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Page 1: MAKING THE ASK

MAKING THE ASKMAKING THE ASKFundraising

The National Democratic Institute

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• Introductions• Ground rules• Ice breaker exercise

WELCOMEWELCOME

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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

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

Photo: National Democratic Institute

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DONORSDONORS

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

circles• Club

memberships• Connections on

social media

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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

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

Power Circles• Key Businesses• Community Leaders

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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

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MAKING THE ASKMAKING THE ASK

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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”

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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

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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

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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

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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

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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?

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

Photo: National Democratic Institute

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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.

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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?


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