Subject Guide: Fundraising in a Crisis

Published Date:

Q: Does CASE have resources on fundraising during a crisis?  

A: The CASE Library has developed this resource collection on fundraising during a crisis or time of major change. It compiles resources on fundraising during the COVID-19/coronavirus pandemic as well as fundraising following economic recessions, disasters, institutional scandals, and other major events. It includes articles and books on how institutions can respond to crises and how they can become more resilient for the future.

For additional information on COVID-19, see the CASE Statement on COVID-19.

  • Axelrad, Claire. "Coping in a pandemic: essential nonprofit philanthropic strategies," Bloomerang (March 23, 2020).
    Consultant Claire Axelrad discusses ways to communicate with supporters and solicit funds while the coronavirus is forcing nonprofits to change their tactics.
  • Candid. Funding for coronavirus (COVID-19): philanthropy's response to the novel coronavirus (COVID-19).
    This resource page from Candid (formerly the Foundation Center), compiles funding and grant distribution news related to the coronavirus pandemic. 
  • "Coronavirus/COVID-19 resource guide," AFP  (March 19, 2020).
    A compilation of resources about fundraising and COVID-19 from the Association of Fundraising Professionals.
  • "COVID-19 coronavirus: how philanthropy can respond," Center for Disaster Philanthropy (March 5, 2020).
    With coronavirus spreading, now is the time for philanthropy to begin planning how it will respond and how it will invest in actions to support their communities. This article links to a webinar from the Center for Disaster Philanthropy on the role that philanthropy can play in the months ahead.
  • Cyrulnik, Rachel; Adams, Chani; Cotton, Lauren; Greenberg, Sharon Weiss. "Fundraising during the corona outbreak: answers to 5 pressing questions," Chronicle of philanthropy (March 19, 2020).
    To help nonprofits provide donors with consistency and a common purpose during this crisis, here are answers to some key questions nonprofits are asking.
  • Di Mento, Maria. "Experts urge charities to communicate their needs clearly to their donors," Chronicle of philanthropy (March 17, 2020).
    As the coronavirus quickly spreads across the country, many donors are unsure how to step in and help. That uncertainty is why nonprofits should step up right now and start talking to their donors, whether it’s wealthy individuals who give directly or those who give through their foundations, say philanthropy experts.
  • Donor Relations Guru. COVID-19 resources.
    This resource page compiles tools and articles to assist donor relations and stewardship professionals in the wake of the coronavirus pandemic. It also includes communications samples from educational institutions and charities.
  • Eskin, Jim. "Fundraising from home," LinkedIn pulse (March 18, 2020).
    Fundraiser and consultant Jim Eskin shares 10 ways that fundraisers can continue their work and remain in touch with donors while working remotely due to the coronavirus.
  • Fain, Paul. "Fundraising and HR during the crisis," Inside higher ed (March 27, 2020).
    Experts respond to reader-generated questions about fundraising during the crisis and how to manage human resources as colleges shift to online instruction. Inside Higher Ed spoke to Andy Brantley, president and CEO of the College and University Professional Association for Human Resources (CUPA-HR); Matthew Lambert, vice president for university advancement at William & Mary; and Linda Durant, vice president of development at CASE.
  • Grenzebach Glier + Associates. Crisis fundraising.
    This resource compilation from GG+A includes articles on how educational institutions are approaching fundraising in response to the coronavirus. Articles include: "Donor communications in a time of Coronavirus" by Melinda Church; "Survey: Data confirms high levels of uncertainty on fundraising operations in current crisis" by Dan Lowman; and "COVID-19 and annual giving: 7 keys to continuity" by Adrian Salmon.
  • Hartjes, Doug. "How to keep your fundraising from stalling during the COVID crisis," LinkedIn pulse (March 16, 2020).
    Fundraising consultant Doug Hartjes urges fundraisers to focus on what they can do rather than what they can't do and offers 10 tips to keep fundraising from stalling during the coronavirus pandemic. 
  • Haynes, Emily; Parks, Dan. "Coronavirus is hard on nonprofits that rely on events," Chronicle of philanthropy (March 11, 2020).
    Across the nation, nonprofits that raise a large portion of their revenue from walkathons, galas, luncheons, conferences, and other events face agonizing choices. This article examines how some nonprofits are responding.
  • Haynes, Emily. "Coronavirus upends college giving days as institutions pivot to raise money for students’ basic needs," Chronicle of philanthropy (March 25, 2020).
