How Nonprofits Can Effectively Appeal to Institutional Donors During Crises

As wars and natural disasters unfold, institutional philanthropic donors frequently mobilize emergency funding to aid those most affected. These emergency grants can be a lifeline to nonprofits, enabling them to secure essential support to continue their vital work. However, obtaining this funding requires more than just demonstrating an urgent need. It demands a strategic approach that includes precise messaging, flexible program design and alignment with donor priorities. 

Drawing on my experience at Israel’s largest healthcare nonprofit during the ongoing war in our region, we have developed five vital strategies that nonprofits can implement to successfully fundraise during emergencies. Adopting these strategies will help ensure that your organization’s efforts are appropriately targeted and impactful, enabling continuous support for those most in need.

1. Contextualize Your Services

When a crisis strikes, the relevance of your services becomes your strongest appeal. Ensure your messaging highlights how your organization's services are pivotal and unique in addressing the immediate challenges posed by the situation. For example, at Yad Sarah, we emphasized how our fleet of wheelchair-accessible vans played a crucial role in evacuating disabled and elderly individuals from combat zones in southern Israel following the Oct. 7 attacks. By framing your organization’s ability to continue to execute existing services within the crisis context, you’ll make a compelling case for why it deserves urgent funding. 

Once your messaging is clearly developed, ensure that all communication materials — from grant proposals to donor updates — demonstrate the link between your services and crisis-related needs. To strengthen your case for continued support, systematically collect and share data that identifies critical gaps your organization is actively filling during the emergency.

2. Adapt to the Crisis

Adaptability is key in times of emergency. Donors are drawn to organizations that can pivot their existing programs to meet new demands. This involves reassessing and realigning your initiatives to swiftly address emerging needs. For example, after Oct. 7, we quickly opened the doors of Yad Sarah’s Yirmiyahu 33 Rehabilitation and Wellness Hotel — which is designed to serve tourists and others with disabilities or patients recovering from medical procedures — to evacuees from war-affected areas near Israel’s borders, providing shelter and care for hundreds of displaced elderly individuals in a fully accessible environment. By demonstrating your organization’s capacity to adapt programs and resources promptly and meaningfully in response to a crisis, you’ll increase your eligibility for immediate funding. 

Whenever possible, utilize existing resources to meet crisis demands. Be creative, and think about how you can repurpose facilities or adjust program objectives to meet urgent needs. Communicate these changes to donors through detailed updates, showcasing how your organization is directly addressing specific crisis-related challenges. This transparency will boost your credibility and position your organization as a versatile and responsive partner. 

3. Innovate With New Services or Partnerships 

Introducing new services that address direct needs arising from the crisis can significantly bolster your appeal to donors, and allow your organization to help even more people. Innovation shows proactive thinking and a deep understanding of the evolving landscape. For instance, introducing mobile clinics or mental health support in response to a disaster can open doors to new funding streams, while also expanding your organization's reach, impact and visibility.

By strategically partnering with local organizations and businesses to pool resources and expertise, you can amplify the effectiveness of your crisis response initiatives. This strategy not only demonstrates the value your organization holds within the community but also strengthens its position as a key player in crisis response, which increases the likelihood of success in funding requests. 

4. Engage Institutional Donors Repeatedly

Don't be afraid to re-apply for funding. Appealing repeatedly to the same institutions can be a strategic move for nonprofits, especially in prolonged or intensifying crises. Persistent engagement shows tenacity and keeps your organization at the forefront of donor consciousness, which is crucial when initial efforts might not secure funding or when the scope of the crisis expands. For instance, a non-profit focusing on disaster relief might initially seek funds for immediate emergency aid but, as the situation prolongs, could approach the same donors again with a proposal for long-term rehabilitation projects, demonstrating a dynamic approach to evolving needs.

When reapplying for funding, use prior interactions as a foundation to build stronger cases for institutional support. Highlight how previous funding has been pivotal and how additional support can further your impact, adapting your message based on feedback from earlier engagements.

5. Expand Your Donor Network

Finally, do not hesitate to reach beyond your usual network during a crisis. Exploring partnerships with foundations or donors who typically fund other types of initiatives in different sectors can uncover untapped resources. For example, in the aftermath of a natural disaster, like a hurricane, a nonprofit focused on preventing homelessness could approach an environmental foundation for funding to build sustainable, disaster-resistant housing, emphasizing how their initiative supports the foundation's commitment to environmental resilience and community sustainability. Diversifying your funding sources not only ensures resilience but also enhances your capacity to respond swiftly and effectively during emergencies, broadening your financial stability and reducing dependency on a traditional donor base.

When appealing to potential donors from diverse sectors, it's crucial to articulate how your crisis response initiatives align with their strategic objectives and goals. Pitch your programs in ways that highlight mutual benefits, ensuring these new partnerships feel relevant and valuable.

As we look to the future, the lessons learned from navigating crises today will undoubtedly shape the fundraising strategies of tomorrow. For nonprofits, effectively appealing to foundations and other institutional donors not only aids in crisis management but also prepares the organization for future challenges. When the next storm hits, I hope you and your organization will be able to use these strategies to face it head on. Through shared knowledge and concerted efforts, we can amplify our collective impact and make a lasting difference in the lives of those we serve.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.