Posts tagged ‘Elizabeth Warren’

November 8, 2019

3 Election-Inspired Tips for More Powerful Fundraising

Nonprofit fundraising professionals can learn three powerful tips from the US presidential candidates that will help inspire greater support.

Now that the November 2019 elections in the US are behind us, the media and the public will focus their attention increasingly on the 2020 presidential race. As the campaign for The White House heats up, there are already things you can glean from this election season that will help you and your charity.

Fox News recently interviewed pollster Frank Luntz about how the candidates are communicating their messages. Regardless of how you feel about the network or the researcher, you can pick-up great communication insights from them.

Specifically, Luntz shared what he believes to be the three elements of powerful, persuasive communications:

1. Credible. It’s not enough for a message to be true. It must also be believable. When sharing stories about those your charity helps, you might choose to highlight a less dramatic, but more believable example, rather than one that is extreme but that might invite suspicion. Or, if you do share a story that stretches belief, you might want to cite a third-party source (i.e., a published news report). In a mailing or face-to-face visit, for example, you could even provide a newspaper clipping that supports the story you share. When citing statistics, providing the source can lend credibility.

In one of her presidential campaign ads, Sen. Elizabeth Warren highlights her unexpected victory over incumbent Sen. Scott Brown in 2012 to demonstrate her political skill and her ability to surprise the pundits. In one of his campaign ads, former Vice President Joe Biden cited a number of polls to support his claim that he is the best positioned Democrat to unseat President Donald Trump. In other words, both candidates sought to establish credibility by documenting their claims.

If recipients of your message don’t believe it, they’ll dismiss it. You’ll lose the opportunity to cultivate, engage, or generate support. While your message needs to standout and capture attention, it has to be believable.

2. Memorable. To be effective, messaging must be memorable. By definition, successful education or cultivation requires a lasting impact. If someone receives your direct-mail appeal and sets it aside to deal with later, they’ll only respond if they remember it and remember what moved them. If someone sees an advertisement for your cause, they won’t talk about it with friends unless they remember it.

In one of Trump’s campaign ads, the narrator says, “Mister Nice Guy won’t cut it. It takes a tough guy to change Washington.” Luntz asserts that the “Mister Nice Guy” line combined with the images of Trump looking tough result in a memorable ad. The rhetoric is unusual for a political ad while being in alignment with the candidate’s image. By contrast, the Biden ad that talks about his ability to beat Trump uses footage that, for the most part, doesn’t support the narration and, instead, features bland, standard political glad-handing images. By contrast with the Trump ad, the Biden commercial is less memorable.

The most effective messages are the ones that are memorable. Words and images must support one another to maximize effectiveness.

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April 17, 2019

How Generous is the Charitable Giving of Presidential Candidates?

While I applaud anyone who donates money and/or time to charities, some deserve more applause than others do. Since the presidential campaign season has begun, and with federal tax returns due earlier this week, The Washington Post has reviewed the charitable giving of the 2020 presidential candidates who have released their federal tax returns so far.

Here is what we know from the most recently released tax returns (with candidates and their spouses ranked from least to most generous as a percentage of Adjusted Gross Income):

Beto O’Rourke donated $1,166, 0.3 percent of AGI.

Kamala Harris donated $27,259, 1.4 percent of AGI.

Kirsten Gillibrand donated $3,750, 1.75 percent of AGI.

Amy Klobuchar donated $6,602, 1.85 percent of AGI.

Bernie Sanders donated $18,950, 3.4 percent of AGI.

Jay Inslee donated $8,295, 4.0 percent of AGI.

Elizabeth Warren donated $50,128, 5.5 percent of AGI.

For perspective, here is some information about past presidential candidates:

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