    Over the last decade, giving days have become a popular means for charities to recruit new donors. For colleges and universities hoping to engage students and young alumni in lifetime giving, these fundraising drives can be especially valuable. But as institutions respond to the coronavirus by shuttering campuses and moving students to online learning, many are changing the focus of their upcoming giving days to spotlight urgent student needs.
  • Hilser-Wiles, Suzanne. "4 ways to engage major donors during the Covid-19 crisis," Chronicle of philanthropy (March 18, 2020).
    Social distancing is preventing fundraisers from meeting with donors in person, but it's still possible to build meaningful connections with supporters and prospects even if you're not in the same place. This article explains how.
  • "If you have to cancel your event because of coronavirus," Fired up fundraising blog (no date).
    Introduces ways to convert event attendees to mission-based attendees who will support your nonprofit following the cancelation of a fundraising event.
  • "Information for fundraisers about coronavirus," Institute of Fundraising UK (March 23, 2020).
    Information for fundraisers to help everyone in the fundraising community have the right information to guide any action you might need to take. This page will be updated on a regular basis.
  • Martin, Jeff. "3 ways the COVID-19 crisis is affecting advancement strategy," EAB insights (March 20, 2020).
    EAB surveyed advancement professionals at colleges and universities across the United States. This article summarizes the main takeaways: 1) Divisional fundraising goals for FY2020 remain largely unchanged, less so for individual gift officers; 2) Fundraising continues hesitantly onward, though many giving days are off; and 3) The jury’s still out on commencement and reunion weekends.
  • Plater, William; Tempel, Gene; Shaker, Genevieve. "The new coronavirus is hitting colleges and universities hard, but donors can help," The conversation (March 11, 2020).
    In a time when many colleges and universities are under financial strain, the coronavirus presents a major threat to financial stability, as well as to low-income student populations who are less able to weather campus closures. The authors, all scholars of philanthropy, argue that donors can help institutions by acting quickly in response to the crisis.
  • "Preparing your fundraising event for a public health crisis," Swaim Strategies (March 4, 2020).
    You’ve worked hard on your fundraising event for a year. You and your event committee are in the final stretch. Guests are excited and you’re focused on finalizing all of the last details for a great night of fundraising. Suddenly, a news update raises a new concern—an extreme flu season, coronavirus or some other public health crisis. What should you do? 
  • "Principles of fundraising: the coronavirus and philanthropy," CCS Fundraising blog (March 12, 2020).
    In light of the current and rapidly evolving circumstances, CCS offers nine general principles and specific guidelines around fundraising efforts.
  • Rothenberg, Liz. "3 examples of alumni solicitations to support vulnerable students: fundraising for vulnerable students during COVID-19 pandemic," EAB insights (March 23, 2020).
    Learn how UCLA, the University of Vermont, and Ohio University are raising funds to help students.
  • Ruble, Adam. "10 things fundraisers can do from home during the COVID-19 pandemic," sgENGAGE (March 17, 2020).
    Here are ten things you can do instead of meeting with donors and asking for money during the COVID-19 pandemic.
  • Shattuck, Steven. "10 important donor types to communicate to during the coronavirus outbreak," Bloomerang (no date).
    Identifies 10 types of donors and the types of communications that are appropriate for each during the coronavirus pandemic. 
  • Smith, Matt. "Coronavirus: advice for events fundraisers," Institute of Fundraising UK blog (March 13, 2020).  
    Matt Smith shares ten tips for events fundraisers dealing with the impact of coronavirus.
  • "Special report: Help for nonprofits during the coronavirus and uncertain economic times," Chronicle of philanthropy (March 10, 2020).
    This compilation of articles from The Chronicle is intended to help nonprofits plan and prepare for the impact of the coronavirus on workers, volunteers, and finances. It includes articles on communicating with donors, shoring up reserves, protecting employees and volunteers, and how philanthropy can help nonprofits and society in times of crisis.
  • Wright, Alyssa. "Coronavirus and your 2020 fundraising goals: what nonprofits need to know," Forbes (March 11, 2020).
    The author recommends connecting with top funders to ensure their 2020 commitments, have events go virtual, shift to video meetings with major donors, use direct mail, and think long-term to set up a successful 2021. 
  • Bowman III, Nelson. "Fundraising during an economic downturn within the historically black college and university environment," International journal of educational advancement 9, no. 4 (April 2010): 266-272.
