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Fundraising in the 2024 Election Year – The Year-End Rally

Jim Shapiro  |  Ask
Year-end 2024.

We’ve talked about what to do The Noisy Spring, The Summer Slump, and The Election Storm.

Today we’ll show you how to have a strong year-end AFTER the election dust settles (mid-November – December).

The Year-End Rally

A few days after the election, donors will be ready to refocus their attention and their philanthropic priorities.

There will be a rally.

But you need to be ready to hit the ground running.  The election will have taken almost the entire fall.  And Thanksgiving is late this year, which means there’s a week less of the prime giving season between Thanksgiving and New Year’s. So the Saturday or Sunday after Election Day is GO TIME.

Here’s your “after election” game plan to have a successful year-end campaign:

  1. Launch targeted year-end campaigns that tap into your donors’ desire to make the world a better place with their year-end giving.
  2. Your campaign will work best if you use themes and emotions that are likely to resonate with donors post-election (unity, hope, the importance of your mission) AND make it clear that there’s work to be done and the donor’s help is needed.
  3. For major donors, talk about the transformational impact of their gift. They’ve spent the last few months hearing a lot of negative political discourse – counter that by asking them to make big, positive change in the lives of your beneficiaries or in the communities you work with.
  4. Consider adding a gift catalog to your year-end fundraising campaign. Donors love gift catalogs because they don’t feel like fundraising. If you do international or mission work, a gift catalog is as close to a slam dunk as there is in fundraising. Because they’re somewhat time-intensive to create, use the quieter summer months to create one.

The 2024 election year poses real challenges for nonprofit fundraising.

But with every challenge comes an opportunity. And the nonprofits that have a strong fundraising year will be the ones that are nimble, who adapt their plans to the four phases of the election cycle.

Resist the urge to communicate less with your donors this year. In a year of increased competition for your donors’ attention, you need to keep communicating, keep telling great stories, and keep focusing on the change your donor’s generosity will make.

The fundraisers and organizations that get creative, adapt, and stay committed to their donors (and the cause) during the election year will be in a great spot. Be one of those fundraisers — and you’ll be able to reach your fundraising goals and keep making a real difference in your community.

Click here to download the FREE whitepaper, Fundraising in the 2024 Election Year. You can also watch a video of Jim Shapiro presenting – and answering questions about – this helpful information.

Read this series of blog posts:

Fundraising in the 2024 Election Year – The Election Storm

Steven  |  Ask
Election storm.

This is our third post to help with your election-year fundraising.  (Be sure to read about what to do in The Noisy Spring and The Summer Slump.)

Today’s topic is The Election Storm (September through Election Day).

The Election Storm

As the political campaigns reach their peak, and media attention is laser-focused on the election, fundraising for non-political organizations tends to drop.

During this period, you should expect a lull in giving. That September appeal that’s always a winner won’t work quite as well.  Those major donors who always buy a table at your event… a couple of them won’t do it this year.

Here’s how to make the most of this period, and set yourself up for a strong year-end:

  1. Run the campaigns you normally run. Just be aware that they probably won’t raise as much as normal.  And try to avoid any important fundraising communications in the 10 days before the election. 
  2. Continue to communicate with your donors. Share stories of success, and tell your donors the powerful difference their gift has made. Your donors will be inundated with a lot of negative news – be the bright spot in their day!
  3. Maintain an active presence on social media. As we saw during the pandemic, many people are eager to talk, read, and hear about things other than the “News.” Your social media followers will be grateful for the positive things they see in their feed.

Don’t panic if giving looks different from typical years. Work your plan and get everything in place for what’s coming next… The Year-End Rally!

Read this series of blog posts:

Fundraising in the 2024 Election Year – The Summer Slump

Jim Shapiro  |  Ask
Summer.

Our previous post was about what to do to raise money during the Noisy Spring of a presidential election year. 

Today let’s talk about how you can make it through The Summer Slump (July – August).

And remember – if you make this year’s fundraising plan based on what’s worked best in previous presidential election years, this COULD be one of your best fundraising years since the pandemic.

The Summer Slump

So… you already know that fundraising tends to slow a bit during the summer months.

But that slowdown will in all likelihood be larger this year because of the intensity of election coverage.

Donors of will see-saw back and forth between being captivated by the news… and tuning it all out.

The most important thing you can do during these summer months is stay in touch with your donors. Resist the temptation to “go dark” and not communicate with them.

