Flip the Script
In past years, summertime has correlated with ramping up auction item procurement for autumn-slated fundraising events; it goes without saying that this year, things are markedly different. With just about everyone in survival mode, it can be downright awkward to solicit businesses for donations in the same manner as before.
This aberration has got me thinking about the symbiotic associations between nonprofit organizations and the business community. Admittedly, nonprofits may get more than they're able to reciprocate from these relationships, but both entities benefit to some degree.
For instance, in addition to procuring donated items for their silent + live auctions, nonprofits may rely on donated food + beverages to cater their fundraising events. In turn, businesses may experience an uptick in positive media coverage and a corresponding halo effect as a result of their charitable contributions.
Ideally, the relationships between nonprofits and their commercial supporters are cultivated and maintained over time to sustain lasting, mutually beneficial partnerships.
While the current climate may not lend itself to outright auction solicitation, it's an optimal time to flip the script and reach out to your nonprofit's business contacts with the intent to learn how your organization may be in a position to support them. In fact, it's likely that many would welcome the opportunity to communicate news and updates that you, their nonprofit partner, could then share via your respective social media channels. Examples include:
new options for takeout or curbside pickup (restaurants)
forthcoming product lines or special promotional codes for online redemption (retailers)
updated hours of operation (service providers)
If you're in need of a prompt to jumpstart communications, why not consider tailoring an email campaign to your supporters along the lines of:
Dear [Business Supporter],
You've been a faithful champion of [Nonprofit Organization], and on behalf of our staff and board, I'd like to express our deep gratitude to you. I am also reaching out to inquire how we may best support YOU during these unusual times. Perhaps you've got a special promotion or announcement we could share with our audience via our social media platforms. Please let us know your thoughts on the above; we would love to collaborate and help!
For some peer inspiration, take a look at how Texas Advocacy Project has been using its Facebook page to publicly demonstrate gratitude to its business partners. And remember: sometimes all it takes is a straightforward thank you to show appreciation.