To act… or not to act…

March 21, 2017

No doubt you too experienced the full social media force of organizations’ rallying cries in the immediate wake of the Trump budget unveiling.

That’s why the long game in times like these is vitally important, because your initial message may well have been obscured amidst the initial waves of outcries.

Here are three things you can do:

  1. Keep refining your plan. If an important part of your plan is to encourage your constituents to speak up and/or call their congresspeople, know that one round of social media won’t do the trick. You must commit to an ongoing, multi-platform effort, always informed by a keen knowledge of how much lobbying and advocacy your organization is allowed to do based on its incorporation status.
  2. Focus on your donors. Keep them in the loop. Let them know that you’re on top of the situation as it develops. And most important, give them the opportunity to do more. This is the perfect time, for example, to ask your monthly donors to increase their support by a few dollars a month, or to encourage your annual donors to make the switch over to monthly donations to ensure stable, reliable funding in the future.
  3. Be both cautious and intense. A threat to your organization can be a powerful motivation for donations. It’s important to remember that a surge in donations can be just that – a temporary blip that returns to normal once the challenge has passed. Or it can be the launch of a new phase of growth. Overly-alarmist reactions are likely to raise funding that’s here now, and gone tomorrow. Thoughtful, passionate, urgent appeals, followed by intensive cultivation, is more likely to build long-term growth out of this uncertain situation.

Make sure you’re in for the full ride.