Hartford Business Journal

26 Hartford Business Journal • December 14, 2020 • www.HartfordBusiness.com By Liese Klein lklein@hartfordbusiness.com N ow that the election mailers have stopped flooding in, the appeal letters from nonprofits have started filling mailboxes across the state. End-of-year fundraisers, including annual mailed appeals, are vital to fill the coffers of many nonprofits in normal times, but this year holiday- season fundraisers are even more crucial as traditional fundraising events like runs, galas and other events have been canceled en masse amid the pandemic. Agencies including human-service organizations and food banks are es- pecially dependent on year-end fun- draisers, according to the Chronicle of Philanthropy, a major publication in the nonprofit world. Adding to the crisis in 2020 is that pandemic-relat- ed delays in mail delivery have ham- pered annual appeal campaigns and other outreach efforts, according to the publication. Like many nonprofits, the United Way of Central and Northeastern Connecticut has turned to mul- tiple virtual out- lets in addition to the mail to reach donors this year, said Stefanie Boles, chief operating officer. "We have more options available and often use multiple platforms," Boles said. "We want to be as versa- tile as possible." The United Way has been work- ing with virtual giving platforms for several years, though the pandemic has accelerated adoption of online giving technology, Boles said. Now, an employee at one of the 350 companies the organization works with in central and northeastern Connecticut may first meet with United Way reps in a small, socially distanced gathering at the office — or at a virtual town hall from their home office. That can be followed up with online videos and testimonials from one of the 100 community non- profits that benefit from the giving campaigns. "We are right there with them, however their teams are spread out, wherever they are," Boles said. "We're being as creative, as innova- tive as possible, and really trying to meet people right where they are." On one level, some overburdened employees appreciate online, on- demand giving options so they can better allocate their time. "We've heard from some folks that they appreciate all of these virtual events, because you can attend a lot more things," Boles said. But giving totals have been "mixed," she added, due to the economic turmoil caused by the pandemic. "There's some hesitancy from people concerned about jobs or who have experienced a reduction in hours, but we are also seeing a great deal of generosity," Boles said. Traditional holiday giving rituals have also taken a hit due to caution around hands-on events like toy drives and the Salvation Army's red kettles. This year the red kettles outside of supermarkets and other stores will display QR codes to take donors to online giving. "We're being forced to move ahead because of COVID and I think it's timely," said Major Gregory Harts- horn, divisional commander of the Salvation Army of Con- necticut. "The code will take you to our donation page where people can give the amount they want to give once they get on the landing page." Holiday toy drives are also going virtual. Connecticut Children's Medical Center is among many hos- pitals statewide that have banned in-person toy donations and directed givers instead to online wish lists and sites that accept monetary gifts. Bridgeport and Yale New Haven hospitals were even more specific in their restrictions, banning items col- lected as part of in-person toy drives, gift cards, food and handmade goods like blankets and hats. Meanwhile, community needs have exploded as the economic im- pact of the pandemic intensifies. Hartshorn of the Salvation Army of Connecticut estimated that needs addressed by his nonprofit will be 25% to 50% higher in coming months. "In order to accomplish meeting those needs, we need to raise the funds obviously and COVID has put some challenges to that as well," he said. Food insecurity and housing costs are taking an increasing toll on state residents living at or near the poverty line, said Boles of the United Way. Another impact of the crisis has been a delay in providing needed resources to nonprofits. The United Way's campaign this year has taken on new urgency, Boles said. "We appreciate the faith our communities have placed in us and we continue to need their support because the need is growing," she said. This story was done with support from the Hartford Foundation for Public Giving. End-of-year nonprofit fundraising adapts to changing times Critical community needs A September survey of 250 Connecticut nonprofits identified the greatest needs of residents hit hardest by the COVID-19 pandemic. They were: Mental health supports Employment supports Housing Child care Access to the Internet/ Information Education/Home-schooling challenges Access to medical services Source: CT NONPROFITS & COVID-19: A Pulse Survey on Organizational Impacts and Needs The Salvation Army's signature red kettles sport QR codes this year that direct donors to an online giving platform. Major Gregory Hartshorn NONPROFIT NOTEBOOK Stefanie Boles

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