Afraid to Ask for a Major Gift in a Tough Economy? Don’t Be – Here’s Why

If you or your leadership team are feeling hesitant to ask for gifts right now, you’re not alone. Economic uncertainty, global instability, and constant negative headlines can make it feel like the worst possible moment to fundraise.

But what if it’s actually the best time?

The Fear of Asking Is Real, But It May Be Misguided

When the economy feels shaky, many nonprofit leaders instinctively pull back. They worry about appearing insensitive or asking too much when donors themselves might be stressed.

The truth is, your assumptions about donors may not match reality.

Just because you feel uncertain doesn’t mean your donors feel the same way.

If the Need Is Great, the Time Is Right

Ask yourself:

• Do you have real, urgent needs?
• Can you clearly communicate your impact?
• Do you have a compelling case for support?

If the answer is yes, then this is exactly the time to lean in — not step back.

Donors give because they want to make a difference. When challenges increase, so does the opportunity for meaningful impact.

Why Donors Give More During Uncertain Times

Periods of uncertainty often motivate people to act. When the world feels unstable, many donors look for ways to help, to create change, and to feel a sense of purpose.

Think back to the early days of the pandemic. It was one of the most uncertain and stressful times in recent history. And yet, many organizations saw record-breaking fundraising results.

Why? Because donors understood the need was urgent, and they responded.

A Real-World Lesson: Pause vs. Progress

At the start of the pandemic, many organizations faced a critical decision: pause their campaigns or push forward.

Those who continued, despite the uncertainty, have now completed their campaigns and are reaping the benefits of their courage.

Those who paused? Some haven’t restarted yet (now several years later).

Waiting for “perfect conditions” often leads to missed opportunities. There’s rarely a perfect time to do a capital campaign.

Don’t Let Assumptions Hold You Back

It’s easy to project your own fears onto your donors. But doing so can be costly.

Many donors:

• Maintain or even increase their wealth during uncertain times
• Want to help when needs are greatest
• Appreciate being asked, not overlooked

Instead of assuming, ask.

Start with Conversations, Not Just Solicitations

If you don’t yet have strong relationships with your donors, that’s okay. There’s no better time to start.

Reach out and:

• Invite their perspective and advice
• Listen to their priorities and concerns
• Ask how they’re feeling about the economy

These conversations build trust and often lead to giving.

The Bottom Line

Uncertain times are not a reason to retreat. They are a reason to engage.

Now is the time to:

1. Connect with your donors.
2. Share your organization’s needs.
3. Invite meaningful support.

Because when the need is great, donors won’t pull away — they may even step forward. And your job is to give them the opportunity.