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Adjusting your nonprofit's digital strategy for the 2024 presidential election

The presidential election is set for Nov. 5 this year, and the good news for nonprofit fundraisers and marketers is that elections don’t hurt charitable giving. In fact, charitable giving increased in 9 of the last 10 election years—the only exception being the Great Recession year of 2008.

But you may be wondering whether to adjust your communication strategies in the weeks leading up to the election when we’ll see a flurry of ads, emails, texts and more.

Our perspective is that it's generally safe to continue digital communications, with a few exceptions to note:

  • The only “blackout date” we truly see is Nov. 5. People will be focused on the election that day, so it’s best to avoid sending any emails or texts.
  • Try getting cheeky in your emails with subject lines like, “NOT an election email.” Just be sure to avoid any subject lines that could be confused for a political email like, “Vote YES to help children.”
  • Due to the saturation of political advertising, we expect a 20% increase in costs per thousand impressions (CPM) and actions (CPA) across all media channels, especially from July-November. We don’t recommend turning off media, but you should adjust your budgets accordingly to maintain results.
  • If your budget is limited, you could consider reducing "prospecting" efforts during the October-December period to focus only on "conversion" efforts, as this will be the most competitive time for advertising.

How will the Visa and Mastercard settlement impact nonprofits?

Visa and Mastercard recently settled a longstanding antitrust lawsuit. In this deal, the two companies will lower the fees they charge for transactions at small businesses, like restaurants and stores.

These fees have become an issue for nonprofit organizations as well, as the amount of people who give online has increased since the pandemic. In order to counter the costs, many nonprofits have included the option for donors to “cover the fee” as they complete their online donations.

The implications of the settlement are not yet clear for nonprofit organizations, but it could impact those that offer “cover the fee” options on their donation forms.

Advancements in AI technology at OpenAI, Meta

OpenAI and Meta are on the verge of releasing new AI models that boast enhanced capabilities in reasoning and planning. These models will go further beyond the impressive capabilities of generative AI.

Meta says its new LLaMA model will be unveiled in the coming weeks. OpenAI plans to launch its GPT-5 model “sometime in the near future.”

For nonprofits, the message is clear: AI is here to stay. Now is the time to explore how these advanced technologies can enhance personalization, donor segmentation and perhaps even automate some aspects of donor communication.

Google's latest innovations around video

Google is testing the inclusion of short videos in its search menu bar. This move underscores the growing importance of video content from social media channels like TikTok and Instagram.

Google has been tinkering a lot with its search engine results recently, including the debut of Search Generative Experience last year.

Additionally, Google has introduced a new tool called Vids, which it hails as the next significant productivity tool within the Google Workspace. Google hopes that shareable video can replace slide decks as the primary way to make a pitch, provide updates or explain a subject.

For nonprofits, these developments could mean prioritizing video content both in marketing efforts and internal operations. Vids, in particular, may enhance team collaboration and content management, streamlining the way your organization handles video content.

RKD Group

RKD Group is North America's leading fundraising and marketing services provider to hundreds of nonprofit organizations, including hospitals, social service, disease research, animal welfare, rescue missions, and faith-based charities. RKD Group’s omnichannel approach leverages technology, advanced data science and award-winning strategic and creative leadership to accelerate net revenue growth, build long-term donor relationships and drive online and offline engagements and donations. With a growing team of professionals, RKD Group creates breakthroughs never thought possible.


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