A Nonprofit’s Guide to Using Technology Effectively in a Post-Pandemic World
By: Aneesh Patel
Problems
Over a year ago, the first case of COVID-19 was detected. Since then, the pathogen has wasted no time proliferating across the world and radically changing economic markets, social interactions, and business operations. A pandemic of this caliber was unprecedented, unexpected, and unforgiving for nonprofit organizations, in particular threatening financial revenue streams, outreach and employment strategies, and ability to provide services. The survival of organizations lacking digitally-resilient operations was at risk if they did not effectively adapt to the changes brought upon by COVID-19 by transitioning to a digital environment.
Finance
In the early stages of the pandemic, nonprofit organizations around the world experienced difficulties in their fundraising ventures. Canceled fundraising events, the loss of funders and corporate partners, and newfound challenges meeting funder requirements all posed threats to the financial viabilities of nonprofits. A study conducted by Independent Sector in June of 2020 found that 83% of nonprofit organizations experienced a reduction in overall contributions compared to previous years. Of these funding sources, the segments that saw the steepest declines were: Earned Revenue (83%), Individual Giving (53%), and Philanthropic Grants (33%).
Outreach and Employment
Largely as a consequence of this dramatic decrease in revenue, many nonprofit organizations were forced to scale back their operations. The same Independent Sector study found that 51% and 67% of nonprofit organizations were forced to lay off and furlough employees respectively within the first few months of the pandemic, amounting to a 47% overall reduction in nonprofit full-time, part-time, and temporary employment, as compared to previous years.
Operations
With the combination of in-person events no longer being viable and increased staffing constraints, many nonprofits found that they no longer had the capacity to continue operations as usual, and were forced to scale back. The same Independent Sector study found that of the 23% of nonprofits that remained operational, 71% reported the need to reduce operations and available services.
Responses
The pandemic favored organizations that were quick to adapt to changing circumstances by being flexible as well as quick to embrace the transition to a virtual environment.
Finance
The onset of the pandemic alerted nonprofits to the necessity of digitally transforming their overall fundraising strategy. Successful organizations increased their reliance on marketing automation and digital fundraising tools to lead successful campaigns. By leveraging the versatility and wide-reaching nature of fundraising technologies, nonprofits were able to explore a number of creative avenues for raising funds, including peer-to-peer fundraising campaigns, mobile messaging initiatives, crowdfunding practices, and virtual fundraising events.
Outreach and Employment
In response to the initial challenges that the pandemic posed in regards to outreach and employment, many nonprofits turned to recruitment software to advertise open positions to prospective employees and volunteers. Recruitment software technology not only helped attract additional staff members, but also eased the overall recruitment process by handling online registration, virtual screenings, document collection, and video interviews.
Operations
Boys & Girls Club of the Foothills is a great example of a nonprofit that was flexible in adapting their operations to a virtual environment. In an effort to keep connected to and provide for their members, the organization made daily phone calls and delivered food and supplies. This organization also transitioned their services to online platforms by hosting digital classrooms and educational live streams. By training personnel on how to safely engage with youth digitally, Boys & Girls Club was able to ensure that their employees were well equipped to handle this new virtual environment. Similarly, Recovery International responded to the pandemic by holding formally in-person meetings on teleconferencing platforms like Zoom and WebEx, and by training volunteers to manage phone and online meetings.
What’s Next?
With the steady rise of vaccinated individuals as just one of the many indications that the pandemic is beginning to ease in the United States, there is growing optimism amongst the general public of a return to a new normal. As the US begins to undergo this transition, we can look ahead and question how nonprofits can continue to utilize technology effectively as they prepare for a post-pandemic world.
Organizations need to remain mindful of the fact that many individuals may still be unwilling to return to in-person activities. A study conducted by the American Psychological Association in February of 2021 found that more than half of survey respondents felt uneasy about adjusting to post-pandemic in-person interactions. Further interviews by Voice of America suggest that these sentiments are still prevalent today, in May of 2021, even as the steady rollout of vaccines seems to suggest a promising outlook for the near future. As such, it is imperative for nonprofits to continue to allow their members to stay involved remotely and host hybrid events that allow individuals to participate virtually.
Organizations should consider following a similar approach to that taken by The YMCA of Orange County when it comes to resuming in-person activities. This organization made sure to adhere to the safety guidelines outlined by the CDC as well as take additional steps such as increased cleaning protocols and frequencies, consistent wellness checks, and readily available disinfectant supplies to ensure the safest environment possible for their members and volunteers.
