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Convert the Next Wave of Rage Donors into Lifelong Supporters
- Post-election rage giving: rage donors take their candidate’s loss in a presidential bid as inspiration to donate more to causes associated with the candidate’s party, while the winning team’s incoming gifts drop off.
- Data shows a +57.55% increase in gifts to nonprofits associated with the opposite political ideology of the winning presidential candidate.
- Donors also donate millions to organizations associated with liberal and conservative causes for many offices at all levels.
- Take steps to engage the rage donors to build a committed relationship and convert them into lifelong supporters of your cause.
- Rage donors are not feeling charitable; they’re feeling reactionary, driven by fear, anger, or a sense of injustice.
- Converting rage donors into lifelong supporters might have less to do with money than with channeling their anger into positive action.
- Begin cultivating the donor with a personalized thank-you message and invite to upgrade to a monthly gift.
- Add them to your welcome series of emails. Focus on hot-button issues and how donors can make a difference and respond to their social media posts.
- Create a compelling request to generate post-election gifts by providing opportunities for advocacy.
- Stewardship of rage donors takes persistence, even if they have not yet made another gift or volunteered, keep promoting ways for them to be involved with your cause.
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