By Cameron Armour and John Hall
We believe that too many online fundraising programs are focused on achieving gross revenue through hyper-aggressive prospecting at the cost of long-term net revenue, the health of their house files, and donor burnout. This led us to launching a quarterly online donor survey to hear directly from Republican donors.
We contacted 40,000 active Republican donors, and we received 1,095 responses. We are presenting the raw, un-weighted results of this survey below.
The short summary is this:
In this second survey conducted four months after the initial survey, prevailing conditions are largely the same. Donors remain under economic stress while continuing to be inundated with text messages — which they are becoming increasingly skeptical about. When they do donate, they receive texts from other organizations they can’t unsubscribe from.
The tactics that are being used in the online fundraising space, coupled with the economy, is causing more donors to suggest they will turn away from future giving. Only 25% of donors who responded said that they are likely to give to a political campaign in the future.
The survey’s results paint a concerning picture about the confrontational relationship that Republican digital programs have with an economically stressed donor base. It reiterates our belief that donors must be treated better — and digital outreach must justify its value — if programs expect to get long term value out of their house files.
Also a note of interest that surprised us — MANY respondents are saying they are receiving fundraising messages from Democrats.
Conducted August 30–31st
N=1097, active digital donors
Totals may not equal 100% due to rounding
VERBATIM SUMMARY:
Why don’t you give (to texts)?
While EXTREMELY enthusiastic about supporting Republicans and a desire to contribute generally, the most common reason provided for a lack of giving is financial constraint: these donors give when they can, but only if they have the spare money to afford it.
- “I want Trump to win. But I’m retired live on a budget.”
- “Everything tugs no my heart and I believe it’s all important but I just don’t have extra money and I HATE being hounded!!”
Many donors say they do not like giving to text messages and prefer giving via direct mail, on their personal computer (email) or over the phone — generally due to a distrust of the security of their contribution, their data privacy, or the legitimacy of text messages.
- “There is a lot of scams asking for donations out there!!”
- “I prefer to write a check — which I have done this summer, and ten times more than I would have online!”
- “We don’t trust that all of these texts are really coming from Republicans. Too much deception.”
- “I am overwhelmed with text messages and have decided not to contribute to any, I don’t believe they are coming from the Republican party anymore, I’m being scammed”
- “Don’t know if it is real or a scam”
Some donors say they now feel ‘blackmailed’ or ‘guilted’ or ‘bullied’ or ‘threatened’ or ‘harassed’ into giving, and a few say these tactics work on them.
- “I guess I’m exhausted and get too weak”
- “Being made to feel sorry for them or guilty, but I’m done with that now“
Why do you give (to texts)?
Most donors indicate who they donate to is the identity of the sender: reasons include their knowledge about a candidate, the candidate’s purpose, quality, integrity, religious perspective, status as a veteran, and general alignment of views.
- “The ones that we believe in their cause — Trump, Marjorie/Taylor Green, Kari Lake, Kristie Noem, etc.”
- “I’ve donated Trump and Ted Cruz=US and TEXAS!”
Many donors indicate they respond to events: a new development in the election horserace, or something to react to on a key issue, along with a clear expression of need.
- “A close race, where the Republican has a chance of winning”
- “Something has pissed me off in the news”
- “That’s a difficult question, I stay in touch with the political news, mainly Fox and Breitbart 24/7 and it is really a gut reaction at that time that I feel led to do so.”
Very few (3 of 1095) donors indicate they give due to matching.
- “I guess it would be the times that they’re going to match your donation”
How do you feel about the messages you are receiving?:
Most donors expressed overwhelming frustration with the quantity of texts received. They say that are being ‘besieged’ by an ‘obscene’ quantity of messages. Some donors indicate receiving over 100 a day, receiving the same text 10+ times a day, and that replying ‘stop’ does not reduce the volume of messages.
- “I stopped [giving]. Needs to be illegal to keep texting the same number once they’ve unsubscribed just to get more of the same from another number.”
- “Every day I am asked to give to everyone running for office in the Republican Party. It feels like a shake down to me.”
- “Needs to be illegal to keep texting the same number once they’ve unsubscribed just to get more of the same from another number.”
- “I’m so tired of it.I wish I could sue all you bastards. I stop giving late summer to anybody ever again. Never !! you won’t get a penny out of me. If I would’’e know I was going to get this many messages … I would have never donated”
Some donors indicate the quantity of text messages makes it hard for them to use their SMS inboxes to communicate with friends and family. One medical doctor, by way of example, says that it interferes with his ability to work.
Many donors expressed frustration they are given surveys or petitions to complete and then are required to give in order to submit their survey responses. They feel that their opinion does not matter.
- “I receive text messages, surveys to be honest about my opinion related to politicians,political parties and issues. Only to find out at the end I’m unable to execute my answers WITHOUT MAKING A DONATION.”
- “What they are doing should be illegal. In the last 20 plus years no one from the Republican Party has ever asked me for my views without a request for money to go with it. I assume they keep the money and throw out my views.”
- “They try to make a connection, or pretend they need my opinion, and once you try to give the opinion, you cannot get out without giving.”
- “I would rather not have to pay to answer political questions every day all day.”
Many donors express frustration with texts saying their memberships have been revoked, they have not given, that they are not a Republican, accusations of being a Democrat, or are personally attacked when they have active recurring subscriptions or have given as recently as 24 hours before.
- “Guilt and want to show support to my president n party but I can’t afford it . My $5 donations n monthly donations adds up to over $125 a month!!! I’ve “ renewed” my membership many times n I’m current but receive chastising texts n emails!!!”
- “I dislike the Text messages or phone calls that lie. For instance, your GOP membership has expired! GOP is not a membership type organization. Just an example.“
- “Some are insulting after I’ve even recently given, saying things like, “Have you left the Republican Party?””
- “…sensational, tragic, pitiful, guilt-inducing, belittling”
- “It really bothers me when I am made to feel like a jerk if I can’t donate. I also am asked the same question over and over about who I’m voting for. Keep records.”