Personal solicitation of donations is an important part of fundraising. It allows candidates and organizations to directly ask for support in a credible way. Developing an effective personal solicitation system involves identifying potential donors, researching them, determining the best approach and pitch for each, and following up after donations are made or declined. When making asks, candidates should establish rapport, convey their vision and urgency, ask for specific amounts, listen to responses, and express appreciation regardless of the answer. Personal meetings, phone calls, and events are effective ways to personally solicit donations.

1. Personal Solicitation Fundraising
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2. • In 2008, the average US House campaign cost $1.1 million
OR:
– 1,100 contributions of $1,000
– Three $1000 contributions every day for one full year
– 10,000 contributions of $110
SO ....
• Have a balanced approach
• Know how much you need to run your project
• Budget your fundraising for it
• How much have you budgeted for personal solicitation
How much does it take to win
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3. • Personally raising funds is one
of the two functions for which
the candidate is personally
most effective.
– The other: asking for votes.
• The world’s best campaign plan
is worthless unless it is properly
funded.
• Personally asking for funds
bestows a level of credibility
onto the campaign.
Why Ask People for Money?
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4.  Personally soliciting funds is
not begging.
 Rather, you are giving people
an opportunity to invest in a
shared vision.
 Give people the opportunity
to become politically active
by writing a check.
Personal Solicitation
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5.  Personal solicitation should be part of your finance plan.
 Systematically identify potential donors, answer the key
questions, and personally solicit the donations.
Developing a System
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6. • Identify potential donors.
– Personal contacts
– Donors to past campaigns
– Individuals/groups with a specific stake in your election
• Determine which voters are best approached through: direct mail, events,
personal solicitation.
• Key tasks before soliciting.
– How to make the pitch? (In person, phone?)
– What should the pitch be?
– When to make the pitch?
– Who should make the pitch? (Usually the leader personally)
Developing a System
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7. • Who should make the pitch?
– The organization’s leader is usually best suited for this.
– However, if someone else (a friend, colleague, relative) of the
potential donor would have better luck, use that person.
– Use sound judgment.
• How to make the pitch?
– What kind of appeal will the potential donor most likely respond to?
• When?
– Is there a particular time when the potential donor would be most
likely to respond affirmatively? (PACs, etc.)
Answering Key Questions
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8. • In person, or by telephone?
– Phone calls allow you to solicit more potential
donors in a shorter period of time.
– Staff/volunteer can personally assist in lining up
calls, following up, etc.
– Donors are busy people. Respect their time.
– Some donors will not give unless personally visited.
– Use good judgment in making these decisions.
Answering Key Questions
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9. • Where are the big donors
hiding?
– Networking.
– Chamber of Commerce.
– Party Fundraisers.
– Similar Causes.
• Ask the people who are going to
do the asking.
• Researching the donors.
– Lists
• If you’re a candidate know your
campaign finance laws and
limitations!
Putting it to Work
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10. • Develop a good understanding of a potential donor as you determine
who should make the pitch, what the pitch should be, how it should be
delivered, and how much to ask for.
– Understand the potential donor’s motivations.
• Why does he/she give?
• What are the motivating issues or causes?
• How do these compare against your own?
– Understand how much the donor has given to other candidates and
causes.
– Understand the potential donor’s personal history.
– Use your network of contacts to gather information, along with
other research methods.
Research
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11. 1. Access.
2. Ego.
3. Belief.
4. Habit.
5. Reward.
6. Peer pressure.
7. Impact public policy.
8. Party loyalty.
9. Cover their assets.
10. They were asked.
Reasons People Contribute
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12. 1. They feel exploited.
2. The appeal is too vague.
3. The appeal is unrealistic.
4. Bad messenger.
5. Donor and candidate do not share a
vision.
6. Candidate’s vision is poorly
communicated.
7. The plan or organization is not
considered viable.
8. No one asked.
Reasons People Don’t Contribute
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13. – Go where the donor wants to
go.
– Err on the side of a private
meeting, at an office - at a
restaurant.
– Networking.
– Cold calling.
– Put the donor at ease.
– Give the donor “confidential”
information.
Personal Appointments
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14. • Use for medium size contributions
– High cost fundraising events
– Private dinners with the organization’s leader
• Use a comfortable space
– Have beverages and snacks
– Appropriate timing
– Same tactics as the appointments
– Call on invitations and direct mail
The leader should always have a fundraising call list for down time
utilization
Donor Phone Calls
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15. • Break the ice. Do not begin by talking about the campaign. Show
interest in the potential donor, and learning more about him/her.
• Establish a rapport.
• Talk about what the potential donor wants to talk about.
• Based on your research, establish a common ground with the potential
donor. Talk about either your common vision, or common interests.
How is your victory, his/her victory?
• Establish credibility by describing the landscape, and how the
campaign can reach its goal.
• Convey urgency, but not desperation.
• Ask for a specific amount, followed by silence.
Making the Ask
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16. • Ask for a specific amount:
– Ask high (It takes as much
energy to ask for $1,000 as it
does to ask for $100).
– Identify a certain project
that the money will go
towards.
– Listen to the response.
– Close the sale at the
meeting.
– Don’t be shy about pressing.
Using the Details
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17. • Remember…this is not the last time
you’ll contact the donor.
• You must have a continuous
relationship to make sure that
donors keep giving.
• Ask the donor to find and solicit
other donors (misery loves
company!).
• Thank you efforts.
– Invitations to high donor events.
– Private briefings on issues or
polls before they are released.
After the Ask
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18. • How are you going to succeed?
• Where will your support come from?
• How much have you raised so far?
• What will your project cost?
• How are you going to raise that money?
• Who is helping you?
• Who’s running your operation?
• How much time do you spend on the phone?
• What are you doing that’s different than others who’ve had similar
plans?
• What’s your message?
Questions to Expect
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19. Do’s and Don’ts
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• Do:
Start by placing that first call.
Relax.
Conduct your research.
Be optimistic.
Be confident, but not cocky.
Be convincing.
Ask for a specific amount.
Ask high.
Convey urgency, but not desperation.
Use silence.
Say thank you.

20. • Don’t:
Waste a donor’s time.
Take your allies for granted.
Broach a volatile issue.
Be argumentative.
Leave empty handed.
Spend less than half your time
fundraising.
Forget to thank people.
Do’s and Don’ts
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21. • The donor closes the deal. (Best case scenario.)
“I like what you’re saying, how much do you need from me?”
Get the check right there, or follow up ASAP.
• Uncertainty.
Prompt the exchange of more information to help the potential donor
reach a decision. “What would you like to know about me or the
organization that would help you make up your mind about lending
your support?”
Alternatively, boost your credibility by referring to a third party who is
supporting you.
• “I’ll think it over.”
This closes the discussion without an answer.
Don’t force the issue. Thank the donor, and send a follow up by mail.
Typical Donor Responses
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22. THANK YOU!
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Questions?