Planning a Year-End Appeal During an Election Year–Best Practices
By: Lindsey Mann Field, Director, Huron | GG+A Global Philanthropy
As the end of the year approaches, it’s time to start thinking about your year-end fundraising appeals. If last year's plan yielded great results, you might be tempted to tweak it for 2024. But there's a twist this time around: it's a presidential election year. That means there are some unique challenges—and opportunities—for fundraisers and non-profits.
You likely know that December is a crucial month for giving, with many non-profits receiving up to a quarter or more of their annual gifts in this period. So, it’s natural to feel a bit anxious about how the election might impact giving. But with some thoughtful planning, you can navigate this tricky time successfully. Here are some tips and best practices to help you out.
Understanding the Election Year Mood
Election years can shake things up when it comes to donor behavior. Depending on the political winds, people might be feeling cautious or more motivated to give. It’s important to stay in tune with the political climate and be ready to adjust your approach as needed. Keeping an eye on what's happening in the political world will help you craft appeals that resonate, no matter the outcome.
Timing Is Everything
When it comes to fundraising during an election year, timing is crucial. Right now, we’re all being bombarded with political ads, emails, and text messages. The closer we get to election day, the noisier it’s going to get. So, try to avoid sending your appeals too close to the election; people might be too distracted to pay attention. Instead, consider getting a head start this year by sending out your first appeal well before the election. Then, once the political dust has settled, you can follow up. Also, remember to keep your messaging focused on your mission and the impact you’re making rather than diving into political issues. Your donors want to hear about how their support is making a difference, so share stories of the people you’ve helped and the problems you’ve solved. A simple, heartfelt message can cut through the noise and really connect with your audience.
[…] try to avoid sending your appeals too close to the election; people might be too distracted to pay attention.
Know Your Donors
One size doesn’t fit all when it comes to fundraising. That’s why it’s so important to segment your donor base. By grouping donors into categories like long-term supporters, new donors, and major gift prospects, you can tailor your messages to speak directly to them. Long-term supporters might appreciate updates on ongoing projects, while new donors might need more background on your mission and what you’ve achieved so far.
Use Every Tool in Your Toolbox
To reach as many people as possible, you’ll want to use multiple communication channels. Email, social media, and direct mail are all powerful tools for your year-end campaign. Just remember that each channel has its own best practices. Emails should be short and visually appealing, social media posts should be engaging and easy to share, and direct mail should feel personal and sincere. Combining online and offline strategies can give your campaign a real boost. For example, use social media to drive people to your online giving page and send personalized follow-up emails, or make phone calls after a direct mail appeal.
Make It Personal
People give to people, not organizations. That’s why it’s so important to make your interactions with donors personal. Address them by name and acknowledge their past support. Share stories and testimonials that show the real-world impact of their donations. And be sure to offer different ways to give, whether it’s a one-time donation, a recurring gift, or a matching gift opportunity. By giving donors options, you make it easier for them to support your cause in a way that works for them.
Keep an Eye on Your Progress
Finally, don’t forget to monitor your campaign’s performance as you go. Keep an eye on metrics like open rates, click-through rates, and donation amounts. Pay attention to donor feedback and engagement levels—this will give you valuable insights into what’s working and what’s not. And don’t be afraid to tweak your approach and your message if needed. Being flexible and responsive is key to making the most of your year-end appeal during an election year.
In Closing
Planning a year-end appeal during an election year can be a bit precarious, but with the right approach, you can still hit your goals. By staying aware of the political landscape, timing your appeals thoughtfully, segmenting your donors, using multiple communication channels, personalizing your interactions, and monitoring your progress, you’ll be well on your way to a successful campaign. Just keep your focus on your mission, and you’ll inspire generosity and support—even amid a noisy election season.
Lindsey Mann Field is a Consulting Director in Huron | GG+A Global Philanthropy’s Education Practice, where she partners with clients to accelerate philanthropic growth. She brings two decades of educational fundraising experience to her role, with expertise in annual and major gift programs, campaign strategy and execution, constituent engagement, advancement services, and more.
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