How Natural Disasters Will Impact Year-End Giving

Flooding in Houston. Wildfires in Montana. Life-threatening winds in Florida.

There have been an extraordinary number of natural disasters this summer that have hit our communities hard.

Houston – one of the United States’ biggest cities – is suffering economically as it begins to rebuild after Hurricane Harvey, which could end up being the costliest storm in US history.

Fires tearing across Montana are so intense that the air is dangerous to breath.

We don’t know the damage wrought by Hurricane Irma yet, but the impact will be enormous.

It’s also happening around the globe. Hurricane Irma obliterated one half of the island nation of Antigua and Barbuda. Monsoon rains in Southeast Asia have affected 41 million people, many of whom were already impoverished before having their entire material lives destroyed.

These events are inescapable, featured on the front page of all news websites and broadcasted to TV sets around the country by all the major networks.

Keep this in mind as your nonprofit gears up for year-end giving.

Each year, nonprofits compete for the nation’s generosity, participating in Giving Tuesday and rolling out carefully crafted campaigns to ensure that they have the resources they need to pursue their mission.

This year has already seen a surge in philanthropic giving resulting from the heated political environment, with legal and political groups benefiting the most. How this tends will affect the all-important year-end giving season is unclear. Have donors already maxed out their wallets?

The recent natural disasters will also inform how donors give. Humanitarian and basic needs organizations will be fundraising to help people reeling from these cataclysmic events, and the giving public – with horrific images and footage of the disasters in the forefront of their minds – could very well prioritize these organizations over other charities not directly involved in recovery efforts.

This could be among the most competitive year-end giving seasons in recent memory. The time to start cultivating messaging and strategy is now.

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