Fundraising for Environmental Causes
Fundraising for environmental causes is a crucial endeavor. While the sector continues to grow its revenue each year, it also comes with a set of unique challenges.
For nonprofit leaders who are trying to make any type of environmental impact understanding these challenges and how to overcome them is crucial for success.
We have met with dozens of leaders, across the broad world of environmental fundraising. In our conversations we have compiled the top 10 challenges facing environmental nonprofits. And most importantly solutions to overcome them!
10 reasons why Fundraising for Environmental Causes is Challenging
Here are ten reasons why fundraising for the environment can be particularly difficult, followed by our proposed solutions.
1. Numerous Small Organizations Competing for Attention
Environmental fundraising often involves a myriad of small organizations, each with its own niche focus. Wildlife conservation, climate change mitigation, or animal rights, local nature centers and education programming. These smaller organizations typically lack the resources to compete with larger, more established nonprofits, which can outshine them in terms of marketing, outreach, and donor engagement.
The sheer number of small environmental organizations creates a fragmented landscape. Donors are often inundated with requests for support, leading to donor fatigue. Moreover, these organizations may have overlapping missions, which can confuse potential donors who are unsure where their money will have the most impact. This fragmentation dilutes the overall effectiveness of fundraising efforts and makes it harder for any single organization to stand out.
2. Broad Scope: Everything Lumped Together
The environment is an incredibly broad issue, encompassing everything from deforestation and ocean pollution to climate change and species extinction. This vastness can make it challenging for organizations to craft a clear, concise message that resonates with potential donors. When everything is lumped together under the banner of "environmental causes," it can overwhelm donors, making them feel that their contributions might be too small to make a significant difference.
Emily Nichols, Senior Vice President of Institutional Partnerships and Philanthropy at Root Capital says, “I think it is tricky to overstate how broad the world of Environmental/Climate organizations actually is. It truly is a whole world of issues that are often grouped in one bucket. What you're doing with environmental education vs. conservation vs. regenerative agriculture vs climate technology vs carbon markets vs clean energy will probably each require their own strategy.”
3. No Quick Wins: Long-Term Impact and Generational Delays in Results
Environmental work often requires a long-term commitment, with results that may not be visible for years, or even decades. This generational delay can be discouraging for donors who are looking for immediate impact. Unlike other causes, where results can be seen quickly—such as feeding the hungry or providing disaster relief—environmental initiatives often involve slow, gradual changes.
Karyn Bryant, Director of Philanthropy at Rainforest Trust says, “Another factor contributing to difficulty attracting donors is that tangible impact from environmental projects can take a long time to see. Take, for instance, a land purchase or dam removal or river restoration. The work it takes to see the physical benefit can be 5, 10, even 20 years in the making. The negotiation and planning work that is critical to success isn’t sexy to sell to donors. We need to find ways to tell the story in a way that moves more people to engage.”
For instance, reforestation projects may take decades before the newly planted trees mature and contribute significantly to carbon sequestration or habitat restoration. This lack of immediate gratification can make it difficult to keep donors engaged and motivated to continue their support over the long term.
4. Prioritization: Competing with Other Pressing Global Issues
In a world with numerous pressing problems—such as poverty, health crises, and social justice issues—conservation and environmental concerns may not always be at the top of people’s priorities. Many potential donors are already committed to other causes, and convincing them that environmental preservation is equally urgent can be a tough sell.
The challenge lies in making the case that a healthy environment underpins all other societal needs. For example, clean air and water are fundamental to public health, and a stable climate is essential for food security. However, these connections are not always immediately apparent to the general public, making it harder to elevate environmental causes in the hierarchy of donor priorities. Karyn continues by saying, “We don’t often talk about the human impact, but we should be. Some are even scared to talk about it. We need to showcase job creation and economic stability in addition to the environment. These are things that help express the multi-impact nature of environmental projects and will attract a wider audience.”
5. Science is Evolving: Confusion Due to Constant Updates
Environmental science is continually evolving, with new research and data frequently emerging. While this is a strength of the field, it can also lead to confusion among the general public. Potential donors might find it hard to keep up with the latest findings or might be skeptical of conflicting information.
