Understanding Post-Pandemic Donor Behavior
The way we make decisions changes significantly under stress, and this was especially true during the pandemic. Our bodies and minds are wired to respond to trauma in ways that aren't always conducive to long-term planning, and two key hormones—adrenaline and cortisol—play a major role in these responses.
The Role of Adrenaline
When we perceive a threat, whether it's immediate or sustained, our bodies flood with adrenaline, also known as epinephrine. It's part of our "fight or flight" response, which evolved to keep us safe in dangerous situations. This hormone increases our heart rate, sharpens our focus, and gives us a burst of energy. While that sounds useful—and it is—it has some downsides. When adrenaline takes over, we tend to prioritize quick, emotional decisions over well-thought-out, logical ones. It’s great if you need to react quickly, but it can impair more complex thinking and lead to decisions that might seem rash in hindsight.
Adrenaline also alters how we assess risks, which can cause people to act more aggressively or, on the flip side, become overly cautious. In stressful situations, we’re not always calculating things logically, and this shows up in decision-making during crises.
The Role of Cortisol
Cortisol, on the other hand, comes into play when stress is prolonged. It helps regulate our body’s energy supply and keeps essential functions like immune responses, blood pressure, and inflammation in check. But there’s a downside here, too. Chronic stress keeps cortisol levels high, and that can take a toll on our cognitive functions—especially our ability to remember, learn, and make complex decisions.
When cortisol levels stay elevated over a long period, like during the pandemic or other prolonged crises, it can damage key parts of the brain that handle memory and decision-making. You might find that under stress, your brain feels foggy or like it’s harder to focus. That’s cortisol at work, straining the brain's ability to perform at its best.onses.
Psychological Impacts of Stress on Decision-Making
Stress doesn’t just influence our bodies; it plays with our emotions and thinking patterns, too. When stress levels are high, anxiety and fear tend to take over, pushing rational thought to the back burner. People start making decisions based on their emotional state rather than logical evaluation. This is why, during the early days of the pandemic, many donors gave quickly and often from a place of wanting to help—sometimes without fully thinking about the long-term impact or whether they could afford it.
Stress can also cause something known as "tunnel vision," where people zero in on a single aspect of a situation and lose sight of the bigger picture. For fundraisers, this means donors might focus only on one immediate need and not be as open to hearing about the broader work your organization is doing.
Long-Term Stress and Donor Behavior
Now that we’ve been living with prolonged stress—whether it’s from the pandemic, economic uncertainty, or global crises—our responses to stress have shifted. Long-term stress leads to a kind of burnout in our adrenaline and cortisol systems. The body either starts producing too much, keeping us in a constant state of alert, or it wears down, leaving us less capable of responding to new stressors.
For donors, this can manifest in various ways. Some might experience adrenaline fatigue, where they feel emotionally exhausted and are less responsive to appeals. Others might remain hypervigilant, always on edge, which can create ongoing anxiety or hesitation when making decisions. Both of these states can affect whether someone chooses to give, how much they give, or even how they respond to the idea of contributing at all.
Prolonged Stress and Its Impact on Fundraising
As fundraisers, we have to acknowledge that stress isn't going anywhere anytime soon. The ongoing challenges of the pandemic, economic strain, and global instability have created an environment where people’s attention spans are shorter, their empathy is taxed, and their decision-making abilities are hampered.
But that doesn't mean donors aren't still motivated to help. Many people still want to give back and support causes that matter to them, but how they engage with your organization might be different. Recognizing this shift can help in adapting your strategies to meet donors where they are.
What This Means for Fundraising Strategies
So how do you approach fundraising when your donors are dealing with long-term stress and trauma? First, simplify your messaging. People have limited bandwidth, so clear, concise communication is key. Rather than bombarding donors with complex information, focus on the essentials—what their contribution will achieve and how it connects to their values.
Second, personalization has never been more important. Use your donor data to tailor communications in ways that feel personal and thoughtful. Address donors by name, reference their previous contributions, and acknowledge the emotional challenges they may be facing.
Next, consider how donors may be more risk-averse right now. They’re more likely to hold onto their resources, especially in uncertain financial times, so it’s important to build trust and emphasize transparency. Showing donors exactly how their contributions make a difference can reassure them that their money is being well spent. Highlighting stability and clear outcomes is key.
