how to raise money for political office

1

How to Raise Money for Political Office

The Original Guide to Winning Elections Through Aggressive,

Organized Fundraising

Copyright© Marlborough House Publishing 2012

2www.MyCampaignTreasurer.com


Introductions• Brandon Lewis

– Political Fundraising Consultant/Finance Staff Member for U.S. Senator Bob Corker, U.S. Congressman Scott DesJarlais, State Senate, State House, and Local Races.

– Author of How to Raise Money for Political Office; The Original Guide to Winning Elections Through Aggressive, Organized Fundraising.

– Founder/Owner of www.MyCampaignTreasurer.com, an online fundraising software program designed specifically for state and local races.

– Former Major Gift Officer for Baylor School and Program Coordinator for the Muscular Dystrophy Association.

http://www.mycampaigntreasurer.com/



Why I’m Passionate About Political Fundraising

• I see a tremendous unmet need in state and local races.

• Most candidates lack the skills, knowledge, and tools necessary to out-raise their opponents three to one.

• I have experienced the advantages of the well-funded campaign war chest.

• I have watched the best candidate running lose because of an underfunded campaign.



A Note About This Presentation

This presentation was developed specifically to highlight and follow the text:

How to Raise Money for Political Office:The Original Guide to Winning Elections Through

Aggressive, Organized Fundraising

5

Part I

Your Fundraising Basics



Why is Fundraising Important?• Voters are drowning in information and

communication, but their political beliefs are likely shallow.

• Most voters will give your race very little consideration; It’s simply not that important to them.

• Purchasing TV, Radio, Internet, Outdoor, and other advertising is expensive – not to mention staff and campaign overhead.

• Campaigns are ran in a more professional manner than ever before and voters expectations are higher.



Why is Fundraising Important?• You can’t spin or fake fundraising; it’s the only

tangible measure of a campaign’s vitality early in the process.

• Success begets success, and allows you to build momentum.

• Cash on hand can cover a multitude of campaign deficiencies.

• It generates positive press and political gossip.



Why is Fundraising Important?• The primary objectives of a political campaign

are to…– Create a positive feeling in the minds of voters

about your candidacy.– Create a negative feeling in the minds of voters

about your competitors candidacy.• The ultimate physical objective is to make

more people pull a lever for you than the other fellow.



Why is Fundraising Important?All Things Equal, 20% Advantage, Positive/Negative Campaigning

1-Jun

15-Jun

1-Jul

15-Jul

1-Aug

15-Aug

1-Sep

15-Sep

1-Oct

15-Oct

November

0

1

2

3

4

5

6

7

1

2

3

4

5

6

5 5

4

5 5

1

2

3

4

3 3

2

3 3 Candidate ACanddiate B



Why is Fundraising Important?Candidate A: 2 to 1 Finance Advantage

Candidate B: 50% More Effective, All Positive

1-Jun

15-Jun

1-Jul

15-Jul

1-Aug

15-Aug

1-Sep

15-Sep

1-Oct

15-Oct

November

0

1

2

3

4

5

6

0.51

1.52

2.53

3.54

4.55

5.5

0.750000000000001

1.5

2.25

3

3.75

4.5

Candidate ACanddiate B



How Much is Enough?• What are you trying to accomplish?– Identify your total voter universe.– Further identify your target voter universe for direct

contact expenditures.– Determine how many times through what mediums

you will need to contact your target. Voter universe to receive more votes than your opposition.

– Begin at election day and work backward.– Take into account staff, consultants, overhead, etc.



How Much is Enough?

• Not Targeted

Voting Universe for Your Party/Candidacy

• TV, Radio, Outdoor, Internet

Consistent/Reliable Voting Universe for Your Candidacy

TV, Radio, Outdoor, InternetDirect Mail, Phone Banking, Canvassing, Voter Registration, GOTV Efforts



How Much is Enough?• Your campaign budget does not exist in a vacuum, but rather

must be developed in comparison to the competition’s cash on hand filing numbers and other substitute candidates.

• The more crowded the ballot, the more you will likely have to raise.

• Review historical best performers for your race, but do not use that as your sole guide.

• Do not let experts or novices determine your budget without your critical review.

• Make certain to expend the lion’s share of your resources on voter contact.



August September October Totals

Traditional Voter Contact

TV $9,586 $10,200 $19,876 $39,662

Radio $6,542 $8,435 $12,398 $27,375

Direct Mail $9,812 $9,812 $19,624 $39,248

Door to Door $2,500 $2,500 $4,500 $9,500

Phone Bank $2,500 $500 $500 $3,500

Yard Signs/4x8's $8,000 $0 $0 $8,000

Technology

Fundraising Software $125 $125 $125 $375

Website $1,000 $1,000 $1,000 $3,000

Facebook $1,200 $1,200 $1,200 $3,600

Email $130 $130 $130 $390

Twitter $300 $300 $300 $900

Campaign Staff/Consulting

Smith (Campaign Mgr.) $3,500 $3,500 $3,500 $10,500

Jones (Finance Director) $4,500 $4,500 $4,500 $13,500

Fundraising Consulting $2,500 $2,500 $2,500 $7,500

General Consulting $2,500 $2,500 $2,500 $7,500

Overhead

Rent $625 $625 $625 $1,875

Utilities $148 $148 $148 $444

Office Phones $78 $78 $78 $234

Other

Printing $1,500 $250 $250 $2,000

Lapel/Bumper Stickers $1,500 $0 $0 $1,500

Volunteer Food $250 $250 $250 $750

Office Supplies $150 $150 $150 $450

Expenditure Totals $58,946 $48,703 $74,154 $181,803

Fundraising Budget $100,000 $50,000 $50,000 $200,000

Cash On Hand $41,054 $42,351 $18,197 $0



Developing Your Personal Narrative• Your personal narrative is the story about you and your

candidacy that will be the framework up which all campaign communication rests.

