The Impact of the Upcoming U.S. Election on Fundraising

Hold onto your hat!

In case you didn’t notice, there’s a little event happening, around and about November 5th, that seems to have the world’s attention. Unless you’ve had your head buried in the sand on some tropical island in recent weeks, passions are running high — very, very high — during this Presidential Election cycle.

To wit: An estimated $449 million was donated to Trump and Harris last month alone. That’s a record by a long shot — almost half a billion dollars out of the economy and out of your donors pockets. Talk about passion!

If you’re fretting about the potential impact on your annual giving and/or membership programs you’re not alone. So take a deep breath. Much of what the weeks ahead bring will be out of our control. But there are definitely still concrete steps you can take to ameliorate the impact on your program. Here are a few:

Make space. Adjust the timing of your fall campaigns if at all possible. In many cases, any communications or appeals landing too close to Election Day will get lost in the noise and can die on the vine. And keep in mind that the outcome likely won’t be decided immediately on election night. For a week or so before and a week — or even two after — the world will be holding its breath. And that most certainly includes our special world of donors and potential donors.

Spread the risk. Every four years is different. There is always impact but the when, and the how much, has varied wildly. We simply won’t know for sure until we can measure and compare what happens this fall to prior giving seasons — likely not until early 2025. So take practical steps to avoid spending too much on one appeal or campaign. For example, consider splitting your acquisition mailings up into multiple smaller drops spread out over the fall and even into December. You should of course avoid delivering your renewals right into the election, but also consider adding an extra touchpoint in December when the world will (hopefully) have settled back down. The simplest package will do — the goal is simply to just get another reply form and envelope into the hands of your best donors after the dust has settled — but before 12/31!

Be ready with your message(s). Is your organization somewhat political — a progressive or conservative cause where the outcome of the election will directly affect the way you talk to your donors or members? Then be prepared with two messages reflecting either outcome. Even in cases where the advance polling shows a clear winner there can be a major surprise. (Think 2016!). So don’t be caught flatfooted. Know what you want and need to say to your constituencies either way and have your messaging ready.

Whether you are celebrating the outcome or horrified, you can bond, connect, and motivate! For the majority of nonprofits — social services, arts, animal welfare, education, etc. — who may not be directly impacted by who is in the Oval Office, the goal will be to cut through the noise. If you have a real crisis or an urgent need close to the election and can’t afford to hold back then don’t. Acknowledge that your audience might be distracted and tell your very best and most moving story. Don't forget — your donors support you for a reason. Throughout this time, make sure to remind them why their dollars matter. Show them their past and recent impact and thank them for all they do. 

Learn the rules. Whether you’re a c3, c4 or PAC, make sure you’re up to date on what you can — and can’t say — regarding candidates and politics. And if your organization has a robust paid media program (and hopefully you do!) make sure you study the particular restrictions and safeguards that are being put in place, particularly for social media campaigns. From blackouts … to pauses on accepting some new promotions … to new safeguards on the lookout for AI generated content … know what you can and can’t do this fall. Here one link to some useful information: Meta policies and safeguards for elections

Every four years is different of course. But if the last few weeks are any indicator, we are likely to be in for a wild ride. So much is unpredictable and out of our control. But it’s our job to be prepared and to take control when and where we can.

Good luck, and I’ll see you on the other side!