Politicians excel at raising billions for their campaigns. What can nonprofits learn from them?
Another election cycle has come and gone. No matter how you feel about the election’s outcome, I’m sure you share my relief that this means an end to the avalanche of text messages, phone calls, emails, and mail pieces.
While we’re all emptying our overflowing recycling bins, let's take a moment to appreciate some of the tools deployed by campaigners and fundraisers during this election cycle.
As major candidates raised billions of dollars for their campaigns, it’s no secret that political campaigns know how to raise significant funds. So, let's take a peek behind the curtain and see what we, as nonprofit fundraisers, can learn from them.
Creating a Shared Problem
If there's one thing political campaigns excel at, it's creating a sense of shared urgency. They're masters at painting a picture of impending doom if their candidate doesn't win—or more importantly, if you don't make a donation RIGHT NOW.
"The fate of our country hangs in the balance! Only your $5 donation can save us from total destruction!"
I’m certainly not suggesting we go that far. But there's wisdom here about framing our mission as a shared problem that requires collective action. After all, your organization exists to solve a problem, right?
So imagine this: Instead of simply stating your organization's needs, paint a vivid picture of that problem. Together with your donors, you’re taking a stand to fix that problem. They’re a vital part of the solution!
(Note: This isn’t about mudslinging groups or individuals who do things differently from you. It’s just a practical statement of where the status quo needs to be changed.)
For example, if you're raising funds for a food bank, don't just say, "We need money for more food." Instead, try something like: "In our community, 1 in 5 children goes to bed hungry. Together, we can change that."
By uniting around solving a problem together, you’re treating donors less like an ATM and more like an active participant in your work.
Getting Personal
One thing that stood out to me in this election cycle was just how much personalization is possible. This year, campaigns didn't just send out generic "Dear Voter" messages. They pulled out all the stops to make sure I had all the resources I needed to get involved.
"Hey Theresa! You’ve voted in the last 2 elections, but we noticed you haven't voted yet. Your closest polling place at [Exact Address] is open until 8 PM."
Creepy? Maybe a little. Effective? Definitely.
Now, I'm not suggesting we get that in depth with donor communications. But we can certainly take a page from this hyper-personalized playbook.
Imagine . . .
• Sending an appeal that speaks to the specific people causes your donor cares about – because you’ve kept track of whether they respond to emergency needs or building funds or meals for hungry families.
• Choosing what client story you tell them (a child, a veteran, a family) because you’ve noted what they click on in your email communications.
• Including a map to the drop-off site closest to them for contributions to your toy drive.
• Referencing the year that they joined your donor club.
By using donor data to personalize our appeals, we're not just asking for money; we're speaking to the causes and stories that donors have shown to them. We’re showing donors that we see them, uniquely and specifically, in the midst of the thousands of contributors to your cause.
Multiple Channels, Multiple Voices
This year in particular, it seemed like campaign advertising and fundraisers were everywhere – TV, social media, email, text messages, door to door canvassing, drones (okay, maybe not that last one, but I’m sure it’s coming).
These appeals rarely featured the candidate themselves or came from anonymous campaign volunteers. Most messages came from “Jill, a concerned citizen in your city” and “Steve, a local school teacher who’s worried about our kids” and so on.
The lesson here? Don't be afraid to diversify your fundraising messaging. The more channels you use in your messaging, the more chance you have of reaching your audience. And you might find that donors connect better with a message from Sally, the volunteer who fills boxes at your food pantry, instead of from Mr. CEO who runs the food pantry.
Consider this multi-pronged approach for your next campaign:
• Email appeals from your Executive Director
• Social media posts featuring your clients
• Text message reminders about matching gift deadlines
• Video testimonials from volunteers or program staff
• Direct mail pieces signed by program staff
By using multiple channels and voices, you're not just increasing your chances of reaching donors; you're providing a richer, more diverse narrative about your mission.
Remember, at the end of the day, political campaigns and nonprofits are both in the business of inspiring people to take action for a cause they believe in. So, take these tools, adapt them to your mission, and watch your fundraising numbers soar higher than a campaign promise.
By implementing these strategies, we're not just raising money; we're building a community of engaged supporters who believe in the power of collective action. We're creating a movement that can drive real, lasting change in our world.