    During tough economic times, fundraising can become increasingly difficult. At the nation’s Historically Black College and Universities (HBCUs), the situation is exacerbated by a legacy of underfunding by public and private entities as well as a commitment to educating mainly low-income, first generation students who need financial aid. This article focuses on fundraising within the HBCU context during dire economic times.
  • Business professionals’ attitudes toward corporate philanthropy and service during a recession. Taproot Foundation, February 2009. 4 p. 
    This report summarizes the findings of a survey of 400 business professionals. The insights may be helpful to fundraisers who are seeking a corporate perspective on giving in hard economic times.
  • Collins, Mary Ellen. "Keep your campaign aim true: fundraising targets are still in sight, despite the recession," Currents 35, no. 4 (April 2009): 2009. 32-35, 37-38.
    The 2008 recession added a tricky new aspect to campaigns, but savvy fundraisers found success with a "business as usual" approach.
  • Diconsiglio, John. "The way we ask now: on the climb out of the Great Recession, major gift officers reveal which strategies are working and which aren't," Currents 36, no. 3 (March 2010): 2010. 42-46, 48.
    Frontline fundraisers discuss the highs and lows of trying to raise major gifts during an economic downturn.
  • Graney, Juris. "Stagnant economy forces Alberta post-secondary schools to get creative with fundraising," Edmonton journal (Aug. 15, 2016).
    This article gives a glimpse of how certain Canadian institutions are raising money from corporations and individuals in spite of a weak economy. 
  • Hall, Holly. "Breaking the rules: fund raising in hard times," Chronicle of philanthropy (July 6, 2011).
    While many fundraisers are taking a back-to-basics approach to dealing with the bad economy, others are turning conventional approaches upside down. This article takes a closer look at the strategies utilized by Barrett Carson, vice president for development at Georgia Institute of Technology.
  • International journal of educational advancement: special issue: fundraising in a time of economic downturn: theory, practice and implications, 9, no. 4 (April 2010): 191-287.
    With economies in shambles, markets down, institutional endowments in free fall, once-strong businesses declaring bankruptcy, and individual giving in decline, how did institutions, alumni and corporations react to the Great Recession? What can past economic downturns tell us about what to expect regarding philanthropic giving towards higher education? 
  • Kucera, Joshua. "Recession driving changes in corporate philanthropy," U.S. news & world report (Oct. 25, 2010).
    This article looks at how corporate philanthropy changed in the wake of the 2008 recession. Among other trends, there was an increase in volunteerism.
  • Lindsay, Drew. "Hard times, hard decisions: 7 things small and midsize charities should do when a recession looms," Chronicle of philanthropy (Jan. 29, 2019).
    The Chronicle interviewed nonprofit experts to ask for tips on how charities can prepare for recessions.
  • Lindsay, Drew. "Recession in 2019? Charities wring their hands but do little to prepare," Chronicle of philanthropy (Jan. 29, 2019).
    Some economists are warning of impending recession. This article looks at how charities are responding—if they are responding—and examines charitable giving trends during recent recessions.
  • Mark, Tyler. "What fundraisers can learn from the Great Recession," CCS Fundraising blog (Sept. 19, 2019).
    This article considers the impact of the 2008 recession on giving and suggests ways that fundraisers can prepare for the next recession.
  • Masterson, Kathryn. Lopez-Rivera, Marisa. "Colleges' billion-dollar campaigns feel the economy's sting," Chronicle of higher education (April 3, 2009). 
    A Chronicle analysis reveals the recession's effects on billion-dollar campaigns and institutional responses, which included postponing expansion plans, readjusting budgets, asking donors to expedite pledge payments, shifting priorities from capital projects to student aid, hiring more fundraisers, and looking for ways to appeal to the most loyal supporters.
  • Masterson, Kathryn. "More colleges ask donors to pay pledges early," Chronicle of philanthropy (April 7, 2009).
    Cornell University’s request to one of its top donors, Sanford I. Weill, to pay his $250-million pledge early—and at a reduced rate—may be a tactic more nonprofit organizations could use to raise much-needed cash in a recession.
  • Masterson, Kathryn. "More colleges consider adding 'gift tax' to new donations," Chronicle of higher education (April 1, 2009).
    A growing number of colleges are considering fees on new donations, in an effort to make up for a decline in the revenue that helps pay for fund-raising operations. Gift fees, or a "gift tax," as they are sometimes called, are not a new idea, but institutional discussions about them are becoming more common because of the worsening economic situation, administrators and fundraising consultants say.
