Finding Focus for 2020 Year-End Fundraising

Membership, calendar year-end, COVID

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2020 has certainly been a year of challenges and unpredictability. We can’t predict the precise turns that year-end fundraising may take, but we can focus on a few things to do really well. Then, if challenges arise in the final weeks of 2020, we’ll be better prepared to pivot. . Here’s what you can focus on knocking out of the park:

Safety First 

COVID numbers are rising sharply, and lockdowns and restrictions similar to what we experienced in the spring are beginning to happen state by state. It’s important to put the safety of your team first and expect you will be doing and on-air fundraising remotely if you aren’t planning for that already. Getting distance logistics in place now will position you to take on any additional fundraising challenges that arise in the new year.

Use Unifying Messages 

Your public service - be that news or music - is as important as it has ever been to your listeners. As audiences have hunkered down at home or continued essential work during this time, public media has provided essential information and comfort. Yes, listening patterns have shifted. But the connection is strong. Stay donor-centered in your messaging, and focus on what they have made possible. We’ve crafted some scripts with the message, “we’re all in this together” to help you get started and frame your pitches.

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Staying Donor-Centered in a Time of Upheaval

Membership, direct mail, email, COVID

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In the last few weeks, each of us has made a complete pivot in all aspects of our lives. In our work, that dramatic shift has upended the even the most detailed annual donor plans, requiring that everyone (including us at Greater Public!) rethink and rewrite scripts, letters, and acknowledgement copy. 

What we must not forget is to keep donors front and center in all these adjustments. It can be easy to drift inward and focus on what we need. But when we focus on donors, the framework is always “what you make possible.”

In workshops, I often tell attendees to take off their development hats, and put on their donor hats. Then I ask the following questions: Who are the donors? What do they care about? Why do they use (listen/read/view) this particular station? I invite you to recreate this exercise with your team, adding “In the face of this pandemic…..”

There are three main principles to remember in order to keep copy donor-centered:

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