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MAKING THE ASK. Fundraising. The National Democratic Institute. WELCOME. Introductions Ground rules Ice breaker exercise. OBJECTIVES. To provide tips for asking for money To understand who gives and why, and where to find donors for your campaign - PowerPoint PPT Presentation


  • MAKING THE ASKFundraisingThe National Democratic Institute

  • IntroductionsGround rulesIce breaker exercise


  • OBJECTIVESTo provide tips for asking for moneyTo understand who gives and why, and where to find donors for your campaignTo understand the steps involved in asking for money

  • MODULE TOPICSHow to find donorsAsking for money

    Photo: National Democratic Institute


  • HOW TO FIND DONORSFamily and friendsMaterials to ReviewHoliday card listProfessional circlesClub membershipsConnections on social media

  • HOW TO FIND DONORSIdeological CirclesMaterials to ReviewSister organizations of those you belong toBoard of Directors of groups aligned with your principles

  • HOW TO FIND DONORSAx-to-Grind Research

    Power CirclesKey BusinessesCommunity Leaders

  • ASKING FOR MONEYRemember: political fundraising is not charity, donors want to help you and will benefit from your campaign

    Photo: National Democratic Institute


  • ESTABLISH RAPPORTDo not begin with I am running for...Make the conversation about themYou were so helpful in my last raceSam Smith suggested I call you

  • TELL THEM HOW THEY BENEFITCircles of BenefitPersonal Love youIdeological Share valuesAx-to-grindYou not themPower Im going to win

  • EXERCISE: ESTABLISHING RAPPORTEstablish rapportWrite a short pitch describing your background and why youre runningFor each circle of benefit, say why a donor from that circle will benefit from your victory

  • PROVE YOU CAN WINNumbers matterFactors that demonstrate viabilityAmount of money raisedEndorsementsPress clipsVoting statistics for your district

  • ASK AND BE SPECIFICTell donor what their support will enable you to doAsk for a specific amount of moneyGive a specific deadline

  • LISTENOnce youve 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 UPThank the donor Ask again!!!

    Photo: National Democratic Institute

  • EXERCISE: MAKING THE ASKIn 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.

  • CONCLUSIONDonors want to help you and will benefit from your campaignDont be afraid of asking for moneyBe specific and follow up

    Questions? Feedback?

    See the Trainer's Guidefor overall guidance on using this presentation. The Trainer's Guide serves as a companion resource and outlines the objectives of the session and materials needed as well as provides additional guidance on conducting the training session. Please note that the Guide includes complete instructions on how to facilitate some of the exercises referenced in this PowerPoint presentation and additional information on the content of certain slides. Please adapt the PowerPoint presentation, exercises, examples and handouts in advance of your workshop. They have been created for a global audience and need to be adapted to better suit the local context, the background of your participants and their level of experience.Terms, images and examples from the participants country or region should be used as much as possible so that they are relevant and contextually appropriate.

    This presentation and guidewere developed by Rebecca Turkington and Crystal Rosario.NDI would also like to acknowledge those who contributed including Amy Hamelin, Caroline Hubbard, Susan Kemp, Susan Markham and Allison Muehlenbeck. *SLIDE CONTENT: To begin the session, introduce yourself and other staff, trainers and resource persons. Provide the participants an opportunity to introduce themselves and establish ground rules for the training.

    TRAINER NOTE: It will be important to establish a rapport among participants. If this is the first presentation of a training workshop, be sure to build in time for participants to get to know one another and establish ground rules for their interaction and participation. Guidance on ice breakers and ground rules can be found in the Training and Facilitation folder.

    You might also establish ground rules by asking participants to give suggestions and agreeing as a group. You can write the rules on a flip chart and hang it on the wall for reference during the training session.*SLIDE CONTENT: The objectives of this session are: To provide useful tips for successfully 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.

    TRAINER NOTE: Provide an overview of the sessions objectives so that participants understand its purpose and have realistic expectations about what to expect.

    You may also wish to ask participants what expectations they have for the session. What do they hope to get out of it? You can then relate their expectations to the objectives and suggest how unrelated expectations might be met in other ways. *SLIDE CONTENT: Today we will cover: How to find donors (circles of benefit) And the steps involved in asking for money (establishing rapport, asking, follow up, etc.)

    TRAINER NOTE: Once the objectives have been shared, give a brief overview of the topics to be covered. We want to give participants a sense of where we are heading in the presentation, so summarize the main concepts that will be addressed. You can also use this time to define any key terms that will be used throughout the training, to get a sense of participant levels and ensure a common understanding among the group. If there are many terms, you may want to create an additional slide.*SLIDE CONTENT: The next logical question might be who donates this money? Why do people give and who should I ask? People are motivated to donate money for various political and personal reasons. In this graphic by the US organization EMILYs List you can see that you start with the people who are closest to the candidate and move out from there as time goes by. As you increase your fundraising total with each circle on the chart your viability also grows.

    Who you are going to ask is the first step in reaching your goals. For each circle or donor group you will craft a message specific to that groups motivation to donate. Individuals and groups may fit into one or more of these circles, which we will discuss on the next slides. In crafting your message and organizing your circles, place people into the group you feel you can craft the strongest message for. Also keep in mind that if you have a personal contact who fits into other circles, they can be your bridge to individuals in those circles you dont know.

    TRAINER NOTE: Circles of Benefit was created by EMILY's List, a political action committee in the United States that aims to help elect pro-choice Democratic female candidates to office by bundling small donations and providing training. It was founded by Ellen Malcolm in 1985. Refer to the EMILYs List presentation in the Fundraising Module for more information. This image will need to be recreated when the presentation is translated.

    *SLIDE CONTENT: Dont begin by going after big money. Start by reaching out to the people who know you best: friends, family, co-workers, former classmates. These individuals will be interested in supporting you to see you win because they care about you. Starting with your closest connections will provide you with the base you need to go after other donations. Review your personal materials and identify people youve met with and contacted in the past. Go over your holiday card list, your old planners and calendars, business cards, friends and followers on social media, club memberships, high school and college alumni networks, etc. Someone you havent been in touch with for a few years is just as good to add to your list as someone you spoke with a couple months ago.

    TRAINER NOTE: Ask participants how they organize their contacts. Mobile phone contact list? Rolodex? Email lists? Facebook? What resources would they have to pull their contacts from? Community groups? School/Parent associations? *SLIDE CONTENT: The next audience to reach out to is those who align with you ideologically, or hold the same values or stances on issues that you do. These people will donate if they think you will champion their priority issues after you get elected, or that you will make sure their issues are brought to the forefront of the debate during the campaign. Look for organizations similar to the ones in which you are a member, and reach out to members and directors of similar groups. When you are going through your contact lists for your family and friend donors keep an eye out for anyone who may be a member of these groups and can act as a connection or champion for you with their members. *SLIDE CONTENT: Finding donors from the Ax-to-grind circle requires some research. Ax-to-grind refers to someone who is angry over an issue, or holds a grudge against an individual. Identify key issues where you and your opponent disagree and find groups who are against your opponents views. People who feel they have been negatively affected by your opponents policies may also donate on the ax-to-grind basis. For these donors, your message is that you are not your opponent, you are the better alternative. Members of the power circle, those who feel aligning with you will help them when you win the election, are often key community leaders. Business owners and community organization heads fall into this category. You can also reach out to these leaders through your contacts from other circles. Be sure that you dont promise anything in return for their support that you cannot deliver. You want to emphasize