Electoral Dysfunction?

Optimize your digital spend

Digitally, the politicians and parties are focusing on social media. Nonprofits that deal with issues that will be highlighted by candidates (e.g., jobs, poverty, jobs, environment, jobs, health care) can use social media to increase relevance.

But, as for budget and time, you may want to focus more on SEO, SEM, display and e-mail. And make sure your e-mail subject line tells people it is YOU so they don't delete your message as just another political spam.

Shift your messaging

Look for ways to shift your messaging to the topics that are getting the most media coverage and are most relevant with donors. Can you be relevant? Can you highlight issues in the campaign (e.g., the economy, challenges to returning soldiers) or the fact that America is distracted by the campaign while people keep lining up for food at your shelter?

Just be careful not to lean to one side or the other — and especially avoid even the perception of electioneering (promoting one candidate over another) if you want to keep your 501(c) 3.

In summation, stay the course, and consider adjusting timing, format and messaging slightly. Remember, sometimes it's difficult and expensive to acquire donors and raise revenue. Sometimes it's easier. They key is to keep doing it. FS

Tom Harrison is CEO of Russ Reid and a member of the FundRaising Success Editorial Advisory Board. Reach him at tharrison@russreid.com