In addition, storytelling can play a powerful role in combating compassion fatigue. Sharing stories of positive impact and resilience can reignite the emotional connection between donors and your cause. This approach can remind donors why they care and motivate them to continue supporting the mission.
Technology and the Future of Donor Engagement
The pandemic also rapidly accelerated the adoption of digital tools across all age groups, which means that now, more than ever, it’s crucial to integrate technology into your fundraising efforts. AI and predictive analytics can help nonprofits personalize their messaging and identify trends in donor behavior, while online donation platforms can make it easier for donors to give without added hassle.
But it’s not just about automation—donors want to feel connected. Virtual events, webinars, and behind-the-scenes access can help foster a sense of community and make donors feel more involved in the cause. Offering these experiences, especially for monthly donors, can go a long way in creating loyalty and long-term commitment.
Adapting to a New Fundraising Landscape
The pandemic and the prolonged stresses it brought have changed donor behavior in profound ways. By adapting your fundraising strategies to acknowledge and accommodate these changes—whether that’s through more empathetic communication, the use of technology, or clearer, more concise messaging—you can better engage with donors and sustain their support.
Donors are navigating the same stressful landscape as we are, and they need to feel seen, heard, and valued. By building stronger emotional connections and offering personalized, impactful opportunities to give, you can maintain donor loyalty, even during difficult times.
Keeping these struggles in mind: What are the most effective ways to fundraise currently?
To effectively target monthly conversion and retention in fundraising campaigns, especially considering the prolonged stress and trauma affecting potential donors, it's essential to focus on channels that offer personalization, convenience, and strong emotional engagement. Here are the best fundraising channels for this purpose:
Telefundraising
Strengths:
Direct Engagement: Allows for real-time, personalized interactions where fundraisers can explain the benefits of monthly giving and address any concerns immediately.
Relationship Building: Builds stronger relationships with donors through empathetic and engaging conversations.
Implementation:
Empathy and Understanding: Train fundraisers to approach conversations with empathy, acknowledging the stress and trauma donors may be experiencing.
Highlight Benefits: Clearly communicate the benefits of monthly giving, such as providing reliable support for ongoing projects and creating a greater impact over time (McKinsey & Company).
Enhancing a telefundraising campaign in light of long-term stress requires a multifaceted approach that prioritizes personalization, empathy, transparency, and the strategic use of technology. By creating a supportive and engaging donor experience, organizations can effectively mitigate the negative impacts of stress and foster stronger, more resilient donor relationships. These efforts can lead to sustained and even increased fundraising success, ensuring continued support for vital causes.
Email Campaigns
Strengths:
Personalization: Emails can be tailored to individual donors, acknowledging their past contributions and showing appreciation for their ongoing support.
Automation: Email platforms allow for automated sequences that can nurture donors over time, making it easier to convert one-time donors into monthly supporters.
Implementation:
Personalized Appeals: Craft personalized email appeals that highlight the importance of consistent support and the impact of monthly donations.
Impact Stories: Regularly share stories and updates on how monthly donations are making a difference, reinforcing the value of sustained giving.
Online Donation Platforms
Strengths:
Convenience: Online platforms make it easy for donors to set up recurring donations with just a few clicks.
Automated Reminders: These platforms can send automated reminders and updates, keeping donors engaged without overwhelming them.
Implementation:
Easy Setup: Ensure the donation process is simple and user-friendly, with a clear option for setting up monthly donations.
Transparency: Provide clear information on how monthly donations are used and the specific impacts they achieve.
Social Media Campaigns
Strengths:
Wide Reach: Social media can engage a broad audience and share compelling stories and updates regularly.
Community Building: Fosters a sense of community and collective action, which can be comforting and motivating for donors under stress.
Implementation:
Regular Updates: Post regular updates and success stories that show the ongoing impact of monthly donations.
Interactive Content: Use interactive content such as live videos, Q&A sessions, and polls to engage donors and encourage monthly giving.
Direct Mail
Strengths:
Tangibility: Physical mail creates a personal touch and a tangible connection, which can be comforting to donors.
Detailed Messaging: Allows for comprehensive explanations of needs and impacts, making a strong case for monthly giving.
Implementation:
Personalized Letters: Send personalized letters with handwritten notes or signatures to make donors feel valued and appreciated.
Clear Call to Action: Include a clear and compelling call to action for setting up monthly donations, along with prepaid return envelopes for convenience.
