Originally published: November 15, 2009
Déjà Vu All Over Again: 2008 Meets 2024
Back in 2008, the economy was in free fall. Nonprofits were panicking. Donor confidence had tanked. I wrote a piece that year urging fundraisers not to pull back on their year-end appeals. I argued that during downturns—especially during downturns—it’s more important than ever to stay visible and keep asking.
Well, here we are again.
2024 wasn’t exactly a picnic either. Inflation remained stubborn. The markets shook confidence. Foundations tightened their grantmaking. And many nonprofits started singing that same old tune: “Let’s skip the year-end appeal this year.”
If this sounds familiar, it should.
What’s scarier than a red-tinted investment statement? Writing to your donors in an uncertain economy. Asking for support when wallets are shrinking. Worrying you might come across as tone-deaf or pushy.
But let me tell you what I said back then—because it still applies now.
The Worst Strategy Is Silence
Some of my nonprofit friends recently told me:
“We’re going to sit this one out. Donors are tapped. We don’t want to pressure anyone. We’re going to skip our year-end appeal.”
To which I replied, as gently and tactfully as I did in 2008:
“Are you nuts?”
I get it. You’re nervous. You don’t want to seem insensitive. But here’s the truth: the organizations that pull back now will lose ground. Those who press forward—respectfully, confidently, and consistently—will win.
Tough Times? Think Bigger, Not Smaller
During tough economic periods, the temptation is to shrink. Cut costs. Cancel outreach. Lay low and wait it out.
That’s exactly the wrong move.
When the economy shakes people up, donors don’t stop giving—they just start giving more carefully. They focus on causes they trust. Organizations they hear from. Missions that don’t go quiet in the night.
Silence sends the wrong message. It implies you’re not needed. Or worse, not relevant.
When the economy shakes people up, donors don’t stop giving—they just start giving more carefully.
A Planned Giving Twist Makes All the Difference
One thing we emphasized in 2008—something most fundraisers still overlook today—is the power of planned giving, especially during uncertain times.
Here’s why:
-
Bequests make up over 75% of all planned gifts.
-
They cost the donor nothing today.
-
They create massive impact tomorrow.
So yes, donors may be cash-strapped in the moment. But that doesn’t mean they can’t be generous. You just need to offer the right kind of opportunity.
In your year-end appeal, include a simple, warm reminder:
“You can make a lasting difference—without affecting your finances today—through a gift in your will or estate.”
It’s elegant. It’s respectful. And it works.
Let’s Retire the “Tax Break” Crutch
In strong economic years, fundraisers love to lead with the old line:
“Give by December 31st and get a tax deduction!”
But when portfolios are down and donors are feeling the pinch, that message doesn’t land. It might even fall flat.
So here’s the better play:
-
Focus on mission, not money.
-
Talk about impact, not incentives.
-
Emphasize legacy, not liability.
Smart fundraisers are shifting from transactional to transformational. Planned giving—done well—is the ultimate transformation.
But What If They’re Feeling Jittery?
That’s exactly why you need to reach out.
Donors are human. When times get tough, they want to be reminded that they’re not helpless. That they can still do something meaningful. That their values still matter.
Your job is to offer that path. To show them how their support—big or small, now or later—can make a difference.
The biggest mistake nonprofits make is thinking they’re sparing their donors by staying quiet. In reality, they’re robbing them of the chance to be generous.
You Only Need One
We often remind our clients of this:
You only need one planned gift to make the whole appeal worth it.
Just one.
It could be a $5,000 bequest—or a $500,000 one. The ROI on a planned giving appeal isn’t measured in immediate dollars. It’s measured in decades of impact.
Use the Tools You Already Have
Don’t overthink it. We’ve already created done-for-you year-end appeal letters you can purchase today. We also offer free downloads and templates you can use right away. And no—just because they’re free doesn’t mean they’re not powerful.
Most nonprofits don’t fail from lack of resources. They fail from lack of action.
So use what’s in your toolbox. Send the letter. Follow up. Stay visible.
What’s Changed Since 2008?
Honestly? Not much.
-
Economic fear still paralyzes fundraisers.
-
Some nonprofits still opt for silence over strategy.
-
And many still believe that planned giving is too complex or too niche.
But here’s what has changed: the organizations that didn’t go quiet in 2008 are thriving today. They built resilience. They deepened relationships. They learned that visibility during tough times earns loyalty for life.
You can do the same—right now.
Final Thoughts: The Principle That Never Changes
When the economy goes down, people feel fear.
But fear is not the time to vanish. Fear is the time to lead.
Your donors are looking to you for steadiness, purpose, and clarity. If they see you pressing forward—optimistically and boldly—they’ll follow.
So go ahead. Send the year-end appeal. Include a planned giving angle. Be visible. Be consistent. Be confident.
As I said in 2008—and will gladly say again:
Tough times don’t last. But tough (and smart) nonprofits do.
