fundraising 101
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Fundraising 101
The Democratic Approach
Trainers: Andrea M. Pagano
WHO DO YOU ASK?
Answer: EVERYONE YOU CAN
Why Do People Give?
Candidate or solicitor stands for ideals the donor believes in.
Personal relationships.
Party affiliation/loyalty.
Desire to defeat the opponent.
Social connection/desire to join with cause or organization.
Because They Were ASKED!
Contributions Come in All Sizes
Donations come from people off all income levels.
19% of families on welfare contribute $72 each year.
Don’t assume a wealthy person is always your best prospect. Build relationships with supporters at all income levels.
Your Best Donors
Your family
Your friends
Your friend’s friends
Your classmates
Your work colleagues
People who traditionally give to candidates and youth organizations
You start with a list!
Names from your address book
Names from email lists/list serves
Names from lists of like-minded organizations or campaigns
Democratic voters in your neighborhood
Cold calls lists from the campaign
It is All About Relationships
You want more than that first check, you want investment over time in your campaign or organization
You want to be able to go back to your donors in the future
HOW DO YOU ASK?
Answer:
You start with a plan knowing your financial goal
You develop a case/candidate statement
You develop simple and easy-to-follow materials
You rely on your instincts
You use your head as well as your heart
Fundraising Strategies & Options
Personal contact
Tele-fundraising/Phone banks
Candidate call time
Major gifts
Events
On-line Fundraising
Friend-raising
Direct mail
Old School Fundraising Programs
Childhood memories of raising money – they still work:
Coin Drops – collecting change from students on campus, people on the street, peers in a bar
Bake Sales – put up a table, make a sign, sell goodies
Auctions – selling services of some type for a fee (e.g. – date auctions)
Car washes – washing cars & hanging up fun signs to attract attention (good for messaging)
Garage Sale – collect good from big donors, maybe sell on ebay
Personal Solicitation: Phone
Most effective and cost efficient way to raise money
Must be organized
Keep detailed notes
Be disciplined
Personal Solicitation: Face-to-face
Be prepared (materials, etc)
Appoint key people to attend meeting (be selective)
Ask for a contribution
Collect at meeting if possible
Use for high donors and raisers
Events: Benefits
Certain donors like to be seen and see other leaders
Builds momentum
Gives donors and surrogates a date specific for contributions
Good visibility and/or press options
Good central location to unveil plans and/or introduce new staff
Events: Drawbacks
Can be expensive
Requires a lot of planning and logistical timing
Takes staff/volunteers to execute with less spending
Requires a lot of follow up
Could be hard to track and gather donor information
Events: Success
ALWAYS have a ticket price
Recruit a motivated and connected host committee
Follow up phone calls to invitees
Market you event for the appropriate audience
Registration
Follow up calls or letter to attendees
Direct Mail & Phone Banks
Builds a donor base of consistent, small donors
Can be expensive
Re-solicitation is essential
Example: D4YD
Direct Mail: Guidelines and Tips
Create a sense of urgency
Short paragraphs that highlight and bold
Always include a p.s.
State a clear and compelling message
Write from one person to one person
Personalize whenever possible (phone or mail)
Ask for a specific dollar amount
Remember, it’s public!
Your “Pitch”
Do not assume people will think to send money Ask
Make your ask specific and tied to a particular need or goal
Lay out your fundraising goal and how they can help you reach it.
Explain what other support sources you have already
Making the Ask
Do your RESEARCH: Know your donor
Build RELATIONSHIP: Ask for opinions
Make your pitch and REQUEST a gift in a specific amount
After you ask, stop talking and listen.
LISTEN and RESPOND to any concerns or questions and close the deal
REVIEW and document your contact and always follow up
I can’t believe she said No!
Stuff Happens Some people will not donate
dollars – get over it. Be prepared to ask for help in other ways: volunteer, give names of other potential supporters, host a house party, etc.