Virtual Events and Webinars
Strengths:
Interactive Engagement: Provides a platform for real-time interaction and deeper engagement with donors.
Access to Leaders: Features organizational leaders or beneficiaries who can speak directly to the impact of monthly donations.
Implementation:
Engaging Content: Host virtual events that include testimonials, project updates, and Q&A sessions to keep donors informed and engaged.
Recognition: Recognize and thank monthly donors during these events to reinforce their importance and value to the organization.
Multi-Channel Approach:
Integrating telefundraising with digital platforms can provide a seamless donor experience, allowing organizations to reach donors through their preferred channels and maintain consistent engagement. For example:
Combine telefundraising with other digital platforms such as email, social media, and SMS to create a cohesive and omnichannel donor experience. This ensures that donors can interact with the organization through their preferred channels.
Follow up on telefundraising calls with personalized emails summarizing the conversation and providing easy ways to donate online. This can reinforce the message and provide additional convenience for donors.
To effectively target monthly conversion and retention in a fundraising campaign, leverage channels that offer personalized, empathetic, and convenient interactions. Telefundraising, email campaigns, online donation platforms, social media campaigns, direct mail, and virtual events are all effective when tailored to the needs and emotional states of donors. By emphasizing the impact and benefits of monthly giving and providing a supportive and engaging donor experience, organizations can enhance donor loyalty and sustain long-term support.
List of Sources
Amira M. Ali, et al. "COVID-19-Related Psychological Trauma and Psychological Distress Among Community-Dwelling Psychiatric Patients: People Struck by Depression and Sleep Disorders Endure the Greatest Burden." Front Public Health. 2022 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8777039/. Accessed May 2024.
Association of Fundraising Professionals. "COVID Era Fundraising Stalls as Donations Soften and Donors, Retention Rates Fall in First Quarter 2022." AFP Global, 12 July 2022, www.afpglobal.org/fepreports.
BDI Agency. "Post-Pandemic Giving: 4 Nonprofit Fundraising Trends to Watch in 2022." BDI Agency, https://www.bdiagency.com/post-pandemic-giving-4-nonprofit-fundraising-trends-to-watch-in-2022. Accessed May 2024.
Blackbaud Institute. "Charitable Giving Report: How Fundraising Performed in 2020." Blackbaud Institute, https://institute.blackbaud.com/resources/charitable-giving-report . Accessed May 2024.
Breeze, Beth, and Jon Dean. "The COVID-19 Crisis and Philanthropy: Temporary or Lasting Change?" International Journal of Nonprofit and Voluntary Sector Marketing, 2022.
DMFA. "Diversify, Diversify, Diversify. Investing Wisely in a Post-Pandemic World." DMFA, https://www.dmfa.org/resources/diversify-diversify-diversify-investing-wisely-in-a-post-pandemic-world . Accessed May 2024.
DonorSearch. "Finding Engaged Donors in Our Post-Pandemic World." DonorSearch, https://www.donorsearch.net/finding-engaged-donors-in-our-post-pandemic-world . Accessed May 2024.
Dunham + Company. "2024 Donor Confidence Research." Dunham + Company, 16 Feb. 2024, www.dunhamandcompany.com/insights/research/.
Indiana University Lilly Family School of Philanthropy. "COVID-19, Generosity, and Gender: How Giving Changed During the Early Months of a Global Pandemic." IUPUI ScholarWorks, https://scholarworks.indianapolis.iu.edu/server/api/core/bitstreams/f64a7d59-132f-4837-bd5d-c2cd9c91018c/content. Accessed May 2024.
Kat Lonsdorf "People are developing trauma-like symptoms as the pandemic wears on" NPR, https://www.npr.org/2022/04/07/1087195915/covid-pandemic-trauma-mentalhealth Accessed May 2024.
Multiple Contributors. "Understanding the Psychology of Donor Behavior During Crisis." Journal of Behavioral Public Administration, 2023.
Osili, Una, et al. "The Long-term Impact of COVID-19 on Donor Behavior." Lilly Family School of Philanthropy, Indiana University, 2023.
The Behavioral Insights Team. "Behavioral Insights for Better Donor Engagement Post-COVID." The Behavioral Insights Team, 2023.
Various Authors. "Digital Transformation in Nonprofit Fundraising: Post-Pandemic Trends." Stanford Social Innovation Review, 2023.
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