The Chronicle of Philanthropy just headlined a story, Political Gifts Don’t Hamper Philanthropy, based upon Blackbaud data indicating that charitable donations don’t really diminish in an election year, despite the intensity of political solicitations.

But the more interesting story was actually one re-referenced in the article, Elections and Economy Offer Challenges to Fundraisers in 2016, published back on January 6th, when many of us, still recovering from holiday distractions (I confess), didn’t notice.

Two things struck me in that article.

First was the relatively puny scale of US political giving — about $6.3 billion was spent on the 2012 election — compared to the charitable pie — $339.6 billion that year. This shouldn’t be surprising, given that only about 12% of Americans give to political candidates, compared to about two-thirds who support charities.

So, no cause for panic.

Indeed that article included a point about ‘noise’ that actually suggests opportunity for non-campaign fundraisers.

Yes, the incessant candidate appeals might cause some weary donors to tune out.

But there’s also the opposite — and I suggest — larger effect.

Candidates bring issues of all kinds into the glaring spotlight. And as we’re certainly seeing this year, candidates can be absolutely infuriating … driving people who are insulted, angered, terrified and mortified by what some of these candidates are saying to dig even deeper into their wallets, bank accounts and piggybanks.

Smart nonprofits will harness the extraordinary — and momentary, in the grand scheme of things — attention that political campaigns bring to issues. The campaigns don’t just gently lift awareness, they super-charge the atmosphere and the sense of urgency about critical issues of all kinds.

That’s a charged atmosphere that all nonprofits — not just advocacy groups — can and must adroitly leverage.

Roger wrote a great piece on this topic back in early January — Making The Most Of A Charged Political Climate. His conclusion:

“So, bottom line: Take advantage of the climate. Don’t be content at ‘making’ money on acquisition. Seize the opportunity to drive up the volumes to bring in a maximum number of donors. AND … plan to make a substantial investment in retaining those donors.”

Is your fundraising team whimpering in the corner, afraid of the big wave, or are you riding it for all it’s worth?

Tom