{"id":11560,"date":"2020-10-08T16:26:01","date_gmt":"2020-10-08T20:26:01","guid":{"rendered":"https:\/\/newpirdev.wpengine.com\/for-orgs\/learning-center\/resources\/the-three-rs-telling-your-organizations-story-during-the-pandemic\/"},"modified":"2024-06-28T00:50:21","modified_gmt":"2024-06-28T04:50:21","slug":"the-three-rs-telling-your-organizations-story-during-the-pandemic","status":"publish","type":"learning-center","link":"https:\/\/pir.org\/for-orgs\/learning-center\/resources\/the-three-rs-telling-your-organizations-story-during-the-pandemic\/","title":{"rendered":"The Three Rs: Telling Your Organization’s Story During the Pandemic"},"content":{"rendered":"\n

By Paul Diaz, Vice President of Policy, PIR<\/em><\/span><\/p>\n\n\n\n

This article is part 7 of an 8-part series called “Bootcamp for Mission-Driven Organizations”.<\/em><\/span><\/p>\n\n\n\n

Helen Keller said, \u201cAlthough the world is full of suffering, it is full also of the overcoming of it.\u201d During this challenging period of battling COVID-19 around the world, many are suffering. Thanks to frontline workers, heroic actions have been<\/span>\u2014<\/span>and continue to be<\/span>\u2014<\/span>taken to overcome it. There are some amazing organizations doing incredible work to help others through this crisis. But not every non-profit has a COVID-19 mission. So, if your organization serves an important, even critical and lifesaving directive unrelated to the coronavirus, how do you continue to raise funds and awareness? How do you tell your organization\u2019s story in an effective way? Let these Three Rs\u2014stay Relevant, Read-the-Room, and be Resourceful\u2014guide your digital marketing strategy during the pandemic. <\/span><\/p>\n\n\n\n

Stay Relevant<\/b><\/p>\n\n\n\n

According to a <\/span>recent article<\/strong><\/span><\/a> about the COVID-19 crisis in <\/span>www.hbr.org<\/a><\/strong>, \u201c<\/span>Every charitable organization wants to receive contributions right now. But very few have the temerity to ask their donors for a gift.\u201d That\u2019s understandable. Yet, by acknowledging the situation and leveraging relevant support or services, it can be done. An organization that helps victims of domestic violence might explain how the pandemic <\/span>increases risk<\/a><\/strong>. Likewise, an organization like Darkness to Light (<\/span>d2l.org<\/strong><\/span><\/a>) is providing information to help children facing sexual abuse during COVID. Theater organizations, unable to perform in-person, can offer virtual concerts, plays, and pre-recorded productions in exchange for donations. The Pack Podcast(<\/span>www.thepackpodcast.org<\/strong><\/span><\/a>), for example, offers comedy shorts featuring famous actors to benefit <\/span>www.feedamerica.org<\/a><\/strong> and <\/span>www.actorsfund.org<\/a><\/strong>. And every organization can share a helpful list of COVID-19 resources on its website and social media, like <\/span>this one<\/a><\/strong> from<\/span> www.marylandnonprofits.org<\/a><\/strong>.<\/span><\/p>\n\n\n\n

Read-the-Room<\/b><\/p>\n\n\n\n

According to <\/span>www.classy.org<\/strong><\/span><\/a>, 53% of donors say they will stop supporting a non-profit due to poor communication. Establishing the right <\/span>voice and tone<\/a><\/strong> is essential, and never more so than during a crisis. (Here is a <\/span>link<\/strong><\/span><\/a> to an article on the basics of crisis communication from <\/span>www.nonprofitrisk.org<\/a><\/strong>.) The key with the current pandemic is to let your audience know that while the challenge isn\u2019t disappearing in the near future, neither is your organization and what it stands for. Steadfast, reassuring, and thoughtful language conveys your respect for the struggles your audience may be experiencing with their families and in their communities. This article from <\/span>www.pubicallies.org<\/strong><\/span><\/a> can help you learn how to thoughtfully craft your COVID-19 social media posts, emails, and web copy, while <\/span>this piece<\/a><\/strong> recommended by <\/span>www.thecne.org<\/a><\/strong> can help you secure and strengthen public trust.<\/span><\/p>\n\n\n\n

Be Resourceful<\/b><\/p>\n\n\n\n

According to <\/span>this article<\/strong><\/span><\/a> on <\/span>www.candid.org<\/a><\/strong>, during the pandemic, \u201cNew environments, new channels, and new opportunities abound. Smart, focused marketing that strikes the right tone can help nonprofits overcome this time of crisis, stretch their budgets, find new audiences, and even grow.\u201d Here are some powerful resources to consider, according to the article\u2019s author Sean Kerr, Founder and COO of <\/span>Cause Inspired Media<\/a><\/strong>:<\/span><\/p>\n\n\n\n