1. - THE LIBERTARIAN PARTY'S SUCCESS '99
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2600 Virginia Avenue, NW, Suite 100 Washington DC 20037 * (202) 333-0008 * www.LP.org
From 0 to $250,000 The History of the Jon Coon Fundraising Plan
BYBARBARAGOUSHAW them. We did not write them a fundraising letter.
We called them, explained who Jon was, (outside
F
undraising is a Selling Job. You must of a few party activists, no one really knew Jon)
sell potential contributors on the idea of what he was running for, and the basics of the
contributing to your campaign. In politics plan. Then we asked them, not for money, but
there are two types of contributors. Those who for an appointment to meet with Jon at their
are ideologically aligned with you, and those horne. Closing with: Agree to meet with Jon.
who seek political access. Contributors to Talk to him. Ask him questions, and if you like
Libertarian campaigns are primarily of the what you hear, consider supporting his cam-
ideological group, since selling the idea that we paign. We got about a 40% yes to the meeting.
will provide potential contributors (or PACs) Then Jon would go to their house, and
with access to the halls of power is not some- explain the plan, and pitch the pledge program.
thing that we generally have to offer, and is The vast majority of people that he met with
potentially a violation of Libertarian ethics. became financial supporters, campaign volun-
Access to the candidate, however, can still be a teers, or both. Some folks were so dazzled
motivation, as people love to have a political receiving the phone call and the offer of a
candidate listen to their opinions and com- meeting they agreed to contribute without a
plaints. meeting. (Now that Jon has been identified as
"Michigan's most prominent Libertarian" by the
Step One: First we wrote the plan. media, people actually brag: "Jon Coon came to
This is the political equivalent of a business my house!'') Those who volunteered as a result
plan. We detailed, in keneral terms (specifics of the meeting were invited to join the phone
remained confidential, but were also in writing) banking effort.
who our targeted voters were, our plan to reach Some folks requested printed info when
them, why we thought they would respond to they received their phone calls, so we sent out a
our message, what the costs were to accomplish "basic information packet" with a contribution
the plan, and the time-frames for accomplishing form. Some gave as a result, but most times this
it. This became the foundation of our was a simple a way of getting us off the phone
fundraising game plan, as well as the campaign without saying "no." Some gave later. Some
plan itself. gave when they received the follow-up phone
call after we had sent the information.
Step Two: At first it was just Jon and
1. (Later there were others who volunteered to Step Three: Once Jon had some
help with this project.) We began the experience under his belt with this type of
fundraising process by obtaining the Michigan fundraising, we organized public meetings. Some
Libertarian Party mailing list. Then we called were organized by us, (these generally went

2. better) and some were organized by the affiliates. Fundraising Chairman
The first was timed to coincide with the Next to the Candidate and the Campaign
"official" announcement of his candidacy. We Manager, the fundraising chair is the most
rented the auditorium at a local community important position on the campaign. Seek out
center, then contacted a local talk-radio station, someone who sells for a living, i.e.: Insurance,
and spoke with the producer of a "semi-Libertar- cars, stocks etc. These are folks who can take a
ian" talk show host. Explaining that we wanted "no" and not get discouraged. Our fundraising
to officially announce Jon's candidacy on his chair, an insurance salesman named Al Garcia,
show, we booked the interview for the day raised thousands for us through a series of
before the public meeting. Jon went on the air "breakfast meetings" with business people. Many
and as part of the interview, pitched the public of the people he invited were his friends, but as
meeting. 150 people showed up at that meeting this program progressed, other staffers and
and committed to contributing over $8,000 via volunteers thought of people that they knew
the pledge program. that were appropriate invitees for these ongoing
This continued as part of the plan, meetings. This program absolutely requires a
throughout the campaign: Organize a public personal invitation from a supporter who will
meeting, get a radio interview to promote it, encourage the person to attend the meeting.
and pitch the pledge program. Many of the Similar meetings that were promoted to the
people who came also "discovered" and joined business community simply by mailing invita-
the LP. tions were a dismal failure. Al also raised close
to $21,000 at our state party convention during
The Pledge Program a challenge from a supporter who offered to give
A pledge program is generally a loser for the maximum if 10 others would match it.
"D's and R's" but can work really well for an LP
candidate. Why does it work for us and not for Meetings with other groups
them? We believe that people commit to a Jon did many personal appearances with
pledge and then bailout on it when the D's or non-Libertarian groups. Optimists, Veterans,
R's do something that they don't like. Political Bikers, Gun Groups, United We Stand, virtually
pundits say that peopl= -n't fulfill their any group that wanted him, got him, and our
pledges, yet we had a 9 'ulfillrnent rate. supporters were actively encouraged to ask their
Those who did bail on us .d a good reason (laid organizations to have him speak. We did not
off, etc.) A few quit, however, over his stands on fundraise at these engagements. Instead, Jon
the issues. would ask them to sign the "clipboard that was
During the events, or the home visits, Jon being passed around" if they wanted more
would ask people to join the pledge program. information about him or the campaign. Then
Contributing, on a monthly basis, what ever we would follow up with a thank-you-for-
they could afford, until the end of the cam- attending letter, a lit piece and a request for
paign. He always knew what the per-month funds. Time permitting, we would also make a
number would be to take them to the maximum phone call. Many of these folks, particularly the
limit, and that was what he asked for. We kept bikers, vets and gun people, became contributors
track of our pledges, sent them a monthly and volunteers.
reminder/newsletter and gently called to remind
the ones who fell behind. The pledge base gave Events
us a great budqeti /income tool. We also did a series of fundraising parties
and events: Your basic dinner and speech with a
pitch for funds after. Some of the most success-
ful were the "Wild Game" dinner and the

3. evening at the race track. The track event was The Final Push
titled, "Put Your Money On A Winner." We sold In the last few weeks of the campaign, we
dinner tickets, and set up a competition be- called all of our contributors again, requesting
tween the tables of attendees to see who could money for advertising.
contribute the largest portion of their track
winnings back to the campaign. Summary
We asked, and asked, and then asked again
The Brass Roots Rally for support. We asked in person, we asked on
The gun issue was hot in '94, and we the phone, we asked at events, we asked by
organized the largest pro-gun rally in 20 years, mail, we asked in ads in the national IP News.
which was held on the steps of the Capitol We asked when we thanked them for their last
building in Lansing. (The extensive details of contribution. (A thank you is a must!)
the organization of this event are available, if
desired). A word of caution
Several times during the event our volun- Because our contributors are primarily
teers passed through the crowd bearing five- ideological contributors, the majority of your
gallon pails collecting cash from the attendees. funds are likely to come in the last few months,
After they made a donation, they received an as things heat up. Access contributors, like PACs
orange Jon Coon lapel sticker, so that they and the politically savvy major donors, give
would not get hit up again. (Although some early. This can be challenging in the budgeting
gave every time the bucket came around!) process for us, and is one of the major advan-
tages that the incumbents will have; particularly
The Newsletter because the media tends to judge a campaign's
Our supporters and contributors received a success by how much it has raised.
monthly update throughout the campaign. It Finally, make certain that you have bud-
contained campaign news, a recap of media geted for the post-election expenses, because
coverage, dumb things our opponents had done, contributions end on election day unless you are
upcoming events, etc. And of course, there was the winner.
always a strong pitch for funds and information
about whatever project we had going that
required them to donate. It kept them feeling
like they were part of what was happening, and
never, ever lost money. Usually it generated
double what it cost to get out.