A recent paper from Carnegie Mellon University discussed the merits of using social media like X (formerly Twitter) during an emergency. The point was to illustrate how increased usage of any online activity correlates with a natural disaster like a harsh weather event, massive accident with many casualties, or other such large-scale situations.
Why does this matter to NDIS-backed not-for-profit organizations? To maintain operations, you have fundraising needs. These needs do not go away because a recent fire or flood knocked out power to half of Australia.
A crucial skill for any NFP is learning how to navigate the fluctuating news cycle so that even if there is a celebrity scandal or large-scale public outcry, you can continue the flow of crucial gifts to reach your operational goals.
5 Methods of Navigating News While Fundraising
The primary issue you’re going to run into is appearing like you are taking advantage of the situation on the news. There is a balance between “riding the waves” of the news event and maintaining your authenticity.
Here are some quick suggestions on the do’s and don’ts for navigating such newsworthy events so your NFP maintains funding.
#1 – Put it All in Context
Always start by reading the room. Many current events can be ignored if they have no impact on your current operations. However, anything that affects your mission should be contextualized into your ongoing strategy.
For example, if there is a positive news story about the achievement of someone who is blind (like completing a marathon), and your NFP provides services for such clients, you can wrap that story into your messaging.
In a broader scope, if there is a major accident on the roadways with a 25-car pileup causing all kinds of injuries, you can capitalize on the moment by donating some essential therapies from your Physical Therapy NFP. That improves your public awareness, earns you some national positivity, and maintains your mission.
No matter what, you want to reduce any misunderstandings. That involves being aware of your tone and scheduling. If a natural disaster strikes, you may want to check your scheduled social media posts so the overly humorous tone (for example) doesn’t conflict with current events.
It is all about matching the current trends while being sensitive to issues and still asserting your fundraising goals.
#2 – Never Stop the “Ask”
The ACNC (Australian Charities and Not-for-profits Commission) reports annual giving, including donations and bequests, is a little over $13.4 billion. That is a massive amount of money that can be life-changing for a nonprofit organization.
You never want to stop the “ask” you are running for public support. Some NFPs may feel the need to back away from funding goals in fear that it isn’t appropriate during a natural disaster or other national news event.
The harsh truth is there is always going to be something going on. Some celebrity will make a snafu, or a fire will break out where it causes the most damage.
You don’t want to stop the flow of your fundraising review. The goal is to adjust your fundraising pathways and messaging, not to stop them all altogether because of the news cycle.
#3 – Adjust Your Goals
While stopping the “ask” is something you should avoid, adjusting your projections and goals is a good idea. You want to set conservative goals that are realistic to your operations.
A natural disaster or news story that is aligned with your mission will likely increase donations received. The opposite is also true. When a flood occurs, your NFP that doesn’t meet the needs of those victims may see a slowdown in funding.
It is always better to surpass modest projects that are adjusted for current events than to never reach lofty, unreasonable goals. As the news cycle settles down, you’ll reach a baseline of fundraising that should be the basis for your future projections and budgeting.
#4 – Take Advantage
You may think you need to shy away from fundraising efforts during a fluctuating news cycle, but the opposite is more accurate. There are times of the year when giving will always be more active.
Christmas and other holidays are excellent examples of when to take advantage. Regardless of what is on the news, you’ll find 40% of people are more likely to donate around the holidays than any other times of the year.
If you are part of a bigger organization with events like “Giving Tuesday” or national awareness months, you still want to continue your fundraising efforts, regardless of the current news cycle.
In many cases, a natural disaster that feels overwhelming to the public can be a massive advantage to you. By donating to your nonprofit organization, individuals may feel like they are doing something to “offset” the bad that just occurred.
#5 – Lean into Momentum
If any of the strategies we’ve already discussed are working, it’s time to double down. Lean into the fundraising efforts that are aligned with current news trends.
This means you need to launch a quick email campaign or celebrate your recently received gifts with a PPC (pay per click) social media ad campaign.
Donors love getting on a successful project. When people see something is working in a field they care about, they are more likely to contribute to its continued operations.
This philosophy is the working opposite of the “broken windows theory.” It means that donors will see you care about your mission, others are jumping on board to help you achieve those goals, and the results are measurable.
Consistency is Key to Navigating the News Cycle
One final point to drive home when you’re trying to maintain fundraising during a fluctuating news cycle is consistency. If you need to adjust your messaging, it needs to be across all donor touchpoints.
Email campaigns, social media accounts, and – most importantly – your online website presence need to be updated to reflect these changes. However, what do you do if your website is out of date or not easily updated?
Our team at Web 105 has worked with leading Australian NFPs, healthcare providers, and government organizations for years. We design and develop mobile responsive websites that integrate modern fundraising tools and techniques.
In addition, we can help you with an easily managed CMS (content management system), so when an update to your content needs to be made, anyone on your team can get it done quickly.
Give us a call today, and let’s discuss how we can help your NFP maintain a robust online presence that is flexible with the news happening all the time.
Wrapping Up
There will always be good news and bad news. How you respond to these events by adjusting your NFP’s marketing and messaging will determine your fundraising capabilities.
Having a flexible infrastructure with a modern website is crucial to navigating the continually shifting news cycle. Use the tips above and you should be able to maintain a strong flow of funding so you can reach your organizational goals and better support Australian communities.
FAQs
What is the fundraising cycle?
This is known as donor cultivation. It means gaining new donors through attention-grabbing techniques, engaging with them on a personal level, and retaining their interest so they continue to donate funds.
What is Australia’s biggest natural disaster?
Probably the most significant natural disaster was Cyclone Mahina in 1899 that caused between 300 and 400 deaths. However, other examples of disasters that could pop up in the news and affect your fundraising may include fires, landslides, floods, and outbreaks.
Why should an NFP watch the news?
There are over 25 million people in Australia. When a news story affects the majority of us, it helps to know how that may impact funding for your NFP. You never know when a single story could unlock massive gains in gifting by simply adjusting your tone and messaging a little. Shared empathy or experience is a valuable tool.