Disruption seems to be the status quo for markets these days, and there is little doubt this will affect nonprofit fundraising. Markets have reported massive losses followed by rallies, only to plunge again as our current administration seeks to renegotiate deals with our biggest trading partners.

Tariffs have been the cause of much concern as industries fear they will do more harm than good in the long run, but time will tell. In the short term, they are impacting charitable giving and corporate support. As costs increase, individual donors may cut back amid economic uncertainty, and corporations may deprioritize sponsorship and philanthropic contributions.

In light of current events, some nonprofits may also experience increased demand for their assistance. This may require a diversification of fundraising efforts and a new perspective on approaching these efforts.

Fortunately, the situation is far from hopeless. The tone will settle, and markets will stabilize. But even when the going gets tough, your mission is still critical.

We have a few tips to help you lean in and keep your fundraising efforts moving forward.

1. Prioritize relationship-building activities in the community

While your nonprofit may have relied on large corporate donations and grants, these might not be as reliable in the near term. Focus on building stronger ties at the community level with local businesses and individual donors in the community. When these entities and individuals can see your tangible impact within their communities, they are more apt to contribute.

Increased social awareness and good communication are essential to keep the conversation going. Though you may feel hesitant to ask in our current economy, know that many will still be willing and able to give—perhaps not as much or as often as they typically would, but everything helps. Focus on telling your story and staying top of mind to keep the relationship strong.

2. Keep telling your story

Maintain your brand presence through impactful storytelling, ideally in multiple formats and on multiple platforms. Highlight the people or organizations you’re helping and think about doing spotlight pieces (blogs or videos) on specific people whose lives have changed through your efforts. Despite the economic turmoil, you should still show that you’re making a difference. Even if some donors decrease their contributions, many will continue to donate if they see they are making a difference. Without this “proof,” donors may lose interest or allocate their money to other areas.

3. Be transparent and authentic

Everyone loves a success story. By the same token, people can relate to struggles, especially when we all share a similar reality. If things are going swimmingly, talk about it. If the organization is challenged to raise the funds needed to advance its mission, share your concerns. Transparency, honesty, and authenticity are valued above all, and donors tend to respect organizations that are forthright and don’t gloss over key details. Although you don’t want to use the economy as a way to gain sympathy, you shouldn’t minimize unmet financial needs, whether related to funding your initiatives or something as fundamental as keeping the lights on.

4. Emphasize gratitude

Thank your donors often and be sincere. If possible, drill down to the individual donors and their contributions and tell them outright how their donation helped. For example, you might email anyone who donated $50 and let them know it provided breakfasts for 20 marginalized schoolchildren for a month. That’s a feel-good statistic that will keep the goodwill going.

Ultimately, donors want to know that their contributions are helping. Though they may be more cash-poor than usual, knowing their gift impacts lives for the better will make all the difference—and may turn a one-time donor into a recurring supporter.

5. Encourage recurring gifts

From an administrative standpoint, it is much less labor-intensive to ask for a recurring donation than it is to ask multiple times for a one-time gift. Refocusing your efforts on boosting the volume of recurring gifts will help you establish more sustainable fundraising income, and it may actually be easier for some donors who might not be able to afford to make a large one-time donation. By spreading the payments over time, the donor won’t feel the pinch as much and may ultimately donate more in the long run.

Many nonprofits may be looking for ways to cut costs and weather the economic storm, but this is not the time to cut back on donor marketing and outreach. Successful fundraising relies on good donor relationships, and sharing your story helps strengthen emotional connections that lead to long-term value.

LETTER7 helps nonprofits reach their fundraising goals through targeted marketing strategies like content creation, email marketing, and website SEO. Speak to us today about how we can help you successfully fundraise, even in challenging times.