The Urgency of Political Campaigns Can Inform Nonprofit Fundraising

Working as the fundraising manager for Tiffany Palmer’s campaign to win election to Philadelphia Judge of the Court of Common Pleas, I learned firsthand just how urgent political fundraising can be. It was a thrill and a privilege to be a part of Palmer’s successful campaign, and at times, it felt like a baptism by fire. I do not think an hour went by that I was not thinking about money – where, how, and when we would get the funds. The experience prompted me to reflect on nonprofits and what they might learn about expedient fundraising from the workings of political campaigns.

Truthfully, it may not be sustainable for any nonprofit to maintain an extremely high level of intensity over the long-term unless the organization has a robust infrastructure and an abundance of staff. Nevertheless, some lessons from my experience in campaign fundraising can be applied to nonprofits seeking to successfully engage in a fundraising effort of their own.

I will start with what I believe are the three essential factors:

1. Define Your Why: Why do you need the money and how will you use it?

2. Identify the Fundraising Goal: How much do you need and when do you need to have it? Where will you get the funds?

3. Create the Urgency: How will you successfully acquire those funds in a timely manner? When are the deadlines (or what artificial deadlines can you establish) for reporting purposes? The deadlines you create can help to justify the urgency for a response from donor prospects – as well as for the fundraising team, volunteers, and board members to have on hand as a reminder about the importance of deadlines, momentum, and staying on track.

If you can step back from the day-to-day noise and demands of running your organization and focus on answering these three questions, you’re off to a strong start.  From there, you need to identify potential funding sources. With a sharp focus and a disciplined approach, you can be successful in reaching your fundraising goals. Just as important, you can meet your deadlines. 

Tiffany Palmer’s campaign had many advantages that helped her succeed. First and foremost, she was a terrific candidate with relevant experience and deep ties in her community. She had identified and recruited a terrific campaign manager, an outstanding political advisor, and a committed campaign committee. She developed a case for support that mattered to the constituents whose votes she sought to secure. She also used data analytics as part of her strategy. And finally, the team was committed to making their presence known and following up with individuals. This final piece has been essential on other campaigns where I have been involved.

For nonprofit leaders and development staff members, having a set time for making donor calls, set numbers of calls to make and connections to reach prospects, and then reviewing those metrics will help in the long run. “Call Time,” as it is known in political fundraising, deserves a space in nonprofit fundraising. “You reap what you sow,” as they say.

With Tiffany Palmer’s team fully in place, her campaign’s leadership engaged the committee and other key individuals to provide lists of people to include in the mailing and fundraising lists. They used social media, email, and online fundraising very effectively. They held meetings and town halls and visited senior centers. All this and many other elements came together to contribute to her victory.

On the fundraising side, the mandatory reporting deadlines for campaigns, forced us to be extraordinarily efficient and time sensitive.  Our work felt very public since the data would be transparent to the world. Our candidate was well versed in all aspects of the process, which made all the difference in the world. The closest comparison to a nonprofit might be a chief executive who is consistently aware of and thinking about fundraising deadlines.

Nonprofits seeking to generate timely gifts could learn a thing or two from the very real sense of urgency that surrounds a political campaign. They may be familiar with some of the key tactics:  including the requisite scheduled and adhered to phone time (a.k.a. “dialing for dollars”), strategically deployed emails asking for support, targeted social media outreach to generate gifts and pledges, as well as face-to-face meetings and special events.

One final word. Something I feel is often missing from nonprofit fundraising is a core group of motivated and committed volunteers in comparison to the “ground game” to which folks often refer on a successful political campaign. Having a group that is motivated, engaged, and properly trained, is a force multiplier. They can significantly bolster the work of your staff. Together you can make a strong case for support, identify, and focus on a timely set of fundraising actions, and celebrate all the milestones along the way.