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The coronavirus pandemic has transformed how nonprofit organizations are raising money.
Hard hit by lockdowns and social distancing mandates, elaborately themed galas and standard speaker luncheons have been replaced by digital events that allow guests to forgo their usual spirited attire for sweats and slippers while raising virtual paddles in front of computer screens.
All of this brings obvious benefits. Zoom costs less than a ballroom. There are no awkwardly empty chairs at the table or no-show nametags crowding the check-in.
The carbon footprint has been reduced, as have volunteer hours. And locals aren’t fretting about finding the perfect poodle skirt or Roaring ’20s flapper-wear in order to dress on theme.
“There is a huge wave of experimentation and innovation taking place in nonprofits right now,” said Geoff Green, CEO of the Santa Barbara City College Foundation. “And some of that may stick.”
“Humans are social creatures, and no mediated technology will ever fully remove that, but there are some pieces of the virtual event that I think are worth keeping,” he said, noting the financial costs, which are significantly lower than in-person events, even with fancy food delivered to donors’ doorsteps.
There’s also greater access, enabling people thousands of miles apart to share the same experience.
Another perk? That experience has now been shortened, from a two-hour program to 45 minutes.
But are the online fundraisers fruitful?
Green says yes. He served as the emcee for the SBCC Foundation’s Spring Forward fundraiser held Oct. 1, attracting 250 virtual guests and raising $120,000 — all via an online ask.
The event grossed a total of $320,000 thanks to the pre-pandemic planning when the foundation secured sponsorships and pledges. Altogether, the planning — and execution — helped make the event a success.
“We were not starting to plan in the midst of a pandemic,” he said, “and we had the benefit of seeing what worked with other nonprofits.”
One downside so far is that it’s harder to secure donated items from struggling businesses, and there are certain kinds of sponsorships that are not attracted to the virtual platform.
Yet, Green says, ultimately donors will support organizations because they believe in the work.
“What I’ve found, in many cases, is that the nonprofit boards and longtime donors are really stepping up,” said Tom Parker, president of the Hutton Parker Foundation. “It’s not enough to fill the gap, but the community has contributed in a substantial way to make sure nonprofits will survive this pandemic.”
That was the case for Girls Inc. of Greater Santa Barbara. The organization recently converted its ballroom luncheon attracing 400-plus guests into a virtual affair, inviting guests to view a 35-minute video instead of a two-hour live presentation.
Girls Inc. exceeded its goal, raising $132,000, although that number was 52% less than what was raised the previous year when the live format enabled a raffle, auction and teen craft market to boost the bottom line.
What helped propel the Girls Inc. event to its ultimate goal, according to Kristen Weaver, director of communications, was the integration of many of the girls’ stories.
Typically, she said, the luncheon takes place while the girls are in school, but the reimagined platform offered a broader range of voices speaking to the organization’s mission.
“Personal stories are so powerful,” said Jackie Carrera, president and CEO of the Santa Barbara Foundation, adding that the messages can often resonate more when they are up close on personal computer screens and not competing with a roomful of people.
Another success story helps illustrate that point.
The Fund for Santa Barbara’s Bread & Roses event integrated personal stories along with celebrity endorsements from social activist Dolores Huerta and Jane Fonda, who probably would not have attended the in-person gathering.
In addition to expanding the scope of speakers, the virtual platform extended the reach beyond invited guests.
Communications manager Alina Rey Keswani said Bread & Roses drew viewers from New York, Colorado and Los Angeles, and continues to attract a social media audience. Although it’s difficult to track, Keswani estimated that The Fund’s virtual viewership was close to the 600 who would have gathered on site at QAD.
A positive aspect of the virtual platforms is the ability to reach greater and more diverse audiences, and Carrera said that has been the case for the Santa Barbara Foundation.
The organization has seen a consistent increase in its donor engagement events, and has found that technology allows the foundation to introduce younger audiences, who are digital natives, to philanthropy.
On the flip side, the technology can pose a barrier for older people who are traditionally among the largest donors.
“Nonprofit organizations have developed a new tool to help them meet their mission, and this new technology will be a tremendous asset going forward,” Carrera said. “Many organizations have made a significant investment in their technologic infrastructure, and it’s something that nonprofit communities needed to do for a long time.”
There also have been philanthropic trends because of the pandemic that Green said are worth noting.
Leading up to the pandemic, the total private giving in the United States was increasing year after year — to the tune of more than $400 billion — although the number of donors had been decreasing.
“This means that the wealthy and super wealthy had larger shares of what was being contributed,” Green said. “With the pandemic, we started to see the beginnings of a reversal of this trend — more, smaller gifts being donated, and even though we saw a drop in total giving, this indicates that the broader populace is responding to the emergency because everyone is feeling it, and this bodes well for philanthropy.”
The past nine months have, in general, shown significant shifts in the social sector, with communities that have pivoted, adopted new technologies and redistributed resources.
That said, keeping in-person gatherings remains a goal.
“The strength of nonprofits is their communication and engagement with the community, and even though we may get burned out with all the fundraising events, the truth is that they are the social fabric of our life in Santa Barbara,” Parker of the Hutton Parker Foundation said.
“Our town is unique because of that social engagement, and I think we will all enthusiastically gather again when it’s safe to do so. It’s imperative to keep staff, board and volunteers engaged. That is our lifeblood as a nonprofit community.”
— Ann Pieramici is a local freelance writer.
