Running, running....

On my 73rd birthday, I decided that when I was 103, I would run a marathon.  The fact that I am not a runner didn’t overconcern me; I had 30 years in which to train.  Then, the coronavirus hit.  My gym closed and my husband started working at home, far from him gym, which was closed anyhow.  He does run—not much but more than I—and so we agreed that every other day we would run.  Or sort of.  Run for about 100 yards, then walk for about 50 until we did just about three miles.

That worked for two days.  Then disaster—ok, a small problem—occurred.  The shoes I have for working out in are zero drop. That means that my heel and my toes are level—like being barefoot. They are good for trail running (so I am told), but we were running on cement and asphalt.  My ankles really really hurt.  And so I did what all good Americans do—I went online and bought a pair of street running shoes.  

While I waited for those shoes to arrive, my husband started calling me Lurch.  I hobbled around, muttering “Oh.  Oh,” under my breath.  Pain has never been my favorite thing.

It made me realize once again that there is a big difference between wanting to do something and having the wherewithal to do that thing well.

Wanting to do something is not enough by itself.  You really need to have the right stuff.  I would not be downing Tylenol right now if I had considered what I needed in order to effectively run in my neighborhood.  Or as a runner neighbor said, “Good Lord, Woman!  What were you thinking?”

Recently, I did a webinar on Fundraising in the Time of the Coronavirus.  We did a poll asking how many of the several hundred people on the call had a written development plan.  I noted that a plan is not just a narrative of what you should do; it is specifics on what you are doing, the steps it will take to do it, and when you are going to be accomplishing each step.  

Less than 45% of the participants had a plan.   Given that some organizations had multiple people on the webinar, I’m guessing that the actual percent of organizations with a plan was even lower.

Is it any wonder that most nonprofits do not raise enough to strengthen their ability to push their mission forward?  Or that those who are shuttered or are not engaged in “essential” services at this time are worried about reopening when this pandemic passes?

Although many nonprofits are feeling that now is not the time to engage in fundraising, that is exactly the wrong approach.  Remember, fundraising is more than simply asking people to give.  It is mainly about building relationships with those you have reason to believe care about what you do.  Clearly, existing donors have said they care.  And there are others who have yet to make a gift who have expressed an interest in your work.  

Now is the time to reach out to those who have generously supported you in the past and tell them how much their support matters.  Share success stories and tell them about the impact both of your work and of their past support.  Tell prospective donors about the ways you are changing the world—and how you hope they will join with you and others to make sure this work can continue.

Tell these stories in words, pictures, videos.  Share them in personal emails, on social media, and yes, on your website’s homepage.

Not everything needs to be an ask.  Just a touch to say we care.  

However, do remember that even just a touch can include a link to your giving page.

While you are stuck at home, use the extra non-commute time to develop that plan.  Start with putting down on paper everything you are planning to do in the next 3 months—both what you are going to do to appeal for support and what you will be doing simply to say I’m so glad we are in this together.

This is also a great time to get more purposeful about stewardship.  One thank you letter for support just isn’t enough.  How are you going to reach out to those who have made gifts to your organization and increase their level of caring?  That, too, should be part of your plan.

A plan, of course, is not enough.  Having the right shoes for running is not going to make a marathoner out of me.  Using those shoes and practicing regularly will.

And if you write that plan then work that plan, you won’t have to wait 30 years until you successfully run that marathon.