How fundraising can support the priorities your community…

Nonprofit Fundraising During COVID-19: Why You Must Keep Asking.

Nonprofit fundraising during COVID-19 is more essential than ever. Even in a global crisis, donors still believe in the power of community—and research proves they keep giving. A DonorTrends study of the Great Recession showed that charities that continued to ask not only survived but often grew. By maintaining steady appeals now, your organization can meet today’s urgent needs and prepare for the long-term effects of the pandemic.

COVID-19 Fundraising Tip #1 — Turn Volunteers into Donors.

Volunteers already invest time, passion, and relationships in your mission, so they’re prime donor prospects. Studies show volunteers who donate give 10× more than supporters who never volunteer. With on-site service restricted, many of your helpers are looking for new ways to contribute—ask them.

1. Explain the financial gap their gift will close.
2. Offer simple monthly-giving options.
3. Share impact stories that tie their past service to present needs.

(For a deeper dive, see our <a href=”/volunteer-to-donor-strategy/”>volunteer-to-donor strategy</a> guide.)

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COVID-19 Fundraising Tip #2 — Craft a Clear, Compassionate “Ask”.

The heart of successful nonprofit fundraising during COVID-19 is transparent communication:

1. Listen first. Understand each prospect’s capacity and concerns.
2. Show relevance. Link your mission to real-time community needs.
3. Tell one gripping story. Emotion moves people faster than statistics.
4. Outline impact. “A $50 gift feeds a family of four for a week.”
5. Keep it concise. Two or three sentences are enough for an initial pitch.

(Need more help? Check our <a href=”/major-donor-pitch-checklist/”>major-donor pitch checklist</a>.)

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COVID-19 Fundraising Tip #3 — Thank Donors Loudly and Often.

Gratitude builds trust and fuels retention:

1. Mail a handwritten card within 48 hours.
2. Post a 30-second thank-you video on social media.
3. Recognize recurring donors on your website’s impact page.
4. Email quarterly “where your money went” updates.

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COVID-19 Fundraising Tip #4 — Move Events Online.

Cancelled galas don’t have to mean cancelled revenue. Virtual gatherings can:

1. Eliminate venue costs, boosting net proceeds.
2. Expand reach beyond geography.
3. Offer replay value to anyone who registers late.

Try livestream auctions, peer-to-peer challenges, or behind-the-scenes tours—each with real-time donation buttons and leaderboards.

Key Takeaway.

Nonprofit fundraising during COVID-19 succeeds when you:

1. Tap volunteers as high-value donors.
2. Communicate a focused, empathetic ask.
3. Celebrate every contribution.
4. Leverage technology to keep supporters engaged.

Stay visible, stay grateful, and—most important—keep asking. Your community still wants to give.