Last updated on Jul 12, 2024

Facing an economic downturn, how can you keep donors engaged and supportive?

In times of economic uncertainty, your ability to maintain a strong relationship with donors is more critical than ever. With budgets tightening, individuals and organizations are forced to make tough decisions about where their money goes. You might feel the pressure, but remember, your cause is important and there are strategies to keep your donors engaged and supportive even when the economy is not on your side. Communication, transparency, and creative engagement are just a few keys to navigating these challenging times together with your supporters.

1 Personalize Outreach

Personalizing your outreach can make a significant difference in keeping donors engaged. When you understand your donors' motivations and communicate in a way that resonates with them, you create a stronger connection. Tailor your messaging to reflect their interests and past support, and show them how their contributions continue to make a tangible impact. A personalized approach demonstrates that you value them not just for their wallets, but for their unique contributions to your cause.

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Chan Mun Keong Melvin

Business Development Manager | Certified Estate Planner | Wildlife Advocacy Fundraiser
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WWF excels in maintaining donor engagement. When a donor discontinues their monthly donation, WWF proactively calls to thank them for their contributions and to express genuine concern. They also offer alternative ways for the donor to stay involved, such as volunteering or networking opportunities. This approach effectively fosters an emotional connection with donors, which is crucial for sustaining their investment in the cause. We should adopt a similar strategy to ensure our donors feel valued and remain engaged.

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2 Transparency Matters

During an economic downturn, it's crucial to be transparent with your donors about how their funds are being used. Provide clear updates on projects, financial statuses, and any challenges your organization faces. This honesty builds trust and shows donors that their investment is handled with care and integrity. When people trust where their money is going, they're more likely to continue supporting, even when funds are limited.

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Allyson Summers, MPA

Empowering KC Girls & Women | Driving Positive Change | Centurions Pinnacle Class of 2026
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Take the time to update your donors regularly and let them know the impact their support has on your organization. Create an annual report that details your financial status, project updates, and successes. Send out monthly impact emails to keep donors informed and engaged. Additionally, make personal calls to donors 3-6 months after their initial gift to share specific successes made possible by their contributions. The importance of taking the time to communicate transparently cannot be overstated; it builds lasting trust and encourages continued support.

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3 Engage Creatively

Creative engagement is key to maintaining donor interest. Host virtual events, share stories of impact through video content, or offer interactive online sessions where donors can see the difference they're making. By diversifying how you engage with your community, you keep the experience fresh and exciting. This approach not only sustains interest but can also attract new donors who are looking for dynamic ways to contribute to a cause.

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4 Offer Flexibility

Flexibility in donation options is essential in retaining donor support during tough economic times. Offer various giving levels and payment plans that can accommodate your donors' changing financial situations. Encourage smaller, more frequent contributions if larger one-time donations are not feasible. This flexibility allows donors to continue their support in a way that suits their current economic reality, fostering long-term loyalty.

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5 Recognize Generosity

Recognition goes a long way in keeping donors engaged. Take the time to thank your donors genuinely and frequently. Highlight their contributions in newsletters, on social media, or through personalized notes. When donors feel appreciated, they're more likely to remain invested in your cause. Recognition reinforces the value of their support and encourages continued generosity, even when discretionary spending is reduced.

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6 Adapt Strategies

Adapting your fundraising strategies to the current economic climate is vital. Monitor donor responses and be willing to pivot your approach if necessary. Stay informed about economic trends and how they might affect your donors' ability to give. By being proactive and responsive, you can adjust your strategies to maintain donor engagement and support, ensuring the sustainability of your organization through challenging times.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tony Vidmar, MBA

Vice President for Institutional Advancement & Executive Director- Tarleton State University Foundation
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During an economic downturn, donors that have set up Donor Advised Funds ( DAFs) will have more flexibility because the assets are already “ deposited “ and not as vulnerable to market losses. What that means as well is don’t wait until a downturn comes to take an inventory of what donors and prospects have a DAF.

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Oliver Libby
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It is also important to implement these three strategies: - if the economic times are linked to a crisis, like COVID, find ways to tie your impact to the root of the crisis or to its effects. - remember that wealth usually survives downturns, so there IS still money out there. The key is figuring out WHO is still transacting. - finally, being realistic about costs during these times is key - it can be twice as hard and expensive to raise money during crises, so the money goes "half" as far.

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Facing an economic downturn, how can you keep donors engaged and supportive?

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2

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1 Personalize Outreach

2 Transparency Matters

3 Engage Creatively

4 Offer Flexibility

5 Recognize Generosity

6 Adapt Strategies

7 Here’s what else to consider

Fundraising

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Facing an economic downturn, how can you keep donors engaged and supportive?

1

2

3

4

5

6

7

1 Personalize Outreach

2 Transparency Matters

3 Engage Creatively

4 Offer Flexibility

5 Recognize Generosity

6 Adapt Strategies

7 Here’s what else to consider

Fundraising

Rate this article

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