Landing Major Gifts When Donors Are Cutting Back

Economic uncertainty can make even your most loyal donors pause before writing a check. 

Rising costs, market fluctuations, and a steady drumbeat of "cut back" headlines often push generosity further down the priority list. But here's the thing: major gifts are still being made — just with greater intention.

For nonprofits, that means the opportunity is still there, but the way you approach it matters more than ever. Here's how to position your organization to secure major gifts even when everyone is watching their spending.

Lead with Direct Impact to Secure Major Gifts

When budgets are tight, donors want to know their money will have a real, lasting impact. This is not the time to send frantic appeals about "keeping the lights on." Instead, communicate why your mission matters and how your organization is uniquely positioned to address urgent needs.

Frame your request in terms of solutions and outcomes: "You'll provide 200 hours of youth mentorship in neighborhoods with the highest dropout rates."

Clarity builds confidence, and confidence unlocks giving.

Focus on Fewer, Deeper Relationships

In lean times, quality beats quantity. Rather than casting a wide net, focus your energy on a smaller pool of high-potential donors — people who already care deeply about your cause and have a history of giving generously.

Invest time in one-on-one relationship building:

• Schedule coffee chats to hear what's on their mind.

• Ask how the economic climate is affecting their giving priorities.

• Share updates that speak directly to their interests.

Deep listening creates alignment and opens the door for conversations about larger commitments.

Offer Tangible, High-Impact Opportunities

Donors want to know their gift will move the needle in a meaningful way. Package your needs into clear, fundable opportunities rather than vague appeals for unrestricted support.

For example:

• Consider rephrasing "support our programs" to "A $25,000 gift will fund a mobile food pantry for 6 months, serving 1,200 families."

• Instead of "help us expand," try "$50,000 will underwrite a new counselor position, doubling our capacity to serve at-risk teens."

When donors can see exactly what they're funding and the impact it will create, they're more likely to stretch even in cautious times.

But the key is to stand out by making every ask well-timed. Reference their past support, connect it to current needs, and acknowledge the impact they've already made.

Example:

"Last year, your gift helped launch our after-school coding program for underserved youth. Today, enrollment is full, and 80% of students are showing improved grades in math. With your continued support, we can bring this program to two more schools by next semester."

Show them they're part of an ongoing success story.

Keep Stewardship Front and Center

Once a major gift is secured, the real work begins. In tough economic times, retaining donors is just as important as acquiring them. Commit to high-touch stewardship:

• Send quick, personal updates.

• Invite them to see their gift in action.

• Celebrate milestones and recognize their role in achieving them.

When donors feel genuinely valued and see that their money is working hard, they're more likely to keep giving even when the economy feels uncertain.

Economic slowdowns don't have to mean fundraising standstills. 

Times of uncertainty can deepen relationships with your most committed donors if you approach them with confidence.

Your mission hasn't changed, and neither has your bold, visionary leadership. Focusing on meaningful connections and demonstrating impact can help you secure major gifts that keep your work moving forward, no matter what the headlines say.