Campaign Fundraising Letter Presentation


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This presentation discusses how to craft a campaign fundraising letter. It outlines how to utilize campaign resources and when to send letters, essential components of the letter, and analyzing collections.

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Campaign Fundraising Letter Presentation

  1. 1. Delivering Your Perfect Pitch Crafting an Effective Fundraising Letter @MatthewHarney (405) 503-6258
  2. 2. Fundraising Letter <ul><li>Essential fundraising method of any campaign </li></ul><ul><li>2 kinds: </li></ul><ul><ul><li>“Cold” Prospecting </li></ul></ul><ul><ul><li>Re-solicitation </li></ul></ul>@MatthewHarney (405) 503-6258
  3. 3. What you’re looking at with a “Cold” Prospecting Letter <ul><li>Significant investment of time </li></ul><ul><li>Results are typically low dollar donors </li></ul><ul><li>Lower response rate </li></ul><ul><li>Break even=success </li></ul><ul><li>Risky </li></ul><ul><li>Goal: Generate fresh donors who can be re-solicited </li></ul>@MatthewHarney (405) 503-6258
  4. 4. Prospecting <ul><li>Focus on a particular group with real support potential to candidate/campaign </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Political party donors </li></ul></ul><ul><ul><li>Other campaigns </li></ul></ul><ul><ul><li>Interest groups </li></ul></ul><ul><ul><li>Specific occupational group </li></ul></ul>@MatthewHarney (405) 503-6258
  5. 5. Re-solicitation Letter Facts <ul><li>Substantial portion of revenue </li></ul><ul><li>Virtually no risk </li></ul><ul><li>Small investment of time </li></ul><ul><li>Every donor should be re-solicited </li></ul>@MatthewHarney (405) 503-6258
  6. 6. Physical components <ul><li>Outside envelope </li></ul><ul><li>Letter </li></ul><ul><li>Return envelope or reply card </li></ul><ul><li>Additional Insert (optional) </li></ul>@MatthewHarney (405) 503-6258
  7. 7. The letter itself… <ul><li>Intro: Provocative vs. making a connection </li></ul><ul><li>Appeal to human emotion </li></ul><ul><li>Provide update on your campaign </li></ul><ul><li>Highlight your supporters </li></ul><ul><li>Don’t bury your ask </li></ul><ul><li>Include specific amount(s) </li></ul><ul><li>Communicate urgency </li></ul>@MatthewHarney (405) 503-6258
  8. 8. More on the letter… <ul><li>Describe how the funds will be used </li></ul><ul><li>Be specific & ensure accuracy </li></ul><ul><li>Mention opponent’s miscues </li></ul><ul><li>Aesthetically pleasing </li></ul><ul><li>Remember perspective </li></ul>@MatthewHarney (405) 503-6258
  9. 9. A bit more <ul><li>Refer to website or other way to get more info </li></ul><ul><li>Consider utilizing an insert </li></ul><ul><ul><li>Newspaper or online article </li></ul></ul><ul><ul><li>Visual </li></ul></ul><ul><ul><li>Convey action </li></ul></ul><ul><li>P.S., use a P.S. </li></ul>@MatthewHarney (405) 503-6258
  10. 10. Don’t forget <ul><li>Proofread </li></ul><ul><li>Be a team player: Remember your approval process </li></ul><ul><li>Consider it public information </li></ul>@MatthewHarney (405) 503-6258
  11. 11. Specific to Re-solicitations… <ul><li>Acknowledge previous contribution </li></ul><ul><li>Create rapport by expressing shared vision </li></ul><ul><li>Personalize request by making specific ask </li></ul><ul><li>Provide a new reason for contributing </li></ul>@MatthewHarney (405) 503-6258
  12. 12. <ul><li>Stay focused by remembering to ask </li></ul><ul><li>Why will the donor give? </li></ul><ul><li>Never forget that you should aim </li></ul><ul><li>your pitch at their motivation! </li></ul>@MatthewHarney (405) 503-6258
  13. 13. Measure Your Success <ul><li>Record universe (who & how many) </li></ul><ul><li>Total cost </li></ul><ul><li>Date mailed </li></ul><ul><li># of donors </li></ul><ul><li>Total amount contributed </li></ul><ul><li>Calculate average contribution and </li></ul><ul><li>contribution rate </li></ul>@MatthewHarney (405) 503-6258
  14. 14. <ul><li>@MatthewHarney (405) 503-6258 </li></ul>Delivering Your Perfect Pitch: Fundraising Letters