Raising the Money

Famous last  words:

          "I don't mind asking for money...."

     Oh, you do too.  Fundraising is the meat and potatoes of politics and most people secretly hate it, fear it, and refuse to be good at it.  One thing is for sure, money won't necessarily win a campaign, but you can't win without it.  Usually, the more one has of it, the more likely it is that one will win the race.

     *  Your need to develop a skill that makes it appear you are not begging.

     *  Your Finance Committee has to commit to being individually responsible for getting the money even if it has to come from them personally.

     *  When calling, always use a list.  Always keep meticulous notes.  Always ask for a specific amount.  Always get results.

     Step 1.  Get on the same wavelength, establish a quick and comfortable rapport.  Start with an upbeat hello, two or three sentences of catch-up from the last time you talked to your prospect -- explain why business needs to be politically involved, stress you points of commonality and why the prospect needs to make this investment and explain how you intend to win what makes this endeavor unique.

     Step 2.  Give your prospect an "insider's" look at what you and your colleagues are attempting to do.  Prospective donors are like investors in a small business.  You should have access to "insider" information such as polling data, strategies, key significant other players who are with you, fundraising goals already reached, etc.  If the person has not contributed before, be sure to give information abut the key issues and why the prospect is needed.  Keep a list of "news tips" handy.

     Step 3.  Ask for a specific amount of money and always ask for more of a contribution than you think the person can give.  Clearly you will want to know what  person's funding capability is before you ask.  Check past campaign disclosure, statements, check the person's public charity contributions.  Know the giving power of those you call.  Good fundraisers know that the time spent researching potential donors is worth more than the time you'll spend on the phone with them.

     Step 4.  Explain why you need the money.  Have someone prepare a list of expenses for campaign polling, media buys, direct mail expenses, yard signs, etcs.  Have specific amounts at hand and ask you prospective donor if he wi00ll contribute $100 toward the $5,280 needed for 40 radio spots.

     Step 5.  Instill  a sense of immediacy.  (Get the money).  After you have gotten a commitment and thanked the donor, tell him what he'll get for his investment (regular updates, etc.)  and then get the money.  Offer to send someone to pick up the check right away.  If that is impractical follow up with a short mahalo note restating the pledge and the urgency of it.  Include a return envelope.  Be sure to explain that the media judges us all by the amount and number of contributions we are able to generate.  Did I mention the need to go get the money?

     Step 6.   Anyone who gave money will give more money.  A donation is a psychological commitment.  Once someone gives, you can ask him/her to help raise money, to volunteer or supply volunteers, provide in-kind services, equipment and supplies.  When all else fails ask for his/her advise and if you can call back in the future.  It is important to both you and the donor that the phone call is a win-win experience.