For example, scientific recommendations on issues like climate change or conservation strategies can change as new data becomes available. This can create a sense of uncertainty or mistrust among donors, who may question whether their contributions are being directed toward the most effective solutions.
6. Planting a Tree is Cheap, Keeping It Alive is Expensive
Tree planting is one of the most popular and visible environmental initiatives. And provides a good case study for this point. Like many environmental initiatives planting a tree is relatively inexpensive—at first. However, ensuring that it survives and thrives is far costlier.
Christi Huizenga Renaud, Vice President of Development and Marketing at Plant with a Purpose says, “It costs us under $1 dollar to plant a tree, but close to $10 to keep it alive. To help a community learn the long-term benefits so that they keep their goat from eating it, or from cutting it down for firewood”.
The long-term reality, and costs associated with fundraising for environmental causes, is often overlooked by donors who may be drawn to the simplicity and immediate gratification of tree planting, or the like. As a result, organizations may struggle to secure the ongoing funding needed to maintain and protect these newly planted trees, leading to high mortality rates and reduced impact.
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7. People Cannot Always See the Impact
One of the biggest challenges in environmental fundraising is helping people see how their contributions benefit them personally. Unlike causes where the impact is more direct and visible—such as building a school or providing clean water—environmental initiatives often produce benefits that are less immediate or obvious.
For example, preserving a wetland may help combat climate change and protect biodiversity, but these benefits are often intangible to the average person. The indirect nature of many environmental benefits can make it harder to convey the importance of donating to environmental causes, particularly when donors are more accustomed to seeing the immediate impact of their contributions.
8. Large Organizations Fund Implementation but Not Overhead
Many large funding organizations and donors are willing to support the direct implementation of environmental projects but are reluctant to cover overhead costs. Overhead includes essential expenses like staff salaries, office space, and administrative support, and fundraising all of which are necessary to keep an organization running.
This restriction on funding can place a significant burden on environmental nonprofits, as they struggle to sustain their operations while still delivering on their mission. Without adequate support for overhead, organizations may find it difficult to retain skilled staff, maintain necessary infrastructure, or scale their impact.
9. Environmental Issues are Highly Politicized
Environmental issues are often entangled with political ideologies, making fundraising efforts more complicated. Potential donors might be divided along political lines, with some viewing environmental causes as partisan or controversial. This politicization can alienate potential supporters, especially if the messaging around the cause is perceived as too extreme or one-sided.
For instance, climate change has become a highly politicized issue in many communities, with different political groups holding divergent views on the causes and solutions. This polarization can make it difficult for environmental organizations to reach across the aisle and engage a broad base of support.
10. Curse of Knowledge: Scientists, Not Marketers
Given the significant challenge I see in the field of environmental fundraising when it comes to this area I want to expound on it more fully. Many environmental organizations are founded and led by individuals who possess deep expertise in scientific disciplines. These leaders, often scientists, ecologists, educators or conservationists, are driven by a profound understanding of the intricate dynamics of environmental systems and the urgent need to protect them. However, while this scientific expertise is invaluable for identifying and addressing environmental challenges, it can also create a communication gap between these experts and the general public—a phenomenon known as the "curse of knowledge."
The curse of knowledge occurs when someone with extensive knowledge of a subject assumes that others share their level of understanding. This assumption can lead to communication that is too complex, technical, or abstract for a lay audience to grasp. In the context of environmental fundraising, this can be particularly problematic. The very people who are most passionate about and knowledgeable in environmental issues may struggle to effectively convey their message in a way that resonates with potential donors who do not share their background or expertise.
Specific Challenges For Environmental Fundraising Posed by the Curse of Knowledge
1. Complexity of Communication: Environmental issues are inherently complex, involving interrelated systems, long-term processes, and a vast array of scientific concepts. For scientists and experts, these complexities are second nature, but for the average person, they can be overwhelming. When organizations fail to simplify their messaging, they risk alienating potential supporters who might find the information too dense or difficult to understand.
