There’s a good chance, while you are reading this, a massive hurricane just slammed into Florida for the second time in as many weeks.
There’s also a good chance your FYP on TikTok is flooded (see what I did there) with videos of underwater homes, aftermath destruction photos, and a series of pleas from coastal residents for basic needs.
And when something like that happens, it demands everyone’s attention.
People are glued to the news, donations are pouring in for relief efforts, and anything that isn’t storm-related seems, well, insignificant.
But you still have a mission to accomplish.
Your local nonprofit still needs funding to keep the lights on, to provide critical services, and to make an impact in your own backyard.
So, how do you navigate the fundraising landscape when all hell is breaking loose?
Here’s the thing: it’s not about competing for donor dollars—it’s about recognizing the situation, adjusting your messaging, and staying focused on your supporters.
It’s a delicate balance, like walking a tightrope in the middle of a hurricane (literally and figuratively), but it’s doable.
This is in no way to lessen the importance of other needs, not only in other parts of the country, but also in the countless sectors of the world where we see catastrophic calamity, war and oppression.
But it’s a real challenge as a fundraiser in times like these.
So here are a few things to keep in mind to help you maintain your composure, competence, and relevance when the fundraising game gets tough.
1. Acknowledge the Situation (But Don’t Dwell on It)
First off, ignoring a national emergency is a terrible look.
It makes you seem out of touch and self-centered, like that person who talks about their amazing vacation while everyone else is dealing with a blizzard. So, take a moment to acknowledge what’s happening.
In your communications, whether it’s a social media post, an email, or a quick update on your website, you can recognize the gravity of the situation. Show empathy for those affected and, if appropriate, share resources or ways your supporters can help.
But don’t stop there.
Make it clear that your mission doesn’t pause just because a hurricane is grabbing all the headlines.
You still have services to provide, people to help, and programs to run. Use this as an opportunity to remind your supporters that local issues don’t disappear during a national crisis—they actually get more challenging.
Here’s a helpful Tip: Start your messages with a note of empathy or support for those affected by the disaster, then pivot to how the current situation impacts your work. For example:
“Our hearts are with everyone in Florida facing the wrath of Hurricane Milton. As relief efforts continue, we also want to remind our community that [your mission] remains as important as ever, especially during times like these.”
Whatever your cause, know that your work matters.
No matter what.
2. Double Down on Your Core Supporters
When a disaster strikes, people’s attention (and wallets) are pulled in a thousand different directions.
This is the time to lean on your most loyal supporters—the ones who’ve been with you through thick and thin.
These are the folks who know your organization inside and out, understand the impact of your work, and will be more inclined to step up even when the world seems to be crumbling around them.
Reach out personally to your top donors, board members, and long-time volunteers. Let them know how your organization is navigating this challenging time (dear Lord, we need a new term for this…) and how they can continue to make a difference.
It’s not about making a hard sell; it’s about keeping your most dedicated people engaged and informed. They’re your safety net in the storm.
Here’s a helpful tip: Craft a personalized email or make phone calls to your key supporters. Share a story about how your work has continued despite the national crisis and express your gratitude for their ongoing commitment.
3. Highlight Local Relevance and Urgency
National emergencies often shine a spotlight on global or national needs, overshadowing local issues that still require attention.
To stay on your donors' radar, emphasize the local impact and the critical nature of your organization’s work. If your nonprofit serves a vulnerable population, now’s the time to explain how the current crisis exacerbates their needs.
For example, if you run a food pantry, highlight the increased demand you’re seeing as economic instability rises. If you work with children, explain how your programs provide stability in an otherwise chaotic time.
Keep your messaging clear: even as attention is focused elsewhere, your community has needs that can’t be put on hold.
Here’s a helpful tip: Use storytelling to bring your mission to life. Share real-life examples of how your programs are adapting to meet local needs, especially when national events threaten to divert attention and resources.
4. Offer Ways to Support Without Asking for Money (At Least Not Right Away)
Let’s face it—asking for money when donors are already giving to disaster relief can feel like shouting into the void.
Instead, consider offering other ways for your supporters to help. Maybe they can volunteer, spread the word about your work on social media, or participate in a non-monetary donation drive (e.g., a food drive or a collection of winter clothing).
These alternative actions not only keep your supporters engaged but can also lead to financial support down the line, once the dust settles and they’re ready to give again.
When you do circle back to a financial ask, connect the dots between the crisis and your mission. Explain how continued support ensures you can keep providing critical services during challenging times.
Make it clear that their support is needed now more than ever, even if it’s just to maintain current levels of service.
Play.
The.
Long.
Game.
Pro Tip: Create a list of ways to support your nonprofit that doesn’t involve writing a check. This could be advocacy, volunteering, or even hosting a friendraising event. When they’re ready to donate again, your organization will be top of mind.
Finding Balance in the Chaos
When a national emergency steals the spotlight, fundraising can feel like an uphill battle. But remember, your mission matters.
Your work matters.
And yes, it’s okay to keep asking for support, even when it feels like the world is falling apart.
Acknowledge the situation, stay connected with your core supporters, emphasize the local impact, and offer non-monetary ways to help.
By striking this delicate balance, you can keep your organization’s needs visible while respecting the bigger picture.
Because at the end of the day, both your cause and those affected by the crisis deserve support.
You freaking got this.
-Patrick
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