How to Raise Money for Political Office

How to Raise Money for
Political Office
The Original Guide to Winning
Elections Through
Aggressive, Organized Fundraising

Copyright© Marlborough House Publishing 2012 1

Introductions
• Brandon Lewis
– Political Fundraising Consultant/Finance Staff Member for
U.S. Senator Bob Corker, U.S. Congressman Scott
DesJarlais, State Senate, State House, and Local Races.
– Author of How to Raise Money for Political Office; The
Original Guide to Winning Elections Through
Aggressive, Organized Fundraising.
– Founder/Owner of www.MyCampaignTreasurer.com, an
online fundraising software program designed specifically
for state and local races.
– Former Major Gift Officer for Baylor School and Program
Coordinator for the Muscular Dystrophy Association.

www.MyCampaignTreasurer.com

Why I’m Passionate About Political
Fundraising
• I see a tremendous unmet need in state and
local races.
• Most candidates lack the
skills, knowledge, and tools necessary to out-
raise their opponents three to one.
• I have experienced the advantages of the well-
funded campaign war chest.
• I have watched the best candidate running
lose because of an underfunded campaign.


A Note About This Presentation
This presentation was developed specifically to
highlight and follow the text:

How to Raise Money for Political Office:
The Original Guide to Winning Elections Through
Aggressive, Organized Fundraising


Part I

Your Fundraising Basics

5

Why is Fundraising Important?
• Voters are drowning in information and
communication, but their political beliefs are likely
shallow.
• Most voters will give your race very little consideration;
It’s simply not that important to them.
• Purchasing TV, Radio, Internet, Outdoor, and other
advertising is expensive – not to mention staff and
campaign overhead.
• Campaigns are ran in a more professional manner than
ever before and voters expectations are higher.


• You can’t spin or fake fundraising; it’s the only
tangible measure of a campaign’s vitality early
in the process.
• Success begets success, and allows you to
build momentum.
• Cash on hand can cover a multitude of
campaign deficiencies.
• It generates positive press and political gossip.


• The primary objectives of a political campaign
are to…
– Create a positive feeling in the minds of voters
about your candidacy.
– Create a negative feeling in the minds of voters
about your competitors candidacy.
• The ultimate physical objective is to make
more people pull a lever for you than the
other fellow.


All Things Equal, 20%
Advantage, Positive/Negative
7 Campaigning
6 6
5 5 5 5 5 5
4 4 4 4
3 3 3 3 3 3 3 Candidate A
2 2 2 2 Canddiate B
1 1 1
0


Candidate A: 2 to 1 Finance Advantage
Candidate B: 50% More Effective, All Positive
6
5.5
5 5
4.5 4.5
4 4
3.75
3.5
3 3 3
2.5 Candidate A
2.25
2 2
1.5 1.5 Canddiate B
1 1
0.75
0.5
0


How Much is Enough?
• What are you trying to accomplish?
– Identify your total voter universe.
– Further identify your target voter universe for
direct contact expenditures.
– Determine how many times through what
mediums you will need to contact your target.
Voter universe to receive more votes than your
opposition.
– Begin at election day and work backward.
– Take into account staff, consultants, overhead, etc.


How Much is Enough?
Entire Voting • Not Targeted
Universe

Voting Universe for • TV, Radio, Outdoor, Internet
Your Party/Candidacy

Consistent/Reliable • TV, Radio, Outdoor, Internet
• Direct Mail, Phone
Voting Universe for Banking, Canvassing, Voter
Your Candidacy Registration, GOTV Efforts


How Much is Enough?
• Your campaign budget does not exist in a vacuum, but
rather must be developed in comparison to the
competition’s cash on hand filing numbers and other
substitute candidates.
• The more crowded the ballot, the more you will likely
have to raise.
• Review historical best performers for your race, but do
not use that as your sole guide.
• Do not let experts or novices determine your budget
without your critical review.
• Make certain to expend the lion’s share of your
resources on voter contact.


August September October Totals

Traditional Voter Contact

TV $9,586 $10,200 $19,876 $39,662

Radio $6,542 $8,435 $12,398 $27,375

Direct Mail $9,812 $9,812 $19,624 $39,248

Door to Door $2,500 $2,500 $4,500 $9,500

Phone Bank $2,500 $500 $500 $3,500

Yard Signs/4x8's $8,000 $0 $0 $8,000
Technology

Fundraising Software $125 $125 $125 $375

Website $1,000 $1,000 $1,000 $3,000

Facebook $1,200 $1,200 $1,200 $3,600
Email $130 $130 $130 $390
Twitter $300 $300 $300 $900

Campaign Staff/Consulting

Smith (Campaign Mgr.) $3,500 $3,500 $3,500 $10,500

Jones (Finance Director) $4,500 $4,500 $4,500 $13,500

Fundraising Consulting $2,500 $2,500 $2,500 $7,500

General Consulting $2,500 $2,500 $2,500 $7,500
Overhead

Rent $625 $625 $625 $1,875
Utilities $148 $148 $148 $444
Office Phones $78 $78 $78 $234
Other

Printing $1,500 $250 $250 $2,000

Lapel/Bumper Stickers $1,500 $0 $0 $1,500
Volunteer Food $250 $250 $250 $750
Office Supplies $150 $150 $150 $450

Expenditure Totals $58,946 $48,703 $74,154 $181,803

Fundraising Budget $100,000 $50,000 $50,000 $200,000

Cash On Hand $41,054 $42,351 $18,197 $0


Developing Your Personal Narrative
• Your personal narrative is the story about you and your
candidacy that will be the framework up which all
campaign communication rests.
• Stories are better than facts, figures, and bullet points
for connecting with donors and voters alike. Your
narrative may have many stories woven within it.
• Don’t be overwhelmed by messaging or developing
your personal narrative. You already know the
story, just use good, common sense.
• You will use your personal narrative in letters, stump
speeches, press releases, phone calls, visits, online, etc.


