MAKING THE ASK

MAKING THE ASKMAKING THE ASKFundraising

The National Democratic Institute

• Introductions• Ground rules• Ice breaker exercise

WELCOMEWELCOME

OBJECTIVESOBJECTIVES• To provide tips for asking for

money• To understand who gives and why,

and where to find donors for your campaign

• To understand the steps involved in asking for money

MODULE TOPICSMODULE TOPICS• How to find donors• Asking for money

Photo: National Democratic Institute

DONORSDONORS

HOW TO FIND DONORSHOW TO FIND DONORSFamily and friends•Materials to Review• Holiday card list• Professional

circles• Club

memberships• Connections on

social media

HOW TO FIND DONORSHOW TO FIND DONORSIdeological Circles•Materials to Review• “Sister”

organizations of those you belong to• Board of Directors

of groups aligned with your principles

HOW TO FIND DONORSHOW TO FIND DONORSAx-to-Grind • Research

Power Circles• Key Businesses• Community Leaders

ASKING FOR MONEYASKING FOR MONEYRemember: political fundraising is

not charity, donors want to help you and will benefit from your campaign

Photo: National Democratic Institute

MAKING THE ASKMAKING THE ASK

ESTABLISH RAPPORTESTABLISH RAPPORT• Do not begin with “I am running

for...”• Make the conversation about

themo “You were so helpful in my

last race”o “Sam Smith suggested I call

you”

TELL THEM HOW THEY TELL THEM HOW THEY BENEFITBENEFIT

Circles of Benefit• Personal Love you• Ideological Share values• Ax-to-grind You not them• Power I’m going to

win

EXERCISE: ESTABLISHING EXERCISE: ESTABLISHING RAPPORTRAPPORT

• Establish rapport• Write a short pitch describing your

background and why you’re running

• For each ‘circle of benefit’, say why a donor from that circle will benefit from your victory

PROVE YOU CAN WINPROVE YOU CAN WIN• Numbers matter• Factors that demonstrate

viabilityo Amount of money raisedo Endorsementso Press clipso Voting statistics for your

district

ASK AND BE SPECIFICASK AND BE SPECIFIC• Tell donor what

their support will enable you to do

• Ask for a specific amount of money

• Give a specific deadline

LISTENLISTENOnce you’ve made the ask, wait for the donor to respond

If yes, make arrangements to collectIf maybe, provide more informationIf no, ask why?

Photo: PublicDomainPictures

FOLLOW UPFOLLOW UP• Thank the donor • Ask again!!!

Photo: National Democratic Institute

EXERCISE: MAKING THE EXERCISE: MAKING THE ASKASK

• In pairs, practice this process as if you were a candidate calling a donor.

• Use your prepared pitch and have your ‘donor’ reply in 3 different ways: yes, maybe and no.

CONCLUSIONCONCLUSION• Donors want to help you and will

benefit from your campaign• Don’t be afraid of asking for

money• Be specific and follow up

Questions? Feedback?