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June 17, 2025 15 mins
Fundraising During Economic Uncertainty: How to Raise Money When Everyone's Worried

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The Challenge

When the economy is uncertain, inflation is high, and people are worried about their financial future, many nonprofits face a dilemma: Should they continue fundraising or is it insensitive to ask for money when everyone's struggling? This episode addresses this critical question through Patricia's situation - her Tampa homeless shelter has seen online donations drop 25% while demand for services has increased dramatically.

The Key Insight

Economic uncertainty doesn't mean you should stop fundraising - it means you need to fundraise differently.During tough times, people don't stop giving; they give more carefully and strategically. They become more selective about where they give, more focused on impact, and more concerned about organizational stability.

Seven Strategic Adaptations for Economic Uncertainty 1. Lead with Increased Community Need, Not Organizational Need
  • Focus on how economic conditions create greater community need
  • Position donor giving as community investment, not organizational bailout
  • Example: "As inflation affects Tampa families, 40% more families need shelter" vs. "We need funding to keep our doors open"
2. Emphasize Immediate, Tangible Impact
  • Donors want clear, immediate results during uncertain times
  • Focus on direct services rather than capacity building
  • Be specific: "$75 provides three nights of emergency shelter" vs. "Your gift supports our programs"
3. Offer Smaller Giving Options with Clear Impact
  • Create compelling opportunities for smaller gifts
  • Add lower giving levels: if you typically ask for $100-500, add $25-100 options
  • Each level needs specific impact: "$25 provides emergency meals for three days"
4. Focus on Stewardship and Retention Over Acquisition
  • Keeping existing donors is more cost-effective than finding new ones
  • Increase thank-you calls, impact updates, and personal attention
  • Help current donors feel so connected they maintain giving while reducing support elsewhere
5. Demonstrate Financial Responsibility and Stability
  • Be transparent about challenges while showing responsible management
  • Share program expense ratios, reserves, and board oversight
  • Frame challenges in terms of community need: "We've reviewed our budget to ensure every dollar helps people"
6. Create Ur
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