• There are five questions on every donor and
voter’s mind. Answer these and you’re on
your way.
• Who are you?
– Where are you from? (Where did you grow up,
how long have you been in the area?)
– What are your experiences? (What does your civic
and professional background look like?
– What are our similarities? (Are you like me? Can I
begin to trust you?)


• Why are you running?
– What are your motives and are they genuine?
• Have a solid answer for this – no waffling.
• Your answer can’t be wholly selfish, but rather should
be about service to those you hope to represent.
• Donors are the savviest group of individuals you’ll
encounter, and they can sense a disingenuous answer.


• What do you believe?
– What is your platform, what are your issues?
• Choose 3-5 issues that are the most important to your
constituents and that matter to you personally.
• Develop a sufficient depth of knowledge in these areas.
– Do your values/issues/platform items intersect with mine?
• Donors and voters want to know that you share the same values
– Do your beliefs forward my personal agenda?
• Sometimes, there are industry or issue specific items that have a
direct impact on someone’s vocation, lifestyle, or political passions
– listen to uncover landmines.
• Be prepared to ask what they think and say, “I don’t know” if you
are completely unaware.


• What makes you different than the
competition?
– Where are you better?
• Experience, accomplishments, platform, appeal.
– Where is he or she worse?
• Performance in office, accomplishments, background.
• Background research and polling are great tools.
• On going negative.
– Know the consequences and weight the advantages.
– Fact check your claims.
– Keep it above board and out of the personal realm.


• Can you win this election?
– Who supports you?
• Donors have a lot at stake and need reassurance.
• Donors lend you their reputation and capital.
• Public officials, organizations, politicos, financiers, opinion
leaders, PACs, and spheres of influence.
– How can you strategically win?
• Ability to raise money or bank account.
• Staff, consultants, advisors, high profile volunteers.
• Grassroots, political, communication, and GOTV plans.
• District makeup and winds of political change.


• What can I do to help?
– Give or raise money.
– Volunteer
• Door to door
• Phone calls
• Opinion letters
• Social media
• Talk radio
• Come to an event
• Send a petition
– Use a system to capture their information and follow
up on their enthusiasm.


Four Basic Fundraising Toolkit: People
• Your Fundraising Team
– “Without counsel purposes are disappointed; but in a
multitude of counselors they are established.”
• Full-Time Political Fundraising Consultant
– Avoid mistakes.
– Keep from reinventing the wheel.
– Set budgets, milestones, and create a plan.
– Resources – Lists, software, other consultants.
– Get them early – you’ll spend a lot of time together.


• Alternatives to Full-Time Fundraising
Consultants
– Pair a consultant with a day-to-day finance
coordinator (make sure they can execute a plan).
– Read, research, and learn from successful
candidates.
• With enough resources, you can hire
campaign
managers, speechwriters, pollsters, media
producers, and advisors.

• Your Finance Chairman
– Most important person after candidate and
finance director.
– Must commit time and treasurer.
– Experience is a plus.
– Must be well respected and in Tier One donors’
peer group.
– Co-Chairs are an option – Well known + willing to
work hard.


• Your Finance Committee
– Tier One and Tier Two Donors.
– Must give time and money to the campaign.
– Must solicit others to give time and money.
– Wealthy, well respected, influential.
– Ask them to raise a specific amount
$2,500, $5,000, $10,000, $100,000.
– Train them if necessary.
• What a Finance Committee is Not
– Well-meaning politicos, political volunteers, party
planners, poor folks – birds of a feather flock together.


Four Basic Fundraising Toolkit:
Tangibles
• Overview principles
– Bootstrap, bootstrap, bootstrap – save your
money for voter contact.
– Beg, borrow, steal, and look for bargains.
– This list progresses from must have, should
have, and then to nice to have items.
– You do not have to have all these items at once or
at the beginning. But, by the time your campaign
reaches initial maturity you will likely need them
all to be efficient and effective.


Tangibles
• Campaign Fundraising Software
– Be more efficient, effective, and organized.
– Stay out of Excel hell.
– Not having it is like scheduling appointments without a
calendar.
• Must Haves
– Simple, easy, affordable.
– Import and export simply, track donations, expenditures,
notes, and tasks.
– Export for disclosure and mail, contain the proper fields,
run simple reports.
– We’ll review a system later in the program.


Tangibles
• Indispensable Start Up Documents
– Logo
• Professional – pay someone to do it.
• Simple – name recognition, branding, limited colors.
• Meaningful – slogans should resonate and be understood.
• Consistent – it takes a long to build a brand impression, so
stick with your logo throughout the campaign.


