Giving in the Time of COVID: Make a Difference, No Matter your Budget

We’re all in this together (Photo cred: Photo by Evgeni Tcherkasski on Unsplash)

The urgency surrounding the crisis and visceral visibility of need in all corners of the globe, means that here at I.G., one question keeps coming our way: who should I be giving to right now to have the biggest impact?

One day, when we try to extract silver linings from this crisis, I predict that the extraordinary generosity we are seeing will be one of them. You don’t need to self-identify as a philanthropist to help others right now.

Lots of work goes into answering the above question when things are “business as usual”: We support clients to tease their passions and priorities out of their own stories; we use our expertise to deep dive into the causes they care about to map need, potential collaborators and underfunded areas; and we help them find the sweet spot that matches their desires with what is actually required, so they don’t reinvent the wheel. Once we’ve designed a strategy, we help donors articulate their assets — money, of course, but time, networks and skills as well — and we identify potential partners who could benefit from those assets. Finally, we advise them on building relationships with non-profits, so all parties can flourish.

Right now, however, things are firmly business as unusual. The time it takes to conduct the careful planning and creative design that often goes into building a philanthropic strategy is a luxury we currently don’t have. Every organisation has been impacted by the crisis in different ways, so trying to figure out “who needs it more” is a moot question.

Many of us want to give strategically during the crisis and ensure our funds have impact, but don’t know where to start. It is also very easy to feel overwhelmed: given the scale of the need and pleas for support coming fast and furious at us, it can feel almost paralysing to figure out where to put the assets you have, no matter how big they are.

Paralysis is the last thing we need: Right now is the time to give, quickly and generously, to help the most vulnerable navigate these turbulent times. Many people have a chance to be philanthropists at this moment. So if you’re ready to give and want to do so in the most meaningful way possible, follow these three top tips:

1. Set yourself parameters. The most important one of these is to set a budget. How much do you feel comfortable giving now? Since you’re giving away your own money, you can always move that figure up or down. But setting a target amount is the first number in your calculation — from there, you can figure out how many organisations you want to give to and how much each will receive.

2. Determine your priorities. Right now, need is everywhere, so in a sense everything will have an impact. By asking yourself some questions about where you want your impact to be, you can navigate the landscape calmly among the noise. Consider:

What causes do you want to support? A good place to start is by thinking about the things that are affecting you deeply. Consider what you are hearing or seeing that is eliciting the biggest reaction from you — that reaction could be anger, sadness, or even joy. Don’t think of it as limiting yourself — if you pick only 1 or 2 areas to on which to focus, this can help you zoom in on your thinking.

Do you want to give locally, nationally or globally? Again, there’s no right answer — but having some boundaries will help hone your long list.

Do you want to support large or small organisations? Both will be grateful for your funds and use them in different ways. However, smaller organisations may have less in reserves to buffer them during this challenging period.

Finally, feel free to think beyond the front lines, or to consider the broader consequences of the pandemic that may not be getting as much attention. Rates of domestic violence are increasing as victims are trapped inside with an abuser. In some places, governments are using the pandemic as an excuse to crack down on human rights-focused NGOs. Organisations supporting education may be desperately trying to pivot to online learning for vulnerable children. Don’t forget your usual preferences as well — even if they’re not on the front lines, they will undoubtedly need your help.

3. Do some due diligence — but give unrestricted support. It is always a good idea to learn a bit more about the organisations you plan on supporting. If you are giving to a registered non-profit, Guidestar in the US or the Charity Commission website in the UK will let you access their finances and see their board members. This is only a tiny part of the picture but it is a good place to start. You should also check their website and see who else funds them — are they funded by names or organisations you trust and recognise? Finally, don’t forget you can always simply contact an organisation directly!

If all that seems like a bit too much or you’re having trouble making sense of their information, we recommend finding your closest community foundation (in the US or UK) or an organisation like a women’s fund. They will have already conducted due diligence on many of their partners, who are often small, and they’ll have a good idea of where to deploy funding quickly when it’s needed most.

As always, we recommend giving unrestricted funding. Organisations know best where their money should be used. Give with your whole heart to an organisation you trust, and they’ll take care of the rest.

Personally, I’ve followed my own advice. My husband and I set a target and divided it up equally among ourselves and our children. My pot this time was given to a mix of organisations I had a personal connection to — New York’s Classic Stage Company, and Vauxhall City Farm — and to The Trussell Trust, who through their food banks are on the front line of the crisis.

Once you have decided where to give and how much, don’t delay. Philanthropy has always played an important role in challenging times through history, and this is no exception. Your support, no matter the amount, will be critical to helping the nonprofit sector and the vulnerable people it supports make it through these challenging times.