Three Fundraising Lessons Nonprofits Can Apply from the 2024 Presidential Campaigns

What do Swifties, religious freedoms, and camo hats have in common??

This is no clever joke; it’s a list of successful strategies presidential campaigns are using right now to attract political donors during the 2024 election cycle. Nonprofits of any size and budget can take a page from the Harris or Trump campaign playbooks for their own yearend and major campaign fundraising efforts. Whether donors are voting red, blue, or other this fall, check out three things that are resonating across the country right now.?

1. Create Belonging: On August 27, Swifties for Kamala hosted a Zoom call that raised $144,000 for the Harris-Walz campaign and registered 14,000 people. There was a parade of politicians and celebrities sharing their favorite Taylor Swift songs-and making clever Swiftie puns. This Swiftie-organized event was built by a group of friends who connected with other Swifties in online platforms. They mobilized a network of people who share a common interest in Taylor Swift and support-or at least have a curiosity about-Kamala Harris as a presidential candidate.?

Nonprofit fundraising takeaway: Look for opportunities to tap into affinity groups that already exist in your supporter community, whether it’s a running club, Mahjong group, or People Obsessed with Potbelly Pigs, etc. What local or online fandom already exists where there is a cohesive community that knows and trusts each other? Nonprofits can create belonging in their own movements among affinity groups by showing up where they spend their time and activating messages and details that make them feel at home.?

1. Highlight What is at Stake: It’s an old fundraising truism that needs dusting off during these interesting times. People give when they fear losing something they hold dear. Trump is emphasizing fears around losing personal freedoms like the Second Amendment, religious freedoms, and economic control. Harris is highlighting the potential loss of reproductive rights.?

Nonprofit fundraising takeaway: Like Harris and Trump, you can create a sense of immediacy and urgency for your specific initiatives or challenges. The simple application for your messaging is to remind supporters of what could be lost if you don’t meet your fundraising goals this year. However, more organizations are choosing a positive spin over fear-mongering. Try emphasizing what can be gained if you do meet your fundraising goals.?

1. Personalize appreciation for everyone: Whether you are a supporter of the Harris or Trump campaigns, you can proudly wear your camo hat announcing your choice for president. Monthly donors for as little as $5 or $10 per month to both campaigns enjoy tangible swag like the camo hats and exclusive experiences like a personal message from the candidates themselves or VIP events. This combination of tangible swag and exclusive experiences helps foster a deeper sense of engagement among recurring political donors.

Nonprofit fundraising takeaway: While swag and VIP experiences are not new to nonprofits, what is novel is how the political campaigns are making donors of all sizes feel deeply connected. Likewise, your organization can utilize recurring donations and “mass personalize” your appreciation and engagement for supporters of all sizes. This could look like a live stream for recurring donors with your executive director or program director discussing progress you’re making this month and inviting conversation about the issues. Simple, frictionless giving tools—such as mobile donation platforms, text-to-give options, and automated recurring payments—also make it easier for donors to contribute consistently and for your nonprofit to easily customize your appreciation.?

Above all, don’t just fundraise this fall. Like the presidential campaigns, create movements that people want to be a part of to realize their biggest visions for the future. Movements promote belonging, have high stakes, and personalize the experience. With these strategies, your organization can build a stronger, more engaged base of supporters-and ultimately a more sustainable mission.

This article was written by Julie Bianchi, CFRE , Campaign Practice Director at Cloudbreak Collective, a consulting company who specializes in fundraising for organizations who are small, volunteer-run, and/or working in rural or small town communities.