Fundraising when times are tough: Practical strategies that work

Fundraising during challenging economic periods can feel unpredictable. As costs rise and supporters become more cautious, many organisations are seeing shifts in how and when people give.

But while the landscape is changing, one thing remains true: people still want to support causes, they just need different ways to do it.

In this guide, we explore practical, proven strategies to help your organisation adapt and continue raising funds effectively.

Why fundraising changes in tough times

Before diving into specific strategies, it’s important to understand what’s actually shifting in the fundraising landscape during periods of economic uncertainty.

When individuals and businesses face financial pressure, their behaviour doesn’t stop, it adapts.

• Donors become more selective: When budgets are tighter, people prioritise causes they feel most connected to. This makes it more important than ever to keep your profile page updated so supporters can quickly see your impact and feel confident giving.
• Larger donations become less predictable: High-value gifts are often the first to fluctuate, making income harder to forecast and increasing the need for more balanced fundraising approaches.
• Supporters still want to give: Many people continue to give, just in smaller or more flexible ways. This creates an opportunity to focus on accessible, low-friction online donation options through fundraising platforms like GoodHub.
• Trust matters more than ever: With less disposable income, supporters are more careful about where their money goes. Clear communication and visible impact are essential.
• Competition increases: More organisations are competing for the same attention and support, making it harder to stand out without clear, relevant message.

In short, fundraising doesn’t stop in tough times; it changes. Organisations that adapt to these shifts are better positioned to maintain and grow support.

1. Embrace digital fundraising

In recent years, digital platforms have revolutionised fundraising, offering cost-effective solutions to reach a wider audience. During tough economic times, when people might be more cautious with their disposable income, online fundraising can be especially impactful.

• Crowdfunding: Platforms like GoodHub provide easy ways for individuals and organisations to set up fundraising campaigns. Make sure to tell a compelling story about your cause to engage donors emotionally.
• Social media fundraising: Share your campaign directly through GoodHub’s built-in social media sharing tools, making it easy for supporters to post to platforms like Instagram and Facebook. Every share helps expand your reach, engage new audiences, and encourage donations, without extra effort from your team.
• Subscription-based giving: Consider setting up regular monthly donations, which can provide a steady income stream.
• Subscription-based giving: Encourage small monthly donations. This provides a steady income stream and feels manageable for supporters, making it more likely they’ll contribute regularly.

In uncertain times, digital channels offer flexibility, speed, and cost-effectiveness that offline methods can’t match.

2. Make giving more accessible

In difficult economic times, people may not have the means to donate large sums, but many are willing to contribute smaller amounts if it feels like they can make a difference. Micro-donations are a powerful tool, and they can really add up.

• Micro-donations via fundraising platforms: Platforms like GoodHub provide a simple, low-cost way for supporters to contribute.
• Penny appeal: Promote small-scale, easy-to-achieve fundraising campaigns that encourage people to donate their spare change.

Fundraising platforms like GoodHub make it easy to enable low-friction giving, with simple donation flows and flexible contribution options that encourage more people to take part.

GoodHub’s lower fees also mean more of each contribution goes to your cause, helping reassure donors that even small amounts can make a real difference.

3. Strengthen corporate sponsorships and partnerships

Businesses, especially those focused on corporate social responsibility (CSR), are often looking for ways to give back to the community, even during a downturn.

• Mutually beneficial partnerships: Approach businesses that align with your cause. Companies might donate a percentage of sales for a limited time or provide matching donations for employee fundraising efforts.
• Employee giving and payroll giving: Encourage companies to offer payroll giving schemes, where employees can automatically donate part of their salary to charity.
• Sponsorship of events: Events like charity walks, online fundraisers, and community projects still offer businesses an opportunity to boost their visibility and reputation through sponsorship.

GoodHub’s corporate fundraiser feature simplifies corporate campaigns and employee engagement, helping organisations achieve greater corporate fundraising impact.

