Reach Out Now: What Donors Need to Know

Nonprofits across the country are facing serious challenges as government funding cuts increase. If your organization depends on public funds, now is the time to create a strong communications plan to keep donors engaged and ready to help.

Of course you and your leadership will be worried about how those cuts could affect your programs, staff, and the people you serve. If disaster looms, (and it is for many nonprofits), one of your top priorities needs to be reaching out to your donors.

Why Noprofits Must Communicate During a Funding Crisis

Think about it this way: 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. These loyal donors want to stay informed about your situation and how you’re holding up.

So as you consider a communications strategy, you really do have a lot to work with.

Here’s the good news: it won’t take much to activate your passionate supporters.

Creating a Donor Communications Plan That Works

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

To create a powerful communications plan for right now – answer these questions: 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?

How to Engage Major Donors Amid Budget Cuts

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.

Of course you and your team need to 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 organizations who receive as much as 80-90% of funding 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. Think about those wonderful individuals who have both the capacity to give and a clear interest in your work, but haven’t fully connected with your mission yet.

This is a perfect opportunity to reach out and build that relationship. If they care about your cause, they’ll be eager to hear from you!

Mid-Level Donors and Everyday Supporters Still Matter

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 play a different, yet equally important role. They show up on Giving Tuesday; they offer to volunteer, and they engage on social media. They are probably your die-hard supporters!

So, 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.

Government Funders: How to Build Relationships in Tough Times

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

Funding sources might include commissions, appointed bodies, legislation, and special tax revenues—such as hotel and meals taxes—as well as passthrough funds like opioid settlements routed through 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.

With that in mind, 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.

No matter their political affiliation – they still want to know what’s changing on the ground in their district, affecting their constituency and voters.

Even if current federal funding cuts threaten your mission, stay in touch. The local representatives still want you to keep them informed.

A brief message goes a long way: “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 now. Your donors are waiting to hear from you.
• Treat them like insiders who matter deeply to your mission.
• Stay connected – because 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!

Final Thought:

When public funding is uncertain, strong donor relationships are your greatest asset. Use your communications strategy to bring supporters close and show them how they can make a difference.

Need help developing your plan? Reach out to us at Gail Perry Group—we’d love to support you.