A few weeks ago, we chatted with some nonprofit leaders from Childspring International and Good Tidings Foundation to learn how their organizations have adapted their fundraising and programming in the face of COVID-19. This week on the Nonprofit Jenni Show, we’re talking to leaders from Gilda’s Club Middle Tennessee and Reach Out and Read Colorado to hear even more examples and advice for how nonprofits can continue to thrive in the midst of the pandemic.
Tips for Hosting Virtual Fundraising Events
My first guest on the podcast this week is Hayley Levy, the Director of Development for Gilda’s Club Middle Tennessee. She talks about how she planned her very first virtual 5k fundraising event and raised over $6,000 with over 100 runners and walkers. She also describes the planning process for converting her organization’s signature fundraising event into an online live stream event.
Example of a Virtual 5K Walk/Run Race
I loved hearing from Hayley because I’ve actually had a few podcast listeners reach out to ask how to host a virtual marathon or other type of race. She initially heard the idea to host a virtual 5k from one of the Gilda’s Club program participants. After hosting a group brainstorming session, the Gilda’s Club team decided how to host the event:
The team agreed to host the event over the weekend that the Rock ‘n’ Roll Marathon had originally been planned to take place.
Through Eventbrite, supporters could pay $15 to register as a walker or runner. If they also wanted a Gilda’s Club 5k t-shirt, they could register for $40.
Every walker/runner was asked to share something on social media about the event to help raise awareness about the Gilda’s Club mission.
Registrants were provided with a form to submit their number of steps and the time it took for them to complete the 5k by walking around their neighborhood, running indoors on a treadmill, or completing the race however they felt comfortable. These results were collected in a Google Sheet so Gilda’s Club could announce different types of “winners”.
Some participants chose to host personal fundraisers through Facebook, and one of these registrants was able to raise over $2,000 through their personal campaign!
Overall, the 5k had roughly 115 participants and raised over $6,000.
Example of a Live Stream Signature Fundraising Event
Hayley’s team also had to adjust their plans for their annual signature fundraising event, and they decided to convert it to a virtual live streaming event. Here were some of the big planning decisions they made:
The event was hosted through Facebook Live, because this was the social media platform where Gilda’s Club had the most followers.
The event was planned to take place during The Big Payback (Middle Tennessee’s 24 hour online day of giving) so Gilda’s Club could try to win the hourly prize for getting the most unique donors between the hour of 6-7 pm.
Gilda’s Club suggested virtual attendees donate $150 each because this was the original ticket price for the in-person event. However, donors were encouraged to give whatever they could. Hayley points out that expenses are much lower for virtual events than they would have incurred for the in-person event.
Tips for Adjusting Nonprofit Programs During COVID-19
My second podcast guest this week is Anne Tengler, Executive Director of Reach Out and Read Colorado. She shares how her organization has adapted its programming to continue reaching families who need reading and literacy resources, even if they have limited access to technology. She also talks about how her organization’s partnerships with places like the Mental Health Center of Denver and Colorín Colorado help advance Reach Out and Read’s mission.
How Reach Out and Read Colorado Has Adjusted Their Programs
Reach Out and Read Colorado helps provide age-appropriate books to children in Colorado through partnering pediatricians’ offices. Their program also helps educate parents about the importance of early childhood literacy and how reading contributes toward their children’s healthy development.
Although Reach Out and Read has had to pause some of their in-person visits to partnering clinics due to COVID-19 concerns, Anne says that her organization has been able to continue reaching out to parents through well child visits for families with children ages 2 and under. Some major federally qualified health systems are even increasing the number of well child visits they’re able to conduct at least until children turn 8 or 9 years old. Anne feels very fortunate that so many pediatricians’ offices are able to continue the Reach Out and Read program because doctors can look a little scarier than normal with their face masks and other PPEs, so having the doctors give kids a new book helps bring warmth back to the office.
Reach Out and Read has also recently started testing a new parent resource in partnership with Mental Health Center of Denver and Colorín Colorado. Through this program, they send twice weekly text messages to parents which each include either a bite-sized literacy activity for the kids or a self care activity for caregivers. They decided to host this program through short text messages so caregivers won’t have to worry about their internet data packages or sharing computers to access the suggested activities.
How Reach Out and Read Colorado Has Continued Fundraising Since the Pandemic Began
During our interview, my favorite quote from Anne was, “You don’t ask, you don’t get.” She talks about the matching campaign her organization is running between now and the end of June with a fundraising goal of $75,000. Anne loves matching campaigns because they make all donors feel great about the doubled impact of their contributions, regardless of size.
Even if your organization isn’t on the front lines of COVID-19 prevention and relief, Anne recommends that nonprofit leaders stop assuming people will only give to urgent causes. Your donors have already shown their passion and support of your mission, and they need to know how COVID-19 has impacted your organization, programs, and clients. Anne says you should let your supporters know you have a plan and how you’re working to return to normal operations. Then, invite them to support your cause and help you prepare for the future.
Get Professional Help Deciding Your Next Steps
I started this podcast series on the COVID-19 crisis because I’ve been hearing from so many nonprofit professionals who are unsure how it will impact their funding opportunities and relationships. I can’t wait to hear from you too! Schedule a free initial consultation call to chat with me about your idea for a new nonprofit, social enterprise, or other social sector organization. I would love to help you figure out the best next steps to take to protect your organization and mission. Also, don’t forget to subscribe to the Nonprofit Jenni Show for free so you won’t miss any new episodes about resilience through COVID-19!
Also, I want to thank Adams Keegan for sponsoring this episode! Adams Keegan offers affordable employer solutions, and they have a special division which is solely dedicated to serving nonprofit organizations. Schedule a consultation call with them to get customized, free advice for your nonprofit’s HR policies and management.