2. Overemphasis on Data and Facts: Scientists tend to rely heavily on data, statistics, and empirical evidence to make their case. While these are critical for making informed decisions, they are not always the most persuasive tools for fundraising—where storytelling has ALWAYS been more powerful than fact sharing! Most donors are motivated by emotional connections, personal stories, and the tangible impact of their contributions. A message that focuses solely on data without telling a compelling story may fail to engage potential donors on an emotional level.
3. Assumptions of Shared Values and Knowledge: Scientists may assume that the importance of environmental preservation is self-evident, but this is not always the case for the broader public. Without effective communication, the link between environmental issues and everyday concerns—such as health, safety, and economic well-being—may not be clear to potential donors. This assumption can lead to missed opportunities to connect with people who might support environmental causes if they better understood their relevance.
4. Difficulty in Simplifying Without Oversimplifying: Another challenge is finding the balance between simplifying complex issues and avoiding oversimplification. While it is necessary to make scientific concepts accessible, there is also a risk of reducing them to the point where they lose meaning or fail to convey the urgency of the situation. Striking this balance requires both a deep understanding of the science and a keen awareness of how to communicate effectively with non-experts.
How DO WE Fundraise for Environmental Causes Better?
Jennifer Foy Executive Director of Northbay, the country’s largest outdoor school says “This is the issue on everyone’s mind—especially younger generations. The challenge is you have to find the right donors to fit your specific cause, geography and mission. Once you find these donors you need to keep them!”
Jenn is right! Most small and mid sized nonprofits spend far too much time worrying about national donors. They spend far too much time worrying about very small donors and initiatives. And far too LESS time focused on high capacity givers in their community.
1. Focus on YOUR Major Donors.
Over 60% of charitable giving in the U.S. still comes from private individuals. Each year over $500 BILLION dollars are donated. Most of it from individuals. And most of it stays within 50 miles of the place these donors consider home.
Nonprofits that are seeking to fundraise for the environment, especially at the local level, need to be hyper focused on these donors.
But, sadly too many nonprofit leaders, especially in the science focused world of environmental causes only think about their donors when it's time to ask for money.
If you are only developing donors when the time comes to ask for money you are not developing donors.
You are hoping for an ATM withdrawal. The amount you withdraw will eventually stagnate – becoming less and less.
I have also noticed that because of the science and research involved environmental nonprofits may focus on funding from institutional donors. This makes sense for some. But the true way to grow a nonprofit is ALWAYS with major givers.
If you want to learn how to really develop your donors this is the article for you: Donor Development Strategies to Increase your Nonprofits Revenue.
Above we talked about the challenges of communicating environmental impact. As you work with donors, work to connect your mission to the broader concerns that already resonate with potential donors. By framing environmental issues as foundational to other pressing global challenges, you can make a compelling case for why these issues deserve attention and funding. For example, linking climate change to human health, economic stability, or social equity can broaden the appeal of environmental causes.
2. Keep your donors!
Every piece of available data says the same thing. Nonprofits have a significant lapsed donor problem! People have said for generations, “you have everything you need in your donor file”. This may no longer be true. Why? Most of our donors are lapsing.
The national average has stayed the same for years. Every year 55-60% of donors lapse from organizations, your organization. (If you are in line with the national average, that is not something to be proud of!)
These are donors you worked hard to find, cultivate and steward. This represents staff hours, and staff hours represent money you’ve spent.
These donors are leaving. Meaning you have to repeat all that work. More importantly it means you are depressing your ROI. Your revenue is suffering.
It does not have to be this way! Here is our comprehensive guide on How to Avoid, Win back and Grow you lapsed donors!
As you retain more donors remember to focus on specific, tangible projects that clearly demonstrate the impact of donations. Breaking down broad environmental issues into manageable, relatable components can help donors understand how their contributions are making a difference. Storytelling is a powerful tool in this regard—highlighting specific success stories or case studies can make abstract concepts more concrete.
