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September 8, 2016
Fundraise Faster.
Est. in Austin, TX 2007
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
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Kimbia provides an all-in-one solution for...
Online Fundraising
Event Registration
Peer-to-Peer, Team & DIY Fundraising
Giving Days / Crowdfunding
Custom Forms
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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
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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.
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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/
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This campaign season will be the first time over $1 billion is projected to be spent digitally on political campaigning…BUT
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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?
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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.
BUT
From: The impact of Presidential Election Fundraising on Health Organization Giving, Merkle Inc, www.merkleinc.com
From: Giving in an Election Year, BlackbaudInc, 2016.
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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
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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)
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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.
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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.
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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.”
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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.
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What should you do?
• Keep it going POST election/connect to your mission.
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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.
Other Questions?
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Thank you!
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@Kimbiainc@miriamkagan@tshankcycles
Want to learn more about working with Kimbia?Sign up for a demo at:
http://www.showmekimbia.com
