Planning for the Unpredictable
As a professional fundraiser for over 30 years, I’ve weathered countless storms—the 9/11 terror attacks, the Great Recession, devastating natural disasters, divisive elections, and numerous tax law overhauls. The most valuable lesson I’ve learned? Rather than hoping for stability to return, successful fundraisers deliberately plan for uncertainty.
Author’s Note: I originally wrote this article in 2021. With the current turmoil in our federal government, volatile financial markets, and increasing reports of hiring freezes, now is an ideal time to revisit how fundraisers can build resiliency in their strategies to ensure their nonprofit organizations are prepared for the unexpected.
Start with a Clear-Eyed Assessment
Every effective nonprofit fundraising strategy begins with a thorough evaluation of your past development activities. Whether through a formal audit or an informal assessment, ask yourself:
- What unique strengths can your organization leverage?
- Which weaknesses require immediate attention?
- Where do untapped opportunities for growth exist?
Building your fundraising plan on this foundation creates necessary focus, establishes clear priorities, and—perhaps most critically—provides the agility to pivot when external circumstances demand it.
Related Reading: Now is the time to invest in creating a fundraising plan.
Individual Donors: Your Bedrock of Stability
According to Giving USA 2024, 75% of charitable contributions come from individuals (including bequests). This raises a crucial question: Does your organization allocate 75% of its fundraising efforts toward identifying, cultivating, soliciting, and stewarding individual donors?
One of the most reliable ways to navigate uncertainty is to concentrate your nonprofit fundraising efforts where the greatest potential exists. For nonprofits of every size and mission, cultivating relationships with individual donors should be your top priority for ensuring both immediate financial stability and long-term sustainability—regardless of external conditions.
Look Closer: Your Existing Donor Base
Your most promising prospects aren’t strangers—they’re already connected to your organization. Focus first on those with established ties:
- Loyal, repeat donors
- Board members and their networks
- Staff and volunteers
- Program participants and service recipients
These individuals have demonstrated their commitment to your mission and are most likely to stand with you through challenging times. Are you proactively communicating about how current circumstances affect your organization? They genuinely want to know how they can help.
Strategic Solicitation and Meaningful Stewardship
Does your fundraising strategy include intentional approaches for requesting support from existing donors? Are your solicitations personalized to reflect each donor’s unique relationship with your mission? Have you explored opportunities for:
- Major gift fundraising strategies
- Monthly recurring gift programs
- Multi-year pledges
- Planned giving discussions
When donors contribute, does your donor acknowledgment process genuinely convey their significance to your work? Remember: donor retention costs significantly less than acquiring new donors. During uncertain times, your fundraising plan must prioritize donor stewardship and retention.
Building an Organization-Wide Culture of Philanthropy
Perhaps the most transformative step fundraisers can take to build resilience is fostering an organization-wide culture of philanthropy—where everyone understands and embraces their role in advancing your mission through fundraising. Successful nonprofit resource development requires commitment from your entire organization, not just the development team.
This becomes even more critical during challenging periods. Engage your full team—fundraising staff, board members, development committee, volunteers, executive leadership, and program staff—in both assessment and planning processes to create genuine ownership. Build accountability mechanisms into your nonprofit fundraising plan so your entire organization stands ready to respond and adapt when uncertainty inevitably arises.
Embracing Resilience
External factors—whether political upheaval, economic turbulence, or global health crises—will always impact your fundraising efforts. However, organizations that invest time in understanding their strengths and weaknesses and approach fundraising strategically rather than reactively position themselves to withstand unexpected challenges while consistently improving fundraising results.
The question isn’t whether uncertainty will affect your nonprofit organization, but how prepared you’ll be when it does.
Ready to Strengthen Your Fundraising Strategy?
Uncertainty is inevitable—but with the right strategy, your nonprofit can remain strong and sustainable. Let’s start the conversation! Contact Maureen Mahoney Hill, CFRE, at Maureen@AdvancementAdvisorsGroup.com to explore tailored strategies for donor engagement, resilient fundraising, and long-term nonprofit success.
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Maureen Mahoney Hill, CFRE, is the founder and principal of Advancement Advisors, a consulting firm dedicated to helping nonprofits strengthen their fundraising efforts.