Yes! You Can Still Raise Money in a Presidential Election Year
It’s a typical Monday morning and the development team is grousing. “I received 10 fundraising texts just this morning from one of the candidates,” complains Martha. “That’s nothing, I can’t catch up with my grandma’s travels on Facebook because there are so many ads, says Alberto. “We’re going to lose our donors, because they will give everything to the election,” whines Simca. The discussion quickly devolved into multiple doom scenarios ranging from an end of free office coffee to shuttering the doors of their venerable arts organization.
Does this conversation sound familiar? With every election cycle many fundraisers and leaders worry that fundraising will be impacted and lead to donor fatigue.
Spoiler alert! According to data collected by The Lilly Family School of Philanthropy at Indiana University, fundraising has increased in 9 of 10 presidential years with the exception of 2008 when the Global Financial Crisis took place.
This suggests that philanthropy remains resilient, even in politically charged times. Nonprofits should therefore maintain a steady course, focusing on their mission and consistent donor engagement throughout the year to mitigate any potential negative impacts of the election cycle.
Are there challenges to overcome? Of course. According to the Association of Fundraising Professionals, it is advisable to avoid heavy fundraising efforts during periods when political campaigns are most active, such as the weeks leading up to Election Day. Instead, organizations can plan their major campaigns just after the election, leveraging times when political noise is lower to capture donors' attention more effectively.
Cut Through the Noise!
While Martha and Alberto might complain about excessive texts and social media the ground work lain by the political campaigns actually may help you in your efforts. Donors are more used to giving on-line and through their phones. During an election year, diversifying communication channels becomes essential. Observing the tactics used in political fundraising—such as personalized messaging and rapid-response strategies—can offer valuable insights for nonprofit fundraisers. By creatively adapting these approaches, nonprofits can engage their audience more effectively and stand out in a crowded communication landscape.
Focus on Major Donors and Long-Term Relationshiips
During election years, competition for donors' attention is fierce. Research shows that major donors may be particularly affected by political fundraising efforts. It is vital for nonprofits to proactively engage these donors, understand their giving patterns, and communicate how their support can make a transformative impact. Building strong, trust-based relationships with major donors will help ensure continued support, even amidst the increased demands of political campaigns. Consider donor-centered communications with captivating stories of how they are impacting your mission through their giving.
Capitalize on the Year-End Giving Season
After the election, there is often a resurgence in charitable giving as donors refocus on their philanthropic priorities. This period—from mid-November to the end of the year—is a critical time for nonprofits to launch targeted campaigns. Emphasizing themes of unity, hope, and the importance of the organization's mission can resonate with donors who may be seeking to make a positive impact after a divisive election season.
It's a Wrap!
By strategically planning around the election cycle, leveraging innovative fundraising tactics, and maintaining a consistent focus on the organization's mission, nonprofits can successfully navigate the challenges and opportunities of a presidential election year. Organizations that adapt, communicate effectively, and engage donors creatively are well-positioned to achieve their fundraising goals despite the political noise.