4 Points: What to Keep Doing Now

Research on nonprofit organizations of all sizes during the Great Recession confirmed that those who maintained consistent communication and fundraising activities throughout the period enjoyed significantly greater revenue success after two years' time.

Juxtapose that lesson learned a dozen years ago with what's happening now.

Boards and CEOs are deciding to furlough staff, include development and communications officers.

I get it. Some cuts may be necessary for any number of reasons.

How do you know what activities are among the most essential once staff leave?

First, keep up your communication, using all your current channels. Consider adding a new platform or two.

Second, do not stop asking for support. Share a case using impact stories and testimonials. Segment audiences to allow for some to receive news and messaging if they do not want to be asked for support.  Give them an option to stay in touch, even if they can’t provide financial support at the moment.

Third, hire a temp development officer, or contract with furloughed staff, to keep the trains going.

Fourth, if none of those options make sense for you, focus time and attention on your highest contributors. Know this is a temporary fix. Best practice outreach includes donors at all giving levels and stages of giving to maintain long-term revenue.