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From: Lisa Schohl
Subject: Should You Talk About the Election in Year-End Appeals?
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As nonprofits head into the final fundraising sprint of the year, many may be wondering whether — and how — to mention the election results in their messages and appeals. My colleague Jie Jenny Zou posed this question to experts, who told her: It depends.
If your work is not related to the political outcomes, “stick to your plan,” says CJ Orr, CEO of the Orr Group, a nonprofit consultancy. But if your mission or programs are likely to be affected, adjust your messaging to reflect that.
Use your best judgment on what you should and shouldn’t say given how politically divided donors are, he says. “Just be careful on who your audience is and making sure not to offend half of your audience.”
For groups that could be negatively affected by potential changes to come, Orr recommends keeping it basic by explaining exactly how the new administration could hurt your work using phrasing that is both “eloquent and appropriate.” In other words: “No need to name call or attack.”
No matter where your organization stands on the recent election, Orr says, now’s a good time 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,” he says. “I don’t think there will be many downsides to engaging and communicating with your donor base.”
Read Jenny’s full story for more insights and advice.
For more last-minute guidance on holiday fundraising, read my article, Create a Winning Year-End Strategy in 2024: Here’s How. I also suggest you watch our latest webinar on this topic, Planning a Year-End Fundraising Strategy in the Current Giving Climate.
Best of luck this giving season,
Lisa Schohl
Senior Editor, Advice
Tip of the Week
Create compelling videos to boost year-end results. “If a picture says a thousand words, a little video is a hundred thousand words, because [donors] feel like it’s a personal interaction,” says Sean Farnan, development director at SPCA of Northern Nevada, an animal-welfare organization. To make videos that resonate, focus not on what your nonprofit does but why, he adds, and then show the happy ending or positive results your work brought about. But don’t just tell your story; show it. Even if you don’t have cute animals like SPCA, you can still find ways to do this with a little creativity. To learn more, read 9 Simple Ways to Raise More Online — and Reach Year-End Goals.
