Fundraising During an Election Year
As we get closer to November, it becomes nearly impossible to avoid the fact that we’re in an election year. No matter where you stand politically, you’ve likely received an onslaught of marketing, texts, and phone calls reminding you to vote, not to mention asking for your donation.
Many organizations have asked how they can expect their fundraising to be impacted during an election year. This is a great question! It would be irresponsible to say that the election has no impact on an organization’s fundraising efforts -- but Cogeo believes that the best advice is to be informed, stick to your mission, and consider how your message is delivered.
Be Informed
First, let’s address the elephant (or donkey) in the room. Even a heated, passionate election year like we’re experiencing now has little impact on an organization’s fundraising efforts.
In fact, according to surveys hosted by WinSpire and Classy, the only changes that nonprofit organizations seem to experience is an increase in donations. Many organizations with a politically charged or popular mission not only saw an increase of donations amongst their current community members but they also saw an influx of new donors.
Be informed as to whether your organization's mission is a hot topic in politics. If so, you may have a key opportunity now to reach more people and raise additional funds. If this is not the case, push forward, ignore the noise, and carry on business as usual. To get an idea of which topics are politically pressing, check out the polling data from ISideWith…
Stick to Your Mission
Election years bring a lot of noise. Many of your donors will receive more emails, texts, and phone calls in the next couple of months than any other time of the year. So, what is the best way to be heard above the election noise?
Simply, stick to your mission. Express to your community how your organization continues to deliver long-lasting results to those it impacts and your message will stand out amongst the rest. The work you’re doing will make a difference before the polls open and long after they close.
Consider Your Delivery
Do not try to be louder than the election. Do not try to drown out the noise by bombarding your donors and community members with even more information than they’re already receiving. Be consistent and think strategically about your approach during this time.
If your organization has a politically charged mission, consider how you should adjust your messaging to energize your current community members. As well, remember that this is an opportunity for you to bring in new donors. Look at the methods of outreach you’re currently using and consider the ways and platforms that might help you attract these new donors. If you’d like support determining your outreach strategy, reach out to the Cogeo team for a free strategy session.
For all other organizations, continue serving your community with a steady stream of updates and opportunities to donate to your organization. This is not the time to kick up your heels or hunker down and wait it out. Americans, political or not, are still eager to hear from the organizations and causes they value most. For guidance regarding outreach and communications, check out our Marketing & Communications Webinar hosted with our partners at Tapp Network.