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The Basics of Political Fundraising

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Are you just getting started with political fundraising? Or maybe you're looking to freshen up your game? Check out our slideshow for some tips. Perfect for campaign managers and candidates running for election.

Published in: News & Politics

The Basics of Political Fundraising

  1. 1. The Basics of Political Fundraising
  2. 2. John Connors – Founder/President Campaign Now – Building and Driving All Aspects of Political Campaigns – john@campaignnowonline.com – linkedin.com/in/johnwconnors Justin Peters – Campaign Finance Director & Finance Consultant – Delivering Results for Local, State, and Federal Campaigns – justin@campaignnowonline.com – campaignnowonline.com/justin-peter 2 Who We Are
  3. 3. 1. Where Do I Start? 3
  4. 4. Set a goal, write a budget to fit. – Make sure to include cost of fundraising – Make sure it is realistic Examples – U.S. House campaigns cost $1.5 million plus – State Senate campaigns cost $165,000 plus – State House campaigns cost $70,000 plus 4
  5. 5. 2. How Do I Get There? 5
  6. 6. Plan a path to reach your goal, write a finance plan. Reverse engineer a path to success by looking at available contacts, resources, and opportunities. 6
  7. 7. 3. Get Organized 7
  8. 8. Figure out what you have – Candidate’s friends and associates – Friends of friends – Past contributors – People aligned with candidate’s message Figure out what you need – More donors 8
  9. 9. Ways to Reach Your Goal 9
  10. 10. Major Donors – Lowest cost, highest return, very time intensive Events – Moderate to high cost, high return, time intensive Direct Mail – Moderate cost, not time intensive, moderate return Online – low to moderate cost, not time intensive, low return Telemarketing – high cost, not time intensive, low return 10
  11. 11. House File vs. Prospecting 11
  12. 12. House File – Anyone who has ever given to your campaign – Highest ROI – Solicited for the purposes of netting money now Prospecting – Anyone who has not given to you – Most expensive part of fundraising – Solicited to break even now in order to net money later – Lapsed donors 12
  13. 13. Major Donors 13
  14. 14. Personal phone calls and meetings from a candidate are the most successful way to solicit major donors. Tips: – Perfect your pitch – E-mail addresses & cell phone numbers are gold – Create a progression of asks – Secure the credit card information – Quality time with quality people 14
  15. 15. Events 15
  16. 16. Venue Selection – Always go for the lowest cost option Format – Standing reception, cash bar, appetizer table – 1.5 hours tops – VIP, mix and mingle, speech, Q&A, exit Cost should not exceed 15% 16
  17. 17. Direct Mail 17
  18. 18. Typical response rate – 1 to 2% for prospecting – 3 to 5% for house file Set good tracking procedures – Separate prospecting from house file to get accurate return figures Shop around 18
  19. 19. Tele-Fundraising 19
  20. 20. 1. It provides direct personal contact 2. You can adjust your message as needed 3. Technology can be leveraged to support your efforts 4. Follow the rule of three – Engage voters and donors at the beginning, in the middle, and at the end of your campaign 5. Time telemarketing with online, direct mail, and events to maximize return 20
  21. 21. Online 21
  22. 22. 1. Typical response rate is 1 out of 1,000 2. It’s low cost/easy, but effectiveness is limited 3. Gather email address all the time 4. Balance calls to action, solicitation, and information 5. Superb platform for presenting your candidate 6. Must be mobile optimized 7. All roads lead to your donation page 22
  23. 23. 23 Social Media and Text
  24. 24. 1. Superb way of getting out your immediate messages 2. Can be used to capture email addresses 3. Drive supporters to your webpage and your donation page 24
  25. 25. Total Campaign Overview 25
  26. 26. Fundraising Channel Direct Mail Prospect Direct Mail to House File Email Tele-Fundraising Events Total Campaign Response Rate 1-2% 3-5% 1.5% 8% 7% to 10% 4% 26 Data from Sample Fundraising Plan in Deep Insight Into Campaign Fundraising *estimated figures Cost per Contact* $1.00 $0.70 – 0.90 $0.42 $3.00 $1.18 $1.44
  27. 27. 27 Questions and Answers
  28. 28. 28 Further Information
  29. 29. Deep Insight Into Campaign Fundraising – a sample campaign with detailed numbers Raise More Money, Leave No Stone Unturned FAQ About Comprehensive Fundraising It’s Expensive to Campaign Subscribe to our blog Follow us on social media – Facebook – Twitter – Youtube – LinkedIn – Google+ 29
  30. 30. Contact Information 30
  31. 31. 31 John Connors – Founder/President Campaign Now – Building and Driving All Aspects of Political Campaigns – john@campaignnowonline.com – linkedin.com/in/johnwconnors Justin Peters – Campaign Finance Director & Finance Consultant – Delivering Results for Local, State, and Federal Campaigns – justin@campaignnowonline.com – campaignnowonline.com/justin-peter

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