Raising Money in the Time of Coronavirus

Life has dramatically changed for the worse in just the last few weeks and, if the predictions and warnings of the world's most experienced scientists and doctors are correct, we can expect even more, and more dramatic, change for at least the next several months.

How — when the world is literally coming to a standstill, when people are afraid to even breathe the air for fear of being infected (or infecting others), when the quintessence of touching and being touched by other humans is put on indefinite hold — can we even think of asking people for money? Is it not an egregiously selfish act to now intrude with our simple wants for a charity that may have nothing to do with stopping an invisible, fast-traveling killer of thousands, perhaps millions, of people? Would asking for support for our small cause at this time not be embarrassingly callous? All of humanity is facing a crisis right now — today — and you're asking me to help out for something that most likely won't happen until several years from now? Put that way, how could anyone possibly think that soliciting planned gifts these days is a good idea — or exhibits ethical behavior?

To be clear, I don't opine on strategic or tactical decisions (here); the leaders of any charity, no matter its purpose or size, need to evaluate operational options based on their own circumstances, but there is a clear ethical component to the question of whether, by asking for support — here, with consideration of a planned gift commitment — you are intentionally and improperly intruding into anyone's understandable desire to concentrate exclusively on the worldwide epidemic.

On this, however, I think you are right, for two important reasons. One, which you already put forth, people still need to plan for what happens after their death, and, two, people actually yearn to make a difference in times like these, even if the way they want to make a difference is not directly related to what is capturing our attention right now. Ben Miller, chief analytic officer of DonorTrends and secretary of AFP's Growth in Giving Initiative, says, "While we have to be careful, because it is not a true apples-to-apples comparison to today's headlines and the concept of 'social distancing,'" data suggest that "donors are very supportive of their nonprofits through uncertain economic times. When the current crisis ends," he says, "history will show that the most successful nonprofits continued to ask for donations, although likely in a different way. Those nonprofits who go silent or attempt to give their donors a break will likely see the same results as others before them — and suffer or even go out of business as a result."

This opinion, based on an analysis of past trends, squares with mine, which is based on a charity's ethical obligation to its cause and on our need to continue to do something good for society, which is why most donors are donors to begin with. Is it about you? Absolutely. But that's not selfish and is as it should be when you are raising money for a good cause. The key thing here is that it is actually not in conflict with your donors' desires. And if it is, they will put you on hold for a while, which is okay too. But you should not presuppose their thinking as an excuse not to go forward.

Clearly, as you state in your question, you are advised to proceed with caution, ever sensitive to current circumstances. Yes, acknowledge the gruesome reality blasted our way, every day, through every medium; anything less would reveal a wooden ear. But don't let that gruesome reality — which, not to sound like a Pollyanna, will one day change — keep you from doing your work now. Let your supporters know that commitments today are imperative to ensure that you will be around, doing the work they have already acknowledged is important, now and into the future.