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Election Year Giving

Updated: Aug 15, 2024



What an election year. Fundraisers love an enemy, and this year we have one who can suck all the air out of the room. The silver lining is that people give (and vote) when they feel threatened and when they feel empathy. Every day from now to November 5th, we will be reminded of the threat to our democracy and the many freedoms we on the left fought for and hold dear. Will they annul my gay marriage? We’ve seen what they can do with Roe. We’ve also seen the backlash, and an increase in giving to reproductive justice.


 

The good news is that data shows election years have little impact on fundraising and that Americans continue to support the charities that are important to them.


 

We’ve been down this road before, fearing a loss in fundraising revenue, and except for the 2022 year-end giving season, it hasn’t really materialized. In fact, the opposite is true. Remember the first "Trump Bump," followed by Covid and the movement for racial equality. Each was a boon for giving, especially to social justice organizations. The first year or so of Covid we produced two dozen virtual galas and were amazed by both the attendance and the money raised.


And here we are again, fearing the worst. And yes, some donors will tell us they are only making political gifts this year, but not the majority of active donors. We also have the economy working in our favor.


With this in mind, what is the best approach for 2024 fundraising?

  • Move boldly forward. Keep at it on both the donor communication and fundraising front. Don’t hold back because you think you can’t compete with the election. Consider adjusting your messaging in line with this tumultuous 10 month period, when we will feel threatened, anxious, and empathetic perhaps every day.

  • Show how you are changing the world for the better by bringing people together, creating opportunities for connection, building community, addressing pressing needs and providing truthful, unbiased information. For the organizations that are able, highlight how your programs promote civic engagement and democracy, broadly speaking. In other words, focus on how your work is creating a beloved community and the kind of world we want to live in. Say this out loud and say it often.

  • Reassure and mirror donor values in this time of instability. Let them see our passion, and our consistency. They will need to see images and to read stories that inspire and give them respite from the election news cycle. Remember when we spoke about what institutions we wanted to exist on the other side of Covid? Well, here we are again, waiting and planning for the other side of November.

  • Hire a photographer and/or videographer to capture a treasure trove of stories about your program participants to share throughout the year. While you are at it, collect some Why I Give testimonials. Begin with your Board.

  • Read and share this article from the Guardian that outlines all that is working in the US economy – Fellow Republicans, it's time to admit that the US economy isn't bad.

  • Hold your 2024 year-end appeal until after the election. Together, we will get to the other side. Whatever the outcome, there will likely be another boon in giving, so be ready….



Why does it matter what’s happening in politics and the economy?

It matters to donors – individuals, foundations and corporations. People give more and more freely when they feel flush, when they see their portfolios rising. Issue trends also inform our messaging, strengthening our ask. A good fundraiser is aware of what’s going on in the world and in their community.



How do you stay up to date?

I read the Economist every week and the Times every day, and I watch MSNBC, like a good liberal, for 30 to 45 minutes when I am on the elliptical, usually 5 days a week! I also read The Chronicle of Philanthropy and AFP emails, which can have great, useful information from the field.

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