Donations and Democracy: What fundraisers can learn from presidential campaigns

“What will it take for you to rush a donation RIGHT NOW?” “ALL DONATIONS matched at 800%”

We’ve all been getting these texts, right? 

While this particular method of outreach may be a little jarring, there’s a lot we as nonprofit fundraisers can learn from the tactics of presidential campaigns. Both elections and fundraising share common goals: engaging supporters, building momentum, and creating a sense of urgency to act (in the example above through the use of ALL CAPS apparently).  We’ve spent some time nerding out on what we’re seeing, and here are the lessons we’re encouraging our TPC clients to take away from the current presidential campaign.

1. Consistent, customized communication is key

Building a strong supporter base is crucial for fundraising. And, just like when you’re running for office, you can’t just pop up a few weeks before the election and expect a landslide victory. People need to know who you are and what you stand for before it’s time to make a big decision, like casting a vote or making a donation.

It’s important for presidential candidates to maintain consistent communication with their constituents, and this requires knowing who those prospective constituents are. For example, TikTok memes have been HUGE this election season (coconut tree, anyone?), and as a result, we’re seeing younger generations super involved in campaigns this year.

This goes for us as fundraisers, too. Just like candidates know their voters inside and out, we’ve got to know our prospective and current donors. It’s important to tailor your message to speak directly to them—whether they’re grassroots givers or big-ticket donors—and meet them where they are, whether that’s via email, social media, or a good old-fashioned phone call or coffee date. When you know what makes your supporters tick, you can turn your “constituents” into lifelong champions of your cause!

You get a call! You get a text! You get a meme!

2. Time is of the essence

Creating momentum and urgency in your nonprofit fundraising campaign is like setting the stage for that final campaign push before Election Day. Presidential campaigns often lean on major events like debates or rallies to generate momentum. Like we mentioned at the beginning, we’ve all seen the texts right? “Wow, are you watching this debate right now? Can you rush a donation to support our candidate before they step off stage?!”.

Presidential campaigns regularly use  countdowns and milestones to get people hyped to give, and we can take a page out of their playbooks. We’re personally giving you license to get creative with your milestones – unlocking matching gifts, your CEO shaving their head after reaching a certain donation threshold, funding a number of scholarships before the school year starts…whatever floats your boat. The important part is that we’re defining clear deadlines and getting our supporters excited about it.

Urgency gets people off the sidelines and into action, so create those “vote now or miss out” vibes.

3. Messaging fuels the movement

Crafting meaningful, compelling messaging is like writing the perfect campaign speech—it’s all about inspiring folks to be a part of something bigger than themselves. The professional speech writers in Washington have got it down, touching on key issues in each speech that they KNOW are important to the people being addressed, and we can do the same in our work.

How are you bringing donors into the fold? How are you connecting the dots between what they’re concerned with and how their support is making an impact? Tell stories of your clients’ transformation (with their permission, of course), share successes, and bring donors down for a tour of your site to see the work in person. When you show people that their contributions are driving real, tangible change in their community, you’re not just asking for money—you’re inviting them to be part of a movement. 

They’ve got the heart and the dollars, you’ve got the plan and are doing the work. It’s a match made in heaven! (But please make sure you’ve got actual plans, not just concepts of them, to share with the people you’re asking to donate to your cause )

Bonus: 4 more years! AKA sustaining engagement post-campaign

You’ve got the support from your base (aka your donors), you’ve given them clear donation deadlines, and you’ve won them over with compelling messaging…now what? Just like candidates don’t disappear after Election Day (well, the good ones at least), your relationship with donors shouldn’t end when your current fundraising campaign wraps up.

A donation is more than a one-time transaction, it’s a personal endorsement of your organization’s mission, and one that you want to keep year after year. Check in with your donors on a regular basis, whether monthly through newsletters, or quarterly with a personal email or phone call for high-level donors. Keep them updated on your progress and remind them that they are an important part of your community. Share your wins and your sorrows with them, let them connect emotionally, not just financially. When supporters see the tangible difference they help create, they’ll be even more committed to your cause and will likely get their own networks involved.

Think of them as your “campaign surrogates”— if you nurture that relationship and keep them engaged, they’ll help carry your message far beyond your initial push, turning your cause into their cause too!

We hope this post has sparked some new ideas for your donor stewardship and that it’s reminded you to check your voter registration and make a voting day plan with your friends and family.

As always, we’re rooting for you!