• Stories are better than facts, figures, and bullet points for connecting with donors and voters alike. Your narrative may have many stories woven within it.

• Don’t be overwhelmed by messaging or developing your personal narrative. You already know the story, just use good, common sense.

• You will use your personal narrative in letters, stump speeches, press releases, phone calls, visits, online, etc.



Developing Your Personal Narrative• There are five questions on every donor and

voter’s mind. Answer these and you’re on your way.

• Who are you?– Where are you from? (Where did you grow up, how

long have you been in the area?)– What are your experiences? (What does your civic

and professional background look like? – What are our similarities? (Are you like me? Can I

begin to trust you?)



Developing Your Personal Narrative

• Why are you running?– What are your motives and are they genuine?• Have a solid answer for this – no waffling.• Your answer can’t be wholly selfish, but rather should

be about service to those you hope to represent.• Donors are the savviest group of individuals you’ll

encounter, and they can sense a disingenuous answer.



Developing Your Personal Narrative• What do you believe?

– What is your platform, what are your issues?• Choose 3-5 issues that are the most important to your constituents

and that matter to you personally.• Develop a sufficient depth of knowledge in these areas.

– Do your values/issues/platform items intersect with mine?• Donors and voters want to know that you share the same values

– Do your beliefs forward my personal agenda?• Sometimes, there are industry or issue specific items that have a direct

impact on someone’s vocation, lifestyle, or political passions – listen to uncover landmines.

• Be prepared to ask what they think and say, “I don’t know” if you are completely unaware.



Developing Your Personal Narrative• What makes you different than the

competition?– Where are you better?

• Experience, accomplishments, platform, appeal.

– Where is he or she worse?• Performance in office, accomplishments, background.• Background research and polling are great tools.• On going negative.

– Know the consequences and weight the advantages.– Fact check your claims.– Keep it above board and out of the personal realm.



Developing Your Personal Narrative

• Can you win this election?– Who supports you?

• Donors have a lot at stake and need reassurance.• Donors lend you their reputation and capital.• Public officials, organizations, politicos, financiers, opinion

leaders, PACs, and spheres of influence.

– How can you strategically win?• Ability to raise money or bank account.• Staff, consultants, advisors, high profile volunteers.• Grassroots, political, communication, and GOTV plans.• District makeup and winds of political change.



Developing Your Personal Narrative• What can I do to help?– Give or raise money.– Volunteer

• Door to door• Phone calls• Opinion letters• Social media• Talk radio• Come to an event• Send a petition

– Use a system to capture their information and follow up on their enthusiasm.



Four Basic Fundraising Toolkit: People

• Your Fundraising Team– “Without counsel purposes are disappointed; but in

a multitude of counselors they are established.”• Full-Time Political Fundraising Consultant– Avoid mistakes.– Keep from reinventing the wheel.– Set budgets, milestones, and create a plan.– Resources – Lists, software, other consultants.– Get them early – you’ll spend a lot of time together.




• Alternatives to Full-Time Fundraising Consultants– Pair a consultant with a day-to-day finance

coordinator (make sure they can execute a plan).– Read, research, and learn from successful

candidates.• With enough resources, you can hire

campaign managers, speechwriters, pollsters, media producers, and advisors.




• Your Finance Chairman– Most important person after candidate and

finance director.– Must commit time and treasurer.– Experience is a plus.– Must be well respected and in Tier One donors’

peer group.– Co-Chairs are an option – Well known + willing to

work hard.



Four Basic Fundraising Toolkit: People• Your Finance Committee– Tier One and Tier Two Donors.– Must give time and money to the campaign.– Must solicit others to give time and money.– Wealthy, well respected, influential.– Ask them to raise a specific amount $2,500, $5,000,

$10,000, $100,000.– Train them if necessary.

• What a Finance Committee is Not– Well-meaning politicos, political volunteers, party planners,

poor folks – birds of a feather flock together.



Four Basic Fundraising Toolkit: Tangibles

• Overview principles– Bootstrap, bootstrap, bootstrap – save your

money for voter contact.– Beg, borrow, steal, and look for bargains.– This list progresses from must have, should have,

and then to nice to have items.– You do not have to have all these items at once or

at the beginning. But, by the time your campaign reaches initial maturity you will likely need them all to be efficient and effective.




• Campaign Fundraising Software– Be more efficient, effective, and organized.– Stay out of Excel hell.– Not having it is like scheduling appointments without a calendar.

• Must Haves– Simple, easy, affordable.– Import and export simply, track donations, expenditures, notes,

and tasks.– Export for disclosure and mail, contain the proper fields, run

simple reports.– We’ll review a system later in the program.




