Your Donors Are Nervous. Here's Exactly What to Say.

Oil Prices! AI is gonna kill us all! The world is on fire! The Emmy’s snubbed A Knight of the Seven Kingdoms and they were the only show in history to film jousting at night and they didn’t win anything of substance, what is going on with all that is fair and good!?

We all know life is chaos right now.

And your donors are nervous.

Economics are bonkers.

Yields are unpredictable.

The market is doing that thing where it goes up and down like my daughter’s attitude when she’s hangry.

Grocery bills feel personal.

And every single person with a checkbook is quietly asking themselves: “Do I have enough to keep giving?”

And you - the fundraiser, the development director, the ED wearing 10,000 hats - are sitting at your desk thinking “How do I ask for money when everyone seems scared?”

So here’s the super duper easy peasy answer.

You don’t ask for money. You check in on a human.

The gift follows the relationship.

Always.

Especially in turbulent times.

The organizations that keep raising money during economic uncertainty aren’t the ones with the most aggressive asks. They’re the ones who called their donors and said “hey, how are you doing?” before they ever mentioned a number.

That’s not strategy. That’s just straight up common decency. And it works better than any appeal letter you’ll ever write.

So here are five real scenarios you’re going to face this fall - and exactly what to say in each one.

I built you phone scripts AND email templates.

Copy them!

Edit them in your voice!

Use them today!

Scenario 1: The Donor Who Says “I’m Not Sure About This Year”

This is the most common one. They want to give. They care about your mission. But the economic noise is loud and they’re hesitant.

What NOT to say: “I understand, but we really need your support this year.”

YUCK. That’s straight up guilt. Guilt might get you a one-time gift. It will not get you a relationship.

What TO ACTUALLY say:

PHONE SCRIPT:

“I completely understand. A lot of people are feeling that way right now, and honestly, we are too. I didn’t call to ask you for anything today. I called because you’ve been such an important part of what we do, and I wanted you to know that regardless of what this year looks like financially, we value your connection to our mission more than any dollar amount. If and when the time is right, we’d love your support in whatever way makes sense for you. But today, I just wanted to say thank you for being part of this.”

EMAIL TEMPLATE:

Subject: Just checking in

Hi [Name],

I know the economy has been on everyone’s mind lately, and I wanted to reach out - not to ask for anything, but to say thank you. Your support of [Organization] has made a real difference, and I didn’t want the noise of the world to drown out how much we appreciate you.

If you have any questions about our work or want to hear what’s happening this fall, I’d love to share. No strings. Just gratitude and an update.

Thanks for being part of this. It means more than you know.

Warmly, [Your Name]

Now, why does this work!? Well, you just removed the pressure. You acknowledged their reality. You made them feel valued for the relationship, not the transaction. And you left the door wide open without pushing them through it.

Scenario 2: The Donor Who Says “We’re Cutting Back on Everything”

This one stings. Because it feels final. But it’s usually not. “Cutting back on everything” doesn’t mean “I don’t care about you anymore.” It means “I’m scared and I’m making defensive decisions.”

What NOT to say: “Even a small gift would help.”  

BARF. You just told them their financial fear is less important than your budget. Don’t do that.

What TO ACTUALLY say:

PHONE SCRIPT:

“That makes total sense. You have to take care of yourself and your family first - always. I want you to know that your connection to [Organization] isn’t about a dollar amount. It never has been. You’ve supported this mission in ways that go beyond a gift, and that doesn’t change because of the economy. When things stabilize and you’re in a position to re-engage, we’d love to have you back. But there’s no timeline and no pressure. You’re part of this community regardless.”

EMAIL TEMPLATE:

Subject: We get it. And we’re grateful.

Hi [Name],

I heard you, and I want you to know - it’s OK. A lot of families and businesses are making the same tough calls right now, and nobody should feel guilty about taking care of their own before anything else.

Your support of [Organization] over the years has made a lasting impact, and that doesn’t disappear because of one year. You’re part of our story, and that story isn’t going anywhere.

When the time is right, we’d love to reconnect. Until then, thank you. For everything.

Gratefully, [Your Name]

OK, here’s why I think this works: you honored their decision instead of fighting it.

You told them their identity as a supporter is separate from their ability to give right now. And you planted a seed for re-engagement without any pressure.

That donor will remember how you treated them during a hard year. And when things improve? They’re coming back. Because you didn’t make them feel guilty for leaving.

Scenario 3: The Donor Who Went Silent (Hasn’t Responded to Anything)

This is the one that sends fundraisers into a spiral. They gave last year. They opened a few emails. And then…nothing. No response. No gift. No sign of life. Just silence.

Your brain: “Oh no! They hate us! They’re gone! We did something wrong! They’re giving to the org down the street.”

Reality: they’re busy, stressed, overwhelmed, and your email is sitting in an inbox with 3,000 other unread messages. It’s not personal. It’s September.

What NOT to say: “We noticed you haven’t given this year and wanted to reach out.”

YIKES. Congratulations, you just made a person feel surveilled. You’re like a human Flock Camera. Nobody wants to be a line item on your LYBUNT report.

What TO ACTUALLY say:

PHONE SCRIPT:

“Hi [Name], this is [Your Name] from [Organization]. I haven’t talked to you in a while and just wanted to check in. How are things going? I know it’s been a wild year for a lot of people. [Pause. Let them talk.] Well, I just wanted you to know we’re still here, still doing [specific program or impact], and I think about your support often. If you ever want to grab coffee or hear what’s new, I’d love that. No agenda. Just catching up.”

