Dear friends,

I will keep today’s dispatch brief, so everyone can stay focused on the election and the work at hand. Keep in mind, if you’re feeling stressed, you’re not alone. We’re in this together!

Election Week Messaging

Frank O’Brien’s 4 Guidelines for Post-Election Social Media Content are a good north star for the days ahead. I appreciate that he simplified his advice into a chart of dos and don’ts, for quick reference as the news evolves.

1. Prepare for delays: It could be several days before we know who won.

2. Deal with strong emotions in victory: Let people enjoy the moment.

3. Deal with strong emotions in defeat: Validate, but don’t replicate.

4. Avoid being generic: Place the election’s outcome in the specific context of your mission.

– Frank O’Brien, On Message

What to Say on November 6

The Commons at The Chronicle of Philanthropy issued guidance on choosing the right words. Citing research by Philanthropy for Active Civic Engagement (PACE), they caution nonprofits to be careful when using political terms, including “advocacy” and “democracy.” These words are used frequently in nonprofit work and may seem neutral to fundraisers. However, audiences can perceive them as divisive. The answer, PACE explains, is not to ban political language, but to know what your audience needs and to provide context when using hot-button vocabulary. In addition, nonprofits should “lean into words that can unify,” like “community,” “belonging,” and “service.”

In a moment like this, nonprofits should stay true to two things: Your mission and your relationship with your supporters.

We give to organizations that share our values, investing in work that we believe in. The day after a hard-fought and polarizing election is a time to draw on those values and communicate honestly about the future.

Be open. Be direct. If the election results affect your mission, talk about it. If the future remains uncertain, be honest about that too—your donors are part of that future.

No matter what you say, keep your relationship with your supporters at the heart of your messaging. And remind them that you’ll continue to pursue your shared mission as a community with shared values, no matter what happens.

– David Wolkin, Avalon’s senior director of copywriting

For Avalon Clients: What to Expect

In the days ahead, your Avalon team will review all copy and schedules to confirm that no changes are required. We will follow data closely for real-time insights. If we recommend adjustments, your team will reach out. Most of all, we are ready to be agile and strategic as new information comes to light.

In addition, Avalon will host a post-election town hall for clients on November 20 from 1 – 2 PM ET. This will be an opportunity for us to share insights, answer questions, and discuss next steps for the sector. You will receive an invitation to this virtual event from your Avalon team.

Take Good Care

Please take care in the days and weeks ahead. I’m encouraging our team to take breaks during the day, slow their pace on non-urgent work, and be patient with ourselves and one another. Fortunately, there are steps we can take to manage election stress. And remember, Avalon is here for you!