Keeping Fundraising Strong Through Uncertain Times

By Abbi Ross, Marketing Writer & Editor

It has already been a turbulent year for nonprofits, but thankfully nonprofits are built for resilience. Over the past few years, we’ve weathered a pandemic, economic challenges, inflation, and increased need for the services of this nation’s great causes. Thankfully, the one constant in fundraising has been the giving of generous individuals as other resources ebb and flow.  

Here’s what some of our fundraising pros have learned from previous bumpy times. 

Know Where You Stand Financially 

Now is the time to assess key financial indicators like revenue mix, financial vulnerabilities, and, yes, opportunities for investment. Greg Fox, Chief Strategy Officer at Moore, emphasizes the importance of tracking donor behavior metrics like the volume of contributions, number of households giving, and donor retention rates.  

Understanding these data points alongside revenue stream diversity and monthly giving program performance helps identify where your organization is most at risk.  

“The strongest nonprofits are the ones that don’t rely too heavily on a single funding source,” says Fox. “You have to know what percentage of your revenue comes from different channels and how dependent you are on any one of them — especially government funding.” In particular, individual giving is more stable through good times and bad than other sources of revenue. 

He also notes that this type of analysis can also find opportunities. Perhaps you have invested time and effort and building an excellent mid/major gift program, but your monthly giving program is stagnant compared to peers. Or vice versa, and you could use a boost in elevating donors to higher levels of giving. These low-hanging fruits can boost results when you need them most. 

Challenging Times Can Mean Outstanding Fundraising 

When COVID hit, there was a temptation to pull back on fundraising and keep what was acquisition in reserve. Nick Ellinger, Moore’s Chief Brand Officer, remembers those days. “We had done the research and found that in challenging times, Americans get more generous, not less. So, we said in every forum we could find that it was time to redouble our fundraising, not go into a defensive crouch.” 

That outlook turned out to be very true. We still talk about the COVID bump in fundraising that occurred during the pandemic. “Those organizations that doubled down on investment during those challenging times came through much stronger post-pandemic and saw the growth of not only their revenues but their missions,” said Ellinger. The Fundraising Effectiveness Project (FEP) reported that, during the COVID-19 pandemic, nonprofits that communicated consistently with donors and reinforced their impact saw stronger donor retention and long-term revenue stability. 

Likewise, during the 2008 financial crisis, some counseled panicked withdrawal of marketing investment. But organizations that continued fundraising efforts retained more donors, while those that reduced outreach saw more significant declines in support.  

The same thing is true now. It’s tempting to scale back on marketing, fundraising, and donor outreach. 

That is a mistake. 

Historical data shows nonprofits that maintain donor engagement during economic uncertainty are more likely to sustain giving levels and recover faster than those that scale back. The Chronicle of Philanthropy has documented how organizations that doubled down on stewardship, transparency, and relationship-building during challenging financial periods were able to sustain and even grow donor support. 

Your donors care about your mission. They want to help. But they can’t do that if they don’t know what’s happening. Keep your messaging strong, transparent, and solution oriented. Don’t just tell donors that funding is at risk. Tell them how their support is critical to help fill the gap. 

Major donors, foundations, and corporate partners are still looking for ways to give, especially when they see you taking steps to strengthen your financial future. Monthly giving programs, major gift cultivation, and unrestricted funding campaigns should all be priorities right now. This is not the time to go quiet; this is the time to engage. 

Diversify Your Revenue to Strengthen Your Future 

As Fox noted, the most resilient organizations build diverse revenue streams so no single funding source — grants, individual donors, or corporate sponsorships — holds too much weight. 

Corporate partnerships are a growing opportunity, especially as businesses look for meaningful ways to align with social impact. Earned revenue models through membership programs, training, or service-based fees can also help create a more predictable financial base. And individual giving remains the largest source of philanthropic support in the U.S., with over $557 billion donated to charities in 2023. 

This means strengthening donor relationships, finding new ways to engage corporate sponsors, and exploring alternative funding models that provide stability. 

Plan for the Long Haul 

This stability isn’t just about getting through the next few months (like marketing cutbacks might accomplish). It’s about ensuring your nonprofit’s sustainability in the long term.  

Funding cuts and policy changes can happen quickly — and nonprofits need to be ready to act just as fast. Patrick McVean, Business Development Director at Production Solutions, advises nonprofits to establish rapid response programs that allow for immediate action in the face of unexpected challenges. 

“Nonprofits that can respond quickly are the ones that maintain donor trust and minimize disruption,” says McVean. 

A strong rapid response program starts with internal preparation: 

• Identify key decision-makers who can quickly approve emergency communications. 
• Create pre-approved messaging templates for urgent appeals.
• Establish quick approval workflows across departments.
• Strategic partnerships play a critical role, too.  

Partnering with vendors who can produce and distribute communications rapidly — while providing real-time financial and reporting analysis — ensures you can pivot your fundraising strategies as needed. 

Take Save the Children, who was on the air with CTV ads the day after the Russian invasion of Ukraine. They talked about this in a webinar with The Nonprofit Times; for the first two weeks, they had a return on ad spend of 24.96x.  

This means scenario planning isn’t just a finance team exercise. In fact, finance teams will often first think about cutting costs before making improvements. Rather, scenario planning is something every nonprofit leader (and those who support them) should be thinking about. If your organization doesn’t have an emergency fund, a multi-year financial strategy, and a strong donor pipeline, now is the time to start putting those pieces in place. 

In times of uncertainty, agility matters more than long-term strategic plans. Instead of focusing solely on 3–5-year plans, prioritize a strong internal structure, a clear theory of change, focused short-term action plans (12-18 months), and compelling external communication. This approach helps your nonprofit adapt quickly, maintain clarity, and remain resilient. 

Your Next Move Matters, Take Action Now 

The good news is that you’ve faced challenges before and found ways to adapt. The organizations that act now to invest in financial resilience, donor engagement, and innovative fundraising will be the ones that thrive. 

“There’s no easy answer,” Fox said. “There’s no magic button. It’s hard work. It takes a desire. It takes commitment. It takes the ability to look at data, to be curious, and to be hungry across the across the entire organization.” 

Financial uncertainty doesn’t have to mean instability. It’s a call to action that requires proactive planning, strategic fundraising, and a commitment to long-term sustainability. The steps you take today will determine the strength of your organization tomorrow.