Your donors have an amazing capacity for generosity. The current economic fears and fluctuations will not put a halt to philanthropy, but they are likely to shift donor priorities. While your supporters still care deeply about your mission, they are likely feeling cautious, reassessing their capacity for giving as they consider scaling back their overall spending.
Now is the time to help your donors look beyond the current news cycle to the powerful impact they can make. In this season of uncertainty, don’t shy away from donor interaction. Instead, consider making a shift of your own, adapting to the changing environment, and seeing it as an opportunity for growth. The following tips can help you be even more intentional, thoughtful, and strategic in your communication with those who have shown a passion for your mission.
1. Spotlight motivation.
People give for many reasons, but a passion for the work you do and the change you seek is at the top of the list. Keep this at the forefront of your communications. Before you talk about gift options, tax benefits, or estate planning, consistently lay the groundwork with a focus on how you improve lives. Whether your work touches individuals or families, impacts communities, or pursues the betterment of society on a larger scale, inspire donors with your vision, and motivate them to join in as part of your plan for change.
2. Acknowledge the need.
Share the challenges your organization is facing, from increased demand for services to rising costs to general financial pressure. Tell those who love and support your work how these circumstances are affecting (or will affect) those you serve. Use clear, specific language to explain the need for continued or increased support, and balance this with assurances that your organization is strong, relevant, and resilient.
3. Be transparent.
Being transparent with your donors builds trust and deepens relationships. In a 2023 survey, 70% of donors reported that transparency was a key factor in their giving decisions. Be honest, but remember to frame messaging with optimism about your organization’s future. Your donors aren’t looking for an update on the economy—they want an invitation to make a difference by collaborating with you in accomplishing your mission.
4. Demonstrate impact.
Writers try to follow the advice, “Show, don’t tell.” Your organization should too. Telling supporters that their generosity will make a significant impact is not as powerful as showing them what that impact will look like. Make sure to share examples of things your organization has accomplished thanks to donations and the ways these accomplishments have directly benefited those you serve. Consider using quotes and stories to increase the emotional connection.
5. Offer solutions.
This is a good time to focus on giving options that have no immediate impact on a donor’s cash flow or offer useful tax and planning benefits. Highlight the following:
• A gift in a will or revocable living trust. These gifts don’t impact current finances or cost anything during the donor’s lifetime and can be modified at any time if personal circumstances change. Encourage percentage gifts that will adapt to changes in estate value. It’s also wise to urge donors who have not reviewed their estate plans within the last two years to meet with their attorney and financial advisor to make sure their existing plans provide the best security.
• A beneficiary designation. This is another easy way to give without impacting current finances—a gift that can be adjusted if circumstances change. It is easy for donors to name your organization as the beneficiary of a life insurance policy or retirement plan. Remind them that giving retirement assets to charity avoids the potential for double taxation since these tax-deferred assets can be taxed in the estate and then again as income to heirs.
• A grant from a donor-advised fund (DAF). DAF assets exceeded $251 billion in 2024. Some donors simply need a nudge from you. You can inspire them to recommend a grant while reminding them that the donation will not impact their current finances (since the DAF assets have already been irrevocably earmarked for charitable giving
• A charitable gift annuity (CGA). While this gift does require a current outlay of money, it also provides a steady income for the donor for life, with payments that will remain unaffected by market fluctuations. With CGA rates particularly high right now, it’s a great time for donors to lock in those rates and secure a valuable income stream while making a real difference at your organization.
6. Express gratitude.
Personalized appreciation for gifts always helps build long-term relationships, but it is even more important when generosity feels like more of a sacrifice to donors. Send thank you notes or other individual communications that highlight the specific impact of the contributions. Include success stories or data-driven updates on how donations directly impact your mission.
It is much more cost-effective to keep your current donors than to find new ones. Consistent outreach will help strengthen your existing relationships. Now more than ever, your donors want to feel like partners in your mission. Use deliberate, thoughtful communication to build trust, motivate action, and encourage collaboration.
