Reach Out Now: What Donors Need to Know

If your organization receives government funding, you may be facing serious cuts. In this case, you will certainly be worried about how your programs, staff, and the people you serve will be impacted.

If disaster looms, (and it is for many nonprofits), one of your top priorities needs to be reaching out to your donors.

Just think – your organization probably has many donors, supporters and volunteers who have invested their time and money in your organization’s work.

This means that they personally feel aligned with your mission – they may even feel devoted to your mission. They will want to know what’s going on and how you are doing.

So as you consider a communications strategy, you have a lot to work with. It’s not going to take a lot to activate your passionate supporters.

Forming a Communications Plan

It’s time to strengthen your community and draw your donors close.

Who needs to hear from you? What should you say? How should you say it?

We recommend that you use the 3 T’s to shape your approach:

• Target – Who are your target audiences?
• Topic – What messages should go to which audience?
• Tone – How should you say it?

Target: Which Donor Audiences Need to Hear from You?

If you’re facing funding challenges, you can’t afford to stay silent. The people who support your work need to hear from you NOW.

Who should be on your list? We suggest focusing on five distinct donor audiences:

1. Institutional funders
2. Major donors
3. Mid-level donors and engaged supporters
4. Your broader community—social media followers, volunteers, and stakeholders
5. Governmental funders at all levels

Institutional Funders

If foundations or large grantmakers fund your work, reach out to them now. Consider them as true partners in supporting your mission.

Many nonprofits we’ve worked with over the years kept their foundation funders at arm’s length, communicating with them quite formally via reports and impact evaluations.

Now, you have a wonderful opportunity to reach out and work toward more of a personal relationship with them.

Your foundation funders are people too – just like you. They want to understand what’s happening on the ground. Above all, they probably want to know how funding cuts will affect your programs.

Above all, keep them informed. Make them feel like partners.  Don’t just send a formal report.

You can just pick up the phone and say, would you like to know how we will be impacted? Invite them to a conversation and just tell stories about people you serve and how they will be impacted.

Major Donors

Your major donors may already know about potential funding cuts. But do they know how this impacts your organization?

Now is the time to connect. Not to ask for money – but to keep them in the loop.

Your major donors may be funding significant portions of your budget. We often see that 80-90% of funding comes from just a few individual sources – major donors.

Since these people are so very important to your mission, hopefully, you already have a friendly relationship with them.

A simple update can go a long way. Let them know how you’re responding. Share what you’re worried about.

In this case, you can show them how they can help—whether that’s spreading the word, making connections, or offering advice or a gift.

And don’t forget about potential major donors – your prospects. Remember those lovely individuals who show up as having wealth capacity and some level of interest, but are not yet fully engaged in your work?

Again, this is a wonderful opportunity to reach and connect with them. If they are interested in and/or committed to your mission, they will WANT to hear from you!

Mid-Level Donors and Highly Engaged Everyday Donors

Mid-level donors and active supporters often feel deeply connected to your mission. They volunteer. Often, they show up for events. You’ll find that they give regularly.

These individuals may not be making large gifts, but never forget that they are prime legacy giving prospects.

And, if they are highly engaged, then they are passionate about your organization in particular.

Since they feel like insiders, then by all means, they should be treated as insiders. Share communications that feel informal and treat them like the close friends that they are.

Your Broader Community

Your larger community—volunteers, newsletter subscribers, everyday donors, social media followers—all care about your work. They may not give major gifts, but they serve as ambassadors, spreading the word about your organization’s work.

They show up on Giving Tuesday; they offer to volunteer, and they engage on social media. They are probably your die-hard supporters!

Just like your highly engaged donors, treat them like the insiders they are. Be informal and friendly in your tone. Let them know what’s at stake, and ask them to help.

Governmental Funders

If your funding comes from government grants or allocations, you may have a long list of decision-makers to reach out to.

Funding may come from commissions, appointed bodies, special tax funds such as local hotel and meals taxes, legislation, and passthroughs from one level of government to another, such as the opioid settlement funds going directly to county governments.

You may have funding from state, local, city, county and/or federal sources. All these grants and contracts have people behind them who are decision makers and influencers.

By all means, reach out to them all! 

Elected officials and their staffers all influence funding decisions. Many of them want to know how policy changes affect local organizations.

This is true no matter what side of the fence they are on politically – they still want to know what’s happening in their district among their constituency and voters.

Even if your mission is one that may be targeted by the current round of federal funding cuts, be in touch. The local representatives still want to be informed.

A simple message works: “Would you like to hear more about how these funding cuts impact our work?”

You may be surprised by the response.

Take Action Now

• Reach out. Your donors want to hear from you.
• Treat them like insiders. Show them why this matters.
• Stay connected. Relationships matter more than ever.

Don’t forget, your supporters believe in what you do. Keep them informed, engaged, and inspired, and they will stand with you!