Fundraising in an Election Year: How to Rise Above the Noise
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This document summarizes a webinar presented by Kimbia on fundraising during presidential election seasons. Kimbia provides an all-in-one fundraising solution for non-profits. The webinar discusses how presidential campaign spending has increased dramatically, with over $1 billion projected to be spent digitally in 2016. It also examines research on whether election seasons impact non-profit fundraising and finds it can depend on the type of organization and location. The webinar provides recommendations for non-profits to plan fundraising strategies around election timing and issues.
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Fundraising in an Election Year: How to Rise Above the Noise
- 2. Fundraise Faster. Est. in Austin, TX 2007
- 3. Hello! • Nickname: “T-Shank” • Sr. Manager, Product Mktg @ Kimbia • Peer-to-peer Boss Lady • Nonprofit tech nerd and writer • Coffee, kids, wine • Follow @tshankcycles • Nickname: “Yoda” • Sr. Principle @ Kimbia • Strategy Ninja and Goddess • Nonprofit tech nerd and writer • Puppies! Who doesn’t love puppies! • Follow @miriamkagan Miriam Kagan Taylor Shanklin #kimbiawebinars
- 4. Kimbia provides an all-in-one solution for... Online Fundraising Event Registration Peer-to-Peer, Team & DIY Fundraising Giving Days / Crowdfunding Custom Forms #kimbiawebinars
- 5. #kimbiawebinars Levels of spending increase with every presidential election, for both parties. http://metrocosm.com/the-history-of-campaign-spending/ Almost $12 BILLION in spending projected in 2012
- 6. #kimbiawebinars The numbers are HUGE, but should also be considered with 3 factors in mind: http://metrocosm.com/the-history-of-campaign-spending/ • Inflation: a $1 today was worth $5.75 in 1972 • Population growth: more people means more money to donate but also more people to be convinced • Income growth: higher wages (although perhaps not higher income adjusted for inflation) from more people= more funds Even adjusted for inflation presidential campaign spending has skyrocketed post 2000.
- 7. #kimbiawebinars At the same time, 2008 election ushered in the age of “digital” campaigning as consumers and therefore donors, increasingly consume media digitally. https://blog.percolate.com/2016/01/why-the-2016-election-is-pitting-brands-against-politicians/
- 8. #kimbiawebinars This campaign season will be the first time over $1 billion is projected to be spent digitally on political campaigning…BUT
- 9. #kimbiawebinars This campaign season will be the first time over $1 billion is projected to be spent digitally on political campaigning…BUT That still means over $10 billion will be spent in other channels, including TV, Radio, and Mail. Do you DR TV? Do you DM?
- 10. #kimbiawebinars Does Presidential Campaign spending impact nonprofit fundraising results? Depends on who you ask. A 2008 study by Merkle Inc found that political fundraising+ economic downturn likely impacted the results of health-based fundraising orgs compared to the 2 elections before it. A Blackbaud study for earlier this year found no impact on overall industry fundraising during presidential elections. From: The impact of Presidential Election Fundraising on Health Organization Giving, Merkle Inc, www.merkleinc.com From: Giving in an Election Year, BlackbaudInc, 2016.
- 11. #kimbiawebinars Digging a little deeper: Yes, there is an impact, depending on what kind of organization you are and WHERE you are. From: Giving in an Election Year, BlackbaudInc, 2016. Hurricane Sandy
- 12. #kimbiawebinars What does this all mean? • Your fall fundraising may be impacted up/down based on whether you can align some part of your mission with a political cause (you do NOT have to take a side). • Donors who give to political campaigns ALSO appear to increase overall giving in the fall—some data overlays may help you identify those donors so you can reach out to them and stay on their radar. • Plan and prepare. (see next slide)
- 13. #kimbiawebinars Swing states and contested races WILL matter. • If you are locally based or have chapters in a swing state or a state with a close senatorial race, doing business may get more expensive: • More money poured into political advertising on TV. Even if you get yours for free as PSAs, you may get less desirable air time. • Changing up your direct mail may not be possible at all: mail houses may be full with little wiggle room in the print schedule, as might be sorting facilities. • Expect some potential delays in mail delivery—the more mail there is in the stream, the more likely mail may be a little slow, especially 3rd class. • Your TM donors/prospects may be even crankier than usual—they are probably also getting a ton of robocalls. • Email unsubscribe rates my go up slightly.
- 14. #kimbiawebinars What should you do? • Make sure you have all your planning ducks in a row: • Confirm your mail schedule with your mail house and try not to land anything in homes on election day. • Discuss any DRTV timing with your vendor. Can you trade suboptimal air time now for better airtime later? (unless running ads would be good for you right now) • Consider the schedule of your TM campaign if you have one or a thank you campaign. • Make your emails CLEAR. CLEAN. CULTIVATE. • Check in and coordinate with your advocacy and c4 teams if you have them. Coordinating schedules is more important than ever. • Coordinate with local political offices: ask them about major events or campaigns. • GET SOCIAL. • PLAN TO CAPITALIZE ON THE CAMPAIGN AND/OR MINIMIZE ITS IMPACT—see next slides.
- 15. #kimbiawebinars What should you do? • You don’t have to take a side to take a stand. • You can be generic and still raise money for yourself. • Name acquisition campaign example: “This election season, we need more research for curing disease XYZ. Stand with us to tell all the candidates to make this a priority!” • Donation campaign example: “There is much talk of hunger and poverty this year. We provide 97,000 meals a month in our community. With your donation today, you can make an impact today and show Washington that poverty and food insecurity are important issues in our community.”
- 16. #kimbiawebinars What should you do? • You CAN take a side if it fits with your mission. • Raise funds to support YOUR mission or programs. • Raise funds for your Advocacy side or to support candidates.
- 17. #kimbiawebinars What should you do? • Keep it going POST election/connect to your mission.
- 18. #kimbiawebinars What should you do? • A few final reminders: • Adjust your budget expectations if needed. • Remember not to use this November’s #’s for next year’s planning—adjust as needed. • Focus on YEAR END. That’s where the $$$ are.
- 20. Thank you! Follow us on Twitter #kimbiawebinars @Kimbiainc @miriamkagan @tshankcycles Want to learn more about working with Kimbia? Sign up for a demo at: http://www.showmekimbia.com
- 21. Q &A Ask us now or send an email to kim@kimbia.com #kimbiawebinars
Editor's Notes
- Taylor opens up
- Taylor opens up
- Taylor and Miriam
- Taylor Here at Kimbia we specialize in online fundraising and our online tools are all built around the principle of provide the absolute best donor experience. We do that through general online fundraising forms, event registrations, Peer to Peer, Giving Days and custom forms you may need for some other purpose like a donor survey.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Taylor Last time we laid the ground work and talked about general guidelines in setting up a sustainer program, from choosing a model, learning how to prospect, we talked about how to then convert those prospects and discussed what you could be thinking about in terms of offering incentives for your program. This week we want to build upon that and get techy and talk about how to use techology to make all of that easier.
- Miriam
- Miriam
- Miriam and Taylor