A campaign isn’t the risk. It’s the remedy.
Don’t Fear a Campaign Right Now — It May Be Exactly What Your Organization Needs
I got a text recently from a former client, worried that things were slowing down at Contour Strategies given all the uncertainty in the nonprofit world. “How are you doing? Things seem hard in the fundraising world. Are y’all holding up?”
The concern was real: federal funding cuts, donor fatigue, economic volatility, and persistent headlines about shrinking philanthropic participation all make the environment feel daunting.
But as I paused to reflect, I realized something surprising: we may be busier than ever. And the reason is simple. In uncertain times, organizations that lean in, clarify their needs, and connect with major donors are not just surviving; they are laying foundations for stability.
The Counterintuitive Truth: Campaigns Thrive in Uncertainty
At first glance, the idea of launching a campaign right now might sound reckless. Why start a large, public fundraising initiative when so much feels fragile?
Here’s why: campaigns create stability.
They provide a framework for conversations with donors who want clarity.
They allow nonprofits to communicate long-term vision instead of short-term desperation.
They build internal discipline and accountability that keep boards, staff, and volunteers focused.
And perhaps most importantly: they invite donors into a partnership that feels purposeful, not reactive.
A campaign is not just about raising money. It’s a tool for reorienting an organization, aligning people around priorities, transforming relationships, and inspiring confidence in your ability to weather storms.
What the Data Says: Giving USA 2025
Let’s anchor this in facts. The latest Giving USA report offers important perspective for leaders deciding whether to move forward.
Total giving reached $592.5 billion in 2024, a 6.3 % increase over the previous year in current dollars, and a 3.3 % increase after adjusting for inflation.
Individual giving grew to $392.45 billion, up 8.2 %. Despite uncertainty, Americans continued to give, and they gave more.
However, the giving pool is becoming increasingly concentrated: fewer people are giving, but those who do are giving significantly more.
In 2024, just seven “mega-gifts” accounted for $11.72 billion in aggregate giving.
This trend is often summarized as: “Fewer donors. More dollars.”
For organizations, the implications are clear:
Major gifts work matters more than ever.
Campaigns provide the ideal structure to engage those major donors.
Hesitating could mean missing transformational commitments from donors who are, right now, looking for meaningful opportunities to invest.
The Human Side: Why Donors Say Yes
When I coach major gift officers, I remind them:
It’s not our job to decide what a donor will or won’t do. It’s our job to communicate the need, and to create alignment between vision and capacity.
Authenticity is one of the sharpest tools we have. Donors can sense whether we are grounded and transparent, or anxious and reactive.
Partnership is what major donors crave. They want to know their giving isn’t just plugging a hole, but shaping the future.
This is why campaigns matter: they help reframe the conversation away from crisis, toward stability and strategy.
Why Campaigns Can Be the Antidote to Crisis Fatigue
We’re living in a moment when nonprofits are juggling urgent pressures: program demand spikes, funding volatility, and economic headwinds. That can create paralysis.
But here’s the paradox: a campaign can actually be the antidote.
Campaigns invite donors out of fear. Instead of presenting a list of crises, you invite them to see the organization as a long-term partner in solving problems.
Campaigns make vision visible. They give you a concrete way to say, “Here’s how we’ll stabilize operations, expand programs, and stay resilient.”
Campaigns create forward momentum. They keep organizations from getting stuck in short-term firefighting.
When done well, campaigns generate confidence both inside and outside the organization.
A Consultant’s Eye on the Current Landscape
At Contour Strategies, we’re seeing something powerful: many nonprofits are choosing to lean in. Instead of retreating, they’re launching campaigns, clarifying their stories, and doubling down on major gift strategies. And the results are encouraging.
Campaigns are succeeding not because the environment is easy, but because they meet the moment with clarity and courage.
That’s the part worth underlining: this season is not about waiting for stability to return. It’s about creating stability through strategy and donor partnership.
Three Practical Shifts for Leaders
If you’re considering a campaign right now, here are three mindset shifts I encourage:
From fear to alignment. Instead of asking, “What if donors don’t give?” ask, “How do we align our need with donor priorities?”
From scarcity to vision. Don’t lead with what you lack. Lead with what you will accomplish, together.
From hesitation to momentum. Remember: campaigns aren’t launched because the timing is perfect. They succeed because the vision is compelling.
The Bottom Line
This moment isn’t easy. But it may be exactly the right time for a campaign.
The data tells us that giving is strong, especially among major donors. Campaigns give organizations the vessel to harness that strength, to inspire confidence, and to chart a future that doesn’t just react to uncertainty, but rises above it.
So if you’re asking, “Is now the right time for us to launch a campaign?” My encouragement is this: don’t let fear decide. Let vision lead.
Because more often than not, a campaign isn’t the risk. It’s the remedy.
