We hope everyone is staying well during these difficult times. As we continue to monitor how the COVID-19 crisis is impacting the organizations we support, we are in the early stages of supporting the development of mid-to-long term action plans and continuing to update readers with helpful resources.
The majority of experts are advising that the impacts of COVID-19 will continue until September 2020 and we are all seeing the myriad of ways the pandemic is continuing to impact programs and services, such as:
- Restrictions (both government and self-imposed) on connecting program participants or providing on-site programs and services.
- Ongoing school closures that affect school-based programs.
- Reduced availability of government resources for organizations that typically partner with health ministries or health workers.
- Additional costs for protective equipment for staff or work-from-home equipment
- Cancellations of events out of concern for public safety
- Adapting planned fundraising campaigns and adjusting to the economic uncertainty that may cause donors to dial back
- Supporting the needs of regular volunteers and staff as many may need to restrict their usual schedules to accommodate medical issues and organizations become shorthanded impacting how they deliver critical programs and services
- Managing the huge amount of new information daily that is impacting regular business processes and policies
- Managing the increasing need for communication as teams work remotely and learn new ways of working together in what can be stressful situations
The organizations we support are updating their program implementation plans in response to the announcements of new government supports or unexpected philanthropic funding – as well as exploring opportunities to mitigate the effects of the pandemic over the next 6 months. Some of our discussions have included –
New Research on how COVID-19 may impact donors / volunteers
The National Post recently reported on a study that reported “Canada may emerge as a more compassionate society after the pandemic”. Similar studies, such as the recent report from IMI on the COVID Global Sentiment (3rd wave) found a 9% increase in Canadian’s interest in volunteering or donating to a charity. While previous research has often demonstrated donors like to “give where they live”, as non-profits revisit plans they can adapt to Canadian’s having a growing interest in playing a more active role in contributing positively to their communities. These consumer studies are also consistent in their findings that all Canadian’s are looking to limit public activities and that COVID-19 is dramatically changing online behaviours. We hope sharing some of this positive news may excite teams who are struggling or maybe disappointed in having had to cancel events or fundraising campaigns they invested significant time in developing. It can be a great introduction for meetings on brainstorming new ideas or adapting plans as we move forward.
Managing rapid, wide-spread, systematic, forced behaviour change by focusing on our mission, vision and goals
Along with millions of Canadians, our teams and stakeholders are struggling with the emotional toll of self-quarantining or with the fast-paced changes driven by the pandemic. I constantly hear people refer to the future using terms like “new normal – or whatever that will look like”. As we develop plans, we need to consider how we can clearly describe what we want this “new normal” to look like – as it will reassure and provide a goal teams can work towards. This can often be as simple as re-focusing on our mission and vision and reassuring audiences we are working together to continue to move towards these important goals.
- A recent Angus Reid survey reported 44% of Canadian households have suffered recent job losses or reduced work hours. Consumer confidence has tanked – and many consumers report they expect it will get worse before it gets better. In such times of uncertainty many look to those who govern for certainty and security. Senior leaders can help paint a clear picture, keep teams focused on mission / vision and strengthen the sense of community.
- As we evolve in this uncharted territory, we can leverage our social media and online channels as stakeholders shift quickly to using technology. How quickly we forget that Facebook launched in 2004 and most of the technology that is now part of our everyday lives was in its infancy back then. Take advance of the smartphones your stakeholders are glued to for updates. Over 74% of Canadian’s are on Facebook and it accounts for almost 55% of all social media site visits in Canada. Furthermore, 31% of people trust brands more when the company has conversations with people on social media.
Now is a crucial time to uncover new insights from your online channels and closely monitor brand key performance indicators. Has your team already been able to double your online audience following? Listening to what your stakeholders are sharing across your online channels everyday can help deliver insights that translate into action. Participating in these online conversations and using online tools to keep your stakeholders connected will also build brand trust, advocacy and helpfulness in dealing with the virus outbreak. Brands that optimize their online channels will foster meaningful relationships with their audiences today and for years beyond the outbreak.
We remain dedicated to our mission of making marketing communications strategic, accessible, effective, accountable and easy to implement – and we’ll keep you posted, as we always do, on any new helpful resources. In the meantime, please stay safe and be well.
For more links and resources on pandemic planning, check out our March 24th Blog post