What to Say to Donors in Uncertain Times: The Near, Dear, Clear Fundraising Framework

What to Say to Donors in Uncertain Times: The Near, Dear, Clear Fundraising Framework (updated May 2025)

---

We are all scrambling. ​

If you’ve found yourself rewriting the same appeal three times -- or wondering if it’s even okay to make an ask right now -- you’re not alone. In a year marked by economic uncertainty, political tension, and donor hesitation, fundraisers are feeling the weight of every word.

The solution isn’t silence. It’s clarity. And that’s where Near, Dear, and Clear comes in.

How can we keep our donors connected to our organizations in this unstable environment?

Back in 2020, when it became clear that I would not be allowed to travel anymore for work, I fell back on a maxim I heard somewhere early in my fundraising career. It rhymes so that’s convenient and an aid to memory.

Near
Dear
Clear

In any circumstances where rapid change is taking place, we must take great pains to keep our donors near, dear, and clear. What does that mean as a guide to practical action?

Let’s take each part of the maxim in turn:

---

Near: Be in Contact & Stay Close

You will need to leverage all forms of media at various levels to keep in touch with your donors.

First, for your major donors, set up as many one-on-one Zoom meetings as you can reasonably handle each week to check in with them. Take it week-by-week so it will not be overwhelming but striving for 6-8 substantial phone calls or Zoom meetings with major donors per fundraiser seems appropriate.

Secondly, utilize digital means of connection as much as possible. Send email or text updates to your constituents. Don’t bombard them with info but if you have meaningful information to report, do so on all available channels. If you have Facebook groups, use those to communicate too. Encourage your supporters to share info so it gets in more newsfeeds and inboxes.

Third, for your mid-level donors or major donors that you cannot check in with immediately, don’t forget about good old mail and phone. You can do a quick check-in calling campaign one day per week and write some hand-written notes.

What to say: 

• "You're part of this work, and we’re grateful you’ve stayed with us.”
• “We thought of you when we saw this update: because your gift made it possible.”

---

Dear: Express Gratitude & Lead with Values

Your messaging needs to let donors know that you care about them as people. It’s not just about expressing our usual level of stewardship and gratitude. This is thanking them for believing enough in your organization’s mission to hang in there in this time of great change and uncertainty.

​Express gratitude not only as a staff member but express gratitude on behalf of those your organization serves. Let them know that because of them, your mission continues and will continue after this crisis.

What to say:

• “This mission isn’t just close to our hearts; it’s at the center of our community’s future.”
• “We believe generosity is a force for good, especially when things feel uncertain.”

---

Clear: Make the Ask Simple

Make sure your organization is crystal clear on its priorities. The first of which should be the health, safety, and welfare of those they serve. Repeat this often to your constituents.

However, do not shy away from honestly telling donors how this crisis is affecting your organizational needs and its finances. Your major donors and board members especially deserve the candid talk about what is needed, what might be needed, and why.

What to say:

• “A gift of $50 helps cover a week of meals for a student in crisis.”
• “Will you make a gift today to help us stay steady and serve boldly in 2025?”

Did you find the framework of near, dear and clear helpful in thinking about how you are keeping donors connected these days? What other strategies have you tried in the last couple of weeks that keep donors near, dear, and clear? Tell me below in the comments!

Again, I hope this was helpful to you. If it was, please leave me a comment below.

Take care and be well,

Jessica ​

PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

Subscribe

PPS - Want more messaging tools that build trust and drive giving - without gimmicks? Inside my Smart Start Fundraising System course, we unpack the words, frameworks, and mindset shifts that actually move donors to action. [→ Get on the list here.] Course launches 06.03.25!

---

If you liked this… ​

• Who’s Afraid of Fundraiser Burnout (and Turnover)? You Should Be
• Beautiful on a Budget: How to Design Stunning Fundraising Event Decor for $250 or Less
• The Problem with Totes and T-Shirts: Why Freebies Can Undermine Fundraising
• 4 Power Questions to Ask Donors That Build Rapport and Lead to Major Gifts
• My Favorite Apps for Work Travel