5 Communication Tips When a Fundraising Campaign Underperforms

Falling short of your fundraising goal can come as a heavy blow to your fundraising team, but it doesn’t mean total failure—and it certainly doesn’t mean you should pull back on donor communications until you’re done licking your wounds. 

On the contrary, this is the time to show supporters what your team is really made of. Navigating post-campaign communications with honesty and grace deepens donor trust and sets the stage for future success. In this guide, we’ll explore five strategies to rebuild after an underperforming fundraising campaign.

1. Lead With Honesty

The worst thing you can do in the wake of a shortfall is try to obfuscate the evidence. Disguising the truth damages trust and hurts your credibility with donors and prospects in the long run. On the other hand, it shows integrity when you own the results and communicate your outcomes clearly.

When you share the results of your fundraising efforts, make sure you’re:

• Stating the numbers clearly. Donors appreciate honesty about where the campaign landed versus the original goal. Explain the gap that occurred in an objective, informative tone that avoids sounding defeated or desperate.
• Providing context for the shortfall. Oftentimes, fundraisers fall short of their goals for external reasons. You can briefly mention these factors but avoid making excuses. For example, you might say, “Our school fundraiser encountered obstacles this year as we were unable to secure the traditional venue for our walk-a-thon.”
• Pivoting to the path forward. Show donors that your leadership team has a plan to adjust its budgets or strategies to address the shortfall in fundraising revenue. Reassure them that your organization remains stable and laser-focused on the primary mission.

Honesty prevents donors from filling in the blanks with their own negative assumptions, proving your organization is a responsible steward of their trust.

2. Express Unconditional Appreciation

When every communication after an underperforming campaign centers on how you didn’t raise enough money, donors can interpret that as you saying, “You didn’t give enough.” For supporters who were excited to contribute to your cause, that may feel like an insult. 

Instead, show gratitude for every dollar you did raise, rather than focusing on the ones you didn’t. This approach can look like:

• Thanking supporters for their specific gifts. Acknowledge the precise donation amount or volunteer role of each supporter to show that you appreciate their efforts, regardless of the final total.
• Reinforcing their identity as a supporter. Remind the donor that their ongoing commitment sustains your organization through both peaks and valleys. Highlight their loyalty if they are a recurring giver, to deepen the relationship.
• Keeping the focus on their generosity. Avoid letting the disappointment of the missed goal eclipse the gratitude in your messaging. Your tone should remain overwhelmingly positive and thankful for their partnership.

When donors see that your gratitude is not contingent on hitting a target, they’ll perceive your communications as more genuine, increasing the likelihood that they’ll want to help you with your next initiative.

3. Highlight Impact

Even a fundraiser that missed its goal still represents crucial funds for your mission. Celebrating your wins—no matter how small—demonstrates your tenacity and dedication to your cause.

Highlight impact in your donor communications by:

• Outlining the immediate deliverables. UpMetrics’s guide to impact reporting suggests sharing measurable outcomes to build donor trust and demonstrate stewardship. Break down exactly what the funds raised will buy or support in the near future. For example, you might say, “While we fell short of our initial goal, we’ll still be able to provide more than 250 students with back-to-school supplies for the coming academic year.”
• Showcasing a small win. The final total isn’t the only thing that matters. Share smaller wins, like record-breaking volunteer signups or social media shares. For instance, if your drive-in movie night failed to meet its goals, but your popcorn sales exceeded all expectations, celebrate that victory.
• Connecting the funds to your mission. Draw a direct line between the money collected during this campaign and your organization’s long-term vision. Each contribution, no matter how small, advances your mission and brings you a step closer to your vision.

Celebrating even partial victories keeps donor morale high and reminds your community that every single contribution creates tangible change.

4. Personalize Your Re-Engagement Strategy

Especially after a low-engagement campaign, it’s important to enhance your connection with donors. A blanket email to all supporters fails to acknowledge the unique contributions and passions of your donor base. Instead, you should tailor your message to each donor’s history with your organization and unique perspective by:

• Segmenting your communication tiers. Create different messages for major donors, recurring givers, and first-time contributors. Tailoring your messages acknowledges each supporter’s unique relationship and history with your nonprofit.
• Picking up the phone for key supporters. Schedule personal calls with major donors to discuss the campaign outcome directly. This personal touch provides a safe space for deeper conversations about future needs and organizational health.
• Sending video messages. Record short videos for midlevel donors, thanking them and explaining the next steps coming out of your campaign. These messages feel more authentic and personal than the standard email. Try to feature the same staff members in these videos to give supporters a consistent face to associate with your organization.

This is also a good time to reemphasize the importance of your mission as you move forward. Often, fundraisers fail to make a splash because supporters weren’t sure how the campaign connected to the organization’s values. ABC Fundraising suggests solidifying this connection to inspire future support and involvement.

5. Invite Feedback for Future Growth

An underperforming fundraiser is a disappointment, but it’s also an opportunity to learn and grow. It’s important to evaluate why this specific campaign may have fallen short and to look toward the future to ensure your next fundraiser is a hit. 

Asking for donor input is the first step toward achieving both of these objectives, and it strengthens your connection with supporters by demonstrating that you care about their input.

Ensure your request for feedback is successful by:

• Sending a brief donor survey. Ask targeted questions about the campaign messaging, timing, and channels to understand why they did or did not fully engage your audience. Keep the survey short to respect their time while gathering essential data.
• Asking about preferred campaign types. Instead of just determining what went wrong, have supporters describe what types of fundraisers excite them. Use these responses to guide your next fundraising effort.
• Hosting a virtual town hall. Invite highly engaged donors to an open forum to discuss the nonprofit’s future direction and campaign strategies. This type of event fosters a strong sense of ownership and community among your most passionate supporters.

Opening the floor to donor feedback signals humility and a commitment to continuous improvement, turning a missed goal into a strategic advantage.

Not hitting a campaign goal is only a temporary setback. By communicating with transparency, gratitude, and a forward-looking mindset, your organization can actually use this moment to strengthen donor relationships. Practicing resilience and grit will serve your organization well, ultimately setting you up for success the next time you launch a campaign.

If you’re thinking ahead to your next campaign, the infographic 6 Fundraising Fundamentals: Principles to Help You Raise More Money with Blackbaud Raiser’s Edge NXT® shows you how to put time-tested campaign principles into practice.