As the 2024 election draws near, we start to see that, amidst the flurry of passionate political debates, another type of debate begins again: Does the heightened political climate impact charitable giving? How should ministries adapt their strategies during this time?
Election Cycles and Giving Trends
One common misconception is that donors reduce their charitable contributions during the election season to non-political causes. However, research consistently indicates otherwise. Beyond donations to political causes and nonprofits directly fundraising off of politics, there's typically no detectable difference in overall giving during election years compared to non-election years.
This was seen in the Blackbaud study on charitable giving during the 2012* election and reported by M+R when looking at the 2016 and 2020 elections as well.
Maintain Momentum
Charitable organizations must resist the urge to reduce marketing budgets or curtail outreach efforts out of fear of being drowned out by political noise.
Regular and transparent communication with donors fosters trust and keeps your cause at the forefront of their minds. Share stories of impact, provide project updates, and express gratitude for their support. By staying connected, you can cultivate a sense of community and resilience that transcends the political chatter.
Anticipate Distractions
While overall giving may remain stable, it's essential to anticipate and prepare for some unique challenges during the election season. As political ad spending increases in the weeks leading up to the election, we should expect increased conversion costs in digital marketing.
Moreover, it's not uncommon to observe a temporary dip in gifts during the week of the elections. Charitable giving might take a backseat as individuals focus on casting their votes and awaiting results. However, this downturn is often short-lived. Post-election donations tick back up as attention returns to pressing social issues and community needs.
The team at Masterworks continues to analyze election trends, and this remains true. We found that election years tend to have lower gift counts the week of elections than in other years. However, overall, giving in the seasons remains unchanged.
Navigate the Cycle
How can charitable organizations successfully navigate the complexities of an election year?
- Prioritize Communication: Keep donors informed and engaged through consistent outreach efforts. Use various channels, including social media, email, text and videos, to maintain visibility and connection.
- Plan Ahead: Prepare for increased competition leading up to the election. Consider moving major events, giving campaigns, and things like direct mail acquisition drops to earlier in the fall or after the elections when there are fewer distractions. But don’t sweat it if you can’t.
- Focus on Impact: Highlight the tangible impact of donations and the critical role supporters play in driving change. Emphasize the significance of their contributions, regardless of the political climate.
- Stay Resilient: Understand that fluctuations in giving are natural and often temporary. Maintain a long-term perspective, focusing on building relationships and fostering a brand that transcends election cycles.
While an election year may bring its share of uncertainties, the core principles of fundraising remain unchanged. Organizations can navigate the complexities of the election cycle by staying committed to their life-changing work and being consistent with their donor communication. As the dust settles post-election, the spirit of generosity will continue to prevail, reaffirming the enduring power of compassion.
