fund raising to preserve & advance freedom march 15, 2013, conservative political action...
TRANSCRIPT
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FUND RAISING—FROM REAGAN TO THE TEA PARTY & BEYOND
Fund Raising to Preserve & Advance FreedomMarch 15, 2013, Conservative Political Action Conference
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AN OVERVIEW…
The history of fund raising Can you do it? What is fund raising? Are you a fund raiser? Understanding donors Fund Raising Mediums Understanding the principles of fund raising Becoming informed Getting started
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It didn’t start with Ronald Reagan!
HISTORY OF DIRECT MAIL FUND RAISING
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HISTORY OF DIRECT MAIL FUND RAISING
Who wrote the first direct mail fund raising letter?
When was it written? Where do I find a copy?
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THE APOSTLE PAUL…
Wrote to the Christians in Corinth in 56 AD. He began his letter this way…
“Brothers and sisters,…”
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THE APOSTLE PAUL…
Brought inspiring, incredible news from fellow Christians in Macedonia who unlike the Christians in Corinth were poor, but Paul said in spite of that…
“…by their own free will they have given all they could, even more than
they could afford. They made an appeal to us, begging us to let them participate in the ministry of God’s
kindness to his holy people in Jerusalem.”
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THE APOSTLE PAUL…
Assured them of his integrity in gathering the collection…
“We are administering it in a way that brings glory to the Lord and shows that we are doing it willingly. We don’t want anyone to find fault with the way we are
administering this generous gift. We intend to do right, not only in the sight of the Lord, but also in the sight of people.”
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THE APOSTLE PAUL…
Praised the Corinthian Christians, even bragged on them saying…
“I know how willing you are to help, and I brag about you to the believers in Macedonia. I
tell them, ‘The people of Greece have been ready to send their collection since
last year,…”
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THE APOSTLE PAUL…
Made a straightforward “ask” for financial support…
“Last year you were not only willing to take a collection, but had already started to do it. So
finish what you began to do. Then your willingness will be matched
by what you accomplish with whatever contributions you have.”
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THE APOSTLE PAUL…
Provided an emotional testimonial Strengthened his relationship Anticipated questions Wrote plainly Confirmed his integrity Made a direct “ask” for financial support Left them feeling good about themselves
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THE APOSTLE PAUL…
Based his appeal for support solely on the relationship he has built with his “brothers and sisters” in Christ
He is thorough, even explaining how the gift will be collected and distributed
It is an appeal from the heart His letter is a good example of a fund
appeal that will work, no matter the medium. It is a model for success.
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THE POINT…
No matter what the medium, no matter what the cause…
Build every fund appeal on the foundational principles of relationship building and clear, honest communications that are urgent and passionate. Always show your respect and appreciation for the donor.
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What skills do you need?
CAN YOU DO IT?
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THE ANSWER IS YES!
The principles are the same regardless of the medium
It’s critical to the success of the conservative movement
But, can you do it?
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WHAT IS FUND RAISING?
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WHAT IS FUND RAISING?
Advertising Sales
But instead of selling a product or service, it’s about asking for a contribution
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SALES
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SALES
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WHAT IS YOUR ROLE AS A FUND RAISER?
“To provide an opportunity to someone to donate to a cause they already believe in”
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THE MEDIUM IS NOT CRITICAL, THE PRINCIPLES ARE CRITICAL
The principles apply regardless of the medium!
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ARE YOU A FUND RAISER?
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YOU ARE IF…
You can write and/or speak with EMOTION and PASSION!
You can simplify complex issues to make them understandable
You are persistent, very persistent You will make the ask You enjoy it!
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KNOW THE STRENGTHS & WEAKNESSES OF YOUR OWN ORGANIZATION OR CANDIDATE
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KNOW WHO YOU ARE
What is your specific purpose? What is your visibility? How well are
you known? How well is your spokesman/letter
signer known? Do you have a track record of success? What can’t you do? What can you do? Who is your opposition?
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The First Step…
UNDERSTANDING & IDENTIFYING PROSPECTIVE DONORS
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WHO ARE YOUR DONORS?
55+, more likely 70+ years of age 65 percent male Have a passion for your cause Have discretionary income Volunteers as well as donors Learned value of giving from parents Are politically conservative and likely
Christian
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WHO IS MOST LIKELY TO GIVE TO YOU?