Tangibles
• Candidate/Campaign Photographs
– Hire a professional photographer or friend with
skill.
– Dress in solid colors in a professional manner.
– Look natural and at ease.
– Choose settings that resonate with the electorate
• Business, agriculture, education, leadership, meeting
with people, compassion, - what does your photo relay
to the viewer?
– Stick with a few photos as you build the brand.


Tangibles
• Letterhead – Lots of white space and
professionally done.
• Envelopes - #10 for your outer envelope and
#9 for your inner envelope.


Tangibles
• Donor Cards/Forms


Tangibles
• Event Shells
– Pre-printed
invitation shells
that your
campaign can
print in house on
the fly as event
details change.


Four Basic Fundraising Toolkit: Tangibles
• Candidate Fact
Sheet
– Short summation
of the candidate’s
personal
narrative.
– One page and to
the point.


Tangibles
• Campaign Website
– It legitimizes your campaign.
– It answers questions donors are unwilling to ask
but want to know.
– It can tell a story with pictures, words, and video
that makes an emotional connection.
– You can take contributions online.


Tangibles
• Campaign Website Basic Composition
– Home page with graphics, pictures, and usually a
welcome video.
– Background page with biographical information about
the candidate.
– Platform page with the candidate’s stance on key
issues.
– Photo/video gallery with media from events or of the
candidate.
– Social media links to YouTube, Twitter, Facebook, etc.
– Volunteer sign-up form.
– Contribution page.

Tangibles
• Creating Your Website for Maximum
Contributions
– Keep the content fresh and changing.
– Highlight a “Contribute Now” button prominently on
each page.
– Create an engaging, simple, secure landing page for
contributions.
– Promote your contributions page with emails, social
media, and printed materials.


Tangibles
• Advantages for Online Contributions
– It postpones the pain of giving for donors.
– It can help you meet filing deadline goals.
– It can press the point with a “forever pledger”.
• Make sure you shop the card processors for the
best rate and have security in place


Tangibles
• Yard signs, bumper stickers, banners, and lapel
nametags – in limited quantity in the beginning.
• A devoted, distraction-free environment
• Campaign phone
• Campaign computer
• Printers – B&W and Color
• Office Furniture
• Organizational Supplies
• Whiteboards

Part II

Your Fundraising Prospects

42

Categorizing Donors by Frequency
• Universal Donors – They give very frequently, and
may have a proclivity to give to one region or
system of government.
• Intermittent Donors - They may give heavily for a
while, disengage, then reengage at a later date.
• Unique Donors – They are unique to a particular
election, cause, or candidate.
• PACs/Political Groups – Give based on their
interests and capacity at the time. May wax and
wane with influence.


Categorizing Donors by Capacity
• Tier One. Can give/raise substantial amounts.
May be known and well respected
financially/politically.
• Tier Two. Can give nominally or moderately, but
raise substantially.
• Tier Three. Can give substantially.
• Tier Four. Can give/raise moderately.
• Tier Five. Can give moderately.
• Tier Six. Can give nominally.


Additional Items to Consider When
Categorizing Donors
• Likelihood of giving – How long will it take to
get a contribution?
• Accessibility – How difficult is it to contact or
gain an audience with this individual?
• Gestation Period – How long will I have to
work on building a relationship before this
person will make a donation or ask others to
do so?


Where Are The Donors?
• Personal Contacts
– These donors represent the most readily available
resources for your campaign.
– Friends, family, business relationships,
acquaintances.
– Look in your phone, contact software,
organizational directories where you participate,
Facebook account, civic clubs, fraternity, sorority,
college, high school, chamber of commerce, etc.


• Prior political donor list
– FEC, state, and local disclosures (online/in print).
• Target specific areas.
• Select those who give to similar candidates.
• Aggregate your data and remove duplicates.
– Make sure you follow applicable laws.
• Membership Directories
– Collect lists that should be inclined to be potential
donors to your campaign.
– Have a knowledgeable person filter them for you.


• Field/Event Entries
– Make sure you collect participant/attendee data as
you campaign
– Enter all data into your campaign fundraising software
or system
– Build your list organically and continually
• The Multiplier Effect
– Personal relationship web diagram
– “Who do you know who?”
• Get the name, get another, get the contact info, ask to use
their name.


Why Donors Give
• They give because their friends give; it’s a
primary social outlet.
• They have a particular political interest.
• They want access to the candidate.
• They have a general allegiance to the party or
platform of an organization.
• Someone simply asked.


Cultivating Your Prospects
• Start with the biggest historical donors first.
– They are proven and on the competition’s list.
– They take a while to woo.
• Start Early
– You beat your opponent to the punch.
– You increase the likelihood and the amount of the
donation or participation.
• Build goodwill by not asking for a dime.
– Come to them for advice and guidance.


Cultivating Your Projects
• Meet in Small Groups
– Ask for small, informal meet and greets.
• Win them over, neutralize them, or write them
off your list.
• Give them the inside scoop.
– Unreported poles, articles, strategy, press releases,
endorsements.
• Listen, Listen, Listen!
– 80% of your time listening, 20% talking.
– When they ask you a question, you ask them what
they think. It’s hard to listen your way into trouble.


