What Nonprofit Leaders Need to Know Right Now
If it feels like the ground is shifting under your feet, you’re not imagining it. With shifting government decisions, unpredictable program funding, tax changes, and economic volatility, nonprofit leaders are carrying more weight than ever.
Here’s the steady truth:
Donors don’t stop giving in uncertain times — they give with more intention.
Your role is to guide that intention with purpose, honesty, and confidence.
What Donors Are Thinking Right Now
Sector voices like Claire Axelrad, Lisa Greer, the Chronicle of Philanthropy, AFP, Givebutter, and OKCNP all point to the same trend:
When uncertainty rises, donors look for giving that is:
- Rooted in transparency
- Connected to real people
- Able to create stability when life feels unstable
They’re not asking for perfection. They’re asking:
- Does my gift matter?
- Is this organization steady?
- Will my generosity genuinely help someone right now?
- How do I know my support truly makes a difference?
When you answer plainly and honestly, donors feel safe stepping forward.
Why Story and Data Still Move Donors — Especially Now
In noisy or uncertain seasons, people crave two things: meaning and proof.
This is the core of your messaging strategy.
“Trust grows when results are clear.”
Stories Build Connection
Stories allow donors to feel your mission — not just read about it.
Stories reveal:
- A real person
- A real challenge
- A real moment of change
- A real role the donor plays
This is your Pivot Pulse™ — the emotional heartbeat of your message.
As donor-centric author Lisa Greer says:
“Donors want the truth, transparency, and a real connection to the impact their gift makes.”
Stories create that connection.
Data Builds Trust
Data reassures donors that your work is real, consistent, and measured.
Fundraising scholar Adrian Sargeant notes that trust and consistency predict donor loyalty more reliably than anything else.
Emotion + Evidence = Confidence to Give
“People give because they’re asked. They keep giving
because they see the difference.”
Eli’s Weekend Pivot Pulse™
A powerful example is Eli’s story from the Weekend Backpack Program:
“Last year, 73% of students in our programs showed improved stability and readiness — but when Eli walked into school early on Monday, smiling and focused, his teacher knew something deeper had changed. After receiving weekend meals, he wasn’t hungry anymore. He was hopeful. That small moment was Eli’s transformational moment — the moment our data became human.”
One Monday morning didn’t need hype.
It needed honesty:
- A child no longer arrived hungry.
- Donors made that possible.
As fundraising pioneer Bob Hartsook says:
“People give because they’re asked. They keep giving because they see the difference.”
A Second Micro-Story: A Different Kind of Transformation
Not all impact is dramatic — nor should it be.
Consider Samarah, who stepped into a community arts program at just six years old.
She wasn’t failing or in crisis — she was simply quiet. Steady. Careful. A child who blended naturally into the back row.
But year after year, something subtle happened.
She kept showing up.
She trained.
She tried new roles.
She moved from chorus member… to featured performer… to a young woman who finally believed, “I belong on the stage.”
By graduation, Samarah had grown into a confident, capable performer — prepared enough, and brave enough, to pursue a degree in Musical Theatre in college. Her transformation wasn’t instant.
It was shaped slowly — in every rehearsal, every class, every gentle moment of encouragement that donors helped make possible.
Two stories.
Two very different needs.
One truth: generosity steadies what’s fragile.
Be Honest With the Need — Without Hype or Pressure
Today’s donors are intuitive. They sense exaggeration instantly.
You don’t need dramatization — you need clarity:
- Families are under pressure.
- Programs are stretched.
- Resources are tight.
- And every gift creates genuine change.
Show the value clearly:
“Your $100 provides 25 weekend meals — enough to ensure a child like Eli starts each Monday nourished and ready.”
Honesty builds trust.
Trust builds generosity.
How Giving Supports a Donor’s Financial Strategy (2025 Update)
To ensure accuracy, reach out to a trusted colleague — a CPA and tax specialist — to review donor communication and offer insight. Their expertise strengthens the content and reinforces the need for transparency in donor messaging.
Before sharing financial tools, add a simple disclaimer.
If you mention QCDs, stock gifts, or deductions in any donor-facing communication, include:
“This information is provided for general educational purposes only and is not intended as tax, legal, or financial advice. Please consult your own tax professional to understand how charitable giving may affect your personal financial situation.”
This protects your organization.
It respects the donor.
It signals professionalism and transparency.
Common Giving Tools to Share (with a disclaimer in place):
- Itemized Charitable Deductions (mention details and benefits, but work with a tax specialist for wording or refer donors to them)
- Appreciated Stock Gifts (mention details and benefits, but work with a tax specialist or refer donors to them. Work with a stock broker or financial institution to develop a process for accepting stock gifts)
- Donor-Advised Funds (DAFs) (mention a local community foundation or appropriate organization who you partner with regarding DAPs)
- Qualified Charitable Distributions (QCDs) — 2025 limit: $108,000 (mention details and benefits, but work with a tax specialist for wording or refer donors to them)
- Bundling Gifts for maximum deductibility (including multi-year gifts)
Donor-centric organizations currently highlight these as rapidly rising strategies.
Messaging That Builds Donor Confidence in Unstable Times
Donors respond best to calm, confident leadership — not urgency or emotional pressure.
They need:
1. Clarity
Say exactly what you do, who you serve, and why it matters.
2. Steadiness
Your mission becomes a grounding point when life feels unpredictable.
3. Options
Offer giving pathways such as stock gifts, QCDs, DAFs, monthly giving, or legacy giving.
Options build agency.
Agency builds trust.
4. A Reason to Give Now
Not fear — purpose.
The Chronicle of Philanthropy consistently shows donors act when they see their gift stabilizing lives and sustaining momentum.
Takeaway for Leaders
The government funding may stall.
Markets may wobble.
Policies may shift.
But generosity — real, human generosity — endures.
The message donors need right now is simple:
“Your gift matters. Your gift is needed. And your gift is wise.”
You’re not only raising funds — you’re giving people a meaningful way to invest hope, compassion, and stewardship into something steady and human.
Let your voice be the steady one donors trust.
If you’d like a second set of eyes on your donor letters, year-end appeals, or messaging strategy, I’d be honored to support you.
Clear, calm communication builds confidence — and I can help you shape a message that does exactly that. Contact me. Because when your message moves with purpose— it moves people.
About Angie Thompson
Angie Thompson is a fundraising strategist, storyteller, and creative consultant who helps nonprofits and purpose-driven leaders communicate with clarity and heart. Her work blends message design, storytelling for impact, and brand-forward content shaped by award-winning experience in film, television, philanthropy, and community development. She is the creator of the Pivot Pulse™ storytelling method and founder of Angie Thompson Consulting LLC, and is an active member of the Association of Fundraising Professionals and the Oklahoma Center for Nonprofits.
Disclaimer
This content is for educational purposes only and is not intended to provide tax, legal, or financial advice. Charitable tax laws may change, and individual circumstances vary. Please seek the guidance of a qualified tax professional or financial advisor regarding charitable giving plans.