Should You Fundraise During a Crisis? Here’s Why the Answer is Yes!
Today I want to talk about something many nonprofit leaders struggle with: Should you keep fundraising when there’s a crisis in your community?
It’s a fair question. I’m writing this just weeks after my city, St. Louis, was hit by a devastating tornado—our first direct city strike since 1959. The destruction was shocking: historic homes gone, entire neighborhoods wrecked, families sleeping in tents because they literally have no roof left. And just when people thought they’d seen the worst, torrential rains hit open roofs and unfinished repairs, compounding the loss.
So here’s the tension: how can you, in good conscience, ask for support for your youth program, your arts festival, your animal shelter—when people are living without bathrooms and sleeping under tarps?
If You’re Feeling Torn, You’re Not Alone
You’re not selfish for asking this. It’s real. I hear it all the time:
“Is it wrong to ask for donations when there’s so much urgent need elsewhere?”
Here’s what I want you to know: Your mission didn’t stop—and neither did the needs of the people, animals, or communities you serve.
A tornado doesn’t eliminate the need for mental health care. A hurricane doesn’t erase the need for the arts. A wildfire doesn’t mean abandoned pets magically find new homes.
In times of crisis, needs multiply. They don’t shrink.
Scarcity Thinking vs. Abundance Reality
I get it. When a crisis hits, it’s easy to slip into scarcity thinking:
“People will only care about the disaster. There’s only so much money to go around. If I ask now, I’m taking away from people who really need it.”
Here’s the truth: this is not a zero-sum game.
Disasters unlock more compassion, not less. Donors are capable of caring about many things at once. Sometimes tragedy even reminds them what truly matters—and motivates them to give more, not less.
Look at St. Louis right now: government aid is trickling in, insurance is slow, and neighbors are rallying to help each other while they wait. People are volunteering, dropping off supplies, opening their wallets for neighbors and continuing to support the causes they love.
Let Donors Decide—Don’t Decide For Them
One thing I want you to hear loud and clear:
When you don’t ask, you’re deciding for your donor.
It’s not your job to assume what they want. Your role is to extend an invitation—respectfully, authentically—and let them choose.
You’re not forcing anyone to give. You’re giving them a chance to connect their resources to their values.
Some will say yes. Some will say no. That’s their right. But when you stay silent out of fear, you deny them the opportunity to make that empowered choice.
When You Stop Asking, It Feels Transactional
I saw this firsthand during the 2008 financial crash. Some nonprofits panicked and laid off fundraising teams overnight—thinking, “It’s insensitive to ask when people are hurting.”
But guess what? Donors didn’t feel relief—they felt abandoned. The message they heard was: “I only care about you when you have money to give.”
Fundraising is not about extraction—it’s about connection.
Two Truths Can Exist at Once
During COVID, I heard this same question: “Who wants to talk about the tulips in the park when people are dying?”
My answer? I do. We all did.
When life feels heavy, the arts matter more. Beauty matters more. Relief, joy, escape—these things are not frivolous. They are fuel.
Your work might not be part of the immediate disaster relief. But it’s still vital. Maybe now more than ever.
Crisis Creates New Context for Your Mission
Here’s what I want you to ask yourself: How is your mission connected to this moment?
If you’re an animal shelter, how are you helping pets that are displaced because families lost homes?
If you run youth programs, how are you supporting kids whose schools are closed or homes are gone?
If you’re a mental health nonprofit, how will you help people cope with the trauma of what’s happened?
When you make these connections clear, donors understand why your work matters right now—not later.
Be Transparent and Be Real
Don’t ignore what’s happening. Acknowledge it. Be honest in your communication.
Say: “We know there’s a crisis—and we know our work is still needed. Here’s how it connects. Here’s why we’re still asking. Here’s how you can help.”
People respect truth-telling. They trust transparency.
Joy and Healing Matter, Too
And one more thing—don’t underestimate the power of joy. St. Louis has a beloved summer circus called Circus Flora. You might think, “How can you sell circus tickets when people are sleeping in tents?”
But you know what? Joy brings relief. Laughter heals. Art reminds people that life continues, hope continues, beauty continues.
Fundraising isn’t about choosing who’s worthy of help today—it’s about saying yes, and. Yes, we can help tornado victims—and yes, we can keep creating spaces for kids to learn, families to gather, artists to inspire.
It’s Not About Perfect Timing
Life will never be perfectly calm. There will always be something—a crisis, an election, a recession, a tornado, a war.
If you wait for the perfect moment, you’ll never ask. And if you never ask, you’ll never receive.
So ask. Invite. Connect.
Fundraising is not taking—it’s giving people a chance to make a difference.
Ready to Ask—Even When It’s Hard?
If you’re feeling stuck—if you’re second-guessing every ask because of what’s happening around you—please reach out. Let’s talk through it together.
👉 Book your free Influence Activator Call
Let’s clear the fear, strengthen your confidence, and help you invite support with integrity—no matter what the world throws your way.