MASTERCLASS: When The Crisis Is Over, Will Your Donors Move On? – Part 2

In this masterclass, Kay will explore a global phenomenon in fundraising that has affected all kinds of organisations: donors who respond generously to a crisis and yet stop supporting our work when they feel the crisis is over. It happens all the time with natural disasters like earthquakes, and tsunamis – support rushes in for immediate relief but is greatly reduced when the crisis is over. Most of these donors do not become long-time investors continuing their support for strategies that will mitigate future disasters or provide long-term care, housing or medical assistance for those left in the wake of these disasters. War may be the worst disaster of all: death, destruction, rapid emigration to safer places, children abandoned, families separated. Funding for relocation, immediate help, food insecurity, housing needs: donors and communities rally to help. And, sadly, they tire of the war, and its impact, and it is challenging to keep these donors supporting us. The good news is that there are ways to keep them engaged as donors even after a crisis, natural disaster or the devastation of a war like what has happened in Ukraine.

Class structure will be interactive, with small groups and individual work. Participants are requested to bring their fundraising messages and materials for acquiring new donors and retaining existing donors. They are also asked to bring an actual story of someone who was helped by their initial fundraising for a cause or program.

Learning outcomes: 

Participants will

• Learn how to shift their message platform from crisis response to long-term investment;
• Understand that while a crisis will engage donors with an impulsive gift, for long-term donor retention the gift must become habitual, then thoughtful;
• Leave the masterclass knowing how to engage a donor from the first gift, no matter how small, and retain the donor even as the crisis is resolved.

Who should attend:

• Fundraising professionals involved in donor development strategy,
• Those responsible for fundraising “marketing” messages for direct marketing and stewardship of donors.

Masterclass Kay Sprinkel Grace