Susan Brekelmans, CFRE
Senior Consultant
Right now it seems as if the nonprofit sector is facing crisis after crisis—a cosmic game of Whac-A-Mole, as Laura MacDonald wrote back in June. This unpredictability is likely to continue, as Cindy Lott of the Lilly Family School of Philanthropy suggested while setting up a panel discussion recently: “I would like us to assume that there will be a lot of change over the next 50 years.”
To support our clients and friends during these challenging times, we’ve offered communications advice on fundraising in the age of disruption and reminded folks that as a sector, we’ve survived times like these before.
Well, if crisis is the new status quo, it pays to plan ahead with a crisis response playbook. Today, we offer this set of steps you can use if you’re currently facing a funding crunch—or want to be sure you’re ready for the next challenge.
Communicate immediately with all your donors
Send an email update to all donors; make calls to your closest and most generous supporters. If you’re active on social media, stay active. Livestream from your busiest locations. Send a weekly update with the number of people served vs. the level of demand. Consider a dedicated landing page that talks to donors, activists, and clients.
Case in point: In November, Mid-Ohio Food Collective (MOFC) added a shutdown update banner on its website, with a call to action: “Learn more, get help, and take action HERE.” That banner brought supporters to a special shutdown page, with an impassioned statement laying out the impact of the shutdown—along with encouragement to give, volunteer, and advocate in support of neighbors. Every kind of support was valued: people who benefit from food assistance were invited to share their stories, with the message “Sharing your story is like making a donation to MOFC.” The site linked to dynamic, urgent content and stories on MOFC’s social media.
Clearly explain the challenge your organization is facing
Don’t mince words when it comes to the magnitude or urgency of the situation—but balance urgency with agency and hope. Share the impact of funding cuts or delays, along with stories from those you serve. Revise your case for support to articulate your top priorities for philanthropic support.
As you update your case and prepare donor communications, use tried-and-true best practices backed up by research. Make the donor the agent of change. Use social norming: “People like me make gifts like this.” Offer easy giving options.
Case in point: Like many public radio stations, St. Louis Public Radio bluntly shared the impact of defunding the Corporation for Public Broadcasting in July 2025. The message highlighted the station’s resolve to continue serving its public with “accurate information and conversation that brings people together.”
Home of a beloved program, the Tiny Desk concert series, and a trusted news source for the region, St. Louis Public Radio rallied record-setting support from its community. The station launched a one-week fundraising campaign with a goal of offsetting $575,000 in federal funding. By the end of July, St. Louis Public Radio supporters had given more than $800,000!
Ask all donors to give
Don’t be shy. Respecting your donors’ communication preferences, ask your donors to join your community of supporters at this crucial moment. Ask in different ways, ask urgently, and demonstrate how donors will directly touch the lives of those you serve. Continue inviting donors to consider a bequest or other planned gift—research shows that once a donor includes an organization in their will, their annual gifts increase. Do personal outreach to your most generous donors, and ask them to consider a special gift to meet the moment.
Case in point: A recent study shows that donors used their donor-advised funds (DAFs) to support nonprofits facing financial strain during both the COVID-19 pandemic and other crises such as the 2022 economic slowdown. Released by the Lilly Family School of Philanthropy at Indiana University, “Do Donor-Advised Funds Respond to Nonprofit Financial Distress? Insights from the 2022 Economic Slowdown,” shows that DAF donors increased grants to financially vulnerable nonprofits, compared with overall giving trends. Since grants from DAFs are made from money that donors previously set aside for charitable giving, DAF giving is somewhat shielded from the effects of economic ups and downs.
Ask monthly donors to bump up their gift
Send a segmented appeal to your current monthly donors asking them to increase their monthly commitment. Giving USA 2025: The Annual Report on Philanthropy reported that monthly and recurring gifts accounted for 31% of online revenue in 2024, up 4% from the previous year.
Case in point: The Supreme Court decision overturning Roe vs. Wade spurred a new wave of “rage giving” to Planned Parenthood and other pro-choice organizations. We know that rage giving isn’t always sustained—but monthly donors who increase their commitment are more likely than one-time donors to sustain at a higher level of giving. In Tampa, a pro-choice organization received a total of $470 per month from monthly donors. After the May 2 leak of the Supreme Court decision, 111 monthly donors signed up to give a total of almost $4,000 per month. Without careful stewardship, these highly motivated donors may not continue their financial investment in a cause.
Call on your friends in the media and at partner organizations to share your story
Activate your networks to get the word out. Ask your staff, board members, volunteers, and other supporters for help in connecting with local media, business associations, and service clubs. Invite local elected officials and other influencers to tour your facilities, participate in panel discussions, co-sign formal statements—and keep your local media informed.
Case in point: In February 2025, 72% of 400+ San Diego county nonprofits reported either direct or anticipated impact from the federal budget cuts. In response, community leaders formed the San Diego Solidarity Network, bringing nonprofits together to hold town halls and issue an emergency declaration: “our communities—particularly those historically marginalized and excluded—are experiencing devastating losses due to hostile federal actions.” Local media partners like the nonprofit newsrooms Daylight San Diego and Times of San Diego amplified the network’s activities.
Turn crisis donors into long-term movement mobilizers
Keep these highly motivated donors close! Flex your stewardship muscles and follow a plan to deliver a welcome series to new donors. Offer regular non-solicitation updates, ask donors to complete a survey, and give supporters tools to continue advocating for you. Segment your appeals so that you can customize your messages as much as possible—show your donors you know exactly who they are.
Case in point: Planned Parenthood’s engagement tactics increased its supporter count from 8 million in 2014 to 19 million in 2024. Through phone banking, online and in-person petitions, local events, campus groups, and more, Planned Parenthood mobilized grassroots supporters of all ages and backgrounds.
Use analytics to evaluate as you go
If you’ve never consistently tracked your donors’ behavior, now is the time to start. Use an analytics tool like Google Analytics to assess traffic patterns on your website and social media. Send emails using an email marketing platform so you can see which messages get the best response. Create a dashboard to easily visualize how your crisis fundraising is performing. If your donor database software has packaged reports for tracking acquisitions, upgrades, repeat gifts, use those—or invest in consulting support to build exactly the reports you want.
Case in point: When Russia invaded Ukraine in early 2022, donations for humanitarian aid surged. Nova Ukraine, a California-based nonprofit founded in 2014, had been managing incoming gifts using spreadsheets—but needed to rapidly scale up to process and steward thousands of donations. In just three weeks, Nova Ukraine worked with its CRM vendor and a consulting partner to implement a new system. The new CRM streamlined both donations in and grants out, and gave Nova Ukraine a robust analytical system with live data on donor activity and demographics to improve stewardship and donor retention. The impact? Nova Ukraine raised $85 million in 2023 and provided aid to 3.6 million Ukrainians in the first year of the war.
What’s next for your nonprofit organization?
Over the past few years, nonprofits have forged ahead during times of upheaval by taking a deep breath and connecting with donors and supporters. It’s easier to respond if you plan ahead for dramatic events—our sector’s new normal!
For more information about how to respond to today’s biggest challenge, or guidance on how to be ready for tomorrow’s quandary, reach out to Benefactor Group.
