It’s hard to ignore the headlines (and the political ads popping up everywhere you turn). Politicians speaking the language we know well as fundraisers: “Will you contribute only $3 or $5 dollars to make a difference?”
Cyclical election seasons present a challenge for nonprofits aiming to maintain momentum on their digital advertising and annual goals. However, with strategic planning and smart execution, it’s possible to navigate this crowded landscape effectively.
We’re experiencing a historically unprecedented campaign. Time to buckle up and prepare ourselves with the key strategies that will help your nonprofit thrive before, during, and after election season.
Plan and Budget Ahead
Start planning well in advance of the election cycle. Identify key dates and milestones in both the political and nonprofit calendars to avoid overlapping with peak political times.
It doesn’t hurt to allocate a portion of your annual budget specifically for election season. As demand increases, digital Ad costs can spike—so having a contingency fund will help your organization stay competitive. Consider purchasing media time or Ad space well before election season heats up. This can help you avoid any premium pricing and limited availability.
Understand Election Season Advertising Rules
- Meta Ads: Advertisers who run Ads about social issues, elections, or politics must complete an authorization process and include a “paid for by” disclaimer. There will also be a requirement to disclose when they use AI or other digital techniques to create or alter a political or social issue Ad in certain cases. Facebook will also block new political, electoral, and social issue Ads during the final week of the US election campaign. Ads that have previously run before this restriction period will be allowed to run during this time.
- Google Ads: Google announced that advertisers must disclose election Ads with fake or digitally altered content that misrepresents real people or events. The ad platform will then generate an in-Ad disclosure based on that checkbox. Advertisers are not required to include their own in-Ad disclosure.
Target and Retarget Strategically
- Programmatic Advertising: Use programmatic Ad buying to optimize Ad placements across a wide array of websites and apps, ensuring your Ads reach the right audience at the right time.
- Audience Segmentation: Use data analytics to segment your audience and tailor your messages accordingly. Create specific Ads for different donor groups, volunteers, and beneficiaries to enhance relevance and engagement.
- Retargeting Campaigns: Implement retargeting strategies to reach individuals who have previously interacted with your organization. Retargeting can keep your nonprofit top-of-mind and increase conversion rates.
- Geo-Targeting: Focus on specific geographic areas where your nonprofit’s impact is most significant. Geo-targeting can help reduce wasted Ad spend and increase relevance.