When a Category 5 hurricane hit a coastal community, its most well-known health and human services charity was ready to respond with rescue plans, supplies, emergency shelters, and well-trained personnel. What the nonprofit was unprepared for was an unexpected surge in support, including monetary support in the form of donations.
Too much support might not seem to be an issue, but for nonprofits unprepared for a surge of attention and funding, it can be tough to navigate. While you aren’t facing an emergency, think about what your company would do if the status quo was disrupted.
Keep Your Website Online
Disaster relief organizations, such as the Red Cross, have long experienced periodic surges in attention and donation streams. For example, during natural catastrophes in recent years, some overwhelmed nonprofit websites went offline due to the high volume of traffic.
To avoid this, understand your system’s (particularly your donation app’s) maximum capacity and develop an IT contingency plan to implement if it reaches critical mass. Track website hits, as well as phone, text, and email inquiries, to establish a baseline. That way, you’ll be able to detect a spike in interest and be prepared to swiftly implement your contingency plan if necessary.
Establish a Notification Process
Being prepared involves more than an early warning system for your website. You also need to be able to mobilize your forces quickly. Do you know how to contact each of your board members at any time? Make sure your contact list is up-to-date. You can also benefit from having a procedure in place, such as a phone tree or group text distribution list, to communicate with your board quickly and efficiently in the event they need to vote on key decisions.
Assign a volunteer coordinator to take charge in an emergency. The coordinator should be able to contact and train new volunteers promptly so that they can be deployed where they are most needed.
Generate Long-Term Support
An increase in donor and volunteer enthusiasm may result in a boom in media coverage. Although it may be tempting to say, “Not now, we’re busy,” don’t pass up the opportunity to promote your organization’s mission and the work that is attracting attention.
In most cases, the rush of interest fades quickly, so begin to establish long-term partnerships with new funders, volunteers, and media contacts. Inform them about your organization’s regular operations and recommend opportunities for them to become more involved in the future.
Use Donations Smartly
Finally, have a plan for putting any new funds to work. Most donors will want their contributions used for immediate needs; therefore, give them the choice to designate them for use toward the current catastrophic event or need. If contributors do not specify where their donations should be applied, consider putting them in a fund for capital improvements and other projects. Contact us to discuss donation management.
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