• Indispensable Start Up Documents– Logo

• Professional – pay someone to do it.• Simple – name recognition, branding, limited colors.• Meaningful – slogans should resonate and be understood.• Consistent – it takes a long to build a brand impression, so stick

with your logo throughout the campaign.




• Candidate/Campaign Photographs– Hire a professional photographer or friend with

skill.– Dress in solid colors in a professional manner.– Look natural and at ease.– Choose settings that resonate with the electorate• Business, agriculture, education, leadership, meeting

with people, compassion, - what does your photo relay to the viewer?

– Stick with a few photos as you build the brand.




• Letterhead – Lots of white space and professionally done.

• Envelopes - #10 for your outer envelope and #9 for your inner envelope.




• Donor Cards/Forms




• Event Shells– Pre-printed

invitation shells that your campaign can print in house on the fly as event details change.




• Candidate Fact Sheet– Short summation

of the candidate’s personal narrative.

– One page and to the point.




• Campaign Website– It legitimizes your campaign.– It answers questions donors are unwilling to ask

but want to know.– It can tell a story with pictures, words, and video

that makes an emotional connection.– You can take contributions online.




• Campaign Website Basic Composition– Home page with graphics, pictures, and usually a welcome

video.– Background page with biographical information about the

candidate.– Platform page with the candidate’s stance on key issues.– Photo/video gallery with media from events or of the

candidate.– Social media links to YouTube, Twitter, Facebook, etc.– Volunteer sign-up form.– Contribution page.




• Creating Your Website for Maximum Contributions– Keep the content fresh and changing.– Highlight a “Contribute Now” button prominently on

each page.– Create an engaging, simple, secure landing page for

contributions.– Promote your contributions page with emails, social

media, and printed materials.




• Advantages for Online Contributions– It postpones the pain of giving for donors.– It can help you meet filing deadline goals.– It can press the point with a “forever pledger”.

• Make sure you shop the card processors for the best rate and have security in place




• Yard signs, bumper stickers, banners, and lapel nametags – in limited quantity in the beginning.

• A devoted, distraction-free environment• Campaign phone• Campaign computer• Printers – B&W and Color• Office Furniture• Organizational Supplies• Whiteboards

42

Part II

Your Fundraising Prospects



Categorizing Donors by Frequency• Universal Donors – They give very frequently, and

may have a proclivity to give to one region or system of government.

• Intermittent Donors - They may give heavily for a while, disengage, then reengage at a later date.

• Unique Donors – They are unique to a particular election, cause, or candidate.

• PACs/Political Groups – Give based on their interests and capacity at the time. May wax and wane with influence.



Categorizing Donors by Capacity• Tier One. Can give/raise substantial amounts.

May be known and well respected financially/politically.

• Tier Two. Can give nominally or moderately, but raise substantially.

• Tier Three. Can give substantially.• Tier Four. Can give/raise moderately.• Tier Five. Can give moderately.• Tier Six. Can give nominally.



Additional Items to Consider When Categorizing Donors

• Likelihood of giving – How long will it take to get a contribution?

• Accessibility – How difficult is it to contact or gain an audience with this individual?

• Gestation Period – How long will I have to work on building a relationship before this person will make a donation or ask others to do so?



Where Are The Donors?• Personal Contacts– These donors represent the most readily available

resources for your campaign.– Friends, family, business relationships,

acquaintances.– Look in your phone, contact software,

organizational directories where you participate, Facebook account, civic clubs, fraternity, sorority, college, high school, chamber of commerce, etc.



Where Are The Donors?

• Prior political donor list– FEC, state, and local disclosures (online/in print).

• Target specific areas.• Select those who give to similar candidates.• Aggregate your data and remove duplicates.

– Make sure you follow applicable laws.• Membership Directories– Collect lists that should be inclined to be potential

donors to your campaign.– Have a knowledgeable person filter them for you.



Where Are The Donors?

• Field/Event Entries– Make sure you collect participant/attendee data as you

campaign– Enter all data into your campaign fundraising software or

system– Build your list organically and continually

• The Multiplier Effect– Personal relationship web diagram– “Who do you know who?”

• Get the name, get another, get the contact info, ask to use their name.



Why Donors Give

• They give because their friends give; it’s a primary social outlet.

• They have a particular political interest.• They want access to the candidate.• They have a general allegiance to the party or

platform of an organization.• Someone simply asked.



Cultivating Your Prospects

• Start with the biggest historical donors first.– They are proven and on the competition’s list.– They take a while to woo.

• Start Early– You beat your opponent to the punch.– You increase the likelihood and the amount of the

donation or participation.• Build goodwill by not asking for a dime.– Come to them for advice and guidance.



Cultivating Your Projects• Meet in Small Groups– Ask for small, informal meet and greets.

• Win them over, neutralize them, or write them off your list.

• Give them the inside scoop.– Unreported poles, articles, strategy, press releases,

endorsements.• Listen, Listen, Listen!– 80% of your time listening, 20% talking.– When they ask you a question, you ask them what they

think. It’s hard to listen your way into trouble.

52

Part III

Your Fundraising Action Plan



Informal Personal and Group Visits• Meetings at offices, businesses, and

manufacturers.• Meetings with trade organizations,

associations, and civic groups.• Have an agenda prepared.• Ask for money or have someone do it for you.• Bring forms and capture participant

information.



How Much Should I Ask For?

• Your objective is to seek the maximum amount possible from each donor.

