Navigating Major Gift Fundraising in Uncertain Times: 5 Essential Tips for Success

GUEST BLOG POST: By Marcella Brawley

In times of uncertainty—whether economic, political, or internal—major gift fundraising can feel especially daunting. Bay Area donors, particularly those in the tech sector, may become more cautious due to market fluctuations, organizations may tighten budgets, and fundraising teams face heightened pressure to meet goals. However, challenging times can also be an opportunity to inspire generosity and deepen donor relationships when approached with strategy, discipline, and care.

No matter the circumstances, staying focused on your mission and your donors is key. Below are five practical tips to help you succeed in major gift fundraising during uncertain times. You may have heard them before, but they’re worth revisiting to keep you grounded and focused.

1. Have a Plan — and Stick to It

Uncertainty can cause teams to react instead of act—chasing quick wins or shifting strategies. The most successful fundraisers are those who stick to a solid plan, even when the environment feels shaky.

Your plan should include:

• Clear fundraising goals (both revenue and relationship-based)
• Defined prospect pipelines with targeted strategies
• Regular touchpoints with major donors

Stay mission-focused and refine your approach without losing sight of your core goals. Many Bay Area nonprofits have successfully maintained donor engagement during economic downturns by doing just that.

2. Cultivate Good Work Habits and Discipline

Fundraising success depends on consistent, disciplined work. In uncertain times, staying focused on small daily actions helps keep momentum.

Try these habits:

• Schedule donor outreach during your high-energy time of day
• Track your progress in a CRM or spreadsheet
• Stick to a consistent weekly routine for stewardship and engagement

3. Segment Your Messaging

Not all donors experience uncertainty the same way. Segment your donor base so your messaging feels personal and relevant.

Examples include:

• Recent major donors – thank them and show their impact
• Lapsed donors – acknowledge past support and invite them back
• Prospects – focus on your mission and how they can help

Bay Area organizations saw great success during COVID-19 by tailoring messaging to show donors how their support made a difference during crisis moments.

4. Lean into Donor Stewardship

In tough times, it’s tempting to chase new gifts, but strong donor relationships matter more than ever.

Stewardship tips:

• Reach out just to check in—no ask needed
• Send thoughtful thank-you notes
• Share mission stories and impact updates

5. Recruit Help — You Can’t Do It Alone

Engage your network to help move major gift relationships forward.

• Ask board members to make warm introductions
• Encourage staff to join donor meetings or share impact stories
• Use volunteers for stewardship calls or event support

Tap into community foundations and philanthropic networks across the Bay Area to uncover new donor connections and opportunities.

Final Thoughts

Major gift fundraising in uncertain times is challenging—but not impossible. Stay focused, stay disciplined, and stay connected to your mission and donors. The Bay Area has a deep culture of giving, and your organization can be the bridge that helps people make a meaningful difference—even when times are tough.

About the Author
Marcella Brawley is a seasoned fundraising leader with 15 years of experience in mission-driven nonprofits, from national organizations like the American Red Cross to local groups like the Marin Agricultural Land Trust. She has built and led successful fundraising programs, capital campaigns, and high-performing teams. Through her consulting and coaching practice, Marcella helps individuals and teams become more strategic, confident, and collaborative fundraisers—removing roadblocks, identifying opportunities, and refining strategies to exceed their goals.