For many organizations, the largest giving campaigns take place at the end of the year. Whether nonprofits should call attention to the election results in their year-end fundraising appeals is all a matter of what they say and how they say it, experts told the Chronicle.
“Going forward, use your best judgment on what is appropriate to say, given how politically divided all of the donors are,” says CJ Orr, CEO of the Orr Group, a nonprofit consultancy. “Just be careful on who your audience is and making sure not to offend half of your audience.”
For many organizations, wading into the elections doesn’t make sense. “If your mission or programs are not related to the political outcomes of the last week, do nothing different,” Orr says. “Stick to your plan.”
Eric Schmelling, chief philanthropy officer of Rotary International, says the election hasn’t changed the organization’s year-end campaign.
“Rotary really prides itself on being a nonpolitical organization,” Schmelling says. “We work really hard to work with different groups. For example, with our polio eradication work, we’ve been very successful at maintaining our support with the U.S. Congress by working with both parties.”
However, “if your mission and/or program is affected, adjust your messaging accordingly,” Orr says.
For those organizations that could be negatively affected, he recommends keeping it basic by explaining exactly how the incoming administration could impact their work using phrasing that is both “eloquent and appropriate.” In other words: “No need to name call or attack.”
Groups like Earthjustice were among a large number of progressive nonprofits that saw spikes in donations following Trump’s first win back in 2016, a phenomenon now dubbed “rage giving.” The organization has already seen a bump in giving this month, the Chronicle recently reported.
“We always ground our year-end fundraising in what we really want to do, so our messaging will be about the work that we will do to fend off the attacks from the Trump administration,” says Abbie Dillen, president of Earthjustice. “We want to make sure that everyone, whether they voted for Donald Trump or not, understands what this government is doing and what the consequences are.”
Orr says nonprofits can still reap the benefits of rage giving without resorting to polarizing language. Regardless of where your organization stands on the recent election, Orr says, it’s a good time in general to check in with your donors and start a dialogue.
“Our leaders in this space are equipped to have conversations with both sides of the spectrum,” Orr says. “I don’t think there will be many downsides to engaging and communicating with your donor base.”
Carla Willis, a managing partner at Washburn & McGoldrick, also urged organizations to keep “sensitivity” top of mind. The firm specializes in fundraising and development for higher-education institutions running multiyear campaigns.
“It’s really critical they stay focused on the priorities of raising funds,” Willis says, noting that’s the advice she gives clients. “Philanthropy need not be politicized.”
During this time of year, it’s essential that nonprofits swing back into fundraising efforts quickly following a particularly noisy election. “Now is the time when they can re-engage to talk about the mission and priorities and talk with constituents about their continued support,” Willis says. “Generosity is a constant, and an election is a cycle.”
Rasheeda Childress contributed to this article.