• Always ask for more than you think the donor is capable to give.– You can go down, but not up.– You stand to lose out if you under ask.– People are not offended at a higher ask, but may be if

you try to ask them to immediately increase their contribution.

– Ask others in their peer group what they can give.



The Anatomy of the Ask

• How Should I Go About Asking For a Contribution?

• Spend 70-80% of your time listening.• Determine Your Objective.– Introduce yourself.– Further a relationship.– Ask for a donation.



The Anatomy of the Ask• Step One: State Your Purpose– You’re there to get to know them.– You admire their work.– You need their advice.

• Step Two: Ask Some Prepared Questions– How did you come into your line of work?– Tell me about your job/business.– What issues that are related to the office I’m seeking

concern you the most?– Where are the areas of greatest potential improvement?– What are you looking for in a candidate?



The Anatomy of the Ask

• Step Three: Tell Your Personal Narrative– Tailor the points to your donor’s interests.– Shorten or lengthen it as appropriate.

• Step Four: Make Your Ask– Building a relationship.• Can I count on your support?• Can I count on your for advice and counsel as this effort

moves forward?



The Anatomy of the Ask• Step Four: Make Your Ask• Asking for a contribution.

– I would like to ask you and your wife to consider (choose one):– Contributing the maximum contribution of $5,000 per couple

for the primary cycle.– Serving on our finance committee and raising/contributing

$20,000 in our upcoming fundraiser at John Smith’s house.– Attending our upcoming fundraiser. It’s $1,000 per couple.– Getting a small group of individuals together at your

home/office (choose one) for a small meet and greet/fundraiser (choose one) in the next three weeks.



The Anatomy of the Ask• Step Four: Make Your Ask• Asking for a contribution – Mining for Donors– “Can you think of any other people like you who I need to

talk to about supporting my campaign financially/with advice/politically (choose one)?”

– After you get a few names, ask: “Can you think of any others?”

– Once you have the names, ask: “Do you have a good phone number and/or e-mail address for these contacts?”

– And finally: “Is it alright if I use your name as an introduction?”



Dialing for Dollars

• Calls from the candidate are the second most powerful form of communication from the campaign.

• You can reach more people in less time.• They are personal.• They can produce remarkable results.• They can be made in almost any environment

and require little planning or coordination.



Dialing for Dollars• Tools You’ll Need– Legal pad and pen – collect

important data.– Database/software system –

this eliminates redundancy of data entry and saves time.

– Follow-up delivery mechanisms and documents.• Candidate fact sheet or

website link.• Various contribution forms.• Use email and mail.



Dialing for Dollars

• Tools You’ll Need– Insider information – unreleased polling

information, strategy documents, articles, etc.– Finance committee documents – lists of donors to

call, forms for prospect submission, etc.– Prepared call lists.• Name, phone numbers, email, address, notes, previous

giving, and any other pertinent information.



Dialing for Dollars• Your Call Environment– Call Reluctance – The feeling of dread that

accompanies contemplating making a phone call for the purpose of asking for money.

– Remove all distractions.– Get in a quiet place.– Make sure your surrounds are clean and organized.– Ask not to be disturbed.– Set aside a “sacred time” for calling donors.



Dialing for Dollars• The Million Dollar Money Machine – Your Car– Your car limits what you can do, but provides an

optimum opportunity for making calls.– Get a “driver” if possible.– Make sure your cell phone works throughout the

district, consider an alternate provider for your “driver”.

– Call lists.– Follow up documents – take care of it on the spot.– Thank you notes and correspondence.



Political Fundraising Events

• About 60-70% of Your Money Will Likely Come From Fundraising Events.

• If the President of the United States has to do them, you do too.

• Political fundraising events are necessary, and a very profitable use of your time.




• Why Political Fundraising Events Work– Politics is personal.– Politics is social.– Events are traditional.– Events manufacture deadlines and create a sense

of urgency.– Events target communities of influence.– Events are natural and enjoyable.




• General Guidelines Before You Start– Cultivate relationships before you begin the process.– Start with your larger ticket events first.– Keep logistics simple and expenses low.– Only mail to targeted, filtered lists.– Realize that you, the campaign staff or candidate,

must do the heavy lifting.– Make sure you are ready before you begin.– Not all fundraisers have to be formal or mailed.




• Step One: Identify a Target Market• Associated Documents/Systems: Campaign

Database Software, Excel Database for Upload of Potential Donors

• Timeline: Two to three months out




• Step One: Identify a Target Market– Start where you are strongest.• Close to home.• With people you know.• Organizations where your influence is strong.

– Assemble and import your Excel lists to your campaign fundraising software application.

– Build your list organically by asking “Who do you know who…” of your likeliest supporters.



Political Fundraising Events• Step Two: Schedule a Meeting or Make Phone

Calls to Meet with Leaders or Influencers• Associated Documents/Systems: Campaign

Database Software, Document #8: Host Sign-Up Sheet for General Area, Document #9: Candidate Call Sheet

• Timeline: Two and a half to two months out



Political Fundraising Events• Call Sheet Example: www.MyCampaignTreasurer.com




Political Fundraising Events• Step Two: Schedule a Meeting or Make Phone

Calls to Meet with Leaders or Influencers– Make calls and informal visits to warm people up

to the idea of serving on a host committee.– Schedule informal group meetings.– Ask them to help set the ticket price and to

commit to raising a certain amount of money.– Capture your largest donors on the host

committee and don’t leave money on the table.




