Making the Case for Major Gifts in the COVID-19 Era

Let’s talk about your case.

When we look at the declining major gifts revenue trend being experienced by public media stations of all sizes (see our July 8 blog post), one question that needs to be thoughtfully answered is, “Have you adjusted your case language and communications to accurately reflect our new world reality and highlighted the ways that your station has pivoted to be a relevant and imperative community resource through these difficult times?”

If you are still using the same renewal letters and messaging components from four months ago, your major donors won’t know that your station needs have changed and that you need them to increase their investments in your work to keep your station strong.

Yes, philanthropic giving priorities have shifted for many to answer the new pandemic needs and to confront our structural racial injustices and support the movement for fairness and equality for all.  Your station can still be on the list of priorities, but you need to answer the question of how their gift will have a significant impact on your work today.  Here are our suggestions to make the case.

Be specific.  Talk to your donors about the ways your station is addressing these critical topics and ways you are participating and facilitating conversations in your local community.  Remind your donors that your station is purpose driven.  This is where public media can shine.  We will take the time and resources to deliver on our promise of education and community engagement for all.  Your station and all of public media exists for the public good.  We are here to serve and now is a moment to show how your station makes a difference in your communities.  And do not underestimate the comforting power of your unparalleled, iconic programming when so many other things are changing around us. 

Be open. Tell your donors your station expects some revenue streams to decrease or dry up altogether.  This is not a result of poor fiscal management but a reflection of our new reality.  How will your station meet your operating expenses without those crucial revenue streams?

Be bold.  Give your major donors the opportunity to step up for you.  If you have a Giving Society, encourage your donors to consider stretching to the next giving level.  Show them how their investments today are an investment in the community and are needed now more than ever.  Some donors will have to step aside, but others will embrace the opportunity to step up for you if you show them why their support is so critical.

This moment is a time for non-profits to critically analyze programs and services and pivot when necessary to address the local community’s changing needs.  How is your station meeting those needs?

If you answer these questions in your major donor communication materials and solicitation efforts, you are giving your donors an opportunity to invest in your success.