Part III

Your Fundraising Action Plan

52

Informal Personal and Group Visits
• Meetings at offices, businesses, and
manufacturers.
• Meetings with trade
organizations, associations, and civic groups.
• Have an agenda prepared.
• Ask for money or have someone do it for you.
• Bring forms and capture participant
information.


How Much Should I Ask For?
• Your objective is to seek the maximum amount
possible from each donor.
• Always ask for more than you think the donor is
capable to give.
– You can go down, but not up.
– You stand to lose out if you under ask.
– People are not offended at a higher ask, but may be if
you try to ask them to immediately increase their
contribution.
– Ask others in their peer group what they can give.


The Anatomy of the Ask
• How Should I Go About Asking For a
Contribution?
• Spend 70-80% of your time listening.
• Determine Your Objective.
– Introduce yourself.
– Further a relationship.
– Ask for a donation.


• Step One: State Your Purpose
– You’re there to get to know them.
– You admire their work.
– You need their advice.
• Step Two: Ask Some Prepared Questions
– How did you come into your line of work?
– Tell me about your job/business.
– What issues that are related to the office I’m seeking
concern you the most?
– Where are the areas of greatest potential
improvement?
– What are you looking for in a candidate?


• Step Three: Tell Your Personal Narrative
– Tailor the points to your donor’s interests.
– Shorten or lengthen it as appropriate.
• Step Four: Make Your Ask
– Building a relationship.
• Can I count on your support?
• Can I count on your for advice and counsel as this effort
moves forward?


• Asking for a contribution.
– I would like to ask you and your wife to consider (choose
one):
– Contributing the maximum contribution of $5,000 per
couple for the primary cycle.
– Serving on our finance committee and raising/contributing
$20,000 in our upcoming fundraiser at John Smith’s house.
– Attending our upcoming fundraiser. It’s $1,000 per couple.
– Getting a small group of individuals together at your
home/office (choose one) for a small meet and
greet/fundraiser (choose one) in the next three weeks.


• Asking for a contribution – Mining for Donors
– “Can you think of any other people like you who I
need to talk to about supporting my campaign
financially/with advice/politically (choose one)?”
– After you get a few names, ask: “Can you think of any
others?”
– Once you have the names, ask: “Do you have a good
phone number and/or e-mail address for these
contacts?”
– And finally: “Is it alright if I use your name as an
introduction?”


Dialing for Dollars
• Calls from the candidate are the second most
powerful form of communication from the
campaign.
• You can reach more people in less time.
• They are personal.
• They can produce remarkable results.
• They can be made in almost any environment
and require little planning or coordination.

Dialing for Dollars
• Tools You’ll Need
– Legal pad and pen – collect
important data.
– Database/software system
– this eliminates
redundancy of data entry
and saves time.
– Follow-up delivery
mechanisms and
documents.
• Candidate fact sheet or
website link.
• Various contribution forms.
• Use email and mail.


Dialing for Dollars
• Tools You’ll Need
– Insider information – unreleased polling
information, strategy documents, articles, etc.
– Finance committee documents – lists of donors to
call, forms for prospect submission, etc.
– Prepared call lists.
• Name, phone numbers, email, address, notes, previous
giving, and any other pertinent information.


Dialing for Dollars
• Your Call Environment
– Call Reluctance – The feeling of dread that
accompanies contemplating making a phone call
for the purpose of asking for money.
– Remove all distractions.
– Get in a quiet place.
– Make sure your surrounds are clean and organized.
– Ask not to be disturbed.
– Set aside a “sacred time” for calling donors.


Dialing for Dollars
• The Million Dollar Money Machine – Your Car
– Your car limits what you can do, but provides an
optimum opportunity for making calls.
– Get a “driver” if possible.
– Make sure your cell phone works throughout the
district, consider an alternate provider for your
“driver”.
– Call lists.
– Follow up documents – take care of it on the spot.
– Thank you notes and correspondence.


Political Fundraising Events
• About 60-70% of Your Money Will Likely Come
From Fundraising Events.
• If the President of the United States has to do
them, you do too.
• Political fundraising events are necessary, and
a very profitable use of your time.


• Why Political Fundraising Events Work
– Politics is personal.
– Politics is social.
– Events are traditional.
– Events manufacture deadlines and create a sense
of urgency.
– Events target communities of influence.
– Events are natural and enjoyable.


• General Guidelines Before You Start
– Cultivate relationships before you begin the process.
– Start with your larger ticket events first.
– Keep logistics simple and expenses low.
– Only mail to targeted, filtered lists.
– Realize that you, the campaign staff or
candidate, must do the heavy lifting.
– Make sure you are ready before you begin.
– Not all fundraisers have to be formal or mailed.


• Step One: Identify a Target Market
• Associated Documents/Systems: Campaign
Database Software, Excel Database for Upload
of Potential Donors
• Timeline: Two to three months out


• Step One: Identify a Target Market
– Start where you are strongest.
• Close to home.
• With people you know.
• Organizations where your influence is strong.
– Assemble and import your Excel lists to your
campaign fundraising software application.
– Build your list organically by asking “Who do you
know who…” of your likeliest supporters.


