Tough times don’t have to spell financial distress for nonprofits. You just have to know how much to ask for and how to ask for it.

By Kevin Gault

AAFRC reports that the average annual increase in giving is 7.6 percent, but it declines to 5 percent during a recession. Moreover, giving usually accelerates during the year following a major crisis, such as a war.

For these and other reasons, it can be difficult to determine how much to ask donors to contribute. There are many fundraising formulas from which to choose. For example, a local nonprofit might determine that for a capital campaign, donors generally can give three to five times what they give on an annual basis. If a donor gives $10,000 annually, the formula states, it’s appropriate to ask for $30,000 to $50,000 for a capital campaign.