Campaign Smarts: What Nonprofits Can Steal from Political Marketing Playbooks (Part 2)
As election campaigns unfold, they’re not just shaping politics—they’re setting the tone for innovative marketing strategies. In this second part of our election marketing lessons mini-series, we shift the focus to how nonprofits can build lasting influence and foster stronger connections with their audiences. Katie Stanton, founder of The Good Lemon, shares insights on how nonprofits can go beyond reacting to trends and start leading the conversation.
With a rich background in communications and marketing for social causes, Katie brings a wealth of experience from working with organizations like Surgo Ventures and the YWCA USA. Her advice in this segment focuses on long-term strategies nonprofits can implement to solidify their role as thought leaders. Let’s explore the next set of takeaways from this election season.
Create the News, Don’t Just Respond
Instead of just reacting, campaigns are creating news. How could nonprofits become thought leaders in their space?
“Thought leadership means setting the agenda, not waiting to respond. Nonprofits can lead by framing issues before others do.” - Katie
Election campaigns aren’t just reacting to what’s happening in the world, they’re setting the narrative. By creating their own news, they’re driving conversations instead of merely following trends. Nonprofits can adopt a similar approach to position themselves as thought leaders in their field.
Nonprofits often find themselves responding to events or changes in their sector. But the key to long-term influence lies in becoming a conversation-starter. For example, instead of waiting for a major development in the nonprofit world, you could release a report or host a webinar that addresses emerging issues, sparking discussions that others will look to you to lead. This proactive approach positions your organization as an authority and keeps your mission at the forefront.
Social Media as a News Source
People are increasingly getting their news from social media. How should nonprofits adapt their content to fit this shift?
“Your social media should be more than promotional. It should inform and inspire.” - Katie
Social media has evolved into more than a space for entertainment or promotion—it’s now a primary news source for millions of people. Voters, especially younger demographics, are turning to platforms like Instagram, TikTok, and Twitter (X) for breaking news and updates. How can nonprofits harness this power to stay visible and relevant?
Nonprofits can take advantage of this trend by sharing not just updates about their work, but also educational content that informs and engages their audience. Think about producing content that answers questions your audience is already asking, or shedding light on issues that align with your mission. Timely, informative content, whether it’s a quick infographic, a livestream, or a thought-provoking thread can position your organization as a go-to resource on social media.
Having Your Professional House in Order
How should nonprofit communications managers present a case to organization leadership to elicit its support for this type of content production?
“Efficiency starts with organization. If you want to react quickly, everything needs to be in place behind the scenes.” - Katie
Election campaigns are fast-paced and often unpredictable. A campaign can’t afford delays caused by missing passwords or unclear messaging. The same is true for nonprofits trying to remain nimble in the digital world.
Before nonprofits can think about real-time engagement, they need to have their internal processes locked down. This includes everything from having easy access to social media channels to ensuring that messaging is consistent across teams. Without these foundational elements, organizations may struggle to respond effectively to opportunities or crises. An organized team is better equipped to pivot quickly, engage audiences, and lead in their field.
Be Open to Experimenting and Comfortable with Imperfection
Are there any dangers of nonprofits trying to mimic these trendy campaign tactics?
“The first that comes to mind is cringe. Doing too many trends could be off-putting, but you’ll never go viral by playing it safe. Be comfortable with trying new things—even if they don’t all work.” - Katie
One of the most noticeable differences between election campaigns and nonprofits is the willingness to take risks. Not every campaign post is polished or flawless, but the best ones are memorable because they capture a moment, a feeling, or an idea in real time. Nonprofits may feel pressure to get everything “right,” but this can hold them back from trying new, creative approaches.
In the digital landscape, not every post will be a hit, and that’s okay. The key is to be willing to experiment and accept imperfection. Nonprofits should test out different types of content—whether it’s a quirky video, a bold opinion, or a playful meme. Even if something doesn’t go viral, each experiment provides valuable data and insights that can help refine your strategy moving forward. Instead of focusing on perfection, aim for progress, and build your content strategy around learning from each experience.
Conclusion
As we wrap up our Election Marketing Lessons mini series, it's clear that election campaigns offer nonprofits more than just a seasonal buzz, they provide valuable insights into how to remain adaptable, relevant, and forward-thinking. From setting the agenda and building thought leadership to embracing imperfection and using social media as a platform for education, these lessons aren't just for political candidates. They offer nonprofits the tools to not only navigate the present but also lead conversations that shape the future.
Katie's insights show us that the same strategies shaping elections can help nonprofits build lasting influence and connections with their audience. The key takeaway? Whether you're responding to an immediate challenge or building a long-term strategy, the lessons from election campaigns encourage all organizations to be bold, stay on your feet, and always strive for progress, not perfection.
By adopting these practices, your nonprofit can elevate its voice, take on a proactive role in shaping the conversation, and ultimately, become a leader in its field. And maybe if you’re ahead of the curve, become “BRAT”.