• Step Two: Schedule a Meeting or Make Phone
Calls to Meet with Leaders or Influencers
• Associated Documents/Systems: Campaign
Database Software, Document #8: Host Sign-
Up Sheet for General Area, Document #9:
Candidate Call Sheet
• Timeline: Two and a half to two months out


• Call Sheet Example: www.MyCampaignTreasurer.com


• Step Two: Schedule a Meeting or Make Phone
Calls to Meet with Leaders or Influencers
– Make calls and informal visits to warm people up
to the idea of serving on a host committee.
– Schedule informal group meetings.
– Ask them to help set the ticket price and to
commit to raising a certain amount of money.
– Capture your largest donors on the host
committee and don’t leave money on the table.


• Step 3: Find a Location, Set a Date, and
Consider Guests of Honor
• Associated Documents: Campaign Calendar
• Timeline: Four to six weeks out


– Make sure you have secured enough hosts to
appear legitimate – this will change with the area
and group you focus upon.
– Tally your hard (money from host committee
members) and soft commitments (amounts host
committee members will raise).


– Select a Location and Time.
• Homes work best – well known, large enough.
• Tuesday and Thursday nights are prime, but not
required. Lunches and breakfasts can work well.
• Keep it to about 1.5 hours, longer is not better.
• Keep the costs low and set expectations with the event
hosts, and don’t let them rule your calendar.
• Fill the room – overcrowded beats empty.


– Guest of Honor
• Someone who is above in stature in
government, reputation, fame, a specific industry, etc.
• They can help you get press, encourage
attendance, and add a special something to an event.
• They likely cannot raise you one dime directly.
• Seek them out early.
– Fundraising trumps politicking, coordinate your
schedule accordingly.


• Step 4: Building a Host Committee
• Associated Documents: Target Data
Base, Candidate Call Sheets, Document #10:
Three-Tiered Event Fact Sheet with Guest of
Honor, Document #11: Host Recruitment
Sheet for Three-Tiered Event, Document #12:
Event Tracking Sheet
• Timeline: Four to six weeks out


Document #10: Three-Tiered Event
Fact Sheet with Guest of Honor


Document #11: Host Recruitment
Sheet for Three-Tiered Event


Document #12: Event Tracking Sheet


• Step 4: Building a Host Committee
– Why building your host committee is so important
• Let’s run through some scenarios
– As you gather hosts, have them fill out the right
documents and enter them into your event tracking
sheet.
– Help them recruit hosts by sending a paired down
version of your target for the event in Excel.
– Have the candidate call folks that have been warmed
up, and check the historic giving of all individuals to
make sure no one has slipped through the cracks
– Call, call, and call again – one call won’t get it.


• Step 5: Develop and Mail Your Invitation
• Associated Documents: Target
Database, Document #4: A2 Pledge Reply
Card, Document #13: 7 x 10 Fold Over Three-
Tier Print Invite, Document #14: Patron and
Host Packet Letter on Recruitment, and
Outer, Inner, and Large Carrier Envelopes
• Timeline: Three to four weeks out


– Your mailing date is an event in itself and creates a
sense of urgency for host committee members and
the campaign.
– Have three people double check the invitation.
– Add people to the very last moment.
– Insert your reply device and envelope.
– Print more invitations than you plan to hand out or
send out as you add last-minute invitees.
– Add invitees to the database as you go along.
– Double check all merge files before you hit print.


– Mail a packet of unaddressed invitations to the host
committee members along with an encouraging letter.
– Use real stamps when possible vs. metered mail and
make sure the postage is accurate.
– Schedule a “stuffing party” with food and lots of
appreciation for their efforts.
– Do not let unappreciative staff near your volunteers.
– Note returns and try to correct contact information.
– Prepare your email invitations and web postings for
your campaign site and social media sites.


• Step 6: Build Attendance
• Associated Documents: Target Database, Event
Tracking Sheet, Candidate Call Sheets, Online and E-
mail Invitations
• Timeline: Three weeks through day of event
– Let the invitations get to the recipients.
– Pick out the best invitees for candidate calls and/or host
committee members.
– Send another email reminder 2 days prior to the event.
– Follow up on host committee attendance and progress –
this can be the staff or the candidate.
– At a minimum have the staff or volunteers call all invitees
once with a general invitation message.


• Step 7: Day Before the Event Planning
• Associated Documents: Document #15: Name
Tag Example, Document #16: Event
Timeline, Document #12: Event Tracking Sheet
– Compose an event timeline for the
candidate, staff members, and event hosts – email
and bring the paper to the event.
– Check in on the event hosts for logistics – making
sure you have adequate room to work the door.


• Step 8: Day of Event
• Associated Documents: Document #12: Event
Tracking Sheet, Document #15: Name Tag
Example
• Preparations at Campaign HQ and The Event


– Update and double check accuracy of your event
tracking sheet.
– Alphabetize, merge, and print your name tags.
– “Foil star” hosts and guests of honor, “black dot”
attendees who haven’t paid.
– “Did you mail in your check or give it to a host?”
– The candidate doesn’t wear a nametag, but the
spouse of the candidate does.
– Let non-pays walk by, but send a pledge card for
payment.

• Put together an “event box” containing: your
agenda, nametags, a few blank copies of invitations so
the candidate can review the names, extra
pins, contribution cards, paper clips, a large envelope
for collecting contributions, permanent markers for
handwriting nametags, foil stars, scissors, clear plastic
tape, a legal pad, and perhaps your tables and
tablecloths if none are provided.
• Also pack campaign paraphernalia such as bumper
stickers, banners, lapel pins, and yard signs.


