MAKING THE ASK Fundraising The National Democratic Institute

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

DONORS

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

MAKING THE ASK Establish Rapport Explain How They Benefit Prove You Can Win Ask and Be Specific Listen and Follow Up

ESTABLISH RAPPORT • Do not begin with “I am running for. . . ” • Make the conversation about them o “You were so helpful in my last race” o “Sam Smith suggested I call you”

TELL THEM HOW THEY BENEFIT Circles of Benefit • Personal • Ideological • Ax-to-grind • Power Love you Share values You not them 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 o Amount of money raised o Endorsements o Press clips o 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 Ø If yes, make arrangements to collect Ø If maybe, provide more information Ø If no, ask why? Photo: Public. Domain. Pictures

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 benefit from your campaign • Don’t be afraid of asking for money • Be specific and follow up Ø Questions? Ø Feedback?