Election countdown: Meeting the moment as fundraisers
No one I know is excited about this election. Every fundraiser I know is scenario planning, checking lists, and rewriting appeals. So much is unknown, so much feels fraught, and our communities feel more divided than ever.
It’s clear we are at a crossroads moment.
And if you’re like me, being in such a moment makes you wonder: What am I not thinking of?
To help you prepare, here’s a rundown of the best advice we’ve heard from nonprofit leaders and fundraisers. The headline? Shift your attention from what you’re going to write in that appeal to what you’re going to ask in that conversation. How can you engage more donors more authentically to build more connection?
[Tip – If your organization is seeing or anticipating a surge in interest and donations, check out this ‘Meeting the moment’ checklist]
Tap into your relevancy
As fundraisers, we are only as effective as our genuine belief in our why.
Before diving into tactical preparations and checklists, root yourself there. Take out a piece of paper and reflect: Why does my organization’s vision, mission, community, and work matter in this moment?
It may help to ask:
Zooming out, what are the societal issues and opportunities that we touch? What are the ripple effects of our work?
How might various election outcomes at the national, state, and local levels impact those issues and opportunities? The communities we serve? Our ability to live out our mission and values?
What solutions are we bringing to the table that need to get amplified? Why is it urgent that we bring them forward? Scale them?
What is our role in bridging and healing divisions?
Where do we offer much-needed hope?
Look up and out and consider how those answers may evolve in the year(s) to come. What trends are you seeing already that may intensify the need for your solutions? The urgency behind your mission? The value of the hope you provide?
Then get clear about your case: How does giving to your organization advance solutions and hope for our society? And, in particular, why does an infusion of investment now position your organization to lead your community through the year ahead?
Release your limiting beliefs
As fundraisers, we all grapple with inherited mindsets about money, nonprofits, and fundraising. We don’t want to be greedy. We don’t want to seem opportunistic. We don’t want to make it all about the money. And in election seasons, we are all bombarded with the most annoying, transactional versions of fundraising, which can make us wonder: “Is our profession…predatory?”
But remember: You know your donors. Your donors signed up to support your mission. They have already showed you that they care about what your organization cares about.
Now, your role is to invite them to take a next step. You are the expert in what your mission has to offer to the world in this moment. Share it proudly, broadly, and courageously. Get your message out there and ask people to support it. Don’t make decisions for donors. Donors will either give, or they won’t. It’s the invitation that matters.
Think about your role as movement-building. Your job is to seize every moment to build a robust, diverse, and energetic coalition of people who share your organization’s hope for the world. Being part of that coalition is exciting and meaningful, so don’t be shy in asking people to join and contribute.
If you’re in the limelight, seize the moment
As nonprofits, we do not compete with each other. We compete for attention in a noisy world that is getting noisier—just as people’s attention spans are getting shorter.
Due to the unique nature of this election, some organizations are getting thrust onto centerstage. If you find yourself there, take the gift of attention seriously—and make the most of it.
Know that it will not last. If you’re in the spotlight now, in all likelihood, the need of your community or demand for your organization’s work will grow in the year(s) ahead. The outpouring of spontaneous support will not.
I know firsthand from my disaster fundraising days that an influx of donations feels like a crisis. Our inclination is to triage and become reactive. I also know that it’s worth the effort to carve out time upfront to plan, prepare, and become proactive.
Now is your moment to harness attention to raise the funds that your organization will depend on to deliver its mission in the critical year(s) ahead.
And now is the moment to inspire spontaneous donors to become members of your coalition of supporters—that is, supporters who go beyond giving ‘through you’ in this urgent moment, but also ‘to you’ in the years ahead as you work toward a shared vision.
[Tip – Check out our ‘Meeting the moment’ checklist]
Clear your calendar for connections
Most importantly, no matter your organization, consider the next few months the season of connection. In a divided society navigating an uncertain moment, we as fundraisers hold a gift in reserve: hope.
Every time we reach out and share our story, every time we make time for a conversation, every time we ask someone to join our mission, we create hope. We find areas of alignment with members of our community and rally people around a shared vision for the future.
Resist the temptation of hiding behind busy work. Challenge yourself: How can you spend more of your time—even most of your time—interacting with supporters? How can you lean into more conversations, more authentically?
How can we make this the season of connection?
