Election years are usually a whirlwind of political rhetoric, campaign promises, and intense public scrutiny. For nearly the last decade, election years have had an even more heightened frenzy and urgency for civic engagement. This might be positive for democracy, and it can pose significant challenges for us fundraisers. An increased competition for donor attention, coupled with economic woes and the potential for policy changes, can make it especially difficult for nonprofits to know how to fundraise when donors’ attention are already so distracted.
The Election Year Fundraising Landscape
With the flurry of increased political emails and text messages, it can be challenging to break through the noise and capture donor attention.
Not to mention that the outcome of an election can have a direct impact on nonprofit funding. Policy changes affect grant eligibility, tax deductions, and sometimes even operating budgets. For example, changes in tax laws like what we saw in 2017 with the Tax Cut and Jobs Act can potentially alter donor behavior.
The Perfect Storm
So, here we are again. Another election year, this time even more politically divisive and tense than ever before. The impact of election years on nonprofit fundraising is multifaceted. First, the sheer volume of political messaging can drown out nonprofit communications. Donors are inundated with requests for support of candidates or political parties, leaving less space for other causes. Then, there’s economic uncertainty – often associated with election cycles – that can lead to decreased giving as supporters feel more uncertain about their own disposable spending. And of course, the divisive nature of politics polarizes donor bases, forcing nonprofits to walk a fine line either mixing or not mixing politics with their missions, potentially alienating donors who may have different political views.
But arguably the most negative impact that comes from an election year is that the focus on political issues can overshadow the critical work of nonprofits. Issues like poverty, education, and healthcare, while inherently political, often take a backseat to the election cycle. This can make it especially hard to maintain donor engagement and inspire giving.
The Impact on Donor Behavior
Election years can also significantly influence donor behavior. Some donors may become more engaged in civic issues and redirect their philanthropic efforts towards political campaigns or related causes. Other impacts include:
- Donor fatigue: Excessive campaign messages can lead to donor burnout and decreased responsiveness to nonprofit appeals.
- Competition for attention: Nonprofits face increased competition for donor dollars from an increase of political campaigns.
- Donor anxiety: Political polarization can create uncertainty among donors, which in turn can affect their giving decisions.
The Noise and the Need
Political campaigns, news cycles, and social media are saturated with messages, making it feel impossible to cut through the clutter. The wallet sharing competition is real. As political campaigns ramp up their fundraising efforts, nonprofits can find themselves competing for a smaller pool of available funds. This then leads to decreased donor engagement and lower overall annual revenue.
The Silver Lining
Yes, the challenges fundraising during a hyped up political cycle can feel insurmountable. However election years also present some opportunities for nonprofits.
First, increased voter engagement can translate into heightened awareness of social issues. Issues that were once overlooked might suddenly find themselves in the spotlight, and motivate new donors to give to a cause they care about (like yours!)
Election years also often spark a sense of civic duty and a desire to make a difference. This can translate into a surge in volunteerism and a renewed interest in philanthropy. By framing your mission as a way to contribute to the betterment of society, your organization can tap into this heightened sense of purpose.
Bottom line: according to the Why America Gives 2020 report, we’ve seen in the last several election years that charitable giving did not decline.Quite the opposite. Since 2008, charitable giving has actually increased during election years.
This willingness to give to political causes means that donors aren’t only prioritizing nonprofits when choosing to make donations, which could seem like a cause for concern. Donors are not giving to political causes instead of nonprofits that are important to them and that they regularly support. They give to both.
So, don’t assume that in election years, your donors won’t support you OR that you should not communicate with your donors because they’ll be distracted with the election.
Strategies for Success
Despite the challenges, we can successfully navigate the election year fundraising landscape by implementing strategic approaches to our fundraising development plans.
Here are some things to consider:
1. Tailor Your Messaging
- Focus on Impact: Shift the emphasis from your organization to those who benefit from your work. Highlight the tangible results of your programs and the lives you’ve changed.
- Avoid Political Rhetoric: While it’s important to address relevant issues, avoid partisan language that could alienate potential donors.
- Emphasize Shared Values: Connect with donors on a deeper level by highlighting the shared values that are the foundation of your mission.
2. Strengthen Donor Relationships
- Enhance Communication: Maintain regular contact with your donors by providing updates of your work and expressing gratitude for their support.
- Personalize Your Appeals: Stick to the best practice of tailoring your fundraising messages to individual donors based on their interests and giving history.
- Offer Donor Recognition: Show appreciation for your donors regularly – you can never say thank you too many times!
4. Adapt Your Fundraising Tactics
- Leverage Digital Platforms: Utilize social media, email marketing, and new online fundraising tools available to you to reach a wider audience.
- Engage and Cultivate: Don’t just ask donors for money every time you reach out to them. Consider an engagement campaign, like an eCard.
- Time Your Appeals Carefully: Avoid scheduling fundraising campaigns during peak political activity.
5. Stay Resilient
- Monitor the Political Landscape: Stay informed about the election and its potential impact on your organization.
- Be Flexible: Be prepared to adjust your fundraising plans as needed to adapt to changing circumstances.
- Focus on Your Mission: Remember why donors care about your cause. Election season won’t last forever!
By considering the above strategies, you can not only survive but thrive during an election year. Remember, while the political landscape may be turbulent, your organization’s impact on the community remains steadfast – and it’s important that your supporters know that.
Don’t let the challenges of an election year hinder your nonprofit’s mission. Reach out to us today to learn how we can help you overcome obstacles and achieve fundraising success.