  • Masterson, Kathryn. "With dwindling resources, colleges recalibrate fund-raising staffs," Chronicle of higher education (April 17, 2009).
    After several years of aggressive hiring, some college fundraising operations are now cutting back as both revenue and investment income fall. The regrouping could slow growth plans on many campuses at a time when the need for private support has never been greater.
  • Mayer, Caroline E. "Precision and patience: corporate and foundation relations professionals grapple with the new normal," Currents 36, no. 9 (November/December 2010): 18-23.
    Faced with declining assets and profits, many foundations and corporations have had to trim their philanthropic budgets—at the very time that educational institutions (and thousands of other nonprofit organizations) are seeking more dollars to fill the void left by the recession. This article discusses the resulting changes in the realm of corporate and foundation giving and what strategies educational institutions should use as they try to secure funding.
  • Mayer, Caroline. "Treasure chase: mega gifts are down but are they out?" Currents 36, no. 4 (April 2010): 2010. 18-23.
    Advancement leaders from around the country and the world acknowledge the downturn in mega gifts to education during the Great Recession and discuss the best strategies for dealing with the new economy.
  • McCambridg, Ruth; Heliczer, Cassandra. "'Four futures' of the Great Recession revisited: nonprofits' hopes, fears, and what really happened," Nonprofit quarterly (March 24, 2020).
    In 2008, the Nonprofit Quarterly asked Dr. Paul Light, a faculty member at New York University, to make predictions about what might happen to nonprofits over the course of the Great Recession. This article reviews Light's predictions and compares them to what actually happened. 
  • Muscatelli, Anton. Mackay, Francesca. "Then and now: fundraising during a fiscal crisis: lessons from the 19th century," Currents 37, no. 7 (September 2011): 2011. 36-39.
    Scotland's University of Glasgow embarked upon an ambitious fundraising campaign during the midst of global recession. That was not in 2008, but in the 1870s. More than a century later, the university's experiences offer lessons on fundraising during a fiscal crisis.
  • Paik, Jina. "Managing in the new economic reality," Nonprofit quarterly (Aug. 2, 2012).
    The recession stretched many nonprofits to their limits and forced them to learn new coping strategies. What follows is what staff at the Nonprofit Finance Fund (NFF) have heard about the problems nonprofits have faced and the management strategies used to address them.
  • Perry, Michael. "Onward and upward: fundraisers focus on midlevel donors to rise above the recession," Currents 36, no. 4 (April 2010): 2010. 25-29.
    The vice president of development of the College of the Holy Cross in Massachusetts reports on new efforts at his institution and others to cultivate more gifts from midlevel donors as leadership gifts have become more scarce during the recession. Includes sidebar "Peering into the Crystal Ball" by Bruce McClintock.
  • Pulley, John, "Staying up in a down economy," Currents 35, no. 1 (January 2009): 28-33.
    Uncertainty is the only constant in a changing and challenging development landscape. Includes sidebar "Top 10 Tips: Strategies to Tame a Bear Market" by George Ruotolo.
  • Rooney, Patrick; Bergdoll, Jon. "What happens to charitable giving when the economy falters?" The conversation (March 23, 2020).
    As the new coronavirus pandemic sends the economy into a tailspin, Patrick Rooney, an economist at the Indiana University Lilly Family School of Philanthropy, and Jon Bergdoll, a philanthropy statistician, explain what usually happens to giving during recessions.
  • Schoenherr, Jeffrey A. "Why stewardship is critical now, and always," Chronicle of higher education (May 8, 2009).
    In periods of economic recession and falling donations, stewardship of donors is more important than ever.
  • Theis, Michael. "Most nonprofits lack recession plan," Chronicle of philanthropy (Feb. 27, 2020).
    According to research, two-thirds of nonprofits don’t have a plan to deal with a recession. But nonprofits appear very eager to have those conversations; 89 percent say they would like their supporting foundations to discuss recession planning.
  • Warwick, Mal. "Fundraising in tough times: how to survive in a challenging economy," Stanford social innovation review (Spring 2009).
    Mal Warwick makes recommendations for what fundraisers can do during a recession to minimize the impact of the recession while maximizing gift income.
  • Warwick, Mal. Fundraising when money is tight: a strategic and practical guide to surviving tough times and thriving in the future. San Francisco: Jossey-Bass, 2009. 214 p.
    When times are tough, don’t cut back on fundraising, advises author and veteran fundraiser Mal Warwick. Instead, reassess current operations and plan for the future.
