FUND RAISING—FROM REAGAN TO THE TEA PARTY & BEYOND

Fund Raising to Preserve & Advance FreedomMarch 15, 2013, Conservative Political Action Conference

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

It didn’t start with Ronald Reagan!

HISTORY OF DIRECT MAIL FUND RAISING

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?

THE APOSTLE PAUL…

Wrote to the Christians in Corinth in 56 AD. He began his letter this way…

“Brothers and sisters,…”

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.”

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.”

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,…”

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.”

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

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.

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.

What skills do you need?

CAN YOU DO IT?

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?

WHAT IS FUND RAISING?

WHAT IS FUND RAISING?

Advertising Sales

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

SALES

SALES

WHAT IS YOUR ROLE AS A FUND RAISER?

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

THE MEDIUM IS NOT CRITICAL, THE PRINCIPLES ARE CRITICAL

The principles apply regardless of the medium!

ARE YOU A FUND RAISER?

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!

KNOW THE STRENGTHS & WEAKNESSES OF YOUR OWN ORGANIZATION OR CANDIDATE

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?

The First Step…

UNDERSTANDING & IDENTIFYING PROSPECTIVE DONORS

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

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

LIKELY DONOR MATRIX

#1Highest Potential

#2High Potential

#3Good Potential

#4Poor Potential

LIKELY DONOR MATRIX

#1Highest Potential

#2High Potential

#3Good Potential

#4Poor Potential

Someone who has money, but is not

interested in your cause

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

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

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

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

Use all that work for you

FUND RAISING MEDIUMS

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)

The key to fund raising success

BASIC PRINCIPLES

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.

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

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

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

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

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

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!

ST. PAUL LED THE WAY

The principles have not and will not change

The only difference is technology

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.

Overcome the fear factor…

GETTING STARTED

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

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

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

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

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

YOU WILL SUCCEED IF…

You build your fund raising program on the solid foundation of… Integrity Partnership Love Passion

CREATE A SOLID FOUNDATION

Commitment

Honesty

Partnership

Love Donors

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

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

MAKE IT EASY…

Donate to 3 causes that you believe in Read and follow my step-by-step manual

on direct mail fund raising

QUESTIONS?

Blog: www.bruceeberle.com703-821-1550www.eberleassociates.com