Fundraising in Heavy Times: A Script for Speaking from the Heart
These days, it seems like every headline brings new grief: genocide, climate disasters, injustice, displacement, rising extremism. We’re all moving through some version of sorrow, anxiety, or disorientation—and it’s easy to lose sight of the fact that your donors are, too.
In seasons like this, it can feel awkward—or even inappropriate—to keep asking for support. Government contracts are being revoked, major foundations are battening the hatches, nonprofits hearing “no” more and more often for the funding they need to stay afloat. And yet, your work still matters. It may even matter more.
When we show up with care, clarity, and compassion, fundraising doesn’t feel like a push. It feels like an invitation. Not just to give, but to participate in something steady and meaningful in a chaotic world.
At Connection Collaborative, we’re walking alongside nonprofits who are facing these tensions daily. We help our clients find language that’s honest, attuned, and compelling—so they can build lasting partnerships with foundations, individual donors, and public funders even in these complex times. We believe in speaking from the heart without losing sight of strategy or structure. The organizations we work with are securing major gifts and growing institutional support because they are communicating with poise and clarity.
If you’re wondering how to ask for support when the world is hurting, this one’s for you…
Questions to Consider Before the Ask
Use these prompts to get clear on your messaging:
What need does our mission fulfill in this moment?
What pain or injustice are we helping ease or prevent?
What does hope or healing look like for our community—and how are we building toward that?
How can we name the current reality without overwhelming or paralyzing our donors?
What’s one sentence I’d say if I were sitting across from someone who truly wanted to help?
Adaptable Phrases for Honest, Compassionate Fundraising
Here are real phrases we’ve workshopped with clients—each adaptable to your mission, values, and tone.
Open with acknowledgment:
"We know it’s a heavy time—globally, politically, economically. But we also know that when things feel most uncertain, people look for purpose. That’s why we’re reaching out today."
Bridge global grief with local work:
"While we can't solve every crisis, we can keep showing up for our community in this concrete, essential way. That’s what your support helps make possible."
Validate emotion:
"We’re all holding a lot right now—and that’s exactly why this work matters. It reminds us that it’s still possible to do good right where we are.”
Invite action, not obligation:
"If you’re in a position to give, we invite you to stand with us. If not, sharing our story or introducing us to someone in your network is another powerful way to help."
close with purpose:
"Together, we’re choosing to build something more just, more hopeful, and more humane. Thank you for believing in this mission—especially now."
Exercise: Build Your Script for Heavy Times
Use this worksheet to draft an email, talking points, or a donor conversation starter. Fill in your own words using the structure and cues below.
1. Start with acknowledgment:
➡️ “We know ___________________________. And still, ___________________________.”
(Ex: “We know many are feeling anxious about the future. And still, we’re showing up every day to support first-generation students in our state.”)
2. Name the need or opportunity:
➡️ “Right now, our work is focused on ___________________________.”
(Ex: “...connecting veterans with mental health resources and job training.”)
3. Express shared values or vision:
➡️ “We believe that ___________________________.”
(Ex: “...every child deserves access to books, mentors, and a safe place to learn.”)
4. Make the ask (or offer ways to help):
➡️ “Here’s how you can support this work: ___________________________.”
(Ex: “Make a one-time gift. Join our monthly donor circle. Or forward this to someone who cares about housing justice.”)
5. Close with heart:
➡️ “Thank you for ___________________________.”
(Ex: “...standing with us. Believing in this work. Continuing to hope, even now.”)
For example…
We know so many people are carrying invisible weight right now—personally, globally, politically. And still, teens in our community are reaching out for help. We’re answering that call.
Right now, our work is focused on providing free mental health counseling, peer-led support groups, and crisis response services to youth ages 13–19 across the state. We believe that every young person deserves to feel seen, safe, and supported—no matter what’s happening in the world around them.
Here’s how you can support this work:
Make a donation to sponsor a teen’s therapy session.
Join our monthly giving circle to help us plan ahead.
Forward this email to someone who cares about youth mental health as much as you do.
Thank you for standing with us in hard times, for choosing compassion, and for believing that healing is possible.
With gratitude,
[Your Name]
Final Thought
You don’t have to be perfect, you just have to be present. When you speak from the heart—with honesty, care, and clarity—your message can break through the noise. Not just because it’s well written, but because it’s real.
If you’d like help tailoring your message to meet this moment, we’re here. Connection Collaborative offers donor communications strategy, messaging audits, and done-for-you campaign writing. We’d be honored to support you.