Navigating Fall Fundraising During a Contentious Election

As we enter the final quarter during a pivotal election year, fundraisers face a unique challenge — how to keep supporters engaged, inspire giving, and maintain momentum while navigating the distractions and heightened emotions of a contentious election season.

With the added layers of economic uncertainty, political turmoil, and the intense public focus on divisive national issues, it’s easy to worry about your efforts to engage donors and break through all the noise.

Though, rather than seeing this as a barrier, you could see this as an opportunity.

5 Ways to Navigate Fall Fundraising During a Contentious Election

By taking proactive steps, your organization can remain top-of-mind for your supporters, ensuring that your mission isn’t sidelined by politics and distractions. In fact, you might acknowledge what’s going on in the world as a reason your organization is more important than ever before.

With that in mind, here are five specific strategies to guide you through the fall.

1. Stay Focused on Your Mission, and Communicate it Clearly

In times of political and social unrest, it’s essential for your nonprofit to clearly communicate its mission and the importance of your work.

The election may dominate the news cycle, but donors still care deeply about the causes they support. Now more than ever, donors need to be reminded of how your organization’s mission addresses the immediate needs of your clients — many of which may even be more pressing after a divisive election cycle.

Action Step: Reaffirm your organization’s mission in all your communication materials this fall. Tie your cause to timely issues without being overtly political (unless advocacy is part of your core mission).

For example, if your organization addresses poverty, emphasize how political uncertainty can exacerbate the challenges your beneficiaries face, and how your nonprofit is addressing these needs.

2. Segment Your Donor Base for Targeted Messaging

Different donors will respond to different types of communication, especially in such a politically-charged environment. It’s crucial to understand your donor base and craft messages that speak to their specific concerns and motivations whenever possible. AI can help enable you to do this more effectively than you ever imagined. Seek out vendors (like Momentum) who provide these services.

Action Step: Segment your donors into groups based on their giving history, interests, and engagement with your organization. Create tailored messaging for each segment. For example:

Longtime donors — share updates on your impact over the year and your strategic goals for the upcoming year.
New donors — reinforce the importance of their initial gift and encourage them to deepen their engagement with your cause.
Major donors — offer personalized outreach through phone calls, virtual meetings, or 1:1 meetings that emphasize the importance of their continued support in uncertain times.

3. Acknowledge the Election, but Keep it in Perspective

While your organization may be nonpartisan, ignoring the election altogether might make your fundraising efforts seem out of touch. Many donors will be thinking about the future of the country and may be fatigued by political campaigns. Striking the right balance is key.

Action Step: Acknowledge the election in your fundraising appeals, without taking a political stance (again, unless it’s specifically part of your mission). For instance, you might say:

With so much focus on the upcoming election, it’s important to remember that the needs we serve continue to grow. Your support during this critical time ensures we can carry on our work, no matter the outcome.

If appropriate, consider timing your major fundraising appeals around (rather than during) key political moments like Election Day itself. This helps ensure your message isn’t drowned out by the constant political noise.

4. Use Year-End Momentum and Giving Strategically

The final months of the year — especially from November through December — have always been a critical fundraising period. Even with the election, many donors expect to give during this time. This can be an opportunity to refocus your energy, especially after Election Day, when the political landscape may have more clarity.

Action Step: Develop a year-end giving campaign that takes into consideration the upcoming election. Use this time to tie your fundraising to broader holiday giving and end-of-year reflections, when many people are in a mindset of generosity.

Additionally, try to create a sense of urgency by focusing on how donors’ contributions will have an immediate impact. Incorporate specific, tangible outcomes their gift will support whenever it makes sense to do so.

5. As Always, Cultivate Relationships, Not Just Donations

With so much volatility in the world, many donors may feel overwhelmed or financially strained. Some may reduce their giving, while others may need time to refocus. However, this doesn’t mean you should pull back on outreach. Building relationships and maintaining communication, even with those who can’t give right now, will strengthen your donor base for the future.

Action Step: Focus on stewardship — take time this fall to check in with your donors personally. Send tailored emails, thank-you calls, or personal video messages. Make sure donors feel valued and appreciated for their continued support, regardless of the size of their gift.

You might also seek feedback from your donors. Offer opportunities for supporters to share their thoughts on how your organization can adapt or better serve the community during these challenging times.

Embrace the Opportunity, Not the Distraction

The upcoming election and political uncertainty present serious challenges for nonprofit fundraisers. However, by staying mission-focused, segmenting donor communications, and nurturing long-term relationships, your nonprofit will continue to thrive — even during turbulent times.

As always, the key is to remain authentic, timely, and connected with your donors, so that regardless of the election outcome, your organization’s impact will endure.