sense of wellbeing. When they associate that greater sense of wellbeing with your nonprofit organization, they will be more likely to renew and increase their support now and well into the future. In other words, by taking care of your donors, you will be taking care of your charity.

One of the things that will make this webinar a valuable experience for you is that it is based on scientific research rather than simply relying on war stories or opinion. In other words, the many bright ideas you’ll learn will be solid and safely actionable. As someone who has taken Prof. Shang’s Philanthropic Psychology course, I can personally assure you that you will get meaningful information that will help you enhance your fundraising efforts.

Here is Prof. Shang’s message:

 

COVID-19 has created such uncertainty in our lives that many are wondering how and when life will ever get back to normal and how we will survive it all in the meantime.

At the Institute for Sustainable Philanthropy, we have not stopped collecting data since the first country locked down at the beginning of this pandemic. And we have been collecting data on how good people feel every other week since.

This [post] will give you a first sneak peak of the findings, and three tips on what to do NOW that you’ll find at the end.

We will release the full results of these studies in a webinar that we will host twice this Friday, May 22 at 6:00 am UK time and again at 3:00 pm UK time.

We studied over 4,000 adults in the US and other countries.

We measured about 30 feelings that people experienced on a daily basis. We found that people’s feelings significantly worsened during the first six weeks of the pandemic. As the lockdown continued, people felt progressively worse.

Specifically, people felt less connected to others.

Psychologists have known for decades that feeling connected to others is one of the three most fundamental needs we have as humans. Our need to have this fulfilled cannot be changed. It is as certain as our life exists. Our sense of connectedness declines when we are isolated in lockdown, when we cannot physically see anyone or talk to anyone, and when we cannot hug anyone or kiss anyone. We have seen our connectedness score declining for over six weeks now.

There is no uncertainty in any of it. When humans are locked down, their need to connect rises. With data, we also know what they need and in what quantity.

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