Someone who has given to your cause in the recent past
Someone who has given to a cause similar to yours in the recent past
Someone who is passionate about your cause
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LIKELY DONOR MATRIX
#1Highest Potential
#2High Potential
#3Good Potential
#4Poor Potential
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LIKELY DONOR MATRIX
#1Highest Potential
#2High Potential
#3Good Potential
#4Poor Potential
Someone who has money, but is not
interested in your cause
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LIKELY DONOR MATRIX
#1Highest Potential
#2High Potential
#3Good Potential
Someone who is passionate about your
cause, but has not donated previously
#4Poor Potential
Someone who has money, but is not
interested in your cause
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LIKELY DONOR MATRIX
#1Highest Potential
#2High Potential
Someone who has recently made a
contribution to a similar cause
#3Good Potential
Someone who is passionate about your
cause, but has not donated previously
#4Poor Potential
Someone who has money, but is not
interested in your cause
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LIKELY DONOR MATRIX
#1Highest PotentialSomeone who has previously made a contribution to you
#2High Potential
Someone who has recently made a contribution to a
similar cause
#3Good Potential
Someone who is passionate about your cause, but has
not donated previously
#4Poor Potential
Someone who has money, but is not interested in your
cause
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WHY DOES A PROSPECT GIVE?
To prevent something bad from happening
To seize an opportunity To make a positive impact To fulfill a worthy vision
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Use all that work for you
FUND RAISING MEDIUMS
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MANY FUND RAISING MEDIUMS…
Direct Mail (snail mail & e-mail) Major Gift (immediate & deferred) Special Events (100s of them) Telemarketing Social Media Grants (corporate & foundation) Broadcast (embedded radio & TV)
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The key to fund raising success
BASIC PRINCIPLES
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4 BASIC FUND RAISING PRINCIPLES
Get the ATTENTION of the Prospective Donor
Explain the CHALLENGE Present a Credible SOLUTION ASK for the gift (Close the sale!)
Principles must be applied in this order! The medium is
secondary.
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GETTING THE DONOR’S ATTENTION
Direct Mail— Envelope must persuade prospect to open
the letter and to read the letter First sentence of letter must compel the
reader to continue reading E-Mail—
Must get prospect to read your e-mail, and Go to your web site
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GETTING THE DONOR’S ATTENTION (CONT.)
Major Gift—Must meet with them in person
Special Event—Must persuade them to attend
Telemarketing—Must get them to answer the telephone
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PRESENTING THE CHALLENGE
Select an issue that is of interest to the prospective donor
Select an issue that it is believable you can affect
Explain in simple terms the challenge you are facing Credible Emotional
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EXPLAIN THE SOLUTION
Present a believable solution Easily understandable to the donor Within the realm of achievability Offer your track record of success Make the donor believe you can get the job
done or win the election Explain why you are trustworthy
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MAKE THE ASK!
Direct Mail & E-Mail— Ask for a very specific amount Describe how you will use the money Mention your lowest dollar amount several
times Make a case for urgency Write at least six paragraphs asking for a
gift Re-state your ask in the PS
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MAKE THE ASK!
Major Gift— Listen—learn the giving capacity and level
of interest… Gain the trust of the donor… Describe in detail how you will use the
money on something the donor is passionate about
Ask for a very specific amount Shut up!
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ST. PAUL LED THE WAY
The principles have not and will not change
The only difference is technology
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CAN YOU RAISE MONEY?
Absolutely, providing you ask the right people.
How? By applying the basic principles of fund raising to the situation as it exists.
The medium is not important, the principles are important.
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Overcome the fear factor…
GETTING STARTED
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WHERE SHOULD YOU START?
Donate to 3 causes you believe in Read books on fund raising Compile a list of prospective supporters Understand & apply the 4 principles of
fund raising
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YOU ARE READY TO RAISE MONEY IF…
You have a cause that you’re not only PASSIONATE about, but so are others
You can identify people who are passionate about your cause enough to support it
You know what specifically you want money for
You have established credibility with your prospective donor
You know how much to ask for
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YOU ARE READY TO RAISE MONEY IF…
You have the time and the determination to raise money
You are not afraid of failure and are willing to experiment and test
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PEOPLE WILL GIVE TO YOU IF…
You appeal to the right audience You ask donors to give to something
they are already passionate about It’s credible that you can solve a
problem or seize a great opportunity You make a strong case for contributing
now Make it easy for them to give
immediately
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YOU WILL SUCCEED IF…
You are willing to make fund raising your top priority
You zealously follow the “4 Steps to Success” Attention Challenge Solution Ask
You have persistence
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YOU WILL SUCCEED IF…
You build your fund raising program on the solid foundation of… Integrity Partnership Love Passion
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CREATE A SOLID FOUNDATION
Commitment
Honesty
Partnership
Love Donors
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BE CONFIDENT OF SUCCESS…
It will work. Yes, you can do it. Improvise, adapt, overcome. Capitalize on your advantages. Persevere. Don’t make the perfect the enemy of
the good—there are no perfect fund raising appeals via any medium
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READING LIST…
Political Direct Mail Fund Raising—Eberle
Funding Your Cause With Direct Mail—Hart
Mega Gifts—Panas Asking—Panas Who Really Cares—Brooks Tested Advertising Methods—Caples
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MAKE IT EASY…
Donate to 3 causes that you believe in Read and follow my step-by-step manual
on direct mail fund raising
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QUESTIONS?
Blog: www.bruceeberle.com703-821-1550www.eberleassociates.com