  • Blakewell, Thomas. "Practitioners' guide: fund raising when the weather is foul: are there limits to fund raising during times of trouble?" International journal of educational advancement 5, no. 2 (August 2005): 357-369.
    This article makes the argument that it is possible to raise money during times of trouble. It identifies different types of fundraising storms, how donors respond to crises, and what the president, board, and donors need from advancement professionals in times of trouble.
  • Gardner, Brian. "Managing adversity in a fundraising campaign," Journal of education advancement & marketing 1, no. 1 (Spring 2016): 35-42.
    Successful higher education fundraising campaigns begin with effective planning, but they are eventually realized by effective response to adversity. Whether circumstances include a public scandal or a decrease in morale due to stalled campaign momentum, every fundraising effort will experience its own unforeseen headwind. The advancement organization's capacity to respond, or its resilience, plays a key role in the eventual success of its campaign. This paper references both high-profile scandals and first-hand cases of campaign plan deviation that negatively impacted fundraising success and cites core management studies and principles to illustrate appropriate organizational effectiveness to better prepare campaign planners and practitioners in the aftermath of such circumstances.
  • Haynes, Emily. "Coast Guard charity's shutdown drive offers lessons in crisis fundraising," Chronicle of philanthropy (Feb. 6, 2019).
    In December 2018, a U.S. federal government shutdown left Coast Guard members without pay. Retired Rear Admiral Cari Thomas and the nonprofit she leads, Coast Guard Mutual Assistance, started a successful fundraising campaign to help Coast Guard members make ends meet. This article offers key takeaways from the campaign. 
  • Klein, Kim. Fundraising in times of crisis. San Francisco: Jossey-Bass, 2004. 192 p.
    In today's challenging times, nonprofits find themselves grappling with the threat of economic recession, the ongoing war on terrorism, government cutbacks in social services, and a wave of organizational scandals. Groups everywhere are straining to keep up with the increased demand for their services while struggling to generate funding. This book includes checklists, tips, action steps, and examples to walk you through the process of self-assessment and map out a road to recovery. 
  • Klein, Kim. Reliable fundraising in unreliable times: what good causes need to know to survive and thrive. San Francisco: Jossey-Bass, 2009. 282 p.
    Fundraising consultant and author Kim Klein shares strategies for creating a resilient fundraising program, including practical strategies to survive and thrive in the short- and long-term. The book is filled with hands-on advice for nonprofits on how to create and expand an individual donor base, time management techniques for fundraisers, how to deal with crises and scandals, and why organizations need to embrace generational change. 
  • Koenig, Rebecca. "5 ways to raise money when donors are consumed by nonstop news," Chronicle of philanthropy (Feb. 16, 2017).
    Maintain good relationships with current donors, keep asking for money, prepare for the day when your work will get more attention, and look at the big picture to build relationships with other groups and find new donors.
  • Lamb, David. Stewarding donors for lasting support following a disaster. Charleston, SC: Blackbaud, December 2011. 4 p.
    In the wake of a disaster, many people who do not regularly donate to nonprofits are moved to help by making one-time gifts. New donors flood nonprofit databases. What can be done to kindle that spark of compassion into a flame of philanthropy? In a word: stewardship.
  • Lindsay, Drew. "Advice from a top gift officer: 5 lessons learned from a crisis," Chronicle of philanthropy (May 17, 2018).
    Development executive Stacey Sickels Locke, who helped Sweet Briar College raise money after it was at risk of permanently closing, shares her top five lessons for fundraising during a crisis.
  • Oguntoyinbo, Lekan. "Ins and outs: fundraising momentum can stall as donors take a wait-and-see approach toward new leaders," Currents 38, no. 2 (February 2012): 28-33.
    When managed effectively, a change in leadership can enhance rather than hurt an institution's fundraising efforts. A successful leadership transition requires, among other things, constant, honest communication with key donors.
  • Raskob, Katherine. "Keep calm and carry on (fundraising)," Fundraising Institute Australia (Jan. 22, 2020).
    For charities working in the Australian bushfire crisis, do you keep asking? And for those charities not involved, how do you show respect and still maintain your particular program and service delivery in such challenging times?
  • Zeigler, Elizabeth. "Stewarding donors through crisis," CASE District I blog (Feb. 18, 2020).
    Tailored and targeted donor communications are integral to a crisis response and management strategy. Here are a few tips to keep in mind when developing or implementing crisis response, communications, and management strategies for your top donors.
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