Donor Retention in Uncertain Times : Strategies for Non-Profit Organizations in Sub Saharan Countries in the Post COVID-19 Era

The covid-19 pandemic has had far-reaching effects on organizations across the world. Non-Profit Organizations (NPOs) which mainly rely on funding and donations have perhaps been the most affected, more so as their donors were equally affected by the pandemic. In the Sub Saharan African (SSA) context, most of the Non-profit organizations depend entirely on donations, suggesting that donors play a significant role in these organizations. However, since the covid-19 pandemic has had significant effect on individuals and businesses, it is possible that many donors have withdrawn or reduced their support. It is therefore crucial that NPOs put in place strategies to win back the confidence of the donors, hence retain them in these turbulent times. This paper, anchored on institutional theory of non-profits, discusses some of the strategies that NPOs in the Sub Saharan Africa context can apply in order to retain their current and future donors in the post-covid-19 era