Communications
The Wrong Emergency
Jul/17/09 11:04 AM
By Barry McLeish
I spoke to an officer of a nationally known nonprofit organization today who related to me a note he had gotten from one of his donors – the contents of the somewhat abrupt and angry note said (I am paraphrasing):
Under no circumstances do we want to hear from any nonprofit organization we are interested in. We don’t want to receive proposals, calls, notes, visits, invitations, or telephone calls. We do not want to hear from you at this time in any way, shape or form. My wife and I will make our giving decisions this year in November. Until then, please respect our wishes.
What did you think of the note? Have you ever received one like this? What did you do? Could you put yourself in your donor’s situation-haven’t you ever wanted to write a note like that?
Let me make a couple of observations regarding the donor’s note and the situation I believe it represents:
First of all, I think the couple is flooded with requests for help right now and have clearly gotten tired of hearing from everyone. They may even feel overwhelmed. I would be willing to bet that they don’t actually feel angry at all of the nonprofits they have written to but have chosen at this time to lump everyone into the same bucket.
Second, I don’t know the financial situation this couple is facing. They may have lost everything through the financial downturn; on the other hand, they may be doing just fine.
Third, I’ve observed something that is occurring in hundreds of nonprofit organizations right now. Most that I have observed are crying “Emergency” through their solicitations, their field representatives, and through their online communication vehicles.
I have no doubt that many agencies are indeed feeling a financial pinch right now. Services may have been cut, personnel laid off, and operating funds trimmed. Almost every nonprofit institution that I know of is engaged right now in some variation of these measures. Almost all of them need more money and they need it immediately. Consequently, many are crying “emergency.”
Unfortunately, I think this is the wrong tactic right now for the very simple reason that most donors in America feel that they are undergoing some sort of personal, financial emergency themselves. Whether it is true or not is beside the point. The media and subsequent headlines – spoken and read – have told us repeatedly that as a country we are in trouble . . .individuals are in trouble. . . institutions are in trouble. . .all that we know is in trouble.
When I feel I am in trouble I often become oblivious to others who might also be facing catastrophic circumstances. I can’t get beyond my own problems. Perhaps I am selfish. Perhaps it is a weakness. Whatever it is, it is true in my life.
Emergencies are defined by organizations as well as donors. Today many donors are facing what is for them a real emergency. In their hearts, their crisis may be more important than yours. Be careful how you communicate your crisis.
I spoke to an officer of a nationally known nonprofit organization today who related to me a note he had gotten from one of his donors – the contents of the somewhat abrupt and angry note said (I am paraphrasing):
Under no circumstances do we want to hear from any nonprofit organization we are interested in. We don’t want to receive proposals, calls, notes, visits, invitations, or telephone calls. We do not want to hear from you at this time in any way, shape or form. My wife and I will make our giving decisions this year in November. Until then, please respect our wishes.
What did you think of the note? Have you ever received one like this? What did you do? Could you put yourself in your donor’s situation-haven’t you ever wanted to write a note like that?
Let me make a couple of observations regarding the donor’s note and the situation I believe it represents:
First of all, I think the couple is flooded with requests for help right now and have clearly gotten tired of hearing from everyone. They may even feel overwhelmed. I would be willing to bet that they don’t actually feel angry at all of the nonprofits they have written to but have chosen at this time to lump everyone into the same bucket.
Second, I don’t know the financial situation this couple is facing. They may have lost everything through the financial downturn; on the other hand, they may be doing just fine.
Third, I’ve observed something that is occurring in hundreds of nonprofit organizations right now. Most that I have observed are crying “Emergency” through their solicitations, their field representatives, and through their online communication vehicles.
I have no doubt that many agencies are indeed feeling a financial pinch right now. Services may have been cut, personnel laid off, and operating funds trimmed. Almost every nonprofit institution that I know of is engaged right now in some variation of these measures. Almost all of them need more money and they need it immediately. Consequently, many are crying “emergency.”
Unfortunately, I think this is the wrong tactic right now for the very simple reason that most donors in America feel that they are undergoing some sort of personal, financial emergency themselves. Whether it is true or not is beside the point. The media and subsequent headlines – spoken and read – have told us repeatedly that as a country we are in trouble . . .individuals are in trouble. . . institutions are in trouble. . .all that we know is in trouble.
When I feel I am in trouble I often become oblivious to others who might also be facing catastrophic circumstances. I can’t get beyond my own problems. Perhaps I am selfish. Perhaps it is a weakness. Whatever it is, it is true in my life.
Emergencies are defined by organizations as well as donors. Today many donors are facing what is for them a real emergency. In their hearts, their crisis may be more important than yours. Be careful how you communicate your crisis.
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