It’s essential to communicate the long-term benefits of environmental work while also highlighting short-term milestones. For example, while a reforestation project might take years to show its full impact, organizations can report on the number of trees planted, the growth rates of young trees, and the immediate benefits to local wildlife. Providing regular updates and progress reports can help keep donors engaged and demonstrate that their contributions are making a difference, even if the full results are years away.
3. Use your Science or Education Background.
Above we mentioned some of the limitations leaders in the environmental space may have with the Curse of Knowledge. But there are also benefits. You understand processes, metrics and numbers. Successful fundraising is predicated on measuring what truly matters to reach your goal.
Scientists and educators know how to measure! So let's put that to good use! You can use your skills to keep track of fundraising in a really practical way. You can crunch numbers to see how many new donors are coming in, how much people are giving, and whether the campaigns are hitting their targets. By spotting trends and making predictions, you can tweak strategies to boost results. Plus, you can use your analytical skills to see if the money spent on fundraising is paying off, helping ensure that every dollar is making a difference. It’s all about using numbers to make smarter decisions and keep things on track.
If you don’t know what to measure in your fundraising program that’s ok! We have outlined it all for you here: Fundraising Metrics: Measure What Truly Matter To Reach Your Goals.
4. You cannot do it alone!
Patrick Lencioni notes in his Five Dysfunctions of a Team, “It’s not finance. Not strategy. Not technology. It is teamwork that remains the ultimate competitive advantage, both because it is so powerful and so rare.”
Imagine you are leading a mid-sized nonprofit with limited resources – financial, technological, etc. – yet you want to “punch above your weight.” How do you compete? How do you grow?
I’d argue you need to focus your efforts first on building a world class team.
While skills, money, strategy and the latest technology are great, a dedicated and effective team with limited resources can outshine a mediocre team with all the bells and whistles ANY DAY OF THE WEEK.
There is nothing in fundraising, nothing in leadership, nothing in organizational growth that is more important. To learn more about how to do this dive into: Building a Fundraising Team: A Comprehensive Guide.
5. Sometimes you need help
The culture in most nonprofits conditions us to believe we need superhuman abilities. Bringing about change while being under-resourced becomes a badge of honor. And this happens while our staff burnout and our mission suffers.
Oh-and have we mentioned the cost. How do we invest in fundraising when every dollar is being spent to deepen and expand our mission?
Everyone will tell you the real question is “how can you not invest in fundraising”. I believe that is true.
BUT it is not that simple.
In the U.S. today only 2% of nonprofits ever break $1M in annual revenue. And only 0.4% break $10M. If it were simple everyone would be raising buckets of money. But we know this is not the case.
Nonprofits solve some of the most intractable problems in the world. Problems that governments and big business can’t even begin to understand.
You deserve the opportunity to raise the funds you need to thrive.
And that means its ok to ask for help. We put together this guide for you: Choosing a Fundraising Consultant: When its time and how to find the best fit.
In this guide we will not pretend it’s easy. We won’t sugar coat the hard stuff. We WILL give you what you need to make an informed decision-even if it’s a hard one.
Just do it
In interviewing philanthropic leaders across a variety of environmental causes I met Jen Levy, Director of ANCA, a professional association dedicated to leaders in the nature and environmental learning center profession.
Jen says, “At some point we have to stop saying how hard it is. That’s never going away. We need to just do it!”
I couldn't agree more!
The environmental sector is broad—and all of you are doing phenomenal work! Fundraising for environmental causes presents unique challenges, from the complexity of issues to the long-term nature of the work. By addressing these hurdles organizations can enhance their impact and build stronger connections with donors. Simplifying messages, telling compelling stories, and engaging donors with clear, tangible outcomes are key to overcoming obstacles like the curse of knowledge. With the right approach, it's possible to secure the support needed to drive meaningful environmental change and ensure a sustainable future for our planet.
If you would like to talk about getting help for your nonprofit I offer free 30-minute sessions. These sessions are not for me to pitch you on our services. They are for me to get to know you, ask you some questions about your organization, and give you my initial thoughts.
These sessions are so important to me that I made a short video for you here to explain a bit more about how they work.
Take a moment, watch the video, and schedule a call today!
