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Case
We asked 100+ nonprofits how the COVID-19 pandemic has affected their work and changed their future plans.
Here's what they said
(scroll right to read more)
respondents
First, let's look at who we
talked to.
respondents
Where our respondents make an impact:
Community Development
0
Education
0
Health
0
Cultural
0
Enviromental
0
Animal Welfare
0
Civil Rights
0
Other
0
respondents
How big

their digital programs are:
$3,000,000+
$1,000,000 - $3,000,000
$500,000 - $1,000,000
<$500,000
Coin
respondents
Where they work:
0
Locally
0
State Level
0
Nationally
0
Internationally
covid impacts
Now, let’s see how COVID-19 impacted their work:
illustration-2
covid impacts
Each sector felt the impact of COVID differently:

Before we look at how fundraising was affected, let’s remember what those funds were being raised for. Hunger, poverty, health care access, mental health, education disparities, and many other important causes were quickly and deeply impacted by the pandemic.

0
said the need for their services has increased during the pandemic.
covid impacts
This wasn't your average year of fundraising.

The overall impact of COVID-19 on fundraising was mixed, but

0

saw decreases in revenue.

event impacts
Let’s investigate those numbers a bit, starting with a major casualty of the pandemic: in-person events.
event impacts
When we asked organizations who saw revenue decline why:
0

said they relied on events to raise money and they were cancelled or moved online due to the pandemic.

event impacts
It’s not hard to see why events are so important to nonprofit organizations.
  1. They are one of the best ways to strengthen a community.
  2. Events create special moments for mission-affected people and their families.
  3. In-person is one of the most effective ways to appeal for donations.
COVID-19 took those away and it had a clear impact on fundraising across the board.
event impacts
One of the biggest differences between nonprofits during the pandemic was whether or not they were able to redirect engagement from event-based supporters.
0

of nonprofits who saw revenue increase said they converted event supporters to donors.

0

only 25% of nonprofits who saw their revenue decrease said the same.

other impacts
How did some organizations convert event-based supporters?
Here are a few ways:
  1. Used personalized content to make digital appeals that felt to donors like direct appeals.
  2. Leaned on their most committed supporters to evangelize events that went virtual.
  3. Turned one habit of annually attending an event into the new habit of giving monthly.