Fundraising can feel like an uphill battle even in the best periods, but when the economy shifts, donor behaviors change, or unforeseen global challenges arise, the pressure on nonprofits grows even heavier. That’s why diversifying your revenue streams amidst uncertain times is more than a best practice; it’s a lifeline for sustaining your mission.

Interested in learning practical strategies for building resilience, from reaching new donors to expanding corporate partnerships? In this blog, we’ll review the following:

  • Understanding the Trying Fundraising Landscape
  • Navigating Individual & Corporate Donor Expectations
  • Diversifying Your Support While Staying True to Your Mission

Want to access even more powerful insights? Check out this webinar session by Double the Donation and Global Impact to continue growing your knowledge.

Understanding the Trying Fundraising Landscape

We know: it’s hard out there. Nonprofits of today are navigating a fundraising environment shaped by rapid change and mounting pressures. From federal funding shifts to broader economic uncertainty, organizations are being asked to do more with less while still delivering on their missions.

A few challenges these nonprofits face include…

  • Rapidly changing social environment: Donors are influenced by evolving cultural conversations and global issues, making it harder for organizations to keep pace with shifting priorities.
  • Economic volatility and donor caution: Inflation, market instability, and financial insecurity cause donors to give more carefully, with heightened expectations around impact.
  • Increased competition for philanthropic dollars: With more nonprofits vying for a limited amount of attention and resources, standing out requires clarity and creativity.
  • Cuts to federal spending: Many organizations are feeling the strain as government funding shrinks, pushing them to rely more heavily on private giving in a number of ways.

Despite these challenges, the philanthropic sector continues to show resilience. In 2024, Americans gave nearly $600 billion, the second-highest total on record. Breaking it down further:

  • Corporate giving rose by 9.1%, highlighting opportunities for nonprofits to lean into workplace giving, sponsorships, and matching gift programs.
  • Individual giving grew by 3.3%, demonstrating that even in uncertain times, people remain committed to causes they care about.

While these numbers are encouraging, they aren’t guaranteed to hold steady. Political and economic developments in the coming years may significantly reshape giving patterns, making adaptability more critical than ever.

Navigating Individual, Corporate, and Foundation Donor Expectations

Today’s donors (individuals, corporations, and foundations alike) are raising the bar for how nonprofits engage, communicate, and deliver impact. Meeting their expectations requires understanding what matters most to each group, then tailoring your approach to build trust and deepen support.

What Matters Most to Individual Donors
Individual giving continues to represent the largest share of philanthropic dollars, but how people choose where to give is evolving:

  • Selective giving: Donors are narrowing their focus, seeking confidence that their contributions generate strong returns on investment (ROI) for the causes they care about.
  • Tired of politics: Supporters are fatigued by partisanship. They’re drawn to nonprofits with a steady, mission-driven voice that rises above the noise.
  • Next-gen expectations: With Millennials and Gen Z positioned to inherit unprecedented wealth, their influence is already reshaping philanthropy. They value equity, climate action, and authenticity, and expect nonprofits to reflect these commitments in both mission and practice.

The overall message is clear: individuals want more than transactional giving. They’re looking for purpose-driven partnerships with nonprofits that feel aligned with their values and offer a lasting impact.

What Matters Most to Corporate Donors
Corporations remain powerful partners for nonprofits, but their giving priorities are also shifting in response to external pressures. Here’s what we’ve been seeing:

  • Tight budgets: Some corporate social responsibility (CSR) teams are facing shrinking budgets, making nonprofit alignment with business priorities more essential than ever.
  • Risk sensitivity: Many companies are cautious about controversial issues, but they still want to be perceived as responsible and engaged.
  • Visibility: Companies seek safe, positive ways to tell their story, often through employee engagement, cause marketing, and nonprofit partnerships that bolster reputation.

For nonprofits, understanding these shifting priorities is crucial to establishing and maintaining lasting corporate partnerships. By aligning your work with business goals, offering safe yet meaningful avenues for visibility, and demonstrating resilience in uncertain times, you position your organization as a trusted partner. Ultimately, the nonprofits that can meet corporations where they are, while staying mission-focused, will be best equipped to secure support and grow impact.

What Matters Most to Foundation Donors
Finally, foundations occupy a unique position within the philanthropic ecosystem. To successfully engage foundations, nonprofits must understand the priorities that drive these institutional donors.

