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