Simone Lawson
Raising money for a local political campaign is a challenging task that requires a well-thought-out strategy and a lot of dedication. It involves reaching out to people and asking for money, which can be overwhelming, especially for first-time candidates. The key to successful fundraising is to build a solid donor base, utilise various channels such as in-person events, online platforms, and social media, and follow relevant campaign finance laws. With the right tools and a well-executed plan, local political campaigns can raise the necessary funds to meet their goals and effectively run their operations.
| Characteristics | Values |
|---|---|
| Sources of Funding | Individuals, political party committees, and political action committees (PACs) |
| Fundraising Methods | In-person events, online advertising, SMS and email campaigns, crowdfunding, social media, high-profile fundraisers, etc. |
| Regulations | Campaign finance laws vary at the state and federal levels, dictating who can contribute, contribution limits, and reporting requirements |
| Tools | Donorbox, Anedot, OpenSecrets, etc. |
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What You'll Learn
Fundraising events
Political fundraising events are a great way to raise money for local campaigns. These events can be started by the campaign itself or by avid supporters. Typically, it is recommended to create guidelines for event hosts, outlining expectations and setting a fundraising goal to ensure a good use of time and resources.
The event ticket pricing strategy is crucial in deciding how much money can be raised. It is advisable not to rely solely on donations made at the event, but to also include activities, food, and drinks to spice up the event and sell tickets. A fixed donation price per person is a common way of charging for these events.
Digital fundraising is an important aspect of modern political campaigns. Online donations are now the norm, and campaigns should utilize a secure website to accept these donations. Online fundraising helps build donor lists, increase engagement, and often leads to a higher volume of low-dollar donations. Social media is a powerful tool to turn followers into donors, and 'bundlers' or 'connectors' can be especially useful in this regard, as they can raise significant amounts from their own networks.
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Online presence and social media
A good online presence is key to telling potential donors that you are serious about winning the election. Social media is a great way to raise awareness and funds for your campaign.
To start building your online presence, you can use your personal Facebook and Twitter contacts. Ask them to become the first followers of your campaign’s social media accounts. Keep your followers informed and ask them for money throughout the campaign. You can also use email extensively to reach more local voters and potential supporters. Start building your email list as early as possible, starting with friends and relatives.
Political newcomers can leverage social media to raise money and gain recognition, which could help them compete against incumbents. Social media can help level the playing field in politics, where money and access to formal communication channels pose huge barriers to new entrants. Within the first month of using Twitter, politicians were able to raise between 1% and 3% of what they would have raised in a two-year traditional campaign.
To convert followers into donors, post short-form videos, memes, interactive content, and user-generated content that connects donors with your campaign’s donation form. Look for moments when supporters are particularly excited (or angry at your opponent) and give them a call to action. You can also use crowdfunding, which is generally one of the most affordable ways to raise money for your campaign. Ensure your crowdfunding campaign has social media integrations.
Live streaming virtual events on Facebook and Instagram is another way to interact with voters and supporters. Creating an online event requires the same preparation as an offline event. You will want to have an event page on your website, social media notifications, email invitations, continual reminders, and a donation page ready to go.
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Email lists and petitions
Building an Email List
- Utilize Social Media: Integrate social media platforms into your campaign's online presence. Encourage visitors to subscribe to your email list by providing regular updates, including behind-the-scenes content, exclusive interviews, and personalized messages from the candidate.
- Petitions and Redirects: Use petitions to gather email addresses from individuals interested in your campaign. Set up a redirect on the thank-you page to a donation page, allowing you to collect email addresses and receive donations.
- Optimize with Design: Invest in a well-designed, branded email template. Strong political branding can enhance your campaign's recognition and encourage engagement.
Effective Email Communication
- Personalize Your Messages: Address recipients by name and, if possible, reference any past relationships or donations. This helps build a personal connection with your supporters.
- Provide Value: Share exclusive content, such as insider campaign updates, that makes subscribers feel valued and part of a community.
- Make the "Ask": Clearly state your funding needs and how donations will be used. Be transparent about your financial goals and how supporters' contributions will help achieve them.
- Express Gratitude: Always thank donors for their contributions. Let them know the impact their donations have made and encourage them to donate again.
Petitions
- Engage Supporters: Petitions are a powerful way to engage supporters and demonstrate the breadth of your campaign's support. They can be particularly effective for local campaigns, as they tap into community engagement.
- Issue-based Petitions: Identify issues that resonate with your target audience and create petitions around them. This allows you to connect with individuals who are passionate about specific causes and may be inclined to support your campaign financially.
- Collect Contact Information: Use petitions as an opportunity to collect email addresses and build your email list. This helps you expand your reach and cultivate potential donors.
By effectively utilizing email lists and petitions, local political campaigns can raise funds, engage supporters, and build a strong foundation for their messaging and goals.
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Campaign finance laws
There are two types of PACs: connected PACs and nonconnected PACs. Connected PACs are sponsored by corporations, labor unions, or interest groups and can only receive and raise money from a restricted class, such as managers and shareholders in the case of a corporation or members in the case of a union. In exchange, the sponsor may cover the administrative costs of operating the PAC. Nonconnected PACs, on the other hand, are financially independent and must pay for their administrative expenses using the contributions they raise.
In addition to PACs, there are also super PACs or independent expenditure-only political committees. These committees can raise unlimited funds from individuals, corporations, and unions to influence federal elections through advertising, but they are not allowed to coordinate directly with candidates or parties.
To address the influence of money in politics, reformers have suggested encouraging "small donor public financing," where public funds are used to match and multiply small donations. This aims to dilute the power of large donors and ensure that regular voters' voices are not drowned out by those with significant financial resources.
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Political action committees (PACs)
Political action committees, or PACs, are committees that are formed for the purpose of raising and spending money to support or defeat political candidates. They are often formed by businesses, non-profits, labour unions, trade groups, or health organizations, and they can receive and raise money from various sources, including individuals, corporations, and other groups. PACs are subject to federal laws and regulations that dictate how much they can contribute and how those contributions must be reported.
There are a few different types of PACs, including connected PACs, non-connected PACs, and super PACs. Connected PACs, also known as corporate PACs, are established by businesses and other organizations, while non-connected PACs are formed by groups with ideological missions, single-issue groups, and political leaders. Super PACs, on the other hand, are independent expenditure-only political committees that can raise unlimited amounts of money from individuals, corporations, and other groups. However, they are not allowed to coordinate with or contribute directly to candidate campaigns.
Leadership PACs are a type of PAC formed by politicians to raise money to support other candidates' campaigns. These PACs are often indicative of a politician's aspirations for leadership positions or higher office. Hybrid PACs are another variation that solicits and accepts unlimited contributions from various sources but maintains a separate bank account for contributions subject to statutory amount limitations.
Overall, PACs play a significant role in the funding of political campaigns, providing a way for organizations and individuals to pool their resources and support candidates or causes that align with their interests.
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Frequently asked questions
A crowdfunding campaign is one of the most affordable ways to raise money for your campaign. It allows you to tell the story of your campaign and reach a wide audience through social media integration.
You can find donors through your personal network, Facebook, and petitions. You can also create a list of individuals who are potentially interested in donating to your campaign and send them a persuasive message.
Some good fundraising event ideas include a backyard BBQ, a golf tournament, a family picnic, and a charity auction. These events can be made profitable by charging an entrance fee, selling tickets, and offering food and drinks.
It is important to build a finance plan and a campaign budget to understand your fundraising goals and allocate funds accordingly. You should also be mindful of campaign finance laws, which vary at the state and federal levels, and dictate who can contribute, contribution limits, and reporting requirements.
