YOUR BUSINESS AUTHORITY
Springfield, MO
YOUR BUSINESS AUTHORITY
Springfield, MO
While the effects of the global pandemic changed the landscape of all kinds of business, it also pushed nonprofit organizations to re-strategize fundraising efforts.
With in-person events off the table, area nonprofits became creative in raising funds by embracing challenges and pivoting to online resources. But it also showed which organizations were already set up for success and which needed to change.
Embracing challenges
After months of preparation, Habitat for Humanity was set to kick off its largest annual fundraiser, the Tool Belts & Bow Ties gala, in March. The event last year grossed over $134,000 toward helping build and repair homes for low- to moderate-income families.
But days before the planned March 27 gala, the city of Springfield had its first confirmed case of COVID-19, and everything changed.
“I think I knew in my gut that it wasn’t going to happen,” said Abby Glenn, Habitat’s development director.
She was right. On March 26, the city issued stay-at-home orders. Glenn had to cancel the event last minute with no plan B in sight.
“It’s not something I want to claim to fame, but I really think our gala was the first big event that got canceled,” Glenn said.
Glenn and her team, along with Habitat board members, held many conversations on what to do since donors already had committed over $131,000. Ultimately, Glenn decided not to reschedule the event. She set out to thank each of the donors and let them know their money would be more impactful by not holding an event.
“We estimate that we probably lost about $40,000-$50,000 raised the night of the event, but I also didn’t spend $40,000-$50,000 on the event,” Glenn said. “Part of the conversation piece is if you really want to make a difference, let’s put the money directly to the program as opposed to having a fancy dinner.”
Pivoting strategies
As a result of COVID-19, Glenn and other nonprofit officials have shifted to other platforms for fundraising, such as online resources.
Habitat created a new online fundraiser called Beams of Hope. Since the organization is unable to have volunteers out at construction sites, the tradition of volunteers and family members signing the beams of a home under construction could not take place.
The new campaign allowed people to not only contribute money to help build the homes but also to send in messages with their donations, Glenn said. Habitat staff members then would handwrite the messages on the beams. She said the campaign raised $33,500.
“It really put the mission of Habitat for Humanity in front of every conversation that we had,” Glenn said.
The efforts paid off, as Habitat raised $198,147 in 2020, up 19% from $165,850 in 2019.
Didem Koroglu, director of development for the Boys & Girls Club of Springfield Inc., said nonprofits must be flexible and adaptable due to the uncertain times.
“One thing that has kind of guided us through this whole thing is our mission,” Koroglu said. “We said a pivot is a change in strategy without a change in mission.”
She’s used that mantra this year as the nonprofit’s biggest event also was canceled. The annual Steak & Steak dinner has drawn over 1,000 attendees to hear a keynote speech from a professional athlete and support the six youth clubs in the Springfield area. The event last year, featuring Kansas City Chiefs quarterback Patrick Mahomes, generated $440,339, Koroglu said.
Facing such a large financial hole, the Boys & Girls Club staff shifted their efforts.
The biggest gap filler was nearly $215,000 through the Coronavirus Aid, Relief and Economic Security Act.
“We have shifted our efforts to lots of grant writing – foundations have helped us. And our community has stepped up and, of course, a lot of it is online fundraising as well,” said Koroglu.
However, any outdoor events went on as scheduled, she said. While Boys & Girls Club usually has one golf tournament a year, Koroglu said the organization expanded to three tournaments which raised $58,100.
Mandy Long, chief development officer for Catholic Charities of Southern Missouri Inc., said she too is adapting, but it hasn’t been easy. Prior to COVID-19, Long said she relied significantly on in-person events to fundraise. But now she is utilizing virtual options, such as livestreaming a gala and email marketing as well as traditional mail.
“Additional forms of communication have become critical because you cannot get in front of people as readily. We have to figure out how to tell our story and the work that has and will continue despite the pandemic,” Long said via email. “Hitting donors in multiple forms of communication and figuring out their preferred form of contact has been key over the past several months.”
Long said donors have continued to support the nonprofit’s work when they are able to as some of the typical donors are struggling too. While the overall number of gifts received has increased by 30% since last year, the average gift size has decreased by 29%.
As a result, she said overall giving is down but declined to disclose numbers.
Mary Valloni, a St. Louis-based fundraising coach who represents clients in southwest Missouri, said some companies have stopped fundraising efforts. She said it’s better to be doing something than nothing at all.
“There are a lot of organizations that have just frozen, they don’t know what to do. That’s obviously the worst-case scenario,” said Valloni, who’s worked more than 20 years in fundraising after graduating from Missouri State University. “Those are the ones really struggling.”
Forming connections
Valloni is known in Springfield for spearheading the launch of American Cancer Society’s Cattle Baron’s Ball. In five years, the event netted $3.2 million for the nonprofit, she said.
Now, she consults with roughly 250 nonprofits.
Valloni advises nonprofits to stay the course with longtime donors even during uncertain times.
“Some things that worked in the past, are not going to work today,” she said. “But what I am seeing a lot of success in, is major gifts … really having those one-on-one conversations and reaching out to people individually and having those Zoom video calls versus those face-to-face meetings or the events-styled fundraising. You just can’t beat relationships.”
Bart Brown, CEO of Ozarks Food Harvest Inc., said he has been utilizing this approach at the food bank.
“In terms of event based-fundraising, we didn’t take a hit like a lot of folks did because we just don’t do a lot of in-person events,” Brown said. “We find it more efficient to just connect people directly with their passion and their resources.”
Missouri State University’s science building, built in 1971 and formerly called Temple Hall, is being reconstructed and updated.
