5 Mindset Shifts to Boost Fundraising Success During Uncertain Times
By Peter Heller
As fundraisers, we can be our own worst enemy.
Whenever we hesitate to ask, make assumptions about a donor, or hold back from going big, we’re getting in our own way.
This can be especially true when the world feels uncertain. Whether it’s the state of politics and the economy, or the major upheaval of a global pandemic, it can be easy to tell ourselves, “This isn’t the moment to ask.”
But you know what? There will always be roadblocks and reasons a donor doesn’t want to move forward.
We have to be honest and realistic about what’s going on in the world. But I also believe that you shouldn’t start your day by second-guessing yourself.
If you’re looking at the world and feeling a knee-jerk sense that you should hit pause, I have a few ideas for how to reframe and reset.
Acknowledge the unknowns
Uncertainty shouldn’t hold you back—but that doesn’t mean you have to ignore it either. Check in with your donors. Ask how they’re doing, about their worries and fears. Sometimes, it’s enough to be a good, caring human and keep building the relationship.
If you see an opportunity, you can see how the current climate is affecting their decision-making. Maybe nothing has changed—or maybe you’ll learn something that clears up your assumptions and presents a path forward.
Find another way
When the Covid-19 pandemic was in full force and everyone was staying home, there were a lot of worries about consumer spending and the survival of small businesses and nonprofits. But looking back, some people had more funds available to invest—they were just spending it in different places. For instance, the money they would have spent on gas and public transportation to commute to work instead went into transforming their homes.
The same applies for nonprofits. In a tough economic climate, some donors will limit their spending, but others might have a donor advised fund (DAF) or a qualified charitable distribution (QCD) and need to make a minimum distribution. Donors have lots of choices and not all of them will affect their day-to-day finances.
Get an advocate
Chances are, you have a few philanthropic influencers on your donor roll. They’re not only effective advocates for your organization’s mission, but they can also show what it means to be a savvy philanthropist. They can talk honestly about why they’re sticking with their commitments—or even doubling down—and be a sounding board for uncertain donors.
Shift your perspective
When I hear that giving is on the decline, I can’t help but think of the Great Recession of 2008. Everyone was talking about the drop in charitable giving: from $314.1 billion in 2007 to $307.7 billion in 2008. No doubt that missing 6% had a huge impact on organizations. But I kept thinking about all of the people who still gave more than $300 billion (and the nonprofits who kept asking).
Remember your purpose
Yes, you need to be sensitive to what’s happening around you, but don’t forget that it’s OK to have fundraising aspirations during difficult times. No matter what’s happening in the world, we need good people doing good work—and donors to help make it possible.
If you’re struggling with how to fundraise when it feels like the landscape is changing every hour, we’re here to help. Set up a free strategy session to get started.
Read Peter Heller’s full bio here