• Step 3: Find a Location, Set a Date, and Consider Guests of Honor

• Associated Documents: Campaign Calendar• Timeline: Four to six weeks out



Political Fundraising Events• Step 3: Find a Location, Set a Date, and

Consider Guests of Honor– Make sure you have secured enough hosts to

appear legitimate – this will change with the area and group you focus upon.

– Tally your hard (money from host committee members) and soft commitments (amounts host committee members will raise).




Consider Guests of Honor– Select a Location and Time.• Homes work best – well known, large enough.• Tuesday and Thursday nights are prime, but not

required. Lunches and breakfasts can work well.• Keep it to about 1.5 hours, longer is not better.• Keep the costs low and set expectations with the event

hosts, and don’t let them rule your calendar.• Fill the room – overcrowded beats empty.




Consider Guests of Honor– Guest of Honor

• Someone who is above in stature in government, reputation, fame, a specific industry, etc.

• They can help you get press, encourage attendance, and add a special something to an event.

• They likely cannot raise you one dime directly.• Seek them out early.

– Fundraising trumps politicking, coordinate your schedule accordingly.



Political Fundraising Events• Step 4: Building a Host Committee• Associated Documents: Target Data Base,

Candidate Call Sheets, Document #10: Three-Tiered Event Fact Sheet with Guest of Honor, Document #11: Host Recruitment Sheet for Three-Tiered Event, Document #12: Event Tracking Sheet

• Timeline: Four to six weeks out



Document #10: Three-Tiered Event Fact Sheet with Guest of Honor



Document #11: Host Recruitment Sheet for Three-Tiered Event



Document #12: Event Tracking Sheet



Political Fundraising Events• Step 4: Building a Host Committee– Why building your host committee is so important

• Let’s run through some scenarios

– As you gather hosts, have them fill out the right documents and enter them into your event tracking sheet.

– Help them recruit hosts by sending a paired down version of your target for the event in Excel.

– Have the candidate call folks that have been warmed up, and check the historic giving of all individuals to make sure no one has slipped through the cracks

– Call, call, and call again – one call won’t get it.




• Step 5: Develop and Mail Your Invitation• Associated Documents: Target Database,

Document #4: A2 Pledge Reply Card, Document #13: 7 x 10 Fold Over Three-Tier Print Invite, Document #14: Patron and Host Packet Letter on Recruitment, and Outer, Inner, and Large Carrier Envelopes

• Timeline: Three to four weeks out



Political Fundraising Events• Step 5: Develop and Mail Your Invitation– Your mailing date is an event in itself and creates a

sense of urgency for host committee members and the campaign.

– Have three people double check the invitation.– Add people to the very last moment.– Insert your reply device and envelope.– Print more invitations than you plan to hand out or

send out as you add last-minute invitees.– Add invitees to the database as you go along.– Double check all merge files before you hit print.



Political Fundraising Events• Step 5: Develop and Mail Your Invitation– Mail a packet of unaddressed invitations to the host

committee members along with an encouraging letter.– Use real stamps when possible vs. metered mail and

make sure the postage is accurate.– Schedule a “stuffing party” with food and lots of

appreciation for their efforts.– Do not let unappreciative staff near your volunteers.– Note returns and try to correct contact information.– Prepare your email invitations and web postings for

your campaign site and social media sites.



Political Fundraising Events• Step 6: Build Attendance• Associated Documents: Target Database, Event Tracking

Sheet, Candidate Call Sheets, Online and E-mail Invitations• Timeline: Three weeks through day of event

– Let the invitations get to the recipients.– Pick out the best invitees for candidate calls and/or host

committee members.– Send another email reminder 2 days prior to the event.– Follow up on host committee attendance and progress – this

can be the staff or the candidate.– At a minimum have the staff or volunteers call all invitees once

with a general invitation message.



Political Fundraising Events• Step 7: Day Before the Event Planning• Associated Documents: Document #15: Name

Tag Example, Document #16: Event Timeline, Document #12: Event Tracking Sheet– Compose an event timeline for the candidate, staff

members, and event hosts – email and bring the paper to the event.

– Check in on the event hosts for logistics – making sure you have adequate room to work the door.



Political Fundraising Events• Step 8: Day of Event• Associated Documents: Document #12: Event

Tracking Sheet, Document #15: Name Tag Example

• Preparations at Campaign HQ and The Event



Political Fundraising Events• Step 8: Day of Event– Update and double check accuracy of your event

tracking sheet.– Alphabetize, merge, and print your name tags.– “Foil star” hosts and guests of honor, “black dot”

attendees who haven’t paid.– “Did you mail in your check or give it to a host?”– The candidate doesn’t wear a nametag, but the

spouse of the candidate does.– Let non-pays walk by, but send a pledge card for

payment.



Political Fundraising Events• Step 8: Day of Event• Put together an “event box” containing: your agenda,

nametags, a few blank copies of invitations so the candidate can review the names, extra pins, contribution cards, paper clips, a large envelope for collecting contributions, permanent markers for handwriting nametags, foil stars, scissors, clear plastic tape, a legal pad, and perhaps your tables and tablecloths if none are provided.

• Also pack campaign paraphernalia such as bumper stickers, banners, lapel pins, and yard signs.



