Becca Widmer from Drake University joins RNL’s Brian Gawor to unpack the impact to giving in an election year, and how to maintain donor engagement as we approach the presidential election.
Political giving and engagement doesn’t stop giving – in fact, they are closely tied, and political givers make more donations to charities during an election cycle.
.
Key points from the webinar from Becca and Brian:
- Elections are a natural part of the American giving cycle. Don’t back off on giving appeals just because it’s an election year.
- Election donations do not prevent charitable giving; in fact, research shows that political donors give to charities at a higher rate during elections.
- Carefully monitor your solicitations and remain agile- the intense communication from candidates is competition and you want to be careful with opt out rates and un-follows if donors are feeling overwhelmed.
- We do see an impact to channels like phone in election years, because others are calling, but it’s minimal, largely impacts swing states, and is different every cycle.
- There is significant competition on social media, digital ads, and texting expected this election cycle.
- Don’t phone on debate nights. (But maybe during the day with remote engagement!). Students need have the opportunity to see these events, and it’s just not the best use of resources.
- Embrace the social good your institution is doing and talk about that – it will get positive attention.
- Our donors are activists, and they derive meaning and purpose from giving when we provide the opportunity.
- Pre-election decision paralysis is real – donors may want to wait to see if economic policies impact them, but this is largely with big commitments.
- If you hear “I need to wait,” focus on what your donors can do now. If they can’t make big decisions, offer small ones.
- There’s a lot going on right now, the economy is in turmoil, but many donors see the need for giving and can give. Don’t be timid.