Revisit budgets and make adjustments – plan for the future, allowing for extra time to
reach your goals and longer timelines on projects.

Seek goods in-kind rather than money – save money where you can by securing more
non-financial gifts (use a wish list) in anticipation of a decline in monetary income.

Communicate and negotiate with donors – donors want to know where their money
goes and that it has a positive impact, so increase efforts to stay in contact, keeping them
informed and motivated in order to maintain their loyalty and support. Donors must feel that
their contributions are valued and see the results of the projects and programmes they’ve
supported in order to see how important their gifts are. Increase the number of ‘asks’, even
if it’s for smaller amounts. They need to know that they’re needed.

Make your case for support stronger – all of your communication with donors should be
engaging, compelling, meaningful, and insightful. Emphasise that times are tough and while you have become more efficient, their support is needed more than ever. It is important to remember that a recession can act in your favour by escalating the urgency level of your appeals, but you must display persistent hard work and also a tightening of your own belt.

Widen your donor pool and build relationships – work harder at building new donor
relationships and building on your existing support base.

Protect your credibility and reputation – remain true to your vision, mission and values,
prioritising your beneficiaries above all else because that, ultimately, is what donors care
about. Be resilient, passionate and truthful, as well as loyal to your staff, and you will
strengthen as an organisation in the eye of the donor.

Build your image and profile – be purposeful and creative, using alternative avenues of
managing your image and public profile, such as the Internet. Be proactive and prepared,
facing the future with a goal in mind.

With acknowledgements to “2009 Forecast: Resilience and Change in Uncertain Times”
by Ann Bown, published on 15 January 2009.