Reaction to Relationship: Strategies for New Donors Acquired During Crisis
In the first five months of 2025, public media stations across the country have experienced a groundswell of support unlike anything seen in recent memory. Fueled largely by threats to federal funding, the response from listeners and viewers has been both urgent and inspiring.
Between February and April, membership revenue for the 200 stations tracked in the National Reference File (NRF) rose by 7.6% year-over-year. But the most striking growth lies in the number of new donors. The New Donor Index saw a 16.8% increase over the same three-month period in 2024, with Radio stations leading the charge at a median increase of 45.8%. Some of the largest radio organizations saw new donor growth exceed 100%. TV and joint licensees also saw strong gains, with a 13.7% increase in the same timeframe.
These are not just data points — they're a powerful signal of public resolve and belief in the mission of public media.
And while we’re still compiling the May numbers, it’s clear from the data that May’s increases are poised to be even bigger. Much bigger.
While these spikes in support are encouraging, and will help stations face whatever funding challenges come next in the short term, they also present a pivotal challenge: how do we transform this reactionary giving into sustained, long-term commitment?
When threats to government funding or sudden policy changes hit the headlines, nonprofits often experience a surge in donations. These donors respond to urgency and injustice, driven by passion, outrage, or fear. While this influx of support is critical, it also poses a challenge: how do you turn these reactionary donors into long-term supporters?
The answer lies in thoughtful stewardship and retention strategies designed specifically for donors who give in moments of crisis.
1. Recognize the Context of the Gift
Donors who give during public funding threats are often motivated by a cause rather than a deep familiarity with your organization. As such, your immediate goal is to connect the cause to your mission. Acknowledge the issue that likely moved them — but quickly pivot to show your sustained, strategic response and demonstrate your impact in the community.
Best Practice:
“Your gift not only shows how deeply you care about local public media, it’s a vote of confidence that lets our staff and volunteers know you stand with them in uncertain times. Here's how your gift is already making a difference...”
2. Communicate Early and Often
Retention begins with timely, relevant communication. This is where stewardship communications really come into play. Prompt, strategic follow-ups have proven impact on retention. If you think these types of communications don’t matter or you don’t have the time, think again. These types of non-solicitation touchpoints are vital in drawing the donor closer to your organization and will make a positive impact on retention in the year ahead.
Key Touchpoints:
Prompt personalized thank-you communications matter
A new donor welcome series (2–3 emails over 30 days)
Situational and impact updates within 60 days
Use these early moments to build trust and connection, not ask again.
3. Frame Impact in Terms of Urgency and Continuity
Reactionary donors often believe their gift solved a short-term issue. Reframe their support as a step in an ongoing journey.
“While your gift helped build a strong foundation of support to prepare us for any cuts from other funding sources, the work to fulfill our public service mission continues every day. Here’s how your ongoing support helps us stay ready to meet the needs of the community.”
4. Invite Deeper Involvement
Encourage new donors to move from an emotionally charged moment of support to meaningful, long-term connection. Whether it's a volunteer opportunity, event invitation, or behind-the-scenes storytelling — bring them closer to the mission.
Pro Tip:
Send a survey to learn more about their interests. Donors who feel heard stay longer.
5. Don’t Wait Too Long to Re-Ask
While nurturing is essential, waiting too long can mean losing momentum. Research shows that donors are most responsive within 90 days of their first gift. After onboarding, a timely second ask can significantly improve retention and long-term value.
Final Thought
Donors who give in response to a crisis are not “lesser” supporters—they are new believers. The spark that brought them to you can ignite into a lasting relationship with the right stewardship. The recent growth in giving is both a validation of our shared public service mission and a call to action: to make these donors feel seen, valued, and vital to what comes next.
Let’s not just thank them for showing up during the storm — let’s invite them to help build the future.