The Impact of Elections on Nonprofit Organizations

With the election about one week away, we’re in the final stretch, and if you’re like me, you’re receiving dozens of texts and emails daily. It’s obvious that election outcomes shape our public life, but they also critically impact nonprofit organizations dramatically. 

A survey by Candid found that donors tend to give less in election years. This is especially true for younger people in swing states. Younger donors under age 45 in swing states were 20% less likely to say they planned to donate than those in other states. That’s alarming!

In this post, we’ll examine how elections impact nonprofit fundraising and what nonprofits can do about it. 

Competition for Attention

It’s noisy out there! If you’re like me, it feels like election season has been going on FOREVER. Some of you may remember elections before texting. Back before 2008. How quaint. Now, it’s common for me to receive ten political texts every day. It may seem counterintuitive, but data suggests that at a certain point when we’re saturated with information, we start tuning things out. Unfortunately, we not only tune out political ads but also tune out nonprofits. 

Shifting Priorities

We also see shifting priorities during election seasons. Key issues associated with political candidates may also overshadow your nonprofit’s specific agenda. On top of that, there’s so much speculation about what may or may not happen that people don’t do anything, instead waiting to see what happens.

Changing Donation Patterns

Over the last few years, we’ve witnessed the phenomenon of “rage giving.” These donations are typically small and are a response to individuals feeling helpless or desperate—looking for any way possible to help make change. For example, after a horrific act of gun violence, such as a school shooting, the organization Mom’s Demand Action typically sees an increase in giving.

Furthermore, nonprofits on the “losing side” campaign tend to see a donation bump during election seasons.

4 Strategies for Nonprofits to Overcome Election Season Challenges

Hone Your Messaging

Similar to video, using human-centered stories transcends politics. By sharing real stories about the people or communities they serve, nonprofits can highlight the real-world impact of their work. These stories help potential donors and supporters connect on a deeper level, beyond political debates.

Take a step back and look at your messaging with a critical eye. Is it “more of the same?” Is your messaging reminiscent of political messaging? Unless your nonprofit is clearly aligned with one of the core issues of the election – the economy, immigration, reproductive rights — it’s best to steer clear. 

If your organization’s purpose aligns with a key election topic, it’s crucial to create messaging contingency plans depending on the election’s outcome. Election outcomes are more unpredictable than ever before, and having a plan allows you to respond quickly and appropriately, regardless of the result.

If the election results align with your organizational goals or values, highlight areas of potential collaboration. If the opposite happens, contingency planning ensures you can navigate the changes smoothly.

Remember we are all people, and generous at the core. Be diplomatic, inclusive, and kind.

Engage through Storytelling

Remind donors of the importance of your nonprofit’s mission. Stress that your services are vital no matter the election outcome. Engage with real people in your community and personalize your message. 

Video is one of the most effective ways to tell your story because it connects to your audience on many levels.

Earlier today, I was at Repowered Breakfast for Good, an event exploring how leading Minnesota companies integrate sustainability into their business practices. The event kicked off with a video showing Repowered’s mission and purpose. At the video’s conclusion, Repowered’s CEO, Heather Walch remarked how much she’s uplifted watching people watch the video.

The video below for one of our nonprofit clients, Emma Norton Services, effectively addresses the need for safe housing. You hear first-hand how designers used healing design principles to create a safe space on both a blatant level and subtle level.

Broaden Your Channels

One of the perennial challenges facing nonprofits is being short-staffed and having too many things to do. We hear this all the time! While it’s easy to continue depending on the old tried-and-true reliable channel like email, don’t ignore other channels. Using diverse channels, including email, social media, paid advertising, streaming, and in-person, will help your nonprofit expand its reach and connect more deeply with donors and supporters. 

Diversifying your channels also helps to move conversation to less noisy and polarizing areas during peak election seasons.

Measure Your Actions

I can’t emphasize this enough: Measure your activities. That’s one of the greatest advantages of digital marketing—it can be tracked and measured. Don’t trust your gut on this one. 

Google Analytics 4 shows vital data such as what channels users are coming from, what pages they’re visiting, what key actions they’re taking on your website, where they’re dropping off, and so much more.

Suppose you’re running social media, email marketing, or other campaigns. In that case, creating a report hub using a platform like Looker Studio to pull all the data together in one place for a comprehensive analysis is helpful especially when you’re compiling impact reports, and other end of year data.

We understand that implementing these strategies during can feel overwhelming, especially when you’re already managing so much. If you’re looking for a digital partner to help manage your efforts, enhance your outreach, and meet your goals, we’re here to help. Contact us today. We’re here to help!