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If it feels like donors are ghosting your organization more than your group chat  on a Friday night, you’re not imagining things. Donations are down for many nonprofits, churches, and fundraisers—and while the economy plays a role, it’s not the only culprit.

Let’s break down what’s happening, and more importantly, what you can do about it—without losing your mind or your mission.

So…Why Are Donors Tapping Out?

1. Economic Anxiety Is Real
   Even if someone can still afford to give, that doesn’t mean they feel like they  can. Inflation, news cycles full of doom, and general uncertainty make people tighten their wallets—even if they’re not directly affected.

2. Information Overload = Donor Fatigue
   Your supporters are bombarded every day with GoFundMe links, urgent appeals, and emotional stories from a dozen other causes. The result? Apathy by overload.

3. They Don’t Feel Connected Anymore
   If your last donor update was from 2022, or your emails sound more like sales pitches than real talk, donors may start to feel like ATM machines rather than mission partners.

4. They’re Not Sure Their Gift Matters
   People want to see their dollars doing something. When donors don’t hear stories of impact or clear outcomes, they may assume their gift wasn’t that meaningful—or needed.

So…What Can You Do About It?

This is the part where we get scrappy. You don’t need a giant team or million-dollar tech to turn this around—just some intentional action and a bit of heart.

1. Get Personal, Not Perfect

Mass emails are fine, but one thoughtful message can change the game. Send a quick note or even a voice memo to 3 donors this week. Thank them by name. Mention their past gift. Tell them one tiny thing their donation helped make possible. It doesn’t need to be polished—just real.

2. Show the Impact Like You’d Show a Friend

Forget corporate-speak. Tell simple, visual stories.
Instead of “Your donation helped our outreach efforts,” try:
“Because of your $50 gift, Sarah got a backpack, a bus pass, and someone cheering her on when she walked into her first job interview.”

That’s sticky. That’s human. That’s powerful.

3. Make It Easy to Give Again

If your donate button takes five clicks and a CAPTCHA puzzle, that’s a problem.
Do a test run: go through your donation process pretending you’re a distracted parent with a toddler on your lap. Was it fast, mobile-friendly, and emotionally compelling? If not—fix it.

4. Ask Smarter, Not Louder

Instead of shouting “We need money!” from every digital rooftop, get more strategic. Segment your donors. Reach out with tailored asks. For example:
“Hey Maria, you’ve been supporting our youth programs for 3 years—we’re expanding to a second location and thought of you right away. Would you consider being one of the first to support it?”

It feels intentional, not desperate.

5. Be the Bright Spot in Their Inbox

Consistency matters. But so does tone.
Don’t just pop up with a hand out—show up with stories, quick wins, even a laugh. Share something hopeful or quirky now and then: a behind-the-scenes fail, a kid’s drawing, a random fun fact about your team. (Did you know our Executive Director makes killer banana bread? Now you do.)

It builds relationship. And relationships build revenue.

The Bottom Line

Donors aren’t giving less because they don’t care. They’re giving less because they’re overwhelmed, underwhelmed, or unsure their gifts matter. That’s fixable.

Lead with empathy. Follow up with action. And remember—people don’t just give to causes. They give to people who make them feel like they’re part of something good.

So go be that something good.

Want help choosing the right fundraising software that doesn’t make you want to toss your laptop? I know a guy (okay, it’s Karani. We’re Karani). Friendly tools for fundraisers like you.