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fund raising—From Reagan to the Tea Party & Beyond

Fund Raising to Preserve & Advance Freedom March 15, 2013, Conservative Political Action Conference. fund raising—From Reagan to the Tea Party & Beyond. The history of fund raising Can you do it? What is fund raising? Are you a fund raiser? Understanding donors Fund Raising Mediums

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fund raising—From Reagan to the Tea Party & Beyond

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  1. Fund Raising to Preserve & Advance Freedom March 15, 2013, Conservative Political Action Conference fund raising—From Reagan to the Tea Party & Beyond

  2. 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 An overview…

  3. It didn’t start with Ronald Reagan! History of Direct Mail Fund Raising

  4. Who wrote the first direct mail fund raising letter? When was it written? Where do I find a copy? History of Direct mail fund raising

  5. Wrote to the Christians in Corinth in 56 AD. He began his letter this way… “Brothers and sisters,…” The Apostle Paul…

  6. 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 God’s kindness to his holy people in Jerusalem.” The Apostle Paul…

  7. 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 don’t 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.” The Apostle Paul…

  8. 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,…” The Apostle Paul…

  9. 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.” The Apostle Paul…

  10. 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 The Apostle Paul…

  11. 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. The Apostle Paul…

  12. 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. The Point…

  13. What skills do you need? Can you do it?

  14. The principles are the same regardless of the medium It’s critical to the success of the conservative movement But, can you do it? The answer is YES!

  15. What is Fund Raising?

  16. Advertising Sales But instead of selling a product or service, it’s about asking for a contribution What is Fund Raising?

  17. Sales

  18. Sales

  19. “To provide an opportunity to someone to donate to a cause they already believe in” What is Your Role as a Fund Raiser?

  20. The principles apply regardless of the medium! The Medium is Not Critical, the Principles are Critical

  21. Are You a Fund Raiser?

  22. You can write and/or speak with EMOTIONand PASSION! You can simplify complex issues to make them understandable You are persistent, very persistent You will make the ask You enjoy it! You are if…

  23. Know the strengths & Weaknesses of your own organization or candidate

  24. 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 can’t you do? What can you do? Who is your opposition? Know Who you are

  25. The First Step… Understanding & identifying prospective donors

  26. Who are Your Donors? • 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

  27. 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 Who Is Most Likely to Give to You?

  28. Likely Donor Matrix

  29. Likely Donor Matrix

  30. Likely Donor Matrix

  31. Likely Donor Matrix

  32. Likely Donor Matrix

  33. Why Does a Prospect Give? • To prevent something bad from happening • To seize an opportunity • To make a positive impact • To fulfill a worthy vision

  34. Use all that work for you FunD Raising Mediums

  35. Direct Mail (snail mail & e-mail) Major Gift (immediate & deferred) Special Events (100s of them) Telemarketing Social Media Grants (corporate & foundation) Broadcast (embedded radio & TV) Many fund raising Mediums…

  36. The key to fund raising success Basic Principles

  37. Get the ATTENTION of the Prospective Donor Explain the CHALLENGE Present a Credible SOLUTION ASKfor the gift (Close the sale!) Principles must be applied in this order! The medium is secondary. 4 Basic Fund Raising Principles

  38. 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 • E-Mail— • Must get prospect to read your e-mail, and • Go to your web site Getting the Donor’s Attention

  39. Major Gift—Must meet with them in person Special Event—Must persuade them to attend Telemarketing—Must get them to answer the telephone Getting the Donor’s Attention (Cont.)

  40. 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 Presenting the Challenge

  41. 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 Explain the Solution

  42. Direct Mail & E-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 Make the Ask!

  43. Major Gift— • Listen—learn 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! Make the Ask!

  44. The principles have not and will not change The only difference is technology St. Paul Led the Way

  45. 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. Can You Raise Money?

  46. Overcome the fear factor… Getting Started

  47. 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 Where Should You Start?

  48. You have a cause that you’re 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 are ready to raise money if…

  49. You have the time and the determination to raise money You are not afraid of failure and are willing to experiment and test You are ready to raise money if…

  50. You appeal to the right audience You ask donors to give to something they are already passionate about It’s 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 People will give to you if…

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