Here’s your action plan for mitigating The Summer Slump:

  1. Maintain regular communications with your donors through the summer. Be top of mind for them. Unless your organization has a history of successful fundraising in July, we recommend sharing good news (success stories!) with your donors during this month – newsletters, e-stories, impact reports. For major donors, deliver these stories in face-to-face meetings.
  2. Share memorable and fun experiences with your donors. Your donors are doing the same things you are during the summer – having BBQs, enjoying the outdoors, spending time with people they care about. So leverage the season and host fun gatherings for donors. Host a community BBQ to say thanks to your donors or volunteers. Play golf with your top donor or go to a baseball game with them.
  3. Plan a fundraising campaign for the end of August. If your organization does anything in or around schools, send a back-to-school appeal or e-appeal. There will be a brief window toward the end of summer where your donor’s attention is not on politics but on getting back into the swing of things for the fall. This is a great opportunity to be in front of them to raise money for the work of your organization this fall.
  4. Use the quieter summer months to plan and prepare your year-end fundraising campaign. Secure your matching funds now. Write your year-end appeals now. Don’t forget: the political campaigns will take up YOUR attention as well. So use this time to plan and create: plan your approach for each major donor and schedule your end-of-year meetings with them for right after the election, and create the fundraising materials you’ll need for the end-of-the-year dash.

Summer is a great time to share some fun and positive moments with your donors.  Don’t forget to take a breath yourself and do some preparation for the next phase… The Election Storm.

Read this series of blog posts:

Fundraising in the 2024 Election Year – The Noisy Spring

Steven  |  Ask
Noise.

Fundraising during a presidential election year can be tricky.

But if you base your plan for this year on what’s worked best in previous presidential election years, this COULD be one of your best fundraising years since the pandemic.

There are four distinct phases of the election cycle that will impact your fundraising efforts:

Phase 1: The Noisy Spring (that’s right now!)

Phase 2: The Summer Slump

Phase 3: The Election Storm

Phase 4: The Year-End Rally

Today’s post shows you what do NOW, during the Noisy Spring (April through June).  Our next three posts will be about the next three phases.

The Noisy Spring

You may have already noticed election coverage ramping up. Political messages are flooding TV, print and radio, mail and inboxes, and social media feeds.

This makes your job harder (though not impossible by any means). But you will need to work harder to capture donors’ attention and inspire them to give.

Here’s how to break through the noise:

  1. Communicate with your donors more frequently and assertively. This means ratcheting up your digital communications (e-appeals, e-stories, social media posts) and adding creative tactics with direct mail packages (think colored and odd-sized envelopes, handwritten addresses, etc.).
  2. Increase the urgency in your appeals, highlighting the critical needs of your beneficiaries and the incredible changes your donor’s giving makes. Lean into storytelling to create emotional responses in your donors. Don’t shy away from talking about the needs of your beneficiaries and the problems your organization solves. An election year is not the time to sugarcoat the situation for your donors.
  3. Ask for larger gifts and trust that committed donors will rise to the occasion despite the distractions of the election. This is especially true for major donors. Ask a donor for more than you think they will give you, then if the donor chooses to give you less, they’ve made that choice.  Don’t make the choice for them!

Right now is the time to get your strategy set for The Noisy Spring of the 2024 election year. They key is to break through the noise and communicate with your donors, increase the urgency, and ask for big gifts with confidence!

Next time… what to do during The Summer Slump.

Read this series of blog posts:

Do You Have a Clear Way for Donors to Give Stocks?

Sarah Lundberg  |  Ask
Giving complicated.

Does your organization have a simple and clear way for your donors to donate stock or other investments?

If not, you’d be smart to get started!

Here’s why this is important…

Most wealthy donors have some of their money in cash (checking and savings accounts). Think of this as a small bucket.

But MOST of their money is in investments (stocks, bonds, IRAs) where it can earn them more money. Think of this as a large bucket.

And right now, this large bucket of investments is likely doing well.

If you only accept cash gifts from donors, they will likely donate from their small bucket of cash.

But if you make it easy to donate stock and other investments, donors can give out of their large bucket of invested wealth, while also receiving some nice tax breaks.

Your donor loves your cause and your organization. She wants to do what she can to help. And when you have a simple, clear way for your donor to donate stock or other investments, she may be able to give more than she could if you only accept cash.

That’s a win-win!

If your organization doesn’t have simple way to accept gifts of stock or other investments, it’s worth the bit of up-front work it takes to get started.

You’ll need to:

  • Open a brokerage account for your organization. Compare a few to find one with the lowest fees. Two of the most common are Fidelity Charitable and Schwab. Someone on your team will need to monitor this account periodically.
  • Set up policies and procedures so that everyone in your organization knows how to handle stock gifts, including receipting.
  • Let your donors know they can transfer stock and investments to your org. When they transfer the stock instead of selling it themselves, they can avoid capital gains taxes. They may also want to check with their financial advisor.
  • Have simple instructions for giving stocks and investments on your website and on a one page handout you could give to a donor.

For more detail on getting your organization ready to receive gifts of stock and investments, here’s a helpful resource from FreeWill.

And here’s the bottom line:

The stock market has been performing well in the last year, which means donors have more money to give… IF you accept gifts of stock and investments. Take the time now to set up a simple, clear way for donors to give, and you’ll see the benefits for years to come.

