The Power of Urgency in the COVID-19 Pandemic
Posted by [email protected] on May. 7, 2020 / Subscribe 0
The Power of Urgency in the COVID-19 Pandemic
by Jeff Miller, CFRE
As COVID-19 sweeps the nation and the world, we are facing a global pandemic unlike any in living memory. Every person in our country and every industry is in some way affected by this unprecedented emergency In this climate, healthcare philanthropy professionals face unique fundraising challenges. To assist our members, we will be reaching out to healthcare philanthropy leaders to get their real-time recommendations on fundraising during the coronavirus crisis.
One of the most important tools in motivating donors to give to your cause is urgency!
For many potential donors, a decision not to give at the moment is a decision not to give, ever. National disasters call attention to situations, including victims and to heroes helping those victims. Think of the response to campaigns from the American Red Cross when hurricanes, earthquakes and other disasters such as 9/11 strike.
People want to help! They are caught up in the emotions of the victims and the responders as they witness the devastation. And they understand that the time to help is now!
That’s where we are with COVID-19!
But don’t wait too long to ask because the height of the emotion will dissipate as quickly as the surge. And that is coming soon!
We don’t often have far-reaching, urgent, devastating and life-threatening issues like this in healthcare.
Most of us have healthcare heroes on the front line battling COVID-19. Let your donor heroes know how they can help the healthcare heroes in the battle.
Take advantage of the high-flying emotions and urgency created by this pandemic.
- Put together an email campaign to your donors and prospects.
- Feature stories on your social media outlets and make it easy for them to give!
- Provide one-click connection a hyperlink from a computer or mobile device works wonders
- Include an address to send a check or a number to call with a credit card for non-tech savvy
- Find a donor who will do a time-limited gift match to add that urgency to an already urgent situation.
- Help your donors be heroes to your front-line heroes.
Do it now. It’s URGENT!
In the coming months, NEAHP members are welcome and encouraged to share how
their organizations are responding to this crisis by emailing us at [email protected].
Jeff Miller, CFRE, is the Vice President of Development with Signature Healthcare in Brockton where he has lead the philanthropy effort since 2010. Jeff has over 20 years of experience in community hospital fund development.
0 Comments