Fundraising is About Community, Not Just Donations: Why Community-Building Matters Before the Ask

New York, NY

When a crisis happens - whether it's a natural disaster, humanitarian emergency, or unexpected challenge for your organization - fundraising becomes an urgent priority. But sending out an emergency fundraising email without a strong foundation community may feel transactional rather than impactful.

Crisis fundraising works best when it’s built on a foundation of trust, engagement, and shared purpose. Organizations that invest in community-building year-round will be far more successful when the moment of need arises.

Effective crisis fundraising starts long before the crisis itself. Here’s how to approach it with strategy, empathy, and authenticity.

Build Relationships Before You Need Them

Your donors should feel like valued members of your community, not just a source of funding in difficult times. When a crisis does arise, your ask will feel like a natural extension of an ongoing relationship, rather than careless appeal. Do this through:

• Consistent storytelling

• Two-way communication

• Recognition and appreciation.

Understand Your Stakeholders and Their Capacity

Not every donor will be in a position to give during a crisis, and that’s OK. Some may prefer to help in other ways - spreading awareness, volunteering, or advocating. Before sending a fundraising appeal:

• Acknowledge the broader crisis

• Segment your audience for target messaging

• Offer alternative ways to support at this time.

Craft Messaging that Resonates

Your messaging should be clear, urgent, and compelling, while avoiding fear-based tactics that can lead to donor fatigue. Key elements to include:

• The immediate need

• How the donor can make a difference

• Gratitude and community focus.

Follow-up with Transparency and Impact

The relationship shouldn’t end with a thank-you email following the donation. Keep supporters updated on:

• How funds are being used

• Stories of impact and resilience

• Ongoing needs or next steps.

Fundraising Starts with Community, Not Just the Ask

The most effective crisis fundraising isn’t just about securing donations - it’s about activating a community that is already invested in your mission. Organizations that prioritize trust, engagement, and relationship-building year-round will find that when a moment of urgent need arises, their supporters are ready to pitch in, not just out of generosity, but because they feel like part of the mission – and solution.

Start strengthening your relationships today.