Why Now Is the Time to Engage, Not Retreat
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
If you’ve been in the nonprofit trenches as long as I have—nearly three decades—you know that economic and political uncertainty isn’t new, but it always brings fresh challenges. I recently read in The Chronicle of Philanthropy (by Ben Gose) that online donations have dropped sharply since President Trump’s latest tariff announcements. This year, President Trump’s tariffs and the resulting stock market volatility have sent a chill through online giving. As major gift officers, development directors, executive directors, and board members, you’re likely asking: Should we pull back on fundraising appeals, or is now the time to double down?
Let’s dig into what’s happening, the pain points I’m seeing, and the strategies I’ve found most effective—especially when the ground beneath us feels anything but steady.
The Current Climate: Why Online Giving Is Down
Recent data paints a sobering picture. After a relatively stable start to the year, online donations took a nosedive following the announcement of sweeping tariffs in early April. Zeffy, a major fee-free platform, saw donations drop by 37% in just one week—falling from $29 million in 2024 to $18 million in the same week of 2025. Large gifts, in particular, have dried up, with donations of $500 or more cut in half. Even Donorbox, which was tracking 30% year-over-year growth, reported an 11% drop in April.
Why? Wealthier donors—whose giving often hinges on the stock market—are feeling risk-averse. Everyday donors, meanwhile, are squeezed by rising costs for essentials like food and housing, with tariffs making everything pricier.
The Pain Points: What We’re Up Against
In my experience, these moments create a perfect storm:
Budget Squeeze: As costs rise for food, clothing, and construction materials, nonprofits are forced to stretch already thin budgets even further.
Donor Hesitation: Major donors, especially those with significant investments, often pause giving during market volatility.
Demand Spike: At the same time, more people turn to nonprofits for help, increasing the pressure on services and staff.
Internal Debate: Leadership teams are torn—should we hold back on appeals to avoid donor fatigue, or push ahead and risk seeming tone-deaf?
I’ve seen organizations freeze up, waiting for “the right moment.” But more often than not, hesitation leads to missed opportunities.
What Works: Strategies for Resilience
Here’s what I’ve learned—and what the data supports—about fundraising in uncertain times:
1. Don’t Decide for Your Donors
One of the biggest mistakes I see is assuming donors can’t or won’t give. During the early days of the Covid pandemic, many fundraisers retreated, fearing donor fatigue. But those who leaned in—making crisis appeals and engaging supporters—saw revenue jump by 30%, while those who stayed silent saw a 20% drop. The lesson? Don’t take yourself out of the game.
2. Prioritize Stewardship and Transparency
Retention is your best friend. Research shows that retaining just 10% more donors can boost revenue by up to 200%. Be transparent about the challenges you’re facing. Let donors know exactly how their gifts are making a difference, especially when every dollar counts.
3. Embrace Recurring Giving
Monthly giving is a lifeline. The average monthly gift is $24, and monthly giving now accounts for 31% of all online revenue. When donors are feeling cautious, smaller, recurring gifts feel more manageable—and provide you with predictable income.
4. Diversify and Collaborate
Don’t rely on a single revenue stream. Explore corporate partnerships, peer-to-peer campaigns, and grant opportunities. Joint appeals with like-minded organizations can help you reach new audiences and share the load, especially when political sensitivities make direct appeals tricky.
5. Invest in Digital and Data
Digital fundraising isn’t going away—in fact, it’s more important than ever. Platforms like Neon CRM, DonorPerfect, Virtuous, and Donorbox offer powerful tools for donor management, segmentation, and analytics. Use these to personalize outreach, automate stewardship, and track what’s working in real time.
Real-World Success: Case Study
Let me share a quick example. During a recent downturn, one organization I worked with switched to Fundraise Up, optimizing their donation experience and focusing on monthly giving. The result? A 31% increase in monthly gifts and a 47% boost in overall online giving. The key was not just the technology, but a commitment to ongoing, transparent communication and donor engagement.
Actionable Takeaways
Here’s what you can do right now:
Keep Asking: Don’t retreat. Make the ask, but do it with empathy and transparency.
Promote Monthly Giving: Make it easy for donors to commit to smaller, recurring gifts.
Show Impact: Quantify the difference each donation makes, especially in inflation-adjusted terms.
Leverage Technology: Use data-driven platforms to personalize outreach and streamline operations.
Collaborate: Partner with other organizations for joint appeals and advocacy.
Stay Flexible: Be ready to pivot your strategies as conditions change.
Stay Bold, Stay Connected
I know these times are tough. I’ve been through recessions, political upheavals, and more than one fundraising “crisis.” What’s always pulled organizations through is a willingness to adapt, communicate, and keep the faith in our missions—and in our donors.
So, my challenge to you: Don’t let fear dictate your strategy. Share your experiences, ask questions, and lean on your peers. Together, we can weather this storm—and maybe even come out stronger on the other side.
Let’s keep this conversation going. What’s working for you right now? What challenges are you facing? Share below or connect with me on LinkedIn—I’d love to hear your stories.
Keep scaling,
Tammy Zonker
Major Gift Expert & Keynote Speaker
President, Fundraising Transformed
President & Dean, Modern Institute for Charitable Giving