I’ve worked with quite a few clients over the last few years developing strategic plans. A few have called me and asked: what now in light of the pandemic?
I always start with the question: has the lay of the land materially changed in a way that renders key strategies unworkable and/or goals unobtainable?
Every time the answer has been “yes.” Usually, it’s because they fear (accurately I assume at this point) that their plans hinged on fundraising that will not materialize in light of the pandemic. Other times, the change to the lay of the land isn’t about money, but rather the fact that their programmatic work depends heavily on in-person forms of outreach or other work that has become impossible.
Here’s four pieces of advice I’ve given Executive Directors and Board Chairs who find themselves in either or both of these predicaments.
1. Hug your donors, just not literally.
Any reasonable fundraising strategy involves a combination of maintaining and upgrading existing donors (both individual and institutional), while also seeking new ones. During the immediate health crisis and the economic fallout, organizations are going to have more success with their existing donor base as compared to attracting new donors.
That means using multiple avenues to communicate with them (e.g. email, phone, online briefings, etc.). And for those donors who love you the most, be really candid with them about where things stand for you. They are the most likely to dig deeper to help you get through the crisis.
2. Don’t forget to plan
There may be a temptation in a crisis to mistake activity for productivity. It may feel “good” to get really busy, but it’s critical that you focus on the right things. That means reevaluating your goals (the ends you’re trying to achieve) and your strategies (the major types of activities you’re undertaking to achieve your goals). What priorities have shifted? What strategies are no longer tenable and what can replace them?
I recently facilitated a team meeting planning for a 2021 grant and we had a robust conversation about the ways in which the world will look different and what that means for their programs. We touched on everything from changes to volunteerism, to how people engage politically, to whom people are willing to talk. They may not have accurately predicted all these shifts, but it’s far better to have the conversation than to just plunge forward without thinking.
3. Don’t throw out the whole past plan
Some people are tempted to just throw out their strategic plan and start from scratch. There may be a few organizations for whom that may make sense. But for most, if your plan was solid before, ask yourself: do you just implement the same plan just over a longer time period, assuming everything takes longer? Or have the fundamentals changed such that some of the goals or strategies needed to change?
In most cases, starting with the old plan and editing it makes more sense than a blank slate.
4. Give your staff (and yourself) time and space to grieve and experiment
Your staff are your most precious resource and it’s important to recognize that they need special handling in this environment. Beyond the obvious shift many organizations have to go through of suddenly managing an employee working remotely, staff are likely to feel agitated, upset, uncertain, etc.
While not everyone has experienced the loss of a loved one or even someone they know, there is a degree to which nearly everyone is mourning the loss of the world as we knew it. You should find ways to give people the space to share their feelings and concerns, even if that costs you time and productivity.
The flip side is that the new context for some people provides a burst of creativity. I’ve seen this first-hand with another one of my clients where a staff person came forward with some really interesting and implementable ideas for taking real-world activities into the virtual world, with some potential amplifying affects for the group’s ability to communicate – at least in theory. As a manger, it’s imperative that you keep an open mind towards new ideas that are worth an experiment.
Have you had some experience managing or planning amidst the pandemic you’d like to share? I’d welcome additional thoughts or experiences.