The Nonprofit Marketing Blog

How Your Nonprofit Can Stand Out in an Election Year

With debates, caucuses, and primaries flooding the public’s attention, it can feel like it will be even more difficult to connect with donors (and raise funds!) this year. Many nonprofits might wonder if there is a magic formula for standing out during an election year.

There is, but it’s more common sense than magic. Nonprofit advisor Joan Garry collected some great insight from fundraising and marketing experts on this very topic. Be sure to check out her recent roundup of advice, which includes my own take on the subject:

In 2016, just like every other year, your fundraising appeals and donor communications should seek to strengthen your relationship with supporters. You can do this by speaking to them in a way that is more personal and highly relevant.

Here are four ways to better connect with your supporters and stand out in a crowd:

Plan consistent, compelling communication.
Want to be first in line for a charitable gift? Start now and create a meaningful dialogue with your donors. Regular outreach that evokes the reasons why your supporters care about your work will help build a relationship that will pay off when it comes time to send your next appeal. (Learn how to create your own editorial calendar.)

Get the right message to the right donors.
Do your campaigns feel generic or custom-made for your donors? Create a basic marketing strategy for each segment of donors based on why, when, and where they give. The more tailored a message, the more it will stand out in a sea of mass communications. This is always important, but will be even more so in 2016. Yes, it’s a little more work, but with the right data and tools, your job will be easier and your results will be significantly better. (Network for Good’s easy-to-use donor management software can help!)

Focus on the impact a donor’s gift has—and will have.
When you tell the story of how your work gets done, keep your donors at the heart of it. Consider how many  ways you can highlight how your donors make a difference for your cause, your beneficiaries, and your community. Tell authentic stories about your work so your donors can feel their impact come to life.

Help donors see themselves in your work and let them feel like part of your team.
This is where political campaigns shine, so follow suit. Generate a sense of community with social proof and the leverage the pull of identity. Illustrate these powerful concepts when you ask for a gift through your nonprofit’s donation page or during peer-to-peer fundraising campaigns.

Build Stronger Relationships with Your Donors

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About This Blog

Linda Lombardi
Content Manager

We’re here to help you win hearts and minds—and donations.

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