EMAIL TEMPLATE:

Subject: Thinking about you

Hi [Name],

It’s been a while since we connected, and I wanted to reach out - not with an ask, just with an update and a thank you.

[One sentence about a specific program impact or story. Make it vivid. Make it human.]

That happened because of supporters like you. And I didn’t want too much time to pass without telling you that.

If you’re ever up for a coffee or a quick call to hear more about what’s ahead, I’d love to connect. No strings. Just grateful you’re in our world.

Hope you’re doing well. Truly.

[Your Name]

So the first part of why this works: the subject line “been thinking about you” is warm, personal, and impossible to ignore.

The email leads with impact, not need. It re-engages without making the donor feel like they’ve been tracked and flagged. And the coffee invite is low-pressure enough that even a hesitant donor might say yes.

Scenario 4: The Donor Who Wants to Give But Less Than Last Year

This is actually GREAT news. They’re still giving. They’re still connected. They’re just adjusting. And how you respond to this moment will determine whether they give more next year or disappear entirely.

What NOT to say: “Any amount helps!” GROSS. This sounds grateful. But it reads as “your reduced gift is a consolation prize.” Nobody wants to feel like a consolation prize.

What TO ACTUALLY say:

PHONE SCRIPT:

“Thank you. Seriously. The fact that you’re choosing to support [Organization] right now, when I know things are tight for a lot of people, says so much about how much this mission means to you. Your gift - at any level - is going to [specific impact]. And I want you to know it matters. A lot.”

EMAIL TEMPLATE:

Subject: This meant a lot

Hi [Name],

I wanted to personally thank you for your gift of $[amount]. In a year where a lot of people are pulling back, you leaned in and that says everything about who you are.

Your gift is going directly to [specific impact - one sentence, vivid and human].

Thank you for choosing us. Especially right now. It means more than I can say.

With gratitude, [Your Name]

Why this works: you celebrated the gift they GAVE instead of mourning the gift they didn’t.

You made them feel like a hero at their current level - not a downgraded version of last year’s hero.

Oh, and you connected their specific gift to a specific impact. That’s what makes them increase next year.

Scenario 5: The Major Donor You’re Nervous to Call

I saved this one for last because it’s the one most of you are avoiding right now. Don’t lie.

You have a major donor - a Bucket 3, a Top 20, someone whose gift is a meaningful part of your budget. And you haven’t called them because you’re afraid of what they’ll say.

What if they’re cutting back? What if they’re giving somewhere else? What if they say no?

Call them anyway.

Not because you need the money (you do). But because silence from YOU is worse than any answer from THEM.

If your major donor is sitting at home wondering why their favorite nonprofit hasn’t checked in during one of the most uncertain economic periods in recent memory, that’s not their failure.

That’s yours.

What NOT to say: Anything that opens with your budget problem. “We’re facing a shortfall this year and were hoping…”  

100% NO. You just made your problem their problem. They have enough problems.

What TO ACTUALLY say:

PHONE SCRIPT:

“Hi [Name], it’s [Your Name]. I’ve been meaning to call you for a while - not about anything specific, honestly. I just wanted to hear how you’re doing. I know the economy has been weighing on a lot of people, and I wanted to check in. [Pause. Listen. Genuinely.] I also wanted to share something exciting we’re working on this fall - [one sentence about a program, a story, or an upcoming initiative]. I’d love to tell you more over coffee if you have 30 minutes this month. My treat. Just want to catch up and share what’s ahead.”

So, why does this work? You led with care, not need.

You acknowledged the economic reality without making it the topic. You shared something forward-looking and exciting - because donors give to momentum, not desperation. And you asked for coffee, not money. The money conversation will happen at coffee. Naturally. Because that’s how Bucket 3 relationships work.

“But Patrick, where’s the email template!?”

We don’t email major donors about any of this.

You pick up the damn phone.

And meet. And talk. And bond. And be awesome.

Also, notice something about all these conversations!?

None of them start with asking for money.

Every single script, every phone call, every email all start with the relationship.

How are you? Thank you. I’m thinking about you. The mission is still strong. You matter.

The ask comes later.

Or it doesn’t come at all.

Because sometimes the best fundraising move you can make during turbulent times is to NOT ask - and instead remind your donors why they connected with you in the first place.

That’s entanglement. That’s the crockpot. That’s the unsexy work that doesn’t show up on a dashboard but shows up in December when the gifts arrive from people who felt seen, valued, and respected during a hard year.

In bankers’ uncertain times, the organizations that lead with humanity, partnerships and authentically caring for your stakeholders raise the most money.

Not because they’re better at asking. Because they’re better at caring.

And donors can always tell the difference.

OK, your turn!

Tell me:

Which of these five scenarios are you facing right now? And what’s the call you’ve been avoiding?

Name the donor. (Not to me! To yourself!) And then make the call this week. Not the ask. The call. The human one.

Send me your answer: patrick@dogoodbetterconsulting.com

And if you want more scripts, more templates, and a community of fundraisers navigating the exact same uncertainty – that’s what we build inside Do Good YOUniversity. Real tools for real conversations. www.DoGoodYOUniversity.com

Together, we’ve freaking got this.

-Patrick

P.S. The economy is going to do what the economy does. You can’t control oil prices, interest rates, or the stock market. But you CAN control whether your donors hear from you this month. And in a year where everyone is nervous, the sound of a friendly voice saying “how are you doing?” is worth more than any appeal letter ever written. Just pick up the phone. Be the calm in someone’s storm. That’s fundraising at its finest.