In a crisis, emergency medical personal and first responders are trained what to say. They are trained what not to say. They are taught how to manage tough situations with calm and direction, which benefits everyone.

Like an emergency responder, fundraising professionals can also learn how to approach their donors amid the Coronavirus pandemic. Organizations are understandably hesitant to fund-raise or conduct business as usual right now. However, if tactful, they can navigate rough waters even during a full-blown storm and maintain their brand and marketing initiatives.

As important as what to say to donors during a crisis, is knowing what not to say. A message taken the wrong way could easily backfire. Pulling from the wisdom of emergency response, below is a list of 5 common messaging missteps to avoid:

THE 5 COMMON MESSAGING MISSTEPS IN A CRISIS

1.      Over-relating  

Don’t say you know how they are feeling, because you don’t know exactly how anyone is feeling or relating to a crisis (even if you are going through or have gone through something similar). While there are surely commonalities in broad strokes, such as fear and uncertainty, trying to relate in too specific of terms can ultimately come off as insincere. Some people will be kept up at night and others will not be, so it is important to leave room for people to have their own authentic experiences and reactions.

2.      Over-promising

Don’t say things will get better, because it’s too soon to know. The truth is, when we are in distress, the last thing people want to hear is someone saying that it will get better. We also cannot predict the future, especially in the case of a pandemic.

3.      Overly Opportunistic

Don’t leverage the virus or give the appearance of taking advantage of the crisis for financial gain. Likewise, don’t make light of what is currently a very dire situation with a mounting death toll. This comes off as tactless, insensitive, and could very well backfire. It is patently void of empathy and doesn’t acknowledge the depth and severity of the situation.

4.      Gaslighting

Don’t pretend nothing happened or is happening. A circumvention of reality causes a disconnect. Donors and consumers can no longer connect to the message because it is too far from reality.

5.      Going Ghost

Don’t suddenly disappear or go silent. In most cases, actions speak louder than words. The simple act of being there to listen when someone is going through an immediate crisis is more important than the exact words uttered. Worse than saying something wrong is not saying anything at all.

THE POSITIVE ALTERNATIVE

No one size fits all for fundraising during the Age of the Coronavirus. We need to acknowledge the multiple stages of coping and the rollercoaster of emotion that grief or crisis can elicit. If you can avoid some of the most common messaging pitfalls, a time of crisis can be an opportunity to connect with donors like never before, as people seek out compassion, kindness and consistency in their increasing uncertain world.

As fundraisers, we can take the timeworn knowledge of emergency response to educate and refine our approaches. Regardless of missteps, it is possible to move forward thoughtfully and effectively even in times of crisis. When push comes to shove, organizations ultimately have the choice to thrive or nosedive. We hope organizations will choose to thrive and continue learning what to say to keep changing the world for the better.

 You don’t mention the current situation outright in the first half of the piece, but rather keep it general so it could be able any crisis. As such, the sudden shift to this particular crisis is a little jarring. Suggest incorporating a reference to coronavirus earlier or removing the references in the second half.