Tag: uncertainty

What to Do When Things are Uncertain and Donors Aren’t Giving as Much

Sarah Lundberg  |  Repeat
wait

My colleague Steven Screen said something profound recently:

“When times are good, donors give. When times are bad, donors give. When times are uncertain… donors wait.”

This spring your organization may have experienced donors waiting. Your fundraising results may have been lower than normal, and you may feel a little panicked.

You are NOT alone!

There are times when some donors wait to give, for reasons we can’t control.

This spring there was scary messaging in the US news around the debt ceiling.

We (mostly) suspected it would turn out okay, but if it didn’t, then… Catastrophic global economic consequences! Immediate recession! THINGS WILL BE TERRIBLE!

Those were the types of headlines we were seeing in the US. (Okay, I made up the last one, but that’s what it FELT like…)

I suspect there were donors waiting to see how the debt ceiling situation played out.

When your job is fundraising and donor giving dips, whether that’s major donor fundraising, direct response fundraising, event fundraising – any area, really – here are three things you should do:

  1. Glance at a few headlines. Do your best to understand what your donors might be thinking about, fearing, or uncertain about.

  2. Review your strategy. Are you asking donors to give in a clear, confident, emotional way that has worked in the past? Are you thanking your donors when they give and reporting back on what their gift did?

  3. If the answer to #2 is YES, you may be in a time where donors are waiting. Keep being faithful with the things you can control and don’t stop fundraising. We’ve seen time and time again that donors resume giving after periods of uncertainty. Make sure you are in front of your donors with strong fundraising offers so they resume their giving to YOUR organization.

By the way, if the answer to #2 is NO, the lack of giving may have more to do with your Asks than your donors. Review your communications with a more critical eye. Sometimes in the day-to-day shuffle – especially when times are weird – messages that are off-topic to donors creep in and cause fundraising to underperform.

Whether times are good or times are bad, donors want to help a cause they care about. Keep asking! Keep thanking! Keep reporting back so they see the good they’re doing!

By the way, once the uncertainty has passed you may have a gap in funding. Tell your donors about it and ask them to help!

MAJOR DONOR FOCUS: Navigate the pandemic and post-election waters with success

Jim Shapiro  |  Major Donor Fundraising

Over the past few weeks, I’ve spoken with a number of organizations who are feeling very concerned about their major gift fundraising. 

During what is normally a prosperous giving season, organizations are noticing that substantial gifts from their Major Donors are down significantly. 

Rivers that usually run deep have slowed to a trickle.  While majors are still engaged, and they still desire to help, there is a reluctance to make their usual financial commitment.

Perhaps you’re in a similar position?

There are two factors that are impacting the giving confidence of your Major Donors: the federal election and COVID-19.

Let me address each one separately, and offer a few suggestions for how you can navigate Christmas and Year-End with your Major Donors.

Election 2020

When asked why they couldn’t make their annual gift to the organization, one Major Donor said:

  • “There’s a lot of contention and stress politically, right now.  I still want to support you, but I just want to see how that unfolds.”

Four-years ago, the same thing happened.  Also in 2012.  There’s precedent to show that in an election year, Major Donors may often give less, or later than normal. 

We’re seeing a similar trend this year.  Yet history shows that once the transition of power takes effect, the major gifts you would normally see come in November will now likely arrive in December, or perhaps in the new year. 

The good news is that Majors still want to support your mission!

Coronavirus Restrictions 2.0

Here we go again.

A second-wave of COVID-19 restrictions is impacting many states and counties across the country.  Emotionally this is a difficult time, and this tension permeates the economy.  And understandably, those with personal wealth are being a little more cautious than normal.

Your Majors have business interests, investments, and financial portfolios that depend on a healthy economy.  Indeed, when asked why they can’t commit to their usual year-end gift, one donor said:

  • “I want to wait and see how this new round of restrictions impacts my business.”

Navigating Forward

There is good news.

Your Major Donors haven’t run out of money.  The stock market is strong, and it’s getting stronger on news of coronavirus vaccines and progress with political transitions.

What you can do is stay the course, remain positive, and be in front of your donors more often.  Continue to make phone calls, send emails, notes, and cards.  Surprise and delight them. 

Be patient, stay in touch, and when your Majors are ready to give, they’ll give.