• Step 9: Repeat the process for the next event.
• Multiple Event Management
– Every campaign will have multiple events: 2 to
3, 6 to 12, 24-48, ??? The larger the
campaign, the more events you’ll have to manage.
– Some will be formal, and others informal.
– Organize your events with a color-coded
whiteboard or software program.
– Code your campaign events by
financial, political, candidate personal, legal
deadlines, etc.

– Start from election day and work backward.
– Plot milestones, invitation mail dates, and other
deadlines on the calendar.
– Make a separate paper and electronic file for each
event and categorize them by county, area, or
however else works for your campaign.
– Keep event files in front of you while they are in
progress, and organize them by date or
importance.
– Develop a finance budget.


– Put a checklist in each campaign fundraising event
folder, or create a way to check the steps off in a
software program.
– Subjugate low-earning potential events to high-
earning potential events when expending the
candidate and campaign’s time and resources.


Trail Money
• As you travel throughout the district, you will
receive random contributions not assigned to any
particular income source code, and meet many
people along your way.
• Collect business cards and contact info like
mad, and create a operational procedure for
entering in all that data.
• Carry contribution cards with you, so you have a
way to answer “What can we do to help?”
• This will not be a large portion of your revenue by
any means, but some elections are won by very
narrow margins.

Direct Mail
• There are countless books devoted to direct
mail, so we’ll only be hitting the high points.
• Larger campaigns will mail more often and
have a higher response rate among tier five
and tier six donors.
• Direct mail is rarely a “game changer”
• Don’t reinvent the wheel.


Direct Mail
• Steal from the best by doing the following:
– Take $100 dollars and donate $20 each to:
• Your local U.S. Congressman or Senator.
• Your national political party.
• Your governor.
• The President of the United States.
• Your state political party.
• Maybe even through in a few extra bucks and give to
the dark side.


Direct Mail
• Note how the incoming solicitations are
written.
• Observe spacing, choice of
words, punctuation, underlining, italics, bold
print.
• Listen for common themes, direct package
schemes, and teasers.
• Use their consultants for your race.


Direct Mail
• Tracking Performance
– Print source codes on your reply device that segment
lists so you can tell the good performers from the bad.
– Remove low-performing lists from your database.
– If you purchase a mailing list, consider sampling it first
for performance.
– Mail serves the additional purpose of getting votes
and priming some donors for direct asks.
– If they are breaking even, and not taking up too much
of the campaign’s time, I’d keep mailing.


Direct Mail
• Sequencing Your Letters
– Do not send out any letters until after you have picked
your low-hanging, tier-one and tier-two fruit with
phone calls and events.
– Start with a long, introductory letter to begin that fully
tells your personal narrative.
– Move on to topical letters on the three-five elements
of your platform that coincide with donor interests.
– Keep contrast pieces truthful and focused on issues;
be aware of the consequences.
– Document your sources and look for third party
sources of information in your letters.


Direct Mail
• Events That Prompt Writing a Letter
– Your initial campaign announcement
– Naming a campaign chairman or finance chairman.
– Endorsements from key individuals or organizations.
– Polling numbers.
– Opponent’s quotes, votes, or actions.
– Positive articles from respected media outlets.
– Winning the primary
• You’ll have three distinct audiences.
– Making it to a run-off.


Direct Mail
• General Comments on Direct Mail Interaction
– Your mail has a lot of competition.
– People sort through, categorize, and then process
their mail.
– Your outer envelope can make or break your
solicitation – teasers and presentation count.
– They may read it right away, or incubate it.
– If they open it, here’s what happens next…


Direct Mail
• General Comments on Direct Mail Interaction
– They look at who it’s addressed to and perhaps the
letterhead logo.
– Read the first sentence, scan the page noting
bold, underlined, or highlighted items.
– They flip it over, look at the signature block, and
maybe read the post-script.
– The aforementioned happens in about 4-10 seconds.
– You need lots of white space, plain, emotional
language, and short, easy-to-read paragraphs.
– Mail is expensive; don’t send a poorly-
conceived, sloppily written letter.


Direct Mail
• An Example Letter to Talk and Walk Through.
– You are writing for results, not a Pulitzer.
– Grammar is important but not tantamount.
– Letters must evoke an emotional response.
– This example package is pretty plain vanilla.
– We’ll get the basics right first.


Direct Mail
• Other Items That Can Spice Up Your Direct Mail
Package
– Secondary endorsement letters.
– Bumper stickers.
– Buckslips.
– Surveys.
– Event tickets.
– Commemorative and useful items.
– Ask yourself, will this improve the redemption rate of
my mailing, or accomplish another goal efficiently.


Using Technology to Raise Money
• We’ve all heard about Ron Paul, Barack
Obama, John McCain, and the Red Cross.
– The larger your campaign, the more efficient and
effective your use of technology for solicitation
can be.
– Learn from the best.
• Send $20 to 5 political organizations or candidates who
do online solicitation right.
• Copy their approach where appropriate or affordable.


