As the dust settles from the presidential election, you may find yourself wondering how to continue year-end fundraising during these stressful times.
Depending on your mission and geographic location, it’s likely that many of your supporters are disappointed (to say the least) with the election results.
Regardless of the results, you still have your work cut out for you to raise money by year end. And your cause may have just become even more crucial. If so, your donors are likely to rally around you as they look to do something to help others during these difficult times.
3 Reasons to Keep Year-End Fundraising On Track
It’s normal for donors and nonprofit leaders alike to feel distracted or uncertain. But it’s essential to stay the course. Year-end fundraising is a critical period that likely accounts for a significant portion of annual giving. And regardless of the election outcome, your mission still needs support.
Here’s why staying on track is more important than ever, along with specific strategies to ensure you reach your goals.
1. Donors Are Generous During Difficult Times
History shows that donors don’t shy away from giving during uncertain or challenging times. In fact, many feel more motivated to make a difference.
Donors recognize that in challenging periods, people and causes need the most help. Studies consistently reveal that donor generosity tends to rise in difficult periods. This generosity points to the importance of continuing to share your case and communicating times of need.
2. The Need for Funding Doesn’t Stop
Whatever the results of the election, your organization’s mission remains unchanged (or the need will get even greater). Your case may be stronger than ever. Maintaining momentum is critical to success.
3. It’s a Competitive Time—Don’t Lose Out
Nonprofits are competing for attention as many organizations push for end-of-year donations. If your organization decides to slow down or stop fundraising due to the election cycle, it risks missing out on contributions that could make a real difference. Many donors plan their charitable giving during this period, and if they don’t hear from you, they may give elsewhere.
5 Strategies to Keep Year-End Fundraising on Track
Here are a number of good strategies to keep your year-end fundraising on track.
1. Reframe Your Messaging in Light of Current Events
The election season may have amplified social and economic concerns among your clients and donors. Frame your messaging to reflect how your organization is responding to today’s political and economic climate. In other words, align your messaging to show that you are not only aware of the changing world, but that you are actively addressing it.
2. Double Down on Your Case for Support
A clear and compelling case for support is always essential, but it’s especially critical now. Remind donors why your mission matters and share specific examples of how their donations make an impact. Use real stories and tangible metrics that make it easy for supporters to see the importance of their contribution. Donors give because they believe they can make a difference, so do your best to show them exactly how their dollars are driving change.
3. Leverage Digital Outreach and Virtual Events
Digital channels are more available and important than ever. Consider a virtual tour of your organization or provide a unique experience to engage with your clients or mission. Virtual events offer an opportunity to engage supporters in an interactive way and keep your community connected.
4. Don’t Neglect Your Recurring Donors and Major Donors
Your recurring and major donors are essential to a stable funding base and the financial success of your programs and services. It might be tempting not to “bug” them, but they are the ones you want to communicate with the most. As you plan your year-end efforts, make sure to segment these donors and engage them with personalized messages that recognize their sustained support. Let them know that even in turbulent times, their commitment has a profound impact.
5. Utilize a Positive and Forward-Looking Tone
Amid the anxieties and challenges of today, your organization can be a beacon of hope. Keep your tone optimistic and focused on the positive changes that donors can help bring about. Avoid “doom and gloom” messaging, as it can lead to compassion fatigue. Instead, focus on how donors are part of a solution, creating real impact through their generosity.
Acknowledge Current Realities
Finally, be honest about any challenges your organization is facing — whether they are increased demand for services or operational constraints due to the current environment. This transparency builds trust and gives donors a realistic view of what their support can accomplish.
If you need funds to adapt to new challenges, tell your supporters directly how their gifts will be used to help your organization navigate these challenging times.
Very motivating, thank you, Amy! There’s a saying that has been running through my brain: Don’t mourn, organize. I’m now thinking, Don’t mourn, fundraise!