Make Your Fundraising Offers Accessible

McKenzie Mitchell  |  Ask
Simple offer.

Finding an accessible offer for an annual giving donor can be one of the most difficult challenges in fundraising. 

Here’s why: Your annual giving donor doesn’t have all day to read about all your programs. She might have just $30 to contribute, AND she still wants to make a difference.

An accessible offer will show her the incredible difference she can make with just her $30 and a few minutes of her time. 

An accessible offer is:

  • Direct – It’s a clear solution to the problem presented.
  • Specific – It tells her exactly what her gift will do.
  • A Good Deal – It’s affordable, and the donor feels her gift will go a long way.
  • Urgent – It demonstrates why her gift is needed now.

Here are some examples:

  • $35 provides a night of safety and care
  • $7.50 provides a meal for a college student who can’t afford it
  • $55 provides a day of summer camp
  • $37 provides 1 art class for a middle-schooler

An accessible offer requires the donor to understand less about your organization.  Most nonprofits work under the incorrect assumption that a donor “must know all about all the things we do, and that we are good at it” before the donor can be asked to give a gift.

But offers that present ONE compelling part of what your organization does are more accessible to your $30 donor.  Offers like this will increase your appeal results, and your donors will feel amazing knowing the incredible difference they can make!

PS — You might be thinking, “OK, so our offer is $7.  Are we going to get a ton of $7 gifts?  Aren’t we going to raise less money this way because our donors are going to give less?”  Check out page 24 in this free Offers E-book to learn the answer!

Make Your Appeal Letters Accessible

McKenzie Mitchell  |  Ask
Accessible typewriter.

We want to help you create appeal letters that are accessible for your donors.

You may have heard that the average donor is a 65-year-old woman.  She receives a LOT of mail.  To get through it all, she’s scanning and in a hurry.  But that doesn’t change the fact that she wants to make a difference.

The easier it is for a donor to read and understand your appeals, the more accessible your appeals are, and the more likely your donors are to give.

Here are some ways to make your appeals more accessible for your donors:

  • Use font size 12 and up.
  • Indent the beginning of each paragraph.
  • Write in high-contrast colors (black text on white paper).
  • Write at a middle-school grade level.
  • Use underlines and bolded sentences to show donors the most important sentences.  Each emphasized phrase should be understandable without reading the whole letter in case the highlighted sentences are the only ones she has time to read.
  • Use a double-space after a period.  It will be slightly easier for her to separate your sentences.

Writing accessible appeal letters will help more of your appeals get read, and show your donor the incredible difference she can make for your beneficiaries.  But your donor won’t know the difference she can make if the appeal is written in small text she can’t read, or if it uses colors she can’t see clearly.

It’s little changes like this that will make your appeal letters accessible, and help you raise more money!

Could Your Fundraising Be More Accessible?

Steven  |  Ask
Accessible.

Here’s a goal for your fundraising in 2024 – make it more accessible.

The ethical reasons are clear: we should not make unnecessary design and language choices that make it harder for people to see, read and understand.

Additionally, the financial reasons are clear:

  • When more people can easily read your fundraising, more of your fundraising will be consumed, and you’ll raise more money.
  • When more people can quickly understand your fundraising, more people will keep reading, and you’ll raise more money.

Our next three blog posts will be full of tips for how you can make your fundraising more accessible.  All of the tactics we’ll share, as well as the overall idea, are part of the Universal Design movement.  (But we just call it smart fundraising 🙂 )

In the meantime, take a look at your fundraising and ask yourself:

  • Is the text easy for an older person to read?
  • Is the design easy for a “scanner” to quickly know what’s most important?
  • Is the copy written so that the reader needs a college education to understand it, or is it accessible to people with less education?

It’s emotionally stretching for an organization to make their fundraising more accessible.  But you’ll be doing the right thing.  And in my experience, you’ll also raise more money.

There Is No Secret Meeting

Steven  |  Ask
Secret meeting.

For small nonprofits that are struggling to raise money, it’s tempting to imagine that there’s a secret meeting.

You know, the meeting where all the donors from your town get together on Zoom and decide not support your organization.

If your fundraising life feels that way, you might consider asking yourself a couple of questions. 

  • Does your fundraising make it clear what will happen when the donor gives a gift, stated in concrete (not conceptual) language?
  • Have you told people how a gift to your organization will improve a situation that they care about?
  • If donating to your organization might feel risky to donors, what can you do to make it feel less risky?
  • When donors have given to your organization in the past, did your organization take the credit (“Look at what our team accomplished!”) or did you give the credit away to donors (“Look at what you and your generosity accomplished!”)?
  • Does your fundraising make it clear that you need their help?  If not, are you able to boldly and vulnerably ask for support?

When a nonprofit feels like the biggest secret in town, it’s usually something about their fundraising that’s keeping it that way.