Professional Documents
Culture Documents
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.
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Part I
Your Fundraising Basics
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The ultimate physical objective is to make more people pull a lever for you than the other fellow.
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Copyright Marlborough House Publishing 2012
Why is Fundraising Important? All Things Equal, 20% Advantage, Positive/Negative Campaigning
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TV, Radio, Outdoor, Internet Direct Mail, Phone Banking, Canvassing, Voter Registration, GOTV Efforts
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August Traditional Voter Contact TV Radio Direct Mail Door to Door Phone Bank Yard Signs/4x8's Technology Fundraising Software Website Facebook Email Twitter Campaign Staff/Consulting Smith (Campaign Mgr.) Jones (Finance Director) Fundraising Consulting General Consulting Overhead Rent Utilities Office Phones Other Printing Lapel/Bumper Stickers Volunteer Food Office Supplies $1,500 $1,500 $250 $150 $625 $148 $78 $3,500 $4,500 $2,500 $2,500 $125 $1,000 $1,200 $130 $300 $9,586 $6,542 $9,812 $2,500 $2,500 $8,000
September
October
Totals
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
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With enough resources, you can hire campaign managers, speechwriters, pollsters, media producers, and advisors.
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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.
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Make sure you shop the card processors for the best rate and have security in place
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Part II
Your Fundraising Prospects
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Membership Directories
Collect lists that should be inclined to be potential donors to your campaign. Have a knowledgeable person filter them for you.
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Start Early
You beat your opponent to the punch. You increase the likelihood and the amount of the donation or participation.
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Win them over, neutralize them, or write them off your list. Give them the inside scoop.
Unreported poles, articles, strategy, press releases, endorsements.
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Part III
Your Fundraising Action Plan
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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The campaign that tries to be everything to everyone will be nothing to nobody. What online person are you trying to create?
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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.
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Part IV
Your Fundraising Finale
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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.
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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.
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Call to Action
1. Sign up for your free trail at www.MyCampaignTreasurer.com
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.
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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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THANK YOU!
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