Political Fundraising Events• Step 9: Repeat the process for the next event.• Multiple Event Management– Every campaign will have multiple events: 2 to 3,

6 to 12, 24-48, ??? The larger the campaign, the more events you’ll have to manage.

– Some will be formal, and others informal.– Organize your events with a color-coded

whiteboard or software program.– Code your campaign events by financial, political,

candidate personal, legal deadlines, etc.



Political Fundraising Events• Multiple Event Management– Start from election day and work backward.– Plot milestones, invitation mail dates, and other

deadlines on the calendar.– Make a separate paper and electronic file for each

event and categorize them by county, area, or however else works for your campaign.

– Keep event files in front of you while they are in progress, and organize them by date or importance.

– Develop a finance budget.



Political Fundraising Events• Multiple Event Management– Put a checklist in each campaign fundraising event

folder, or create a way to check the steps off in a software program.

– Subjugate low-earning potential events to high-earning potential events when expending the candidate and campaign’s time and resources.



Trail Money• As you travel throughout the district, you will receive

random contributions not assigned to any particular income source code, and meet many people along your way.

• Collect business cards and contact info like mad, and create a operational procedure for entering in all that data.

• Carry contribution cards with you, so you have a way to answer “What can we do to help?”

• This will not be a large portion of your revenue by any means, but some elections are won by very narrow margins.



Direct Mail

• There are countless books devoted to direct mail, so we’ll only be hitting the high points.

• Larger campaigns will mail more often and have a higher response rate among tier five and tier six donors.

• Direct mail is rarely a “game changer”• Don’t reinvent the wheel.



Direct Mail

• Steal from the best by doing the following:– Take $100 dollars and donate $20 each to:• Your local U.S. Congressman or Senator.• Your national political party.• Your governor.• The President of the United States.• Your state political party.• Maybe even through in a few extra bucks and give to

the dark side.



Direct Mail

• Note how the incoming solicitations are written.

• Observe spacing, choice of words, punctuation, underlining, italics, bold print.

• Listen for common themes, direct package schemes, and teasers.

• Use their consultants for your race.



Direct Mail• Tracking Performance– Print source codes on your reply device that segment

lists so you can tell the good performers from the bad.– Remove low-performing lists from your database.– If you purchase a mailing list, consider sampling it first

for performance.– Mail serves the additional purpose of getting votes

and priming some donors for direct asks.– If they are breaking even, and not taking up too much

of the campaign’s time, I’d keep mailing.



Direct Mail

• Sequencing Your Letters– Do not send out any letters until after you have picked your

low-hanging, tier-one and tier-two fruit with phone calls and events.

– Start with a long, introductory letter to begin that fully tells your personal narrative.

– Move on to topical letters on the three-five elements of your platform that coincide with donor interests.

– Keep contrast pieces truthful and focused on issues; be aware of the consequences.

– Document your sources and look for third party sources of information in your letters.



Direct Mail• Events That Prompt Writing a Letter– Your initial campaign announcement– Naming a campaign chairman or finance chairman.– Endorsements from key individuals or organizations.– Polling numbers.– Opponent’s quotes, votes, or actions.– Positive articles from respected media outlets.– Winning the primary

• You’ll have three distinct audiences.

– Making it to a run-off.



Direct Mail

• General Comments on Direct Mail Interaction– Your mail has a lot of competition.– People sort through, categorize, and then process

their mail.– Your outer envelope can make or break your

solicitation – teasers and presentation count.– They may read it right away, or incubate it.– If they open it, here’s what happens next…



Direct Mail• General Comments on Direct Mail Interaction– They look at who it’s addressed to and perhaps the

letterhead logo.– Read the first sentence, scan the page noting bold,

underlined, or highlighted items.– They flip it over, look at the signature block, and maybe

read the post-script.– The aforementioned happens in about 4-10 seconds.– You need lots of white space, plain, emotional language,

and short, easy-to-read paragraphs.– Mail is expensive; don’t send a poorly-conceived, sloppily

written letter.



Direct Mail

• An Example Letter to Talk and Walk Through.– You are writing for results, not a Pulitzer.– Grammar is important but not tantamount.– Letters must evoke an emotional response.– This example package is pretty plain vanilla.– We’ll get the basics right first.



Direct Mail

• Other Items That Can Spice Up Your Direct Mail Package– Secondary endorsement letters.– Bumper stickers.– Buckslips.– Surveys.– Event tickets.– Commemorative and useful items.– Ask yourself, will this improve the redemption rate of

my mailing, or accomplish another goal efficiently.



Using Technology to Raise Money• We’ve all heard about Ron Paul, Barack

Obama, John McCain, and the Red Cross.– The larger your campaign, the more efficient and

effective your use of technology for solicitation can be.

– Learn from the best.• Send $20 to 5 political organizations or candidates who

do online solicitation right.• Copy their approach where appropriate or affordable.



Using Technology to Raise Money• Website– Highlight a “Contribute Now,” “Donate Now,” or other

button or prompt on every page of the website.– Make sure you have a credit card processor that is

appropriate for your campaign.– Your website must be dynamic, constantly changing,

and engaging to really work for fundraising.– Create pages for event reservations.– Ask for people to sign up for a newsletter so you can

capture emails.



