Why a Down Economy Might Be the Best Time to Launch Your Capital Campaign
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At GiveProsperly, we’ve been fielding the same question from nearly every nonprofit leader we meet lately:
“Is now really the right time to start a capital campaign?”
Our answer? A resounding yes. And no—it’s not just because this is the work we do. It’s because the data, the history, and the urgency of this moment all point to one conclusion: Waiting could cost you more than moving forward.
Here are five compelling reasons why your organization should seriously consider launching a capital campaign—even (and especially) in a down economy.
First, a Quick Gut Check:
Is your case for support stronger than ever?
Start here. If your mission feels more urgent, more relevant, or more at risk right now, that’s your signal.
Think about it: In a time when issues like reproductive rights, climate change, public health, immigration, and education equity are under pressure, your organization’s purpose might not just be important—it could be essential.
We recently worked with a science museum wrestling with this same question. One board member asked, “Will donors really prioritize a museum right now?” Our advice? Ask them. Don’t assume your donors aren’t ready to give—especially when your mission speaks to their values.
Five Reasons to Say Yes:
1. The Economy is a Rollercoaster—Campaigns Take Time
Most capital campaigns last three to four years. The economy will shift multiple times during that period. Historically, recessions last less than a year. If you wait for “the perfect moment,” it’ll pass before you even begin.
2. Wealth Concentration Isn’t Slowing Down
High-net-worth donors—the ones you’re counting on for leadership gifts—often grow wealthier in turbulent markets. Many thrive when others are retreating. Now is the moment to engage them strategically.
3. Donors Step Up in Times of Need
We saw this clearly during the pandemic. Crises can mobilize generosity in powerful ways. When donors see organizations standing strong with bold visions, they want to be part of that courage.
4. There’s Less Noise Right Now
Many organizations are hitting pause, worried about the same economic signals you are. That means there’s less competition for major gifts—and a clearer runway for your campaign to stand out.
5. There’s Never a “Perfect” Time—Only the Right Time for You
Every nonprofit we know has wrestled with timing. The truth is:
Boards are rarely perfectly positioned.
Construction costs rarely go down.
The political climate is always shifting.
Emergencies will always arise.
You can keep waiting for an ideal time that never arrives… or start moving toward your vision today.
The Real Risk? Delaying Your Mission
We’ve seen it firsthand. Nonprofits that paused their campaigns during Covid are only now gearing up again—while those that pressed on have already crossed the finish line. The world doesn’t wait, and neither should your mission.
Three years from now, where do you want to be? Finishing a campaign… or still asking if the timing’s right?
One Final Step: Know Before You Go
The smartest way to test your campaign readiness isn’t guesswork—it’s a feasibility study.
A well-executed study gives you clarity:
Is your case compelling?
Are your donors aligned and ready?
Do you have the internal infrastructure to succeed?
At GiveProsperly, we specialize in helping nonprofits move from “maybe” to confident yes. If you're wondering whether you're ready to begin, let’s start there.
Your mission can’t wait. Let’s talk feasibility.
