How nonprofits organizations are pivoting to meet goals during COVID-19.
In March 2020, The Charities Aid Foundation of America surveyed non-profit directors on the impact of COVID-19 within their organizations. 96.5% of respondents reported negative impacts related to the virus, including a drop in contributions. Additional impacts included travel restrictions disrupting contact with clients, donors and recipients, issues with client relations, disruptions to staffing or operations for the vast majority of organizations surveyed.
We have a new, evolving normal which will lead to a new altered normal: both in business and in life. Certain organizations, especially lean event-focused and donation-based programs, have been especially hard hit during this time. With disruption comes opportunity, however; Mediacrossing helps our clients—both for-profit and nonprofit—achieve results by strategizing ways to adapt to an evolving market. The COVID-19 pandemic has accelerated digital adoption.
NonProfits in Action
MediaCrossing works with a number of nonprofit organizations as pro-bono clients, helping teams run advertising through Google Grants, and providing guidance on digital strategy. Our nonprofit partners have shown creativity in adjusting to the new digital-focused normal.
In order to continue reaching those who need help the most, the Jordan Porco Foundation (JPF) moved their in-person programs and events to the virtual space.
They created a modified version of their Fresh Check Day program, Check In At Home that includes six activities to help reduce stress, get your body moving, and put you in a positive mindset. Additionally, their Jordan’s Journey Gala - benefiting their programs - will debut for the first time online.
The Jordan Porco Foundation is keeping pace with an ongoing strategy consisting of resilience and flexibility—matching societal disruption with creative disruption.
The Center for Contemporary Printmaking, an arts non-profit with personal interaction as the primary means of delivering programming, has pivoted their outreach in an effort to fulfill their mission in an innovative new way. While the limitations on group gatherings have forced them to suspend their on-site activities, the organization has taken this opportunity to thrive online.
The nonprofit turned this period, which could have been viewed as stagnant, as an opportunity for strategic planning and growth, focusing on maximizing social media outreach with a variety of scheduled programming and initiatives.
The Center for Contemporary Printmaking is on Facebook and Instagram at @Contemprints and has been using these audiences to build and engage with a larger, web-based community.
Adhere To Your Mission, Revise Your Approach
The nonprofits that are excelling during this time are maintaining a strong relationship to the original mission, but adjusting the approach to meet the goals of the organization within a new context. Digital innovation occurs at a rapid pace, with new technologies, platforms and trends emerging every few months.
To remain competitive, brands and leaders must adjust to meet audiences, customers, clients to where they exist. The COVID-19 pandemic has moved more individuals to even further ‘digitize’ their day-to-day experience, and organizations must step up to meet them where they are.