Using Technology to Raise Money• Email– Email has largely been the source of the “money

bomb.”– An email is just a shortened version of a letter revised

to work better on your computer.– It uses graphics, links, pictures, video, and other

interactive elements.– It offers the additional functionality of being able to be

forwarded, shared, and produce other interactions.– It is much less expensive than direct mail, and you can

respond quicker to changes in the environment.



Using Technology to Raise Money• Email– Professional vs. personal.– Relevance and timing – Send content that donors/voters

want to hear about 66-75% of the time, and fundraising correspondence the remainder to build a relationship and increase open rates. Topics should be timely and interesting.

– Content – Mix up the information and messages.– Frequency – Set up a time table and stick to it to prevent

becoming spam mish.– Build your email list constantly at every opportunity and

remove those who do not wish to receive correspondence.



Fundraising with Social Media• Because the landscape is constantly changing,

we’re going to focus on fundamental principles.• Step One – Choose the Networks to Engage– It is better to be in a few networks and have a

strong presence, than to be in many networks and have a weak presence or participation.

– Keep the content appropriate and above board.– Social mediums can be used for good and for ill.– People have shallow beliefs and “gotcha” quotes

rule the day.



Fundraising with Social Media

• Step Two – Identify Your Target Market– Who, exactly, are you trying to reach?• Clue – it’s not every potential voter.

– The campaign that tries to be everything to everyone will be nothing to nobody.

– What online person are you trying to create?



Fundraising with Social Media

• Step Three – Attracting Your Target Market– Build dynamic, content rich, engaging content and

ask for participation.– Ask all of your friends, family, associates, and

acquaintances to join, like, or follow your efforts.– Include your social medium contact information

where appropriate in print, radio, TV, and website.– Advertise within the social network.• Pay per impression – like billboards with a message.• Pay per click – like radio with a call to action.



Fundraising with Social Media• Step Four – Choosing a Software Application to

Receive Donations– You can simply direct people to your website.– A better option is to select a software application

that’s imbedded in the social medium and keep your followers or friends in a familiar environment.

– Many applications let your followers solicit their friends on your behalf within that medium.

– Weigh the cost in time/money/resources vs. the return from the options you choose.



Fundraising with Text Messages• Tales of Success: American Red Cross and Barack

Obama• Larger, more publicized campaigns fair better.• Texting Donations– $25 maximum, and they are processed for you.

• Texting Pledges– Unlimited amount, you must have the infrastructure in

place to process the pledges.• Start up fees are in the hundreds with ongoing

support fees, and per transaction costs.

125

Part IV

Your Fundraising Finale



Sticking to the Basics• There are two things that help a person lose weight: Diet and

Exercise. You may diet and exercise in many ways.• Diet: High Protein, Calorie Counting, High Fiber, Low Fat, Weight

Watchers, Jenny Craig, etc.• Exercise: Yoga, Pilates, Running, Weightlifting, jogging, walking,

cross-training, cycling, etc.• There is an entire industry built in the United States that essentially

sells the notion that you can be in great physical shape while ignoring (discipline) diet and (effort) exercise.

• And while people may be excited to skip out on the discipline and the effort, what they are hoping what they’ve purchased is the result – weight loss.

• I’m afraid that there are a lot of disappointed Americans.



Sticking to the Basics• To raise a substantial amount of money for your campaign,

you must obey these three tenants:1. Devote the majority of the candidate and finance

committee’s time spent on campaign activities to cultivating and/or soliciting donors.

2. Create measurable daily, weekly, and monthly goals for calls, visits, and events for the candidate that correspond with the campaign’s fundraising goals.

3. Place events, mailings, e-mails, call days, and visit days on the calendar representing a certain amount of the revenue needed in order to create artificial deadlines to ensure success.



Sticking to the Basics: Tenant 11. Devote the majority of the candidate and finance

committee’s time spent on campaign activities to cultivating and/or soliciting donors.

• Let’s consider an 18th century military analogy where you’re battling your enemy for four days (4 quarters).– Candidate: 32 pounder, commanding view, easily maneuvered,

and continually able to fire.– Finance Chairman: 12 pounder, commanding view, decently

maneuverable, fires 1/3 to ¼ as much as the candidate.– Finance Committee Members: 3 pounders, limited line of sight,

often hard to maneuver, fire infrequently.– Donors: Riflemen, some fire often, some fire and retreat, they

are sporadic at best.



Sticking to the Basics: Tenant 1• So, given what we’ve discussed about capacity and

firepower, your job should be to set your campaign operations up in such a way that your artillery are never hindered from firing a shot.

• Keep the ammunition flowing and focus on the pieces that can do the most damage.

• Fundraising events = major actions; candidate calls = significant actions; letters, emails, and other activities would be skirmishes (but they can add up over time).

• Winner takes all in this analogy. Do not be timid.



Sticking to the Basics: Tenant 22. Create measurable daily, weekly, and monthly

goals for calls, visits, and events for the candidate that correspond with the campaign’s fundraising goals.

• You can’t set goals like $2000/day or $5000 per week. You can only control the campaign’s discrete actions, not the outcomes.

• If you put in the activity, the outcomes will follow.