  • Filling the Gaps: With federal programs being cut or underfunded, many foundations view their role as bridging critical needs that the public sector cannot fully address. They’re looking to support nonprofits that can demonstrate measurable impact in areas where resources are scarce and where their funding can make a meaningful difference.
  • Bigger Picture Lens: Foundations increasingly prioritize cross-cutting issues rather than single-program interventions. Topics such as equity, climate resilience, health access, and systemic change are appealing because they intersect multiple areas of societal impact. Nonprofits that can frame their work within this broader context and demonstrate how their programs contribute to larger societal outcomes are more likely to capture the attention of foundations.
  • Longer Commitments: Multi-year, flexible funding remains the gold standard for foundations. They seek organizations that are well-led, adaptable, and capable of scaling impact over time. However, competition for these grants is fierce. Foundations want confidence that their investment will be managed wisely, yield results, and align with their strategic priorities over the long term.

The takeaway here is clear: foundation donors are seeking partners who go beyond transactional project funding. They value organizations that can demonstrate strategic vision, operational competence, and the ability to respond to evolving social needs. By aligning your proposals with these expectations, you position your nonprofit as a credible, long-term partner capable of turning foundation support into meaningful change.

Diversifying Your Support While Staying True to Your Mission

When times are uncertain, one of the strongest strategies for nonprofit resilience is diversifying funding sources. By broadening your base of support, you not only safeguard your organization against volatility but also deepen trust with stakeholders.

The key, however, is to pursue diversification in a way that strengthens (not dilutes) your mission.

Why Diversification of Funding Matters for Nonprofits

Nonprofit revenue diversification ensures the long-term viability of your organization by reducing the risks that come with overdependence on a single donor or funding source. When one stream contracts, others can help fill the gap, creating greater stability in uncertain times.

At the same time, having a mix of revenue sources builds stronger trust among partners, since funders want to know you have multiple pathways to sustain your mission. Diversification also increases your organization’s visibility, introducing your work to new audiences and expanding your reach across multiple communities. Ultimately, the more balanced your support base, the better positioned your nonprofit will be to weather challenges and continue driving impact.

Best Practices for Successful Revenue Diversification

To diversify effectively while staying grounded in your mission, consider these best practices:

  • Plan ahead. The most successful nonprofits approach diversification with strategy and foresight. Instead of relying on static planning models, organizations are increasingly prioritizing financial modeling to prepare for funding volatility—particularly when government sources are uncertain. Developing best-, moderate-, and worst-case revenue forecasts helps leadership anticipate different scenarios and act decisively. At the same time, it’s essential to evaluate whether your reserves match your risk profile and operational needs.
  • Leverage your connections. Another critical best practice is making the most of your connections. Building authentic relationships with donors and funders starts with honest conversations about where your organization stands today and where it’s headed in the future. Benchmarking against your peers can reveal who is funding similar organizations, while also uncovering opportunities with nontraditional funders—such as community foundations or family funds—that align with your mission. Engaging the “Meaningful Middle” donor segment, those who give between $1 million and $25 million annually, can unlock transformational support that many nonprofits overlook.
  • Remain mission-focused. Perhaps the most important principle in diversification is staying true to your mission. Without clear guardrails, it can be tempting to pursue every new funding opportunity, but diversification is not about chasing dollars; it’s about broadening support in ways that reinforce your purpose. Every new opportunity should be evaluated against your mission and values by asking: Does this align with who we are? Will it strengthen our core work, or distract us from it?

By planning ahead, making the most of your network, and staying firmly rooted in your nonprofit’s mission, organizations like yours can diversify their funding in ways that foster stability and growth.

Remember: diversification is not about spreading yourself thin or chasing every opportunity. It’s about intentionally building a balanced portfolio of support that reduces risk, strengthens donor trust, and ensures your organization is equipped to thrive in any environment.

Wrapping Up & Next Steps

Turbulent times don’t have to mean stalled growth. By diversifying your support base, leaning into corporate philanthropy opportunities, and staying true to your mission, your organization can weather uncertainty and emerge even stronger.

Now is the perfect moment to evaluate your fundraising mix and identify opportunities to broaden your support base. Whether through matching gifts, volunteer grants, or payroll giving, every new pathway adds security to your mission-driven work.

Not to mention, Global Impact can help you succeed by offering a range of tailored resources and targeted support, whether it’s strategy development, prospect research , or hands-on implementation. Leveraging the right technology and nonprofit expertise can help you maximize your efforts, adapt to changing circumstances, and achieve greater success in the long run.

👉 Ready to put these ideas into action? Check out the webinar to uncover more in-depth insights for organizations like yours: Fundraising in Turbulent Times: Diversifying Support While Staying True to Your Mission