Fundraising 101


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Fundraising 101

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