Recently, TrueSense Marketing leaders Angie MacAlpine, Megan Carder, Stephen Ferrando, Matt Monberg, and John Thompson sat down to chat about the state of the nonprofit fundraising landscape today. Here are some of the insights that became clear.
Nonprofits are facing many challenges in 2025: inflation, fluctuating markets, recession concerns, donor fatigue, political polarization, and looming federal funding cuts. Fundraising experts liken current conditions to other crises, including 9/11, the 2008-09 recession, and the COVID-19 pandemic.
Yet even in the face of these pressures, one thing remains true: People still care, and they still want to give. What’s changing is how — and why — they choose to engage.
Now is not the time for nonprofits to scale back or go silent. It’s a time to refocus, reconnect, and reaffirm their purpose. In this moment of uncertainty, organizations that communicate clearly, center their mission, and invest in strong donor relationships will stand out — and stand strong.
Here are some of the ways nonprofits can meet today’s challenges head on, with strategies rooted in resilience, transparency, and hope.
When funding gaps emerge — especially from major sources such as government programs — donors need to hear the facts directly from you. Avoid emotional appeals, blame, or political undertones. Instead, communicate clearly and confidently.
Here are some things to keep in mind:
Transparency earns trust. Donors are more likely to step in when they understand the challenge — and believe in your ability to meet it.
Keep donors informed without overwhelming them. Your goal is to educate and engage, not inundate. Provide a high-level overview to explain what’s happening, why it matters, and how donors can help.
Leverage media coverage to your advantage. Tie your message to broader news stories. If a funding issue is in the headlines, use it as a springboard to show your organization’s role and need.
Facts create credibility and stories create urgency, so it’s logical to show results about how donors are helping you solve the problems your community faces. But recently, challenges have been rolling in “fast and furious.”
Use a blog or dedicated page on your website to post late-breaking updates. Think beyond a quarterly newsletter for delivering real-time developments. When donors see their immediate impact, they’re more likely to stay engaged.
Every internal stakeholder must be equipped with unified, up-to-date messaging. This includes staff, volunteers, and board members. Develop talking points to keep internal messaging consistent and focused.
Anchor all communication in your mission. Now is the time to remember your “why.” Remind donors and staff that although circumstances change, your purpose does not.
In moments of uncertainty, leadership visibility is important. Internal alignment starts at the top. When leadership leads with clarity and purpose, others follow.
Board members must lead by example. They should increase their support, model forward-looking commitment, and actively communicate with donors, staff, and peers. Their calm, confident presence reinforces stability.
Your current donors are your strongest asset. This is the time to focus on retention and donor upgrading. Loyalty is built during times like these. Remember to:
In a resource-constrained environment, time and budget must go where they count the most. Double down on what works. Invest in channels and tactics with the highest immediate returns, especially for cash flow.
If your acquisition program is otherwise healthy, don’t forget to spend it on donor acquisition and stewardship now to secure stability later. In 2009 and 2020, many nonprofit boards panicked and cut acquisition because they didn’t understand its importance as a long-term investment. Although acquisition is a low-ROI initiative, it’s necessary to keep the high-ROI donor pools replenished.
In 2025, fundraising is a data game in which real-time data turns challenges into opportunities. Let the numbers guide your next move.
When speed matters, your largest supporters can make the biggest difference. Tailor your outreach. Be candid with major donors and corporate partners. Ask them boldly for donations as you share the opportunity for transformational impact. Connect funding gaps to outcomes that their support can drive immediately. A handful of major gifts can bridge large gaps, so don’t wait to ask.
In a shifting environment, speed and flexibility win. Leadership must publicly support a “fail fast, learn fast” mindset to foster innovation.
Challenges are inevitable. What matters is how you respond. Lead with facts; focus on your mission; and invite donors to stand with you. When your organization communicates clearly and moves decisively, you’ll not only retain trust — you’ll build it.
At TrueSense Marketing, we’re here to help you navigate uncertainty, align your strategy, and strengthen donor relationships. Whatever challenges you face, you don’t have to face them alone.
The full recording of this candid conversation about the current state of the industry will be available soon on TrueSense social media. Keep an eye out for a full discussion about the steps you can take to protect your nonprofit during these changing times.