Fund Raising to Preserve & Advance FreedomFebruary 10, 2012, Conservative Political Action Conference

The history of fund raising Can you do it? What is fund raising? Are you a fund raiser? Understanding donors Fund Raisinig Mediums Understanding the principles of fund

raising Becoming informed Getting started

It didn’t start with Ronald Reagan!

Paul of Tarsus Wrote a fund raising letter in 56 AD To the members of the Christian Church

Corinth from Macedonia To raise funds for the Christians in need

in Jerusalem

Addresses them as brothers (trust) Begins with an emotional story of the

Macedonian Christians Praises them for being the first to give

(relationship building) Urges them to “finish the work” Gives them advice as a friend and

“brother”

Says other churches have already sent their offering (testimonial)

They had already promised to give (pledged)

Asks for a generous gift given cheerfully

Titus is coming (along with the Macedonian Christians) to pick up their gift (deadline)

Seek support from those you know and who already support your cause

Be personal & emotional Be straightforward & honest Use examples & testimonials Ask for one purpose only Ask for an appropriate amount Express urgency Make it easy to give

What skills do you need?

The principles are the same regardless of the medium

It’s critical to the success of the conservative movement

But, can you do it?

Advertising Sales

But instead of selling a product or service, it’s about asking for a contribution

“To provide an opportunity to someone to donate to a cause they already believe in”

The principles apply regardless of the medium!

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!

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 leftwing enemy?

The First Step…

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

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

#1#1Highest PotentialHighest Potential

#2#2High PotentialHigh Potential

#3#3Good PotentialGood Potential

#4#4Poor PotentialPoor Potential

#1#1Highest PotentialHighest Potential

#2#2High PotentialHigh Potential

#3#3Good PotentialGood Potential

#4#4Poor PotentialPoor Potential

Someone who has money, but is not

interested in your cause

#1#1Highest PotentialHighest Potential

#2#2High PotentialHigh Potential

#3#3Good PotentialGood Potential

Someone who is passionate about your

cause, but has not donated previously

#4#4Poor PotentialPoor Potential

Someone who has money, but is not

interested in your cause

#1#1Highest PotentialHighest Potential

#2#2High PotentialHigh Potential

Someone who has recently made a

contribution to a similar cause

#3#3Good PotentialGood Potential

Someone who is passionate about your

cause, but has not donated previously

#4#4Poor PotentialPoor Potential

Someone who has money, but is not

interested in your cause

#1#1Highest PotentialHighest Potential

Someone who has previously made a contribution to you

#2#2High PotentialHigh Potential

Someone who has recently made a

contribution to a similar cause

#3#3Good PotentialGood Potential

Someone who is passionate about your

cause, but has not donated previously

#4#4Poor PotentialPoor Potential

Someone who has money, but is not

interested in your cause

To prevent something bad from happening

To seize an opportunity To make a positive impact To fulfill a worthy vision

Use all that work for you

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)

The key to fund raising success

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.

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

Major Gift—Must meet with them in person

Special Event—Must persuade them to attend

Telemarketing—Must get them to answer the telephone

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

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

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

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!

The principles have not and will not change

The only difference is technology

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.

Overcome the fear factor…

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

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

You have the time and the determination to raise money

You are not afraid of failure and are willing to experiment and test

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

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

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

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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