Local COVID-19 Relief Funds: What You Must Communicate
In these uncertain and unpredictable times, we know things are changing from day-to-day or even hour-to-hour. Just four weeks ago, funds for coronavirus/COVID-19 relief were probably not on anyone’s radar. Yet, today you are now tasked with operating a fund or thinking about establishing a fund in your community.
Over the past three weeks, we have spoken with United Ways throughout the United States about their coronavirus/COVID-19 relief funds. From these conversations, we have identified three points of information you must clearly communicate with your community related to your relief fund.
1. Who Will Receive Funds. Coronavirus/COVID-19 relief funds can provide funds to partner agencies or directly to people impacted by the crisis. Most United Ways are providing funds to partner agencies. For example, United Way of Central Ohio (Columbus, Ohio) clearly states “Your generous contribution will support United Way’s more than 80 nonprofit partners directly serving our neighbors in need facing economic distress associated with COVID-19.”
An example of a United Way providing funds directly to people impacted by the crisis is United Way of Southeast Louisiana (New Orleans, Louisiana) who is providing awards of up to $500 directly to people working in the hospitality industry who are experiencing a financial emergency as a result of the COVID-19 outbreak.
Whichever way you choose to allocate funds, it is essential to let people know who you are funding. This will prevent any confusion for agencies wondering if they can apply for funds or individuals wondering if United Way is providing support to individuals.
2. How You’re Spending the Money. Four details you will want to communicate include: how much money you have raised, what organizations have received money, how much money they received, and what did they do with the money. For example, United Way of Pickens County (Easley, South Carolina) states they have received $29,778 from 125 donors (as of March 31, 2020), they funded Meals on Wheels ($4,500) to provide meals to home-bound seniors, and they funded Salvation Army ($1,000) for necessities such as gas and baby supplies.
When you tell stakeholders how you’re spending your fund, they will understand the impact their donations are having and that your United Way is actively involved in supporting the community.
3. How It Aligns with Your Issue. For United Ways that are issue-focused or concentrate their work on measurably changing a limited number of issues, it will be important to connect your coronavirus/COVID-19 relief fund to your issue. For example, United Way of Lewis County (Chehalis, Washington) is focused on reducing poverty and states “We will work to rapidly mobilize and deploy resources to local organizations that are providing services and support to the people who are most vulnerable to the economic impacts of COVID-19 in Lewis County.”
For United Ways that are focused on issues like third-grade reading or the graduation rate, it will be important to explain how the fund relates to your work. For example, “While we recognize that third-grade reading (or whatever issue you are addressing) is an issue that we cannot stop addressing, we also recognize that our community is suffering in a way that it never has before. For this reason, our United Way is coordinating a local COVID-19 emergency relief fund.” Additionally, language like “When the crisis is over, we will return our undivided focus to third-grade reading (or whatever issue you are addressing). Until then, we will continue our work on third-grade reading while also striving to help our community meet its basic needs” makes it clear that your issue focus has not changed and will not be changing due to the crisis.
By clearly aligning your relief fund to the focused impact work you were doing before the coronavirus crisis, you will ensure that your United Way retains its identity as an organization focused on impacting a limited number of issues.
Do a quick double-check of your coronavirus/COVID-19 relief fund and make sure it is clearly explaining who will receive funds, how you are spending the money, and how it aligns with your issue. Communicating all three of these points will ensure that your community has a complete understanding of your relief fund.
We hope you and your staff remain healthy, safe, and strong in these challenging times.
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