Election Year Strategies for Nonprofit Fundraisers: More Tips for When the News Cycle Heats Up

Back in April, our team shared some thoughts on how nonprofit fundraisers can plan their best program in the face of all the uncertainties that the 2024 election news cycle might bring. We imagined a rollercoaster at the very least – and the breaking news of the past few weeks has already delivered plenty of dips, lifts, and sudden turns.

We’re in a historic moment – one in which none of us can say definitively what the next few months will bring, how they might impact fundraising for nonprofits, and what that impact will look like.

While uncertainty may be the one sure thing we can count on when we look ahead to the fundraising landscape in the fall, our key advice for facing whatever comes remains unchanged: In the face of a competitive environment, remain true to your mission and the stories you tell your audience.

“Unprecedented times” have been the norm for many years now – but at MissionWired, we’ve been helping our nonprofit partners navigate all kinds of uncertainty. And through all the challenges, we’ve learned a few key strategies your program can lean on whenever the news cycle heats up:

1. Engage in the conversation when it relates to your mission. When it comes to direct response messages, timely content tends to perform best. So if the political conversation presents an urgent hook for your audience and the work of your program, lean into it! On the other hand, if the breaking news that’s dominating the conversation doesn’t relate to your mission, don’t try to shoehorn your content in.
2. Smart calendaring may mean avoiding key political dates. This strategy, which we also highlighted in April, is all the more relevant as Election Day nears. Your campaign will have its best chance at a strong response when it has the space to stand out. When it comes to digital channels, where content delivery can be timed with precision, think about key political dates, end-of-quarter and end-of-month deadlines, and the weeks running up to the election as windows to schedule around.
3. Stay nimble. In an uncertain year like 2024, when we’ve already seen that the conversation can shift entirely around a single piece of breaking news, the ability to remain nimble and ready to change course can make a huge difference. If a subject is suddenly dominating the news, see if you can shift that week’s campaign launch back a few days. Being mindful of when to reschedule can be the difference between getting drowned out and driving the response you need to reach your goal.
4. Stick to your brand. Another piece of advice from our team remains unchanged: Your supporters are motivated to give to the causes your program serves because they care about the work your organization is doing. Always stay true to your brand and your mission, put your best asks in front of them, and lean on the stories and tactics you know make an impact.
5. Watch for innovative political campaigns. The fast-paced, high-scale environment of political fundraising allows for an incredibly quick turnover in testing, innovation, and insights into response-driving tactics. So how can your nonprofit leverage this wealth of innovation from political fundraisers? Keep an eye on what campaigns are trying, and tap into the opportunities it brings when a creative tactic or approach might work for your unique audience and mission.

As we work alongside our partners to help them build their strongest 2024 fundraising strategies, we’re always eager to talk more about the challenges and opportunities of the current nonprofit giving landscape. You can reach out to us at [email protected] to continue the conversation or check out more of the strategies and innovations we’re taking into this year’s fundraising in our 2023 End-of-Year Digital Report.