• Website
– Highlight a “Contribute Now,” “Donate Now,” or other
button or prompt on every page of the website.
– Make sure you have a credit card processor that is
appropriate for your campaign.
– Your website must be dynamic, constantly
changing, and engaging to really work for fundraising.
– Create pages for event reservations.
– Ask for people to sign up for a newsletter so you can
capture emails.


• Email
– Email has largely been the source of the “money
bomb.”
– An email is just a shortened version of a letter revised
to work better on your computer.
– It uses graphics, links, pictures, video, and other
interactive elements.
– It offers the additional functionality of being able to
be forwarded, shared, and produce other interactions.
– It is much less expensive than direct mail, and you can
respond quicker to changes in the environment.


• Email
– Professional vs. personal.
– Relevance and timing – Send content that
donors/voters want to hear about 66-75% of the time,
and fundraising correspondence the remainder to
build a relationship and increase open rates. Topics
should be timely and interesting.
– Content – Mix up the information and messages.
– Frequency – Set up a time table and stick to it to
prevent becoming spam mish.
– Build your email list constantly at every opportunity
and remove those who do not wish to receive
correspondence.


Fundraising with Social Media
• Because the landscape is constantly
changing, we’re going to focus on fundamental
principles.
• Step One – Choose the Networks to Engage
– It is better to be in a few networks and have a strong
presence, than to be in many networks and have a
weak presence or participation.
– Keep the content appropriate and above board.
– Social mediums can be used for good and for ill.
– People have shallow beliefs and “gotcha” quotes rule
the day.

• Step Two – Identify Your Target Market
– Who, exactly, are you trying to reach?
• Clue – it’s not every potential voter.
– The campaign that tries to be everything to
everyone will be nothing to nobody.
– What online person are you trying to create?


• Step Three – Attracting Your Target Market
– Build dynamic, content rich, engaging content and
ask for participation.
– Ask all of your friends, family, associates, and
acquaintances to join, like, or follow your efforts.
– Include your social medium contact information
where appropriate in print, radio, TV, and website.
– Advertise within the social network.
• Pay per impression – like billboards with a message.
• Pay per click – like radio with a call to action.


• Step Four – Choosing a Software Application to
Receive Donations
– You can simply direct people to your website.
– A better option is to select a software application
that’s imbedded in the social medium and keep your
followers or friends in a familiar environment.
– Many applications let your followers solicit their
friends on your behalf within that medium.
– Weigh the cost in time/money/resources vs. the
return from the options you choose.


Fundraising with Text Messages
• Tales of Success: American Red Cross and Barack
Obama
• Larger, more publicized campaigns fair better.
• Texting Donations
– $25 maximum, and they are processed for you.
• Texting Pledges
– Unlimited amount, you must have the infrastructure
in place to process the pledges.
• Start up fees are in the hundreds with ongoing
support fees, and per transaction costs.


Part IV

Your Fundraising Finale

125

Sticking to the Basics
• There are two things that help a person lose weight: Diet
and Exercise. You may diet and exercise in many ways.
• Diet: High Protein, Calorie Counting, High Fiber, Low
Fat, Weight Watchers, Jenny Craig, etc.
• Exercise:
Yoga, Pilates, Running, Weightlifting, jogging, walking, cross
-training, cycling, etc.
• There is an entire industry built in the United States that
essentially sells the notion that you can be in great physical
shape while ignoring (discipline) diet and (effort) exercise.
• And while people may be excited to skip out on the
discipline and the effort, what they are hoping what
they’ve purchased is the result – weight loss.
• I’m afraid that there are a lot of disappointed Americans.


Sticking to the Basics
• To raise a substantial amount of money for your
campaign, you must obey these three tenants:
1. Devote the majority of the candidate and finance
committee’s time spent on campaign activities to
cultivating and/or soliciting donors.
2. Create measurable daily, weekly, and monthly goals
for calls, visits, and events for the candidate that
correspond with the campaign’s fundraising goals.
3. Place events, mailings, e-mails, call days, and visit
days on the calendar representing a certain amount of
the revenue needed in order to create artificial
deadlines to ensure success.


Sticking to the Basics: Tenant 1
1. Devote the majority of the candidate and finance
committee’s time spent on campaign activities to
cultivating and/or soliciting donors.
• Let’s consider an 18th century military analogy where
you’re battling your enemy for four days (4 quarters).
– Candidate: 32 pounder, commanding view, easily
maneuvered, and continually able to fire.
– Finance Chairman: 12 pounder, commanding view,
decently maneuverable, fires 1/3 to ¼ as much as the
candidate.
– Finance Committee Members: 3 pounders, limited line of
sight, often hard to maneuver, fire infrequently.
– Donors: Riflemen, some fire often, some fire and retreat,
they are sporadic at best.


• So, given what we’ve discussed about capacity
and firepower, your job should be to set your
campaign operations up in such a way that your
artillery are never hindered from firing a shot.
• Keep the ammunition flowing and focus on the
pieces that can do the most damage.
• Fundraising events = major actions; candidate
calls = significant actions; letters, emails, and
other activities would be skirmishes (but they
can add up over time).
• Winner takes all in this analogy. Do not be timid.


2. Create measurable daily, weekly, and
monthly goals for calls, visits, and events for
the candidate that correspond with the
campaign’s fundraising goals.
• You can’t set goals like $2000/day or $5000
per week. You can only control the
campaign’s discrete actions, not the
outcomes.
• If you put in the activity, the outcomes will
follow.


