It’s likely this will be the most expensive presidential election in history. So it’s no surprise if you’re wondering, will political fundraising hurt my nonprofit fundraising this year?
The important thing: Don’t use the fall elections as an excuse for not meeting your annual fundraising goals.
The smart folks at Blackbaud released a report earlier this year based on the last presidential election that helps unpack Giving in an Election Year: How Political Giving Impacts Nonprofit Support. A few key findings from the report might surprise you:
- Donors who gave to federal political campaigns in 2012 gave .9% more to the charitable organizations in the study than they gave in 2011.
- Donor who did NOT give to political campaigns reduced their giving to the charities in the study by 2.1%.
- This study may have uncovered that high-profile campaign years are ideal target times for nonprofits to acquire young donors.
There is a ton of excellent information in the study, but what is most important to remember is that the same actions for maintaining a strong relationship with your donors and building your list of new donors is as important in a federal election year as it is any other year.
So, if you think it’s time to stay away from inviting large gifts and increasing both donor retention and acquisition numbers, think again.
Here’s my quick recap of the Recommendations for 2016 Fundraising from the Blackbaud report:
- Decisions about purchasing lists or making any big push for new donor acquisition and lapsed donor efforts heading into the fall should be based on a well thought-out plan. Donors are being asked A LOT. Be thoughtful about what you ask for and when you ask it.
- No surprise: the study shows a connection between passion for a cause and contributions. Make sure you’re harnessing donor passion and using it to further your mission with clear, concise, exciting stories.
- The Obama campaign forever changed the way political fundraising is done. What can you “borrow” from the ways candidates are raising money today: More messages but less content, emotionally connecting email messages? Passionate stories of supporters? Highlighting key supporters?
- Know your donors. Are they political givers? Many who give to political campaigns also give to nonprofits. Make this part of your stewardship conversations and donor research.
- And this goes for every year, not just an election year, keep a close eye on your retention and acquisition numbers. Maintain cultivation programs and work to reinstate any recently lapsed donors.
As good fundraisers know, paying attention to relevant local and national topics is key. So don’t ignore your donors “other” giving. Just remember if they are kept updated and inspired many will give to your organization as well as their favorite candidates. In fact, some will give more this year, especially if your work is tied in any way to key campaign issues.
(Again, download the whole study, it’s worth it):
In case you are a numbers nerd like me, here are a few more posts about political fundraising this year:
