Balancing Compassion With Commitment During Natural Disasters

In other words, how do you keep asking people for money when it feels like the world is falling apart? That question can feel heavy, but with a little perspective and grace, you can balance both with a clean heart. When a natural disaster strikes your community or region, the last thing you want to do is appear tone-deaf. Now, more than ever, it is imperative that you have the ability to “read the room.” Having the wisdom to encourage your donors to give elsewhere for a time being is a sign of maturity they will admire and reflect positively on.

Remember in grade school when your mom would tell you that it’s okay to have more than one best friend? In the adult world, it works the same way. You can be generous in more than one way. You can be committed to more than one cause. Generosity isn’t finite - it doesn’t stop; it simply multiplies.

So how do you balance compassion for what’s happening around you with your commitment to your own cause? Here are a few tips for balancing compassion with commitment during a natural disaster and ways to communicate this with your donor base.

1. Acknowledge the Crisis

Pause your current messaging and take a moment to acknowledge the crisis on your social media and other communication channels. Stand with your community. Bring awareness to the urgency of the situation. Use your platform to amplify local voices, share news updates, and provide resources. Your followers are looking to you as a leader, and it’s important to show empathy and concern.

Ideas:

• Repost resources from local organizations to your IG Stories.

• Share real-time updates on how the disaster is affecting the community.

• Send out a short newsletter to your donor base, expressing solidarity and care.

Why it matters: Showing compassion helps humanize your organization, and people will remember that you used your platform to help during a time of crisis.

2. Encourage Dual Giving (or Pausing Donations Temporarily)

It’s okay to encourage your donors to give to the immediate crisis relief efforts. Let them know that pausing their support of your campaign for a short time is okay. They need to feel the freedom to help where they’re needed most. But at the same time, remind them that your campaign is not going away - it’s just taking a temporary back seat.

Dual giving is also a possibility. Remind your donors that generosity doesn’t have to be an either/or situation. They can contribute to disaster relief efforts while still supporting your long-term mission. Two things can be true at once.

Ideas:

• Send a heartfelt message letting donors know it’s okay to shift focus for a time. (Include this in the newsletter we mentioned above!)

• For dual giving, consider creating a matching fund where part of the proceeds go to disaster relief and part to your campaign.

Why it matters: Encouraging dual giving for a brief period shows that your organization is grounded in empathy, not just self-interest! It builds long-term trust with donors.

3. Be Transparent with Your Donors

Now is NOT the time to sugarcoat anything. Be honest with your donors about how the current disaster might affect your fundraising goals or campaign timeline. Share how you, as the leader, are feeling about the situation. This kind of openness will resonate deeply with your audience and donor base. If they see that you’re committed to your cause while still sensitive to the crisis, they’re more likely to continue supporting you once things settle down. Don't be a robot - be a human. Donors like humans. Scratch that - donors like authentic humans. (Hey older gen - the younger gen that you’re trying to motivate to give more can smell inauthenticity from a mile away! If you want to cultivate generosity in your youngest donor group, connect with them in a real way!)

Ideas:

• In your email communication, be open with how the disaster affects your organization.

• Address potential delays or changes to your fundraising goals due to the crisis.

• Be vulnerable in sharing your own feelings about the disaster.

Why it matters: Similar to above, transparency fosters trust and donors will feel more confident giving when they know they can trust you and your organization.

4. Highlight Long-Term Impact

While it’s important to acknowledge the immediate crisis, you can also remind your donors of the long-term impact your organization is working toward. Is there a way that your campaign will ultimately benefit your community or prepare them for future crises? If so, this is the time to highlight that connection.

For example, if your organization is working on building improvements, education, or community health programs, emphasize how completing your campaign will help the community prepare for future disasters. This gives donors a reason to keep supporting you, even during challenging times. (Example within the example: say your church is raising funds for a large Family Life Center. In the event of a future disaster, could this space serve as refuge for those in need? In the event of a hurricane, could this space help displaced homeless people? In the new school you’re building, will there be a wing designed to withstand large tornados? Highlight these long-term impacts!)

Ideas:

• Share stories or examples of how your organization’s work ties into long-term community resilience.

• Show how completing your campaign will benefit your community, especially in the context of future crises.

• Use your communications to connect the dots between your mission and disaster preparedness. 

Why it matters: People want to know that their donations are making a lasting impact. Showing how your campaign fits into the bigger picture helps donors see the value of continuing their support. Help your donors see the forest through the trees!

Navigating fundraising during a natural disaster requires a balance of compassion and commitment. By pausing to acknowledge the crisis, encouraging flexible giving, being transparent with your donors, and highlighting your long-term impact, you can maintain your mission while staying sensitive to what’s happening in the world around you. You know your donor base best - what do they need to hear from you? Not what do they need to hear from the local news, but you!

In times of uncertainty, generosity multiplies, and your thoughtful approach will inspire others to give when the time is right.

If you need help crafting donor communication, reach out to John Sullivan Solutions - we're here for you!