Psyching Out Contributors!

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Dec 30, 1997

Asking for a political contribution is an art!

Political fundraising is far more complex than raising money for a church or some other charity type function. It will come as a direct result of a hard-hitting message that is to convince a contributor that he/she is making a good decision.

You want to begin by developing an agenda that targets the decisions that you want the contributor to make. You want to come up with a strategy that does not make the contributor wonder if he/she is going to contribute to your campaign, but how much he/she is going to contribute.

In your message, you want to build a case for the candidate and the campaign that provides a strong reason for someone to open their checkbook. Whatever approach you decide to take, it must be clear and precise and give the contributor a opportunity to join in on a common cause. Be careful, however, to not make that scope to small, so that you close the door to you majority of voters that you are trying to attract. You want to make the contributor feel good about themselves and in their own personal effort to shape a better community.

The the core of all of this is that you must ask again, and again, and still again.

The one most important aspect of this kind of solicitation is how much to ask the potential contributor for. You should choose a number that is 10 to 25 percent over what your research shows that your average contributor should donate. Once you have stated you number, stay silent until they respond.

One of the biggest mistakes you can make is to say to someone: "can you please contribute $50 or whatever you can afford." This gives the potential contributor an out and allows them to give far less than they may otherwise contribute.

The successful message should carry information that shows the candidates need and how it matches that of the prospect. Part of it must also discuss the significance of their contribution to the overall success of the campaign. You can describe the importance of a specific project, such as a mailing, then state the cost of the project, and can you count on them to help you attain your goal.

After you state your request . . . stop . . . and do not babble. . . Period. It is now the perspective contributor's turn to speak . . . with their checkbook.

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