4. Apply for grants and trust funds

While competition for grants can be fierce, there are still numerous trust funds, foundations, and government-backed grants that provide funding to charities and social enterprises in the UK.

• Research available grants: Look for government initiatives, local council funding, and grants specifically aimed at supporting communities during economic hardship.
• Focus on niche areas: Many grants are targeted at specific issues, such as food insecurity, mental health, or helping the elderly. Tailor your applications to align with the funding criteria.

5. Host low-cost or virtual events

While traditional events like gala dinners or auctions may no longer be feasible, there are ways to host events that don’t require significant costs. Virtual events can lower expenses while still maintaining an engaging and meaningful experience.

• Virtual walkathons or runs: Encourage participants to set their own fitness challenges and fundraise through sponsorships.
• Online workshops or webinars: Offer expert-led webinars or virtual workshops where participants pay a small fee to join. This works particularly well if you have access to skilled professionals willing to donate their time.
• Streaming fundraising events: Leverage live streaming platforms like YouTube for fundraising events where people can donate during live broadcasts. Gamified fundraising, where viewers can donate to trigger fun activities or challenges, can also be a great way to engage.

6. Maximise the impact of volunteers

Volunteers can be invaluable in fundraising efforts, especially in tough economic times when funds might be limited. Encouraging volunteerism not only brings in essential human resources but can also result in an additional form of support through “giving in kind.”

• Encourage peer-to-peer fundraising: Train your volunteers and supporters to fundraise on behalf of your cause. By setting up their own campaigns, they can reach their personal networks and expand your fundraising efforts.
• Offer volunteer-led events: Empower volunteers to organise smaller fundraising events, from local bake sales to car boot sales or raffles.
• Volunteer recognition and engagement: Show appreciation for your volunteers through public recognition, which can also encourage more people to get involved.

7. Tell a compelling story

Donors want to know their contributions will make a real impact. Be transparent and clear about how the funds will be used.

• Create a sense of urgency: Make it clear why funds are urgently needed, especially if they are linked to a time-sensitive goal, such as responding to a local crisis or providing immediate relief.
• Share success stories: Don’t just focus on the problem, highlight the positive outcomes your organisation has achieved with previous donations, and how future contributions will help create more success.
• Engage in personal outreach: A more personal touch can resonate deeply. Sending heartfelt letters or emails to past donors explaining the current need and its relevance can make a real difference in securing continued support.

GoodHub also offers an AI-powered smart review to help refine your story, ensuring it’s clear, engaging, and impactful. This helps make it easier to build trust, inspire action, and encourage sharing.

8. Collaborate with like-minded organisations

Collaboration can be a powerful tool. Partnering with other charities, social enterprises, or local businesses can help pool resources and increase your fundraising potential.

• Co-host events: By joining forces with organisations that share similar goals, you can cut costs and reach new audiences.
• Joint fundraising appeals: Collaborative fundraising campaigns often attract more attention and allow donors to feel that their contributions are part of a larger movement.
• Shared resources: Pooling resources for marketing, events, or volunteer efforts can help reduce costs for all involved parties.

Building a more resilient approach to fundraising

Fundraising during tough economic times requires a more considered, adaptable approach. By combining digital tools, accessible giving options, strong partnerships, and clear storytelling, organisations can continue to engage supporters and generate meaningful impact.

While the landscape may be shifting, the opportunity remains the same: to connect people with causes they care about in ways that feel relevant, achievable, and trustworthy.

With the right strategy in place, fundraising doesn’t just endure difficult periods, it becomes more resilient, more diverse, and more sustainable for the future.

If you’re looking to strengthen your fundraising approach, GoodHub can help. From launching digital fundraising campaigns to engaging supporters and building long-term income streams, our platform is designed to make fundraising simpler, more effective, and more impactful.

Start your next campaign with GoodHub today and build a strategy that works, whatever the climate.