• In the month of May, your campaign hopes to
raise $25,000 as one month in the quarterly
budget.
– Major Fundraiser: $12,000
– Lesser Fundraiser: $7,500
– Candidate Visits: $2,500
– Direct Mail: $2,000
– Email: $1,000
– Total: $25,000

• Major Fundraiser: $12,000
– 75% of funds to be pledged by host committee
before the first invitation is mailed.
– Hosts are $1,000 per couple and guests $250
– We get our lists together with Tier One donors
being the first focus, we know that there are three
couples who’ll host the bat for $3,000.
– The remainder we will have to call off of a list
we’ve compiled based on historical giving.


• Major Fundraiser: $12,000
– There are 40 people on the list.
– We make 40 calls, get 12 people live (30%), and leave 28
messages.
– Of the 12 we speak with, about 30% will agree to hosting, so
we’ve raised another $3,600.
– Of the 28 messages we’ve left, about 20% return our call, and
30% agree to host, equaling $1,680.
– In a day or so, we’ll call the people who haven’t returned our
call, get about 5 on the line, and 30% will commit, netting
another $1,650.
– Now we’re sitting on $9,930 in pledges, exceeding our 75% goal
of host committee commitments.
– At this point, we’ve made 82 phone calls, will make up the
difference with ticket sales.


• Lesser Fundraiser: $7,500
– This could be an intimate dinner of three couples
at the Finance Chairman’s home for $2,500 per
couple.
– This could be a $500 per couple host committee
event and a $100 per person ticket price.
– You may have to make as few as 6 calls in the first
example or over 100 in the second.
– Choose your approach wisely.


• Candidate Visits: $2,500
– Identify 10-12 potential donors, maybe they’re
outside of the area of your major fundraiser.
– Call to seek their counsel.
– About 60% will likely see you.
– Let’s say 50% of them agree to give an average of
$1,000.
– You’ve raised $3,300.


• Mail Piece: $2,500
– Let’s say you mail 1,500 contacts.
– Your list is compiled of many personal contacts
and your closest associates.
– We’ll assume a 10% redemption rate because of
the makeup.
– Average contribution amount is $35.00
– You’ve raised $5,250 in receipts, but the mailing
cost 1.25 per piece.
– Your net gain is $3,375.


• Email Campaign: $1,000
– Let’s say you email 2,500 people you’ve compiled
organically and through personal contacts.
– Another 1000 are given to you from another
campaign.
– 2% respond and the average gift is $25.
– You’ve raised $1,750.


• Month of May Total, Assuming Events Come in
Right on Budget:
– Major Fundraiser: $12,000
– Lesser Fundraiser: $7,500
– Candidate Visits: $3,300
– Direct Mail: $3,375
– Email: $1,750
– Total: $27,925


3. Place events, mailings, e-mails, call days, and
visit days on the calendar representing a certain
amount of the revenue needed in order to
create artificial deadlines to ensure success.
• Doing this tricks you into being proactive, and
avoiding procrastination.
• Post these in your campaign office to generate
accountability.
• Once you’ve declared your objectives and set
the calendar, you’ll either create a consistent
flow of revenue or a consistent flow of guilt.


Keeping it Legal
• Make sure you know the laws that affect your
election from the nation, state, and locality.
– Amount of Giving – How much is too much?
– Types of Gifts – Cash, in kind, services?
– Disclosure – What must be known and to whom?
– Expenditures – You can’t spend it on just anything, so
keep all expenditures above reproach.
– Hard Deadlines – You must report on time.
– Contributions from the Candidate
• Self-funding looks weak initially, but can help at the end.
• Max out to your own campaign at the very outset.


Keeping it Legal
• It’s All Public Knowledge
– Be careful what you spend, and who you accept
contributions from.
– You must report it if it hits your bank account.
• Use a software program like
www.MyCampaignTreasurer.com to keep
things simple and organized for you.


What if You Win?
• Visualizing Your Success is Important.
• If it’s a primary or you go into a run off, you have three
letters and pitches to make to your donor universe.
• 1) Your donors 2) Non donors 3) Opponent’s donors.
• The fundraising gets easier, but it still ain’t easy. PAC’s,
political parties, and fence sitters are all ready to contribute.
• Dance with the ones that brought you, and institute a donor
stewardship program that starts immediately and focuses
attention on donors in a way that corresponds with giving.
• If you do this, you’ll have a well oiled machine instead of a
tired jalopy for your next campaign.
• Start building relationships for your next campaign shortly
after you win, but wait a while to pour it on heavy.


Call to Action
1. Sign up for your free trail at
– A carpenter without a hammer, isn’t a carpenter.
2. This presentation will likely make little sense out
of context in 3 weeks or 3 months.
– Buy How to Raise Money for Political Office on your
way out the door.
3. If you need initial consulting help, please contact
us and we’ll help you.
4. If you know of someone running for office who
could benefit from our products or
services, please refer us to them.

Conclusion
• There are very few “secrets” to fundraising
success.
• Work hard, organize, be aggressive.
• Sweat the details and leave nothing to chance.
• If you put the work in, the profits will come
out on the other side.
• Good luck, and good campaigning!


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How to Raise Money for Political Office

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