As American citizens, we have the privilege of voting in the presidential election every four years. After witnessing months of intense campaigning and vicious debates, we determine which party represents our values and vote accordingly. Getting the chance to evaluate our priorities every four years helps us choose the causes that are most important to us and maybe motivates us to do better. We start to notice everything around us more and envision the changes we want to see.
To me, election years are a time of intensified philanthropic activity. Our data shows that our clients recommend more charitable distributions from their accounts during November of an election year than during November of a non-election year. In effect, they’re casting their vote for their chosen causes in response to who won the election.
For example, they may feel that one candidate’s platform may not be strong enough on women’s rights or aid to veterans. And they make up for that weakness with their philanthropic giving. In effect, they use their charitable dollars to support the causes they feel will not be supported by the president-elect.
We found that nonprofits politically aligned with the losing presidential candidate received a drastic spike in donations compared to those aligned with the winner. When Donald Trump won the White House in 2016, contributions to liberal nonprofits increased by 155%, while contributions to conservative nonprofits decreased by nearly 9%. When Obama won in 2012 and 2008, the opposite occurred. Liberal nonprofits saw an increase of only 4% in 2012 and a decrease of 11% in 2008, while conservative nonprofits saw increases of 12% and 23 %, respectively.
This phenomenon is appropriately known as “rage donating” – passionate donors channeling their anger over their candidate losing the election into a desire to create change.“The rage gift is a form of political protest,” says Dr. Jennifer Taylor, who studies donor psychology. “A charitable donation motivated by dissatisfaction with the political climate.”
We saw it happen again when the Supreme Court overturned Roe vs Wade. NARAL Pro-Choice America, an organization that advocates for access to abortion, saw a 1,400% increase in donations within 24 hours.
It’s an exciting twist on the way that charitable impulses work. In times of crisis, we often respond by supporting the causes that we think will improve America for all its citizens. Each of us has a calling that tells us where we need to help. Does the ASPCA commercial make you cry? Do you feel empathy when you walk by a homeless person? Do you enjoy your local community garden? Emotions can be an extremely powerful motivator, and many organizations purposely weaponize pathos in the media to elicit reactions. All of this helps us determine what is important to us. We can take control and use those emotions to give our money to something that truly matters and makes a difference.
If our candidate doesn’t win, does that mean all hope is lost? What can we do to support the causes we find most important?
We can donate our time, talent, or treasure. If the next candidate who wins does not support international relations as you wish, they will stay active. Find a US organization that is doing the work you find most meaningful. Figure out how you can get involved. You could be a monthly donor of $100 or reach out to a charity and ask which areas need more help. You could share posts on social media about the great work philanthropy is doing, pack boxes of donated clothes to send overseas, or even inform yourself and the people around you of some great charities in your area.
Every four years, Americans evaluate what is important to them. The important things to people in their twenties, thirties, and forties may change over time. This is a fresh start to ensure our actions and charitable donations speak for themselves and exemplify our morals. The dollars donated are the pure will of the people using their voices to support the causes that are important to them. It is inspiring and liberating that we can create change no matter who is in office. While rage can be destructive, channeling it by donating to an important charity or cause is a way for people to take back power and make a difference.
Julia Healey is CEO of United Charitable.
