Even in the midst of the current economic uncertainty and growing demand for social services, many non-profit organizations are finding their donations are actually increasing. Last week, charitable gifts from corporations, foundations and individuals, including faith-based and other sources, hit $7.8 billion globally.  In this time of crisis, a clear focus on mission and raising funds for urgent appeals are being met with incredible generosity from people who are feeling isolated and want to do something positive to meet needs in their community.

#GivingTuesday has been an incredibly successful campaign, encouraging people to make end of year donations.  The organizers of this effort are promoting a new appeal for the first Tuesday in May
(May 5) called #GivingTuesdayNow, to focus on generosity, citizen engagement and activism to support communities and nonprofit organizations around the world.  This unified effort promotes giving back as a way to combat fear, helplessness and isolation.

We encourage organizations that want to be part of this unified giving effort on #GivingTuesdayNow, or to raise funds in an urgent appeal of any kind to communicate with compassion, clarity and give people a way to be involved in your mission:

  1. Compassion-this is a difficult time for everyone.  While this crisis has affected people differently depending on their social and economic circumstances, we are all living through a time of anxiety and trauma.  Acknowledge this in your communications.
  2. Clarity-people are overwhelmed with information, so get to your point quickly. Let them know you are inviting them to give to a specific appeal or urgent need, and how their donation will have an impact.
  3. Give them a way to be involved-have a specific ask, give them a range of gift to consider, based on the goal of your appeal, and give them simple options for how to give. Provide a quick link to donate electronically on your website, in an email or via social media.

If now isn’t the right time for your organization to fundraise, you can also consider using #GivingTuesdayNow as an opportunity to thank your donors, to show how you are fulfilling your mission and providing services in this time of crisis or amplify the impact of others, such as front-line workers.  Remember, the purpose of this day is to celebrate unity and generosity!

Churches can also participate in urgent appeals during this time. We are offering a free webinar this Wednesday, 12EST/11CST especially for our church and church-related clients to re-focus their giving efforts.

Title:  Stabilizing & Strengthening Congregational/Institutional Giving in this Time of Crisis
When: Wednesday, April 22 from 11:00am – 12:00 noon Central Standard Time
Register* in advance at:  https://tinyurl.com/TJCWebinar

After registering*, you will receive a confirmation email from Julie Rowley, webinar manager, containing information about joining the webinar. Registering allows us to follow up with you about any specific questions you may have or if you need further information.

*If you are not comfortable REGISTERING, email Donna Lund at dlund@jamescompany.com to receive the direct link to the webinar.
You are not required to register in order to join the webinar.

See you at the webinar. In the meantime, stay safe.

Rachel Cornwell
The James Company
Phone: (301) 802-8234
Email:  rcornwell@jamescompany.com