Eleanor Finch
Asking for donations for your political campaign can be a tricky task. It is important to know who to ask, when to ask, and how to ask. This text will explore different ways and means to ask people to donate to your political campaign. From sending letters and emails to making phone calls and hosting events, there are several ways to reach out to potential donors and secure the financial support you need to run a successful campaign.
| Characteristics | Values |
|---|---|
| Mode of asking for donations | Phone calls, letters, emails, in-person meetings |
| Who should ask for donations | Finance Chair, another donor, the candidate themselves |
| What to include in the ask | Reason for running, what you will do if elected, a remit envelope, website and donation link |
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What You'll Learn
Ask donors you know over the phone
Asking for money works best when you already know the donor. After you have met someone and developed a rapport with them, you can ask for a contribution over the phone. If you do not know the person and are making a cold call, it’s best to use the call to introduce yourself and request an in-person meeting.
Phone calls are also a key component of raising money for a fundraising event. You can call donors you know and ask them to serve as hosts or sponsors of your event. This comes with a clear financial commitment that gets them listed on the event’s invitation.
If you are going to ask for a donation over the phone, be sure to have a clear and concise script that you can refer to. This will ensure that you are clear and confident in your ask. It is also important to be respectful and grateful for the donor's time and support. Thank them for their past contributions, if applicable, and let them know how their donation will help your campaign.
It is also a good idea to have a Finance Chair who can make phone calls on your behalf. A major donor serving as your campaign’s Finance Chair can be beneficial, as they may know other donors and can ask them directly for contributions to your campaign. They can also set up in-person meetings with potential donors, which can be valuable as the donor is more likely to give your campaign money when introduced by the Finance Chair.
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Send fundraising letters
Political donation letters are an essential part of your fundraising toolkit. In the digital age, emails are a vital source of revenue for political campaigns, but mailed print letters are still important. Here are some tips for writing effective fundraising letters:
Firstly, make your letters as personal as possible. Use the donor's name in the salutation, and if possible, refer to their previous contributions or any other information you have about them. For example, if you know a particular issue is important to them, make sure to mention it. A first-time donor letter should be different from a letter to a long-time supporter.
Secondly, make the letter easy to read. Break up the text with interesting subheaders and short paragraphs. Make sure the donor knows exactly what they are donating to, and what their contribution will help to achieve. For example, a small contribution will enable local communities to access services like safe schooling.
Thirdly, provide options to donate online. Include a link to your campaign website, and if possible, ensure the landing page matches the specific fundraising appeal. Include a postscript to remind the donor that time is short, and always include a return envelope.
Finally, be mindful of the law. All political fundraising material should contain relevant disclaimers as required by your state or local law. Also, be careful who you send your letters to. It is best to limit them to donors, potential donors, and committed supporters. Sending a letter to a voter who has not decided to support you could push them towards your opponent.
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Ask donors to host or sponsor events
Events are a great way to attract a group of donors to support your campaign. They vary in size, price, time of day, venue, and form—from a large formal event at a hotel to a reception, house party, or lunch meeting. While events can be used to solicit donors of all levels, they are best used to target medium donors.
You can call donors you know and ask them to serve as hosts or sponsors of your event. This comes with a clear financial commitment that gets them listed on the event's invitation. It is important to follow up with a phone call after sending out invitations to secure a commitment and ensure your event is a success.
When asking for money, it is best to do so over the phone with someone you have already met and developed a rapport with. If you do not know the person, it is better to use the call to introduce yourself and request an in-person meeting.
If you have celebrity friends or acquaintances who are willing to endorse your campaign, you can ask them to host an event or donate something tangible for a fundraising auction. This could include autographed items, tickets to an upcoming concert, or a chance to meet the celebrity. A fundraising auction can attract a lot of donations through bids on unique items, and it also provides value to donors as they receive something in return for their financial contribution.
It is worth noting that corporations or labor organizations may not sponsor a fundraising event for a campaign or political committee if individuals who are beyond the restricted class will be present, nor may their staff collect funds. However, they may make their facilities and resources available for an SSF to sponsor fundraising events.
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Send emails to donors, potential donors, and committed supporters
When sending emails to donors, potential donors, and committed supporters, it is important to understand your audience. Consider how you would communicate with someone depending on your relationship with them. For instance, you would speak differently to a stranger than you would to your best friend. The same approach should be taken when writing your emails. Utilise any data you have to help craft a better message. For example, if your supporters subscribed to your newsletter after signing a petition about a specific issue, this information can be used to frame your email to make it more relevant and increase the chances of them donating.
It is also crucial to create a catchy subject line to stand out in your supporters' inboxes. Try to personalise the subject line with the supporter's name, include an upcoming deadline, or something else to encourage them to open the email. Once opened, you need to keep your supporters engaged with compelling content that will keep them invested in your email until the end. Throughout the email, include a few options for people to click and donate to your campaign.
When asking for money, it is best to do so when you already know the donor. After developing a rapport with them, you can ask for a contribution over the phone or in person. If you are sending a fundraising letter, be sure to include a remit envelope so people can easily mail a check to your campaign, as well as your website address and a link to donate online.
When determining how much to ask for, consider the prospective donor's ability to give to your campaign. Ask for a small donation to gather more information about the donor to act on in the future. For existing donors, ask for their highest previous contribution amount or more, assuming they have not already maxed out. You can also consider how much money you are trying to raise in total to determine what you should ask for. For example, if you want to raise $100,000 through email but only ask for $5, you are unlikely to reach your goal.
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Ask in-person
Asking for donations in person is a great way to build a personal connection with potential donors and increase the chances of securing a contribution. Here are some tips to help you effectively solicit donations in person:
Start by identifying potential donors who share your values and beliefs and who may be interested in supporting your campaign. Look for individuals who are engaged in the community, attend political events, or have donated to similar campaigns in the past.
When approaching a potential donor, be confident and passionate about your campaign. Introduce yourself and clearly state your role in the campaign. For example, "Hello, my name is [Your Name], and I am the campaign manager for [Candidate's Name]. We are running for [Position] because we believe in [Campaign's Main Message or Goal]." This will create a strong first impression and spark interest in your campaign.
Explain your campaign platform and why you are running for office. Highlight the issues that are important to you and your community, and connect them to the donor's interests or values. For instance, if you are running on a platform of improving education, mention the donor's involvement in local school boards or their passion for education reform. Show that you have done your research and understand their motivations.
After introducing yourself and your campaign, make a direct ask for a donation. Be specific and clear about the amount you are requesting. For example, "We are seeking donations of $500 to help us reach our fundraising goal. Would you be willing to contribute to our campaign?" Providing a specific amount gives the donor a concrete number to consider and makes it easier for them to make a decision.
It is important to be respectful and gracious, regardless of the donor's response. If they decline, thank them for their time and consider leaving them with some campaign materials or information. If they accept, express your gratitude and provide them with the necessary information for making the donation. You could also offer different methods of donating, such as cash, cheque, or online payment, to make it convenient for them.
Finally, follow up with donors after your initial ask. Thank them again for their contribution and provide updates on your campaign's progress. Building a relationship with donors can lead to future donations and a network of supporters.
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Frequently asked questions
It is best to ask people you already know and have rapport with to donate to your campaign. You can do this over the phone or in person.
You can send out fundraising letters or emails to ask for donations. It is important to make a clear case for why you are running and what you plan to do if elected. You should also include a remit envelope or a link to your donation portal to make it easy for people to donate.
The best person to ask for a donation is another donor. Having a major donor as your campaign's Finance Chair can be beneficial as they can set up in-person meetings with potential donors and ask for donations on your behalf.