Sticking to the Basics: Tenant 2• In the month of May, your campaign hopes to

raise $25,000 as one month in the quarterly budget.– Major Fundraiser: $12,000– Lesser Fundraiser: $7,500– Candidate Visits: $2,500– Direct Mail: $2,000– Email: $1,000– Total: $25,000



Sticking to the Basics: Tenant 2• Major Fundraiser: $12,000– 75% of funds to be pledged by host committee

before the first invitation is mailed.– Hosts are $1,000 per couple and guests $250– We get our lists together with Tier One donors

being the first focus, we know that there are three couples who’ll host the bat for $3,000.

– The remainder we will have to call off of a list we’ve compiled based on historical giving.



Sticking to the Basics: Tenant 2• Major Fundraiser: $12,000

– There are 40 people on the list.– We make 40 calls, get 12 people live (30%), and leave 28 messages.– Of the 12 we speak with, about 30% will agree to hosting, so we’ve

raised another $3,600.– Of the 28 messages we’ve left, about 20% return our call, and 30%

agree to host, equaling $1,680.– In a day or so, we’ll call the people who haven’t returned our call, get

about 5 on the line, and 30% will commit, netting another $1,650.– Now we’re sitting on $9,930 in pledges, exceeding our 75% goal of

host committee commitments.– At this point, we’ve made 82 phone calls, will make up the difference

with ticket sales.



Sticking to the Basics: Tenant 2• Lesser Fundraiser: $7,500– This could be an intimate dinner of three couples

at the Finance Chairman’s home for $2,500 per couple.

– This could be a $500 per couple host committee event and a $100 per person ticket price.

– You may have to make as few as 6 calls in the first example or over 100 in the second.

– Choose your approach wisely.



Sticking to the Basics: Tenant 2• Candidate Visits: $2,500– Identify 10-12 potential donors, maybe they’re

outside of the area of your major fundraiser.– Call to seek their counsel.– About 60% will likely see you.– Let’s say 50% of them agree to give an average of

$1,000.– You’ve raised $3,300.



Sticking to the Basics: Tenant 2• Mail Piece: $2,500– Let’s say you mail 1,500 contacts.– Your list is compiled of many personal contacts and

your closest associates.– We’ll assume a 10% redemption rate because of

the makeup.– Average contribution amount is $35.00– You’ve raised $5,250 in receipts, but the mailing

cost 1.25 per piece.– Your net gain is $3,375.



Sticking to the Basics: Tenant 2• Email Campaign: $1,000– Let’s say you email 2,500 people you’ve compiled

organically and through personal contacts.– Another 1000 are given to you from another

campaign.– 2% respond and the average gift is $25.– You’ve raised $1,750.



Sticking to the Basics: Tenant 2• Month of May Total, Assuming Events Come in

Right on Budget:– Major Fundraiser: $12,000– Lesser Fundraiser: $7,500– Candidate Visits: $3,300– Direct Mail: $3,375– Email: $1,750– Total: $27,925



Sticking to the Basics: Tenant 33. Place events, mailings, e-mails, call days, and visit days

on the calendar representing a certain amount of the revenue needed in order to create artificial deadlines to ensure success.

• Doing this tricks you into being proactive, and avoiding procrastination.

• Post these in your campaign office to generate accountability.

• Once you’ve declared your objectives and set the calendar, you’ll either create a consistent flow of revenue or a consistent flow of guilt.



Keeping it Legal• Make sure you know the laws that affect your

election from the nation, state, and locality.– Amount of Giving – How much is too much?– Types of Gifts – Cash, in kind, services?– Disclosure – What must be known and to whom?– Expenditures – You can’t spend it on just anything, so

keep all expenditures above reproach.– Hard Deadlines – You must report on time.– Contributions from the Candidate

• Self-funding looks weak initially, but can help at the end.• Max out to your own campaign at the very outset.



Keeping it Legal

• It’s All Public Knowledge– Be careful what you spend, and who you accept

contributions from.– You must report it if it hits your bank account.

• Use a software program like www.MyCampaignTreasurer.com to keep things simple and organized for you.




What if You Win?• Visualizing Your Success is Important.• If it’s a primary or you go into a run off, you have three letters and

pitches to make to your donor universe.• 1) Your donors 2) Non donors 3) Opponent’s donors.• The fundraising gets easier, but it still ain’t easy. PAC’s, political

parties, and fence sitters are all ready to contribute.• Dance with the ones that brought you, and institute a donor

stewardship program that starts immediately and focuses attention on donors in a way that corresponds with giving.

• If you do this, you’ll have a well oiled machine instead of a tired jalopy for your next campaign.

• Start building relationships for your next campaign shortly after you win, but wait a while to pour it on heavy.



Call to Action1. Sign up for your free trail at

www.MyCampaignTreasurer.com– A carpenter without a hammer, isn’t a carpenter.

2. This presentation will likely make little sense out of context in 3 weeks or 3 months.– Buy How to Raise Money for Political Office on your way out

the door.

3. If you need initial consulting help, please contact us and we’ll help you.

4. If you know of someone running for office who could benefit from our products or services, please refer us to them.




Conclusion

• There are very few “secrets” to fundraising success.

• Work hard, organize, be aggressive.• Sweat the details and leave nothing to chance.• If you put the work in, the profits will come

out on the other side.• Good luck, and good campaigning!



Question & Answers

?



THANK YOU!

how to raise money for political office

News & Politics

state house

fake fundraising

iyour fundraising basics5

target voter universe

political campaignare

political beliefs

political gossip

total voter universe