As you may have noticed, S.S. 'Merica took a hairpin right turn with an election and inauguration that sent a bow wave of "what the...?!?" across our collective political and communal consciousness. What does this sea change with a citizenry currently riding it out in their constitutionally-provided floaties mean for your nonprofit and its mission? Here are six points with which to calibrate your compass and make your nonprofit more seaworthy in these turbulent times.
1. People are fired up and ready to go
Folks are animated. They're marching. They're signing. They're protesting. And they're donating. They are looking for ways in which to channel strong feelings about the way the world is changing, seemingly by the minute. And, in part, they are turning to trusted nonprofits as a part of that answer.
Charitable donations were already quite strong in 2016 before November arrived, a fact largely attributed to the recovering economy. With the election came unexpected motivation that combined with those few more pennies in people's pockets to spike donations upward to close out the year.
Can and will the pace of generosity continue? The future is uncertain, especially with the fast-paced and unpredictable changes happening emanating from our nation's capital. The Indiana University Lilly Family School of Philanthropy is optimistic, stating that "charitable giving in the U.S. is predicted to grow by 3.6 percent in 2017 and by an additional 3.8 percent in 2018." Others are more pessimistic with the Tax Policy Center recently estimating that "Trump's plan would reduce individual giving by 4.5 percent to 9 percent, or between $13.5 billion and $26.1 billion in 2017."
Regardless of what the future holds, wise nonprofits understand the moment, appreciate its unique challenges and opportunities, and realize it may not last long in terms of activism and support.
2. To the victor goes the spoils...or, er, to the demonstrably impactful go the donors
Understanding and appreciating the moment involves recognizing the importance of demonstrating your worth as an nonprofit - now more than ever. People are motivated. They sense the stakes are high. And they are looking for proven, trusted organizations behind whom to throw their support. Just putting your do gooder shingle out and hoping supporters swing by ain't going to cut it. You need to demonstrate that you're a do gooder that actually produces public good.
A bunch of those organizations garnering support post-election are national or international names whose mission directly addresses people's concerns over the new administration and its actions. Think the American Civil Liberties Union (ACLU), EarthJustice, or the Anti-Defamation League. They got a bump in donations over recent weeks. Some got an unexpected boost from very public endorsements such as John Oliver's shout out to a number of organizations on Last Week Tonight that generated massive donations due to the trust he confers.
Most organizations have neither a nationally-recognized name nor a spontaneous celebrity pitchman. But your ability to sharpen your message to create a compelling case - in stories, in statistics, in committed action - for your tangible impact will determine whether folks find you worthy of their hard-earned cash and sweat in this moment of action, or not.
3. Experiment. You're a mad freakin' scientist.
While organizations with proven results command attention, innovative methods and messages that have no track record can capture the imagination and drive results. People are donating to Planned Parenthood in honor of Vice President Mike Pence. The ACLU revamped its main home page message to simply state "See You In Court" the day after the election. A little idea of gathering women for a march on Washington exploded the world over. Rogue National Park Service Twitter accounts are capturing headlines and executive ire with tweets about climate change.
These actions are shot through with creative power. Many are organic, some were deliberately planned by organizations. Some directly affect giving. Others channel collective angst into action. They all demonstrate how innovative approaches can catch fire, drive a narrative, and focus support. Consider how you can creatively express your mission and craft innovative calls to action that uniquely capture the value you add in these unique times.
4. Science matters. Test. Test. And test.
When you're experimenting, dear mad scientist, don't forget the science. As any rogue park ranger can tell you, It matters. The particular science in question is that of online marketing. Use tracking codes. Period. A/B test your mass emails. Period. If you don't know from where your visitors are coming, you don't know which of those crazy Twitter or Facebook or Instagram or blog posts or emails are catching people's attention. Experimentation is only as good as your metrics. Otherwise, you might as well be tossing messages in bottles and crossing your fingers. And these turbulent seas won't be kind to poor little bottles.
5. Your supporter list just grew bigly in importance
For folks already signed up to hear from you, it's time to send targeted messages of action. And build, build, build that mailing list. Create petition campaigns that crystallize your message and capture supporters. Include an email sign up option on your donation form. Better yet, make sure you have a world-class constituent relationship management tool, like Salesforce, with which to manage that list and easily send emails.
Things are changing fast - every single day. Alternative facts are - somehow - a thing. You need a bigger audience and to craft compelling ways for that audience to become educated and act in support of your mission. Guard and nurture that mailing list like a mother hen. It will be vital for sustaining you into the future when donor generosity in general might not be so generous.
6. Teamwork makes the dream work
The challenge that faces many causes at this moment is bigger than a single organization. Wise, motivated folks are forming partnerships to drive action around a common campaign. Not convinced? Take a look at the massive list of partners who pulled off the Women's March on Washington.
Just like those protesters showing up at Dulles and Sea-Tac and JFK know, one dude with a sign doesn't have much impact. A massive group of folks with tons of signs and songs can be heard. The same is true for nonprofits. Consider your natural allies. You know, the ones you might have been competing for funding with a couple of months ago. Call them. Collaborate. Act.
7. Cheer up, buttercup. We are the ones we've been waiting for.
The seas are pretty crazy out there. This changemaking stuff isn't easy. And, it will likely get a whole heck of a lot harder in coming weeks and months. But you're not in this work because it's easy. You're in it because it's important. Your nonprofit exists because of a mission. And that work and that mission are more important than ever now.
We promise we'll keep our chin up, and do our best to help you do the same by remaining mission-minded and solutions-focused with just a touch a impish irreverence - all the while dishing on nonprofit strategy and building powerful tools for you to raise more money and change the world.
Related content:
- WEBINAR: Fundraising in the Age of Trump, Thursday, February 9th, 3 pm ET | Watch WEBINAR RECORDING
- BLOG: 4 Simple Steps You Should Take Now to Increase Donations
- TOOL: Evaluate your donation page with our Donation Page Grader
- RESOURCE: Sign up for the Soapbox Newsletter to receive strategy tips monthly
- RESOURCE: Fundraising in the Age of Trump: A Nonprofit Reading List
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