5 Ways to Recession-Proof Your Nonprofit

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Whether or not we’re approaching, in, or coming out of a recession. There are fundamental strategies you can put into place to recession-proof your nonprofit to feel confident and prepared for you, your team, and the mission you serve.

Below are 5 ways to take action and recession-proof your nonprofit!

Audit Your Website Experience

When’s the last time you did a throughout scrub of your website? Went page by page, clicked on every button, read every piece of copy?

I’ve recently performed a series of website audits for nonprofits and I couldn’t find a donate button viewing from my cell phone. Your website is often the first impression someone has of your organization. What kind of first impression do you want to make?

Perform a mini audit by answering the following questions:

• What’s your page speed load time? (0-4 seconds is ideal)
• Can you tell what your organization does without scrolling?
• Can you find and make a donation without scrolling?
• How many clicks does it take to give?

Optimize Your Online Donation Platform

The old school long forms have to go.

Your online donation process must remove as much friction as possible for the gift to take place. When doing your research on platform options, (Fundraise Up, Givebutter, Funraise) go through the process of thinking about your ideal donor.

I suggest writing a list of all the features you’d want before jumping into a demo conversation.

• Are there multiple payment options?
• Is it a mobile-friendly experience?
• Do you need multiple languages? 

Check Your Tech Stack

Do you have the right platforms and tools to help automate processes? An even bigger question, do you know the full scope of how to use them properly given your organization’s goals? 

I’ve seen countless teams sign up for a new platform and then no one really knows how to use it properly therefore, it ends up being rarely used.

I’ve put together a Tech Stack Report Card Spreadsheet here for you to outline all of the platforms you use and give them a rating. Setting up the right tools can create efficiencies and provide the data you need during times of a recession to make the best decisions possible.

Build a Monthly Giving Program

After attending the Classy Collaborative, one of the big trends and discussion points was not forgetting $25 donors. In hard times, your one-time and larger gifts might go down.

According to Network for Good, recurring donors have a retention rate of over 80% after one year and 95% after five years. In comparison, data from Qgiv shares that donors that give only once is nearly 70%.

As someone that gives monthly to multiple organizations, it’s my way of saying, “I’m with you. I believe in the long-term mission of this organization.”

Recurring giving also provides the opportunity for younger donors to feel valued and able to contribute. A monthly giving program can give you the sustainable income you’re looking for during a time of recession.

If you’re interested in starting a monthly giving program, click here.

Create a Strategic Marketing Plan

The phrase, “out of sight, out of mind” rings true with the amount of content we’re consuming every day. In the past, companies have been quick to let go of their marketing team first during a recession or downward turn in profits, but I’d suggest the opposite.

This is the time to provide the marketing team with the tools they need to increase the share of voice within your cause area and improve marketing funnels to be more efficient.

The language and communication used during times of trouble is so important. This is a time when your website, emails, and social channels might need to be updated to speak to the current events.

Start thinking now about what different circumstances could arise and build out marketing strategies so you’re prepared to address what might occur.