How Much to Raise• Look at the total expenditures of similar campaigns from your area in the past.• Add 10% if they were winning campaigns• Add at least 50% if they were losing campaigns
How to find out how much other campaigns spent• Supervisor of Elections – Volusia County - http://volusia.org/elections/• Florida Division of Elections – http://election.dos.state.fl.us/• Federal Elections Commission (FEC) – http://www.fec.gov/• OpenSecrets.org
Donor TypesStart at the Inner Circle and work your way out
Donor Types• Candidate – You need your own surplus to run. – If you are broke, don’t run. – The higher the office the more you will need to raise and the more surplus you will need. – Consider starting at a lower office if you have never won before. – If you lose, you may end up owing money.
Relational Donors• Family• Friends• Trusted Colleagues• They give because they have a relationship to you.• They fund your startup costs.
Ideological Donors• Passionate people give to passionate candidates• People who belong to the same issues group as you.• People who are committed to causes you believe in.
Aversion Donors• They give because the opponent has adversely affected the donor’s interests.• They want to get rid of the other candidate.• This donor wants to know that the candidate understands the risks of losing and that you provide an alternative hope.
Access Donors• Donors who participate to advance institutional or economic interests. – Business Associations – Labor Unions – Special Interest Groups• They usually give later in the cycle• Challengers are unlikely to receive support from this circle.
Fundraising Tactics• Start Early – as soon as you decide to run and have filed, you need to allocate 75% of your campaign time to fundraising.• It is always easier to ask high and work down. The best indicator of giving potential is past performance.
Face to Face• Good for high dollar donors.• Must be done by the candidate.• Gives candidate a chance to solicit highest possible amount.
Candidate Call Time• Prepare the list carefully. Use of campaign software may be helpful here.• Staff the candidate – this will make sure the candidate gets through the calls and does not get distracted.• Role-play• Set goals and benchmarks• Call Time Sheet
Events and House Parties• Form a host committee. Let them do all the work and put up all the money.• The candidate should not put up a dime.• Hosts will set donation commitment as they know what the guests can afford.
Direct Mail• This also helps with name recognition.• Contributions mailing lists are highly targeted• Re-solicit when the target pays off.
Solicitation Phone Bank• Again the list is highly targeted.• Volunteers or staff are given list, call scripts, and phones.• Do not do phone banks or call time on Sundays – People hate to be interrupted while watching football!
Internet and Email Fundraising• Before you hit the send button make sure the email has been proofed by at least two other people – you don’t want to apologize to potentially thousands of people or have your mistake show up on a blog or in the newspaper.• Use an email program – Salsa, Constant Contact, Mail Chimp• Only send to people who have said you can send to them. Otherwise you may get marked as a spammer.• You must have an unsubscribe button.
The Ask• The Five C’s – A Step by Step of the Ask – Connect – research the donor before you call – Context – Motivate the donor with the specifics of the race. – Commit – Get a specific pledge from the donor, preferably today. – Catapult – Thank the donor at every step – Confirm – Follow up• Treat the donor like a shareholder in the campaign.
Fundraising Resources• Supervisor of Elections – Volusia County - http://volusia.org/elections/• Florida Division of Elections – http://election.dos.state.fl.us/• Federal Elections Commission (FEC) – http://www.fec.gov/• OpenSecrets.org• News Meat – http://www.newsmeat.com/
Fundraising & BudgetingThank You for Attending!