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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
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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 • To understand the steps involved in asking for money
MODULE TOPICS • How to find donors • Asking for money Photo: National Democratic Institute
HOW TO FIND DONORS • Family and friends • Materials to Review • Holiday card list • Professional circles • Club memberships • Connections on social media
HOW TO FIND DONORS • Ideological Circles • Materials to Review • “Sister” organizations of those you belong to • Board of Directors of groups aligned with your principles
HOW TO FIND DONORS • Ax-to-Grind • Research • Power Circles • Key Businesses • Community Leaders
ASKING FOR MONEY Remember: political fundraising is not charity, donors want to help you and will benefit from your campaign Photo: National Democratic Institute
ESTABLISH RAPPORT • Do not begin with “I am running for...” • Make the conversation about them • “You were so helpful in my last race” • “Sam Smith suggested I call you”
TELL THEM HOW THEY BENEFIT • Circles of Benefit • Personal Love you • Ideological Share values • Ax-to-grind You not them • Power I’m going to win
EXERCISE: ESTABLISHING RAPPORT • 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 WIN • Numbers matter • Factors that demonstrate viability • Amount of money raised • Endorsements • Press clips • Voting statistics for your district
ASK AND BE SPECIFIC • Tell donor what their support will enable you to do • Ask for a specific amount of money • Give a specific deadline
LISTEN • Once you’ve made the ask, wait for the donor to respond • If yes, make • arrangements to collect • If maybe, provide • more information • If no, ask why? Photo: PublicDomainPictures
FOLLOW UP • Thank the donor • Ask again!!! Photo: National Democratic Institute
EXERCISE: MAKING THE ASK • 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.
CONCLUSION • Donors want to help you and will benefitfrom your campaign • Don’t be afraid of asking for money • Be specificandfollow up • Questions? • Feedback?