Hello, fellow fundraisers — particularly those of you who manage your station’s messaging. The coronavirus has created an environment of uncertainty for us. One thing we’re certain of here at CDP: we're all in this together. Public media is engaging on two fronts right now. First, creating and delivering unparalleled content that responds to, reports on or offers respite from the unprecedented situation. And, second, hashing out the best ways to ask for (and receive) contributions that fund that content in a completely unpredictable environment. Subtract the unprecedented and unpredictable situation from the picture and we're doing what we always do, but in such altered times.

CDP draws on a depth of experience, fresh perspectives and knowledge of best practices to create our messaging when we're business as usual. In these unusual times, that expertise matters even more. The coronavirus continues to alter the day-to-day environment of every current and potential donor. So we’re devoting even more energy to crafting fundraising messages that resonate. How can our messages acknowledge the unprecedented situation without becoming overwhelmed by it? What are some general principles we’re using? The following is a short list of things we're doing now. These are not cut-and-paste ready message points. They are concepts you can consider for all your messaging channels. These could apply to on-air spots, social media posts, major donor conversations and beyond.

1. Typical services now have heightened relevance to the donor — Put your typical services into the context of the heightened relevance they now have for the donor.

Some examples:

· PBS programming has always provided America with its largest classroom. It’s now many people’s only classroom.

· NPR listeners crave authentic journalism crafted to the highest standards. That now seems a necessity as much as a preference.

· Donors love the uplifting, life-affirming vibe of series as varied as Call the Midwife and This American Life. They’re now even more of a respite from the stress of fast-changing events beyond our control.

2. Local services now offer more isolated people a vital connection to the community — You’re uniquely delivering on your mission. You might be increasing collaboration with school districts, providing access to municipal coronavirus-response resources, reporting on the local impact of the disease, delivering in-depth conversations with community leaders or all of the above.  These were always more than civic niceties. Now they stand out as public media piling sandbags of information against floodwaters of uncertainty. Remind donors this work can only continue through their support.

3. Remember you’re talking to people in a broad range of situations — You may be working from home; that doesn’t mean everyone receiving your messages is or that they even have that option. Consider the full range of circumstances your recipients might be in. Think outside in, not inside out. Read your copy through the eyes of all the kinds of people it’s intended to reach. Make sure you’re more sensitive to them than usual, and make sure you’re not excluding anyone's experience.

4. Make sure you pace yourself — No one knows how long of a haul this will be. What do we risk if we hammer away at the coronavirus aspect of our donors' lives? There's potential for donor fatigue, too much focus on the coronavirus may distract from the case for support and, eventually, donors might feel we’re exploiting these circumstances to boost fundraising returns.

CDP’s Digital Marketing Services, for example, has sent two email appeals that focused mainly on the coronavirus. The messages touted the value propositions of #1 and #2 above. We crafted a softer, more contextualized ask than usual.

Our next several appeals will acknowledge the situation but not make it the central theme of the message. Our plans for April's appeals are to reference but not dwell on the coronavirus. We will soon reassess May’s appeals as the situation develops. At some point, we predict we'll either mention it less or frame it in different ways as the evolving situation warrants.

5. Don’t apologize, and don’t overreact in your messaging — The coronavirus has already had sweeping impact on the economy, and that will no doubt continue. But one of the golden rules of philanthropy is that we don’t know what anyone is willing or able to give until we ask. So we do.

Of course, anticipate in this time of increased anxiety and amplified emotions that some current and potential donors will respond with a sentiment of “How dare you?” Be ready to respond to such objections with calm, reason and empathy for the donors’ specific objection. But balance out any objections with recognition of the extent to which your messaging still generates the desired results from other donors. At this stage, we feel that’s better than trying to preemptively address this potential mindset in your messaging.

We hope you find ways to apply these five general points and that they motivate you to engage in team discussions about how to tailor your messages to the trying times we all find ourselves in. Please keep watching www.cdpcommunity.org/blog for more info about the strategies CDP continues to develop on this front so that essential local stations can generate more net revenue for their missions.