Presentation on theme: "Fund Raising to Preserve & Advance Freedom March 15, 2013, Conservative Political Action Conference."— Presentation transcript:
Fund Raising to Preserve & Advance Freedom March 15, 2013, Conservative Political Action Conference
The history of fund raising Can you do it? What is fund raising? Are you a fund raiser? Understanding donors Fund Raising Mediums Understanding the principles of fund raising Becoming informed Getting started
It didnt start with Ronald Reagan!
Who wrote the first direct mail fund raising letter? When was it written? Where do I find a copy?
Wrote to the Christians in Corinth in 56 AD. He began his letter this way… Brothers and sisters,…
Brought inspiring, incredible news from fellow Christians in Macedonia who unlike the Christians in Corinth were poor, but Paul said in spite of that… …by their own free will they have given all they could, even more than they could afford. They made an appeal to us, begging us to let them participate in the ministry of Gods kindness to his holy people in Jerusalem.
Assured them of his integrity in gathering the collection… We are administering it in a way that brings glory to the Lord and shows that we are doing it willingly. We dont want anyone to find fault with the way we are administering this generous gift. We intend to do right, not only in the sight of the Lord, but also in the sight of people.
Praised the Corinthian Christians, even bragged on them saying… I know how willing you are to help, and I brag about you to the believers in Macedonia. I tell them, The people of Greece have been ready to send their collection since last year,…
Made a straightforward ask for financial support… Last year you were not only willing to take a collection, but had already started to do it. So finish what you began to do. Then your willingness will be matched by what you accomplish with whatever contributions you have.
Provided an emotional testimonial Strengthened his relationship Anticipated questions Wrote plainly Confirmed his integrity Made a direct ask for financial support Left them feeling good about themselves
Based his appeal for support solely on the relationship he has built with his brothers and sisters in Christ He is thorough, even explaining how the gift will be collected and distributed It is an appeal from the heart His letter is a good example of a fund appeal that will work, no matter the medium. It is a model for success.
No matter what the medium, no matter what the cause… Build every fund appeal on the foundational principles of relationship building and clear, honest communications that are urgent and passionate. Always show your respect and appreciation for the donor.
What skills do you need?
The principles are the same regardless of the medium Its critical to the success of the conservative movement But, can you do it?
Advertising Sales But instead of selling a product or service, its about asking for a contribution
To provide an opportunity to someone to donate to a cause they already believe in
The principles apply regardless of the medium!
You can write and/or speak with EMOTION and PASSION! You can simplify complex issues to make them understandable You are persistent, very persistent You will make the ask You enjoy it!
What is your specific purpose? What is your visibility? How well are you known? How well is your spokesman/letter signer known? Do you have a track record of success? What cant you do? What can you do? Who is your opposition?
The First Step…
55+, more likely 70+ years of age 65 percent male Have a passion for your cause Have discretionary income Volunteers as well as donors Learned value of giving from parents Are politically conservative and likely Christian
Someone who has given to your cause in the recent past Someone who has given to a cause similar to yours in the recent past Someone who is passionate about your cause
#1 Highest Potential #2 High Potential #3 Good Potential #4 Poor Potential
#1 Highest Potential #2 High Potential #3 Good Potential #4 Poor Potential Someone who has money, but is not interested in your cause
#1 Highest Potential #2 High Potential #3 Good Potential Someone who is passionate about your cause, but has not donated previously#4 Poor Potential Someone who has money, but is not interested in your cause
#1 Highest Potential #2 High Potential Someone who has recently made a contribution to a similar cause#3 Good Potential Someone who is passionate about your cause, but has not donated previously#4 Poor Potential Someone who has money, but is not interested in your cause
#1 Highest Potential Someone who has previously made a contribution to you#2 High Potential Someone who has recently made a contribution to a similar cause#3 Good Potential Someone who is passionate about your cause, but has not donated previously#4 Poor Potential Someone who has money, but is not interested in your cause
To prevent something bad from happening To seize an opportunity To make a positive impact To fulfill a worthy vision
Use all that work for you
Direct Mail (snail mail & ) Major Gift (immediate & deferred) Special Events (100s of them) Telemarketing Social Media Grants (corporate & foundation) Broadcast (embedded radio & TV)
The key to fund raising success
Get the ATTENTION of the Prospective Donor Explain the CHALLENGE Present a Credible SOLUTION ASK for the gift (Close the sale!) Principles must be applied in this order! The medium is secondary.
Direct Mail Envelope must persuade prospect to open the letter and to read the letter First sentence of letter must compel the reader to continue reading Must get prospect to read your , and Go to your web site
Major GiftMust meet with them in person Special EventMust persuade them to attend TelemarketingMust get them to answer the telephone
Select an issue that is of interest to the prospective donor Select an issue that it is believable you can affect Explain in simple terms the challenge you are facing Credible Emotional
Present a believable solution Easily understandable to the donor Within the realm of achievability Offer your track record of success Make the donor believe you can get the job done or win the election Explain why you are trustworthy
Direct Mail & Ask for a very specific amount Describe how you will use the money Mention your lowest dollar amount several times Make a case for urgency Write at least six paragraphs asking for a gift Re-state your ask in the PS
Major Gift Listenlearn the giving capacity and level of interest… Gain the trust of the donor… Describe in detail how you will use the money on something the donor is passionate about Ask for a very specific amount Shut up!
The principles have not and will not change The only difference is technology
Absolutely, providing you ask the right people. How? By applying the basic principles of fund raising to the situation as it exists. The medium is not important, the principles are important.
Overcome the fear factor…
Donate to 3 causes you believe in Read books on fund raising Compile a list of prospective supporters Understand & apply the 4 principles of fund raising
You have a cause that youre not only PASSIONATE about, but so are others You can identify people who are passionate about your cause enough to support it You know what specifically you want money for You have established credibility with your prospective donor You know how much to ask for
You have the time and the determination to raise money You are not afraid of failure and are willing to experiment and test
You appeal to the right audience You ask donors to give to something they are already passionate about Its credible that you can solve a problem or seize a great opportunity You make a strong case for contributing now Make it easy for them to give immediately
You are willing to make fund raising your top priority You zealously follow the 4 Steps to Success Attention Challenge Solution Ask You have persistence
You build your fund raising program on the solid foundation of… Integrity Partnership Love Passion
It will work. Yes, you can do it. Improvise, adapt, overcome. Capitalize on your advantages. Persevere. Dont make the perfect the enemy of the goodthere are no perfect fund raising appeals via any medium
Political Direct Mail Fund RaisingEberle Funding Your Cause With Direct MailHart Mega GiftsPanas AskingPanas Who Really CaresBrooks Tested Advertising MethodsCaples
Donate to 3 causes that you believe in Read and follow my step-by-step manual on direct mail fund raising