Navigating Crisis with Boldness: The Power of Asking for Support in Nonprofit Organizations

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“We don’t want to ask for help when people are hurting so badly.”

In 2020, as the pandemic’s effect on the economy started unfolding, nonprofits questioned their future.

What was going to happen with the economy? Would people still give during a global crisis? Would current donors start giving to other immediate needs affected by the pandemic?

We observed most nonprofit leaders respond in one of two ways; one group was hesitant to continue to ask for support, assuming that people were financially struggling themselves and would be unable to respond to their organization’s needs.

They thought: We don’t want to ask for help when people are hurting so badly.

The other group of leaders took a bold approach by continuing to tell their story in a way that was sensitive to what was happening around the world. They continued to communicate the importance of their work in the face of a global pandemic and offered people who wanted to help a trusted source to give.

They thought: Now more than ever, the communities that we serve need us. We can’t stop asking for support!

Now, over two years later, we see how these opposing approaches played out: The organizations that were hesitant to ask for support ended up struggling. The leaders who made bold asks saw their mission and impact grow.

One of our core beliefs at Liminal Creative is that “people are looking for opportunities to be generous.” This is true, especially in times of crisis when most people want to contribute to doing good in the world. After all, most understand that poor and marginalized communities are affected most in difficult times — whether a pandemic or financial hardship.

History proves that people are radically generous — even during times of crisis!

As we experience inflation and hear news about a possible recession, we encourage nonprofit leaders to stay consistent and bold with making their need for support known. If done with sensitivity and conviction, people will respond and give as they can.

Now is not the time to shrink with hesitancy.

You are the voices of hope, opportunity, and progress — you’re the ones leading us forward. We encourage you to always be bold— especially in times of crisis!

With a clear strategy, messaging, and support, your organization’s mission can not only survive a time of economic hardship, but it can thrive and grow so you can continue to impact the communities you serve!

Schedule a time for us to connect!


Todd Hiestand

Todd has over 20 years of experience as a leader in the nonprofit sector. He has served in a wide variety of roles, guiding digital marketing, technology, fundraising, eCommerce, and communications strategies. His expertise in developing systems and processes has helped launch organizations and sustain growth over time.