Navigating Election Year Fundraising in the Taylor Swift (and AI) Era

By Joey Mechelle Farqué

Let’s face it: Taylor Swift isn’t just known for her chart-topping hits and headline-making romances. She’s also carved out a space in our hearts for her incredibly generous spirit. From donating millions to relief efforts and national charities to surprising fans and tour personnel with gifts and bonuses, Swift has repeatedly shown that she’s not just about the glitz and glamour but also about making a tangible difference in people’s lives. 

But what drives someone like Taylor Swift to give so generously? The reasons behind giving are as diverse as the causes themselves. For some, it’s a sense of empathy and compassion, knowing their contribution could make a real difference in someone else’s life. For others, it’s a way to express gratitude for the help they’ve received in the past. 

The same holds true for political giving, and as the world changes, more and more celebrities are backing charities they believe in, as well as political candidates they support — and those endorsements could carry significant sway with their followers. We see the power of influence daily on social media and in our clients’ work with Moore’s GIVEfluential, which is used to garner support from celebrities and their fans. 

Fundraising During Election Years

In an election year, giving undergoes a notable transformation. Political discourse commands the public sphere, leading to a surge in political donations as individuals align themselves with their preferred candidates and causes. 

Greg Fox, Chief Strategy Officer at Moore, suggests in MooreCast 2024 that the surge in political giving might not substantially impact overall charitable contributions. The relationship between political and charitable giving is complex. Academic studies have presented contrasting views: one suggests that political and charitable giving are complements, while another argues they are substitutes.  

Before the last presidential election, Classy’s report “Why America Gives 2019” uncovered a striking trend: 46% of donors acknowledged their political beliefs as a driving factor in their charitable giving. Following the 2016 election, nonprofits critical of President Trump experienced a significant increase in donations - notably for causes aligned with progressive or liberal values. These discoveries underscore the significant influence of political affiliations on donor behavior. 

Philanthropy transcends partisan lines. People donate for various reasons, including personal values, experiences, and a desire to affect societal change. While political giving may experience a temporary uptick, the underlying motivations for charitable contributions remain diverse and resilient. 

Incorporating tools such as machine learning and AI can help provide valuable insights for nonprofit engagement during election seasons. Moore, for instance, utilizes data on people’s political persuasions to customize messages to them, going beyond traditional co-ops that rely solely on transactional information. SimioAudience integrates various data points, including demographics, behaviors, and political views, to predict potential donors whom other co-ops might overlook.

Here are some AI-powered strategies that could help with your fundraising this year: 

• Use AI to analyze donor data and predict behavior patterns, enabling targeted and customized engagement strategies. AI will help improve your predictions and your results across channels. 

• Harness AI-driven tools to stay informed about leading candidates’ platforms and to analyze donor sentiments and concerns in real time. 

• Employ AI-powered analytics to continuously review and adjust fundraising plans in response to political events and emerging trends, ensuring agility and adaptability. 

• Leverage algorithms to identify optimal fundraising timing, avoiding the week before the election to respect donors’ attention spans. Use automated scheduling tools to ensure strategic timing of communications and campaigns. 

• Capitalize on AI-generated insights to craft personalized messages that resonate with donors post-election. Communicate how the election outcome directly impacts your organization’s cause, leveraging innovative storytelling techniques to inspire increased engagement and support.

• Integrate AI-driven analytics into influencer marketing strategies to identify relevant influencers, assess impact, and tailor messaging for maximum resonance with the audience. Use AI to track and measure campaign effectiveness, facilitating continuous refinement and improvement, enhancing precision, efficiency, and overall impact of fundraising initiatives.

Amid election fervor, nonprofits must navigate the intersection of political giving and philanthropy with precision and integrity. While AI-driven strategies offer valuable insights, it’s crucial to remember that the core of fundraising lies in genuine connections and a shared commitment to positive change. Drawing inspiration from Taylor Swift’s playbook of generosity, nonprofits can infuse their efforts with compassion and purpose, fostering unity and support even amidst political divides.