The budget cuts resulting from the global economic downturn of 2009 forced nonprofits onto digital platforms to more efficiently and cost-effectively connect with their stakeholders, but that stakeholder engagement remained primarily on a personal—not a virtual—level. Fast forward to the the global pandemic of 2020, during which most of our professional interactions have become virtual, and we see that organizations have discovered how critical digital platforms are (and will be) to their success, both during and after the pandemic. Now their primary vehicles for inspiring, attracting, and activating donors are stories delivered through a digital storytelling ecosystem that includes their websites and those of their key partners; social media; virtual events; messenger services such as WhatsApp; email; live and recorded videos; and charity information sites such as GuideStar.
At the same time, during the last few months, foundations’ priorities have shifted toward two key issues that have risen to prominence: COVID-19 relief/response and social justice. Not only will funders be interested in supporting organizations that have been negatively affected by COVID-19, but they will be particularly drawn to those that have pivoted in response to it by developing new offerings, delivering services more efficiently, and serving new populations. Equally, funders are going to be looking for grantee alignment with issues of social justice—looking, that is, for organizations committed to the empowerment of under-resourced communities, to diversity of board and leadership composition, and to socially aware programming and engagement with issues of equity and inclusion. In crafting an organization’s message, therefore, it is increasingly necessary to incorporate content and highlight organizational elements that reflect such commitments.
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