(When will it end?!)
The U.S. presidential election cycle is truly unique in the world. Involving an 18-month media frenzy, the contest is unparalleled for its drawn-out drama and immense cost.
So far, candidates have raised $720 million, and Super PACs have amassed $446 million in funding. Campaigns and third-party organizations spend a large portion of this funding on communications. From non-stop emails to seemingly omnipresent campaign spots, the candidates and the groups supporting them are competing aggressively for the public’s attention.
To complicate things for nonprofits, many campaign-related communications solicit money. This can create donor fatigue among a public eager to shut out the nonstop buzz flooding their emails.
There are, however, some steps nonprofits can take this election cycle to improve their chances of edging out their political competitors during election 2016.
1. Step Up Direct Mail – Campaigns are spending more and more on technology-based communications in order to reach a plugged-in public. This has resulted in torrents of email communications that frustrate some and spur others to blacklist institutional messages. Amp up your nonprofit’s direct mail. It’s still the best way to close on small gifts, and it is currently less inundated with political appeals than the email alternative.
2. Offer Reprieve from the Madness – For your nonprofit’s digital communications, consider adding content that may serve as a pleasant distraction from the election hubbub. Humorous videos and other visual media that tie into your mission can be just what an election-fatigued public needs.
3. Interact with Your Constituency – Remind your supporters that your nonprofit is more than a faceless institution. Connect with them on social media platforms, interact with the content they post, and thank them for their continued support. A personal touch can be refreshing stand-out quality during the nonstop slugfest between rival campaigns looking to get ahead.
4. Mind the Passions of Your Constituents – Try to avoids stepping on toes or engaging in needless political advocacy. Accidentally creating the impression of support for this or that candidate can attract negative responses from passionate individuals deeply involved in the ongoing election debates.
5. Start Planning for November Now – While the election cycle may seem interminable, it does actually end. In fact, it ends in November, during peak year-end fundraising time for nonprofits. With an eye toward the conclusion of the 2016 election, be prepared with the best possible year-end fundraising plan in order take optimal advantage of the dissipating communications rivalry from disbanding election campaigns.