Latest research on crisis fundraising says it’s still mostly good — if you’re doing it

We’re still flying somewhat blind in this storm, getting only anecdotal evidence of what’s happening in fundraising generally. But here’s a report of some research at Queer Ideas: Coronavirus research findings. What do donors think about giving now? Part 2.

Here are a few of the findings:

  • Giving is increasingly seen as good — as is fundraising. Even donors who have been hit economically are remaining remarkably generous.
  • International development charities are increasingly seen as both important and relevant.
  • We expect the upswing in philanthropy to continue.
  • People still tend to use the term Coronavirus rather than Covid-19.

There are two dark spots in the findings:

  • [Monthly giving is] under threat as the automated nature of payments are a concern for donors who feel financially insecure. Payment holidays are welcomed by those people considering cancellations, but they need to be longer than just a few months.
  • Donors still see very few requests from charities. (This is only dark spot if you are among the fundraisers that have chosen not to engage with donors. For the rest of us, it has probably played a part in our strong positive results.)

The same research suggests some messaging for our fundraising:

  • Show what you are doing to help beneficiaries. This isn’t a time to just show need. Show relevance too.
  • Show how you have adapted your approach to the current.
  • Show your donors they are valued.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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