Staying Close to Donors During Uncertainty By Listening Before Leading
In today’s economic environment, uncertainty is the only constant. Headlines shift daily—stock markets surge and retreat, tariffs influence global pricing, and debates over federal budget priorities leave many watching Washington with unease. For fundraisers and nonprofit leaders, these variables create a climate where donor confidence can waver, even among loyal supporters.
Many donors are reassessing their financial footing. Some are cautiously holding back due to fears of a recession. Others are rebalancing portfolios impacted by market swings. Still others are concerned about the long-term effects of inflation or rising interest rates. Regardless of the cause, what’s clear is this: assumptions can be risky.
A recent piece in The Chronicle of Philanthropy touches on this moment of hesitation. It notes how nonprofits must navigate this period by being highly attuned to their donors—not just in messaging, but in method. The most effective way forward isn’t about asking for less or guessing what donors might want. It’s about asking the right questions and listening with care.
Now is the time to deepen relationships with your most committed supporters. That doesn’t start with a solicitation—it starts with a conversation. Reach out not just to share updates, but to ask how they’re doing. Are they seeing changes in their financial outlook? Are they concerned about market trends or governmental shifts? What inspires them most in your mission right now?
By giving donors space to express what matters to them, you’re not only honoring their perspective, you’re creating opportunities for alignment. For one donor, that may mean pausing a multi-year pledge. For another, it could mean switching from cash to stock gifts for tax advantage. For still another, it might be leaning in further—doubling down on a cause they view as essential in uncertain times.
The takeaway is simple but powerful: let your donors lead. When you invite their voice into the process and build fundraising plans around their preferences and priorities, you strengthen the relationship—regardless of the gift size or timing.
This moment calls for patience, humility, and most importantly, presence. Your best donors haven’t disappeared—they’re thinking, planning, and often, waiting. Being a steady and thoughtful partner during that wait may be the most important stewardship move you make this year.
The path forward is not just strategic—it’s personal. Stay close. Ask questions. And above all, trust your donors to tell you what partnership looks like right now.
