budget & finance planning...budget & finance planning paid for by democracy for america, ,...
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Budget & Finance Planning
Paid for by Democracy for America, www.democracyforamerica.com, and not authorized by any candidate or candidate’s committee.
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Who We Are
Nervous about asking for money?
GET OVER IT!It’s not about asking for money. It’s about
giving people an opportunity to participate.
Have the right mindset
● Be ready to hear "no" - its not personal!
● Be Confident and Unapologetic
● Have a clear and concise theory of change.
A Theory of Change clearly articulates how and why taking this action will make a real difference.
Basics of budget & finance plan
Goals, Timelines, Benchmarks
Strategy & Targeting
Tactics & Tools
Plan for all scenarios** Fail to Plan - then Plan to Fail **
Lean The bare minimum is covered.
Modest High priorities are given what they need.
Robust What you would do if there were no limits?
Key Principles of Planning
SMARTer, not harder
Some is not
a number and
soon is not
a time!
SMARTer, not harder
Raised to Date Goals
March $16,500
April $22,000
May $28,250
June $41,250
July $48,250
August $36,000
TOTAL GOAL $192,250
March - 80 Hours of Fundraising - $16,5004 Weeks ($4,125 per week)
5 Days ($825 per day)4 Hours ($206 per hour)
** Smaller bites makes it seem much more manageable **
Sample Finance Plan
% of Plan
Project March Goal
March Actual
Left to Go April Goal April Actual
Left to Go
68% Calltime $14,000 $ 15,000
9% Online Fundraising
$ 1,500 $ 2,000
7% Events 0 $ 1,500
5% Direct Mail 0 $ 1,500
4% PAC Money 0 0
7% Finance Committee
$1,000 $ 2,000
Totals $16,500 $ 22,000
Why do people give to campaigns?
Candidate / Asker
LOVE Money
Ideological
“Ax to Grind”
Access
Expectations by Tactics
Time:Whose time does this consume? How time-intensive? Messenger:Who is making the ask? Target donor:Who are you trying to reach based on giving level?
Response rate:What percent of people asked will make a contribution Cost:Percent of each dollar spent in raising that dollar
Cash flow:How quickly will the $ be in the bank
Expectations by Tactic
Tactic Response Rate
Cost Cash Flow Time Messenger Target Donors
Face-to-face 50-70% 1-5% 1-7 days Very high Candidate High
Call time 30-50% 1% 1-7 days High Candidate Med & high
Events 15% 10-25%* 4 weeks Staff: high,Candidate: med
Staff Low, Med & High
Prospect Mail
1% 100% 6 weeks Staff: med Staff Low
Re-solicit mail
5-10% 10-15% 6 weeks Staff: med Staff Low, Med & High
Email 0-10% <1%; very low
1-3 days Staff:low Staff Low
The Fundraising Rule of Five
Pyramid of Giving
LARGE DONORS
20% donors50% $$ raised
MEDIUM DONORS30% donors
30% money raised
SMALL DONORS50% donors
20% money raised
Systems & Metrics
● Utilize public resources to find potential targets for fundraising
● Track everything you do.
Ex: The Sunlight Foundation provides FEC donor information in
easily downloadable forms. If a person donated to a similar
candidate or cause they are more likely to donate to you.
