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Communication with clients , donors and the public are critical to nonprofit organizations . Like many businesses hit hard by the pandemic , nonprofits have been forced to rethink those communication methods , as well as to restructure operations and learn to collaborate as they contemplate what “ business as usual ” looks like now — and what it might look like post-pandemic .
Alternatives to the Rescue
With social distancing and stay-at-home guidelines in place , nonprofits have had to rely almost exclusively on technology and virtual communication . “ We ’ re doing all the social media sites now , connecting with the community in new ways ,” says Rachel Rios , executive director of La Familia Counseling Center , which offers multicultural counseling support and outreach . “ We ’ ve even done some radio and TV interviews to let the community know about our services . We ’ ve had to be creative to conduct our meetings and classes , too , utilizing Zoom and YouTube videos .”
The Neighborhood Wellness Foundation , which works to disrupt intergenerational trauma and poverty in Del Paso Heights and the surrounding area , is also turning to tech to reach those they serve . “ We ’ ve been using Facebook , which tends to have older users , but ( we ) want to become more involved with Instagram and Twitter to reach younger users ,” says founder Dr . Gina Warren . “ Zoom has also been the answer to so much lately , allowing us to provide continuity of care . We ’ re also realizing , though , that folks are starving for face-to-face interaction , so we ’ re following health guidelines to create safe spaces and social distancing at our site because we know being together is critical for mental health .”
Social distancing requirements have caused organizations to get creative for certain events , like La Familia ’ s annual Posada Navideña , which became a drivethrough event last December . “ Normally , there would be a lot of in-person socializing and a toy drive , but this past year we had donors donate online and handed out packets for kids at a drive-through version of the event ,” Rios says .
Technology has also helped save the day for nonprofits that usually rely on large , in-person gatherings . The Sacramento Black Chamber of Commerce reworked two of their significant annual events , a women ’ s forum and an installation and awards banquet , into virtual offerings in 2020 . “ With technical help from KJ2 Productions , both events went better than we could have ever expected ,” says Azizza Davis Goines , the Chamber ’ s president and CEO .
In particular , the Chamber ’ s women ’ s forum , Connecting the Dots , was an eye-opening success , introducing concepts like recorded and live video presentations that will be carried into the future . “ We reached a much larger audience than ever before ,” Goines says . “ In addition to our homegrown speakers , we had speakers from across the country ( who were able to participate ) thanks to the new format . We typically have about 150 women show up to this event , but because it was virtual , we had more than 600 . Going forward , I think we ’ ll see many hybrid events . People want to get together , so we ’ ll have our in-person events , but ( we ’ ll also ) incorporate virtual aspects that have just been proven to work so well .”
Collaboration and the CARES Act
Another effect of the pandemic that has actually proved beneficial to nonprofits is the encouragement of collaboration . Warren of the Neighborhood Wellness Foundation notes that the goal is not to compete , but to serve and make an impact . “ We know that partnering that aligns with our mission is the most effective , powerful and impactful route for us ,” she says . “ That ’ s before , during and after COVID . When we all identify what our strengths really are , then we can maximize our work without duplicating efforts .”
Staci Anderson , president and CEO of PRO Youth & Families , believes passionately in nonprofit collaboration . She and Erin Stone formed the Youth and Family Collective in 2016 in partnership with nonprofit , business and government organizations to create a new way of doing business together . In the last five years , the group has grown to include more than 70 nonprofits and has brought in more than $ 2 million to support this collective work . ( PRO Youth & Families acts as the Collective ’ s coordinating body and fiscal agent .)
“ The level of collaboration happening now is amazing ,” Anderson says . “ From early on in this pandemic , the city , the
“ Going forward , I think we ’ ll see many hybrid events . People want to get together , so we ’ ll have our in-person events , but ( we ’ ll also ) incorporate virtual aspects that have just been proven to work so well .”
Azizza Davis Goines President and CEO , Sacramento Black Chamber of Commerce
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