Recognize that “the ask” is about more than money. It is about relationships. It may lead to a future yes, simply just to a vote for your candidate, volunteer time, or a chance to open their house for a reception.
But, I’m nervous
There is no room for nervous in fundraising!
Overcoming Nervousness by just Making the Ask
Being nervous is natural – but get over it!
When asking for money think of why you are giving your time and money –articulate your passion!
This is an opportunity not an obligation – you are offering someone a chance to support their beliefs and ideals
People aren’t offended and are often flattered
WHAT DO I ASK FOR
How much is too much?
Answer: The only limit is the law!
Ask for a Specific Amount
“Can you contribute $250 to our Alliance peer-to-peer efforts?”
“Would you be able to make a contribution $1,000 today?”
“Would you like to become one of our Legacy Donors?”
“Can you donate $5,000 to fund our reception on x date in x city?”
Know your Limits
For federal candidates - $2,100 per election (primary/general) to total of $4,200 per election cycle to one candidate.
Federal contributions must be individual contributions and not corporate funds
Federal PACs can give to Federal candidates and local candidates
For state candidates – rules vary –check with the state web site
Exactly what dollar amount makes
sense?
Research your Prospects
Check federal contributions by reviewing FEC Records
www.fec.gov
www.tray.com
www.opensecrets.org
It is illegal to prospect these lists but they can be helpful in determining an ask based on previous giving history if you already have contact info or a relationship with the donor
Other Sources for Info
Web searches
There is nothing like google
Annual reports of organizations to see who major donors are
A trusted source who know the donors
Common sense!
Dealing with the “Investors”
Think of donors as INVESTORS
Current and past investors are the best source of major gifts
Meet people face to face if you can
Don’t only call when you want something
Keep in touch!
Before you ask for that next check make sure that they know how you spent the first one
Always Say “Thank You!”
A personal thank you from you is as critical for $5.00 as it is for $5,000.00
Make sure that the investor feels appreciated
Candidate/President/CEO/Executive Director personally respond to major gifts
A thank you comes before you get the check and again after it is received
Send a picture of your Chapter/Campaign doing an activity
Send national publications (e.g. – YDA gift book)
A Fundraising Plan
What is in the plan?
How much do you need?
Where will you get your money?
Who is going to help?
What are your resources?
What is it going to cost to raise what you need?
Every Campaign or Chapter Needs a Plan
Know the chapter’s ultimate fundraising goal
Find out how you fit into that plan
Learn much money has been raised to date –to show that you are in this for keeps
Know the others on the Finance Committee
I still don’t know what I am “selling”
to my investors
The Plan/Chapter Statement
A case or chapter/campaign statement explains where the money is going and why.
Everyone involved in fundraising must be able to articulate the message of the chapter.
Investors should know how their money will be spent.
Chapter/Org Statement
Proving your chapter is growing and leading
Viability can be demonstrated in a variety of ways:
Amount of money raised, press clips, voting statistics of young people, youth table, volunteers, etc.
All Chapters Need a Finance Committee
Members of the finance committee either write or raise substantial contributions
Finance committee members should have a long record of community involvement, are strongly committed to the chapter or have a ideological or political reason to be involved
What is a Finance Committee
Group of people who raise through personal contact and events
Provide new lists of potential donors to the campaign
Host events
Are included in the inner-workings of the organization so that they can be good advocates
The Bottom Line is What Matters
You are in this because you believe in your chapter
There are going to be ups and downs
Have high goals and low expectations
Have your own plan
Know that you are the number one investor and that your time and energy are as valuable as the dollars you raise
You Can Do It!
We Can Help!
Fundraising tools from YDA National:
YDA free processing system and credit card collection through DEMopolis – sign up today!
D4YD
Contact Andrea Pagano at [email protected] for event planning, general assistance, grant & thank you letter reviewing, brain-storming ideas that work best in your state!
THANKS!