The Return: Your Donor Pitch for the COVID Crisis
Show Notes:
Today on 7-Figure Fundraising, Trevor Bragdon continues the series on Fundraising During Uncertainty, in which Trevor discusses the nuances and challenges of fundraising during the COVID-19 crisis.
To begin, Trevor recaps some of the discussions he has had with nonprofit leaders about how they have adapted their organizations to respond to COVID-19 and the challenges it has created. Trevor mentions that their responses are encouraging, and he highlights a positive conversation with the leader of a nonprofit organization in Haiti, whose team has reframed the COVID-19 crisis as an opportunity to innovate rather than to stagnate. However, Trevor also points out that many nonprofit leaders and organizations have been frustrated by the challenges of COVID-19. He acknowledges that COVID-19 has created many logistical and financial challenges for nonprofit organizations, and he acknowledges that many leaders have reported a sense of loss and frustration.
Communicating Change to Donors
Trevor also highlighted the frustration surrounding talking to donors about the changes caused by COVID-19. Specifically, Trevor asks, “How do you show donors all the changes that are happening in your organization and your plan to get through the COVID-19 challenge?” In order to answer this question, Trevor shares that he has developed a new fundraising pitch that is tailored specifically for the COVID-19 crisis. This pitch is called “The Return.”
Trevor revisits the previous episode, in which he discussed the principles of creating a compelling fundraising pitch. Trevor then points out that the COVID-19 crisis is an incredibly unique situation and deserves its own unique pitch. Trevor introduces this pitch, the Return pitch, and shares that this pitch is rooted in a common literary story arc, which is that of a voyage and a return. Trevor discusses this story arc and its appearance in famous movies and books.
The Voyage and Return Story Arc
After describing the voyage and return story arc, Trevor compares this story arc to the current state of nonprofit organizations as they navigate the COVID-19 crisis. Trevor acknowledges that COVID-19 has created difficulties for nonprofits and that there will likely be tough months ahead. However, Trevor also emphasizes that this may be an opportunity to innovate and learn valuable new information and strategies. Additionally, Trevor points out that, after successfully navigating this crisis, nonprofits may be able to reflect on this experience as a valuable learning opportunity, and this is the message that the Return pitch is designed to convey to donors.
3 Parts to a Great Pitch
Trevor moves on to discuss the three parts of the Return pitch: (1) the way it was, (2) the way it is right now, and (3) the way forward. Trevor points out that, during the first part of the pitch, it is critical to thank the donor for their previous support, and it is also important to talk about the plans that you had previously discussed with the donor, the plans that were previously developed for the agency. Trevor then says, when transitioning into the second part of the pitch, it is important to emphasize the components of those plans that have not changed. While it is important to be realistic about the impact of COVID-19, Trevor believes that this realism should be balanced by optimism, which means discussing both what is changed and unchanged by COVID-19.
After discussing this portion of the pitch, in which you discuss what has stayed the same and what has changed at your agency due to COVID-19, Trevor discusses the next portion of the pitch, in which you should share with donors what your agency has learned because of this experience. This portion of the pitch should be broken down into three parts: what your agency has learned about its mission, its staff, and the people it serves. Trevor offers examples for highlighting each category, and he emphasizes the importance of framing COVID-19 as a valuable learning opportunity that will make the agency stronger.
Trevor then describes the final portion of the Return pitch, “The Way Forward.” Trevor says that agencies should develop two goals for this portion of the pitch. One of the goals should be related to the agency’s original mission, and the second goal should be a goal that was developed as a result of the COVID-19 challenge. When discussing these goals, Trevor cautions against setting a specific timeline for accomplishing these goals, due to the unpredictable nature of COVID-19.
Finally, Trevor shares that the pitch should close on a hopeful note in which donors are assured that there will be a return to normal and donors are thanked for their continued support.
To close the podcast, Trevor recaps the core components of the Return pitch. Trevor reminds listeners that the Return pitch is flexible, and it can be used during in-person meetings, on Zoom calls, or over the phone. Lastly, Trevor also shares that listeners can find the template for the Return pitch on the website.
Key Takeaways:
0:30 - Trevor recaps the stories he has heard from nonprofit leaders about navigating the COVID-19 crisis.
1:29 - How can nonprofit leaders talk to donors about the changes that are happening in their agencies as a result of COVID-19? Trevor introduces a new fundraising pitch tailored specifically for this scenario.
5:24 - Trevor breaks down The Return pitch and its three parts.
14:38 - Trevor recaps the Return pitch and the impact a great pitch has.