Uncertainty to Action: Mobilizing for Justice Under a Trump Presidency

The 2016 Trump election led to an unprecedented surge in donations to progressive causes, largely driven by heightened awareness, fear, and urgency among supporters of reproductive rights, civil rights, civil liberties, social justice, and immigrant rights. Here are some key lessons from that period and how they could apply in the coming months/years as we confront another Trump victory and the implementation of Project 2025:

 1. Embrace Urgency with Focused Messaging

   - Lesson Learned: The emotional intensity following the 2016 election drove people to act quickly. Organizations that crafted urgent, focused messages addressing specific threats (e.g., reproductive rights, civil rights and immigration bans) were especially successful in rallying support.

   - Action: Use messaging that clearly outlines what’s at stake and why immediate action is necessary. Highlight any direct impacts of new policies, focusing on specific issues or communities under threat, to engage donors' sense of urgency and commitment.

 2. Prioritize Digital and Peer-to-Peer Campaigns

   - Lesson Learned: Social media was pivotal in spreading information quickly and engaging donors in 2016. Organizations that encouraged peer-to-peer fundraising and enabled supporters to share causes with their networks saw significantly higher engagement and donations, especially among younger audiences..

   - Action: Encourage supporters to share, fundraise, and create their own campaigns within their networks. Use social platforms, email, and texting to mobilize large groups quickly. Additionally, incentivize peer-to-peer campaigns with matching funds or small rewards to build momentum.

 3. Prepare for Influxes in Small-Dollar Donations

   - Lesson Learned: Many individuals who felt politically and socially vulnerable, or were angered by new policies, contributed in smaller amounts. Organizations that set up systems for recurring small-dollar donations were able to turn one-time donors into long-term supporters.

   - Action: Make giving accessible by offering options for small monthly contributions, and highlight that even modest amounts can make a substantial impact. Cultivate these small donors over time through updates and stories to build loyalty and convert them into sustained supporters.

 4. Highlight Community and Solidarity

   - Lesson Learned: People responded to calls for solidarity, especially when they felt a shared purpose with others resisting harmful policies. Organizations that positioned themselves as part of a larger movement—especially by sharing stories of collective impact—saw increased engagement.

   - Action: Build campaigns that emphasize solidarity and collective action, framing each donor as part of a larger movement. Share success stories and examples of communities coming together to protect rights, making each donor feel part of something meaningful and impactful.

 5. Leverage Matching and Challenge Grants

   - Lesson Learned: Foundations and major donors stepped up in 2016 with matching funds, knowing that many small donors could be mobilized if their donations felt amplified.

   - Action: Seek matching grants or set challenge goals to encourage supporters to give by showing their impact will be doubled or otherwise enhanced. These incentives can effectively increase donations, particularly during peak moments of urgency or news cycles.

 6. Focus on Transparency and Clear Outcomes

   - Lesson Learned: Donors in 2016 sought assurance that their contributions were making a real difference. Organizations that communicated exactly how funds would be used (e.g., supporting legal battles, lobbying efforts, or direct assistance to affected communities) were better able to retain and reassure donors.

   - Action: Clearly outline the outcomes that donations will support, and give regular updates on how funds are being used. Consider using a “Where Your Money Goes” breakdown to increase transparency and build trust.

 7. Adapt Quickly to New Threats or Policy Announcements

   - Lesson Learned: Many organizations rapidly tailored campaigns to address specific new policies (like the travel ban or threats to DACA). This responsiveness increased the relevancy of their appeals.

   - Action: Be prepared to pivot messaging and fundraising campaigns to address emerging threats directly. By keeping campaigns relevant to current events, organizations can increase their resonance and attract more support from those impacted by or concerned about new policies.

 8. Build Partnerships for Amplified Reach

   - Lesson Learned: Organizations that partnered with others—particularly across intersecting issues like reproductive rights and immigrant rights—saw a wider reach and new supporters.

   - Action: Develop alliances with groups that serve aligned missions to amplify reach. Joint campaigns, cross-promotions, and sharing networks can bolster impact and foster a sense of a united front against harmful policies.

 9. Provide Support for Non-Donor Involvement

   - Lesson Learned: Not everyone could donate, but many were willing to volunteer, attend rallies, or engage in advocacy. Organizations that provided non-monetary engagement options expanded their support base.

   - Action: Offer supporters a range of engagement opportunities, such as volunteering, advocating, or sharing materials, so people who cannot give financially still feel involved. This diversifies engagement and can convert non-donors to donors over time.

 10. Maintain Donor Engagement Beyond the Peak

   - Lesson Learned: Many organizations struggled to maintain engagement once the initial wave of donations slowed. Those that retained donors did so by building community, sharing victories, and creating opportunities for ongoing involvement.

   - Action: Plan for a long-term strategy that turns first-time donors into sustained supporters. Regular updates, success stories, and community-building initiatives help keep donors engaged and feeling that their support is still needed, even beyond the initial wave.

Thoughtful and bold organizations can engage and retain supporters in a way that maximizes impact, building a sense of hope, urgency, and solidarity, even in a challenging political environment. Our communities deserve it.