Welcome back, Saturday Campaign D-I-Y’ers! For those who tune in, welcome to the Nuts & Bolts of a Democratic campaign. Each week, we discuss issues that help drive successful campaigns. If you’ve missed prior diaries, please visit our group or follow Nuts & Bolts Guide.
Every couple of months I revisit fundraising. Not because fundraising is fun, or that it is the most important element, but because successful fundraising helps lay the groundwork for successful campaigns. Part of successful fundraising, though, is preventing fundraising nightmares. Fundraising is a difficult enough task as it is, why make it even more difficult by committing cardinal sins you can avoid before you start?
We’ve covered organization in activism this year as well as candidates, and one thing they both share in common is the need to raise money to support their efforts.
Ready to talk about the big mistakes you should avoid? Let’s go.
We are on the right side of history so people will give us money!
The number one mistake that Democratic and progressive fundraisers make is that there is an inbuilt assumption that because you are funding on the side of justice, decency or any other great Democratic value, that the donor group will say: “Boy, these are good people, I’m going to write them a check.” This absolutely does not happen.
While being on the right side of issues your donors care about gets you started, people do not donate to organizations or candidates just because they are “with them on the issues.” Donors tend to give based on many factors, one of the keys being what they think you will do with the funds they provide you. If they believe those funds will be well spent and will be used to help win races or build a cause, they are more likely to give than if they are unsure of what you actually “do” with the funds beyond throwing more fundraisers.
In order to combat this, make sure you have these three items:
- Be prepared to talk about the organization or candidate goals; what is achievable, what you plan to do, where your issues will impact or improve a community.
- Have a plan, a deck, or material that donors can look through that gives them an idea of what you have already done.
- An explanation of why they should give your organization or candidate over another organization or candidate.
Here are some things that you CAN NOT do, and Adam Bonin, who may participate in comments, could definitely further elaborate:
- You cannot trade an ask for action; if a donor presses you on “they want to see X bill or Y bill” then that crosses ethical boundaries and will get you in trouble.
- Do not engage in discussions or specific promises of votes on any item; also not okay.
Stalling—the Wimpy Effect
The second greatest problem in Democratic fundraisers is often the Wimpy Effect: “I will gladly pay you Tuesday for a hamburger today.” Democratic and progressive organizations at the lowest level often dread fundraising. And so, they put it off. They hope that a last-minute rush of money will make their quarterly finance reports come in, or that they can, in the last week, make a “big push” for funds.
This is a terrible strategy. Good fundraising is a steady, consistent effort that puts you ahead of the curve and avoids last-minute panic at a potential bad finance report. Donors also see consistent, on-the-ball fundraising they are more likely to think your effort is serious.
Wimpy fundraising, waiting for last-minute pushes are high risk, low reward. Avoid stalling your fundraising. Make a commitment to a set number of hours a week for a candidate or events per month/quarter/year for an organization.
Unpaid, disgruntled, agitated volunteers and staff
Imagine walking into a restaurant. The server comes to you, and before you order, they tell you the food is terrible and they hate working there because the pay sucks. I’m betting it significantly lowers your appetite, right?
In fundraising, part of how you build good revenue streams is having members who donate to you feel as though the people in your cause are committed and like what they are doing. Democratic and progressive donors like feeling as though we are all working together. We know there can be occasional interoffice issues, but on the whole, when we hear about a group we like to hear: “They are doing good things” from people who work or volunteer with an organization.
This matters more than people understand. If your volunteers or staff go home and say “ugh, I dread going in tomorrow” that general feeling will penetrate potential donors and sour the marketplace to give money to you.
Organizations suffer this more than candidates, but even candidates get pushback from donors if they feel as though they don’t have staff that is excited to work with them or on their behalf. Keeping your staff and volunteers content through the year sends positive signals about what you are doing and gives donors a reason to think you are a sound investment.
Do your research
Recently, a candidate called me to ask for money. Like you, this may happen often if you’ve ever given to a campaign before. In a phone call from campaign staff, I was asked for $40. I as a donor, was happy to give $40 and hang up the phone.
What’s wrong with that conversation? This is where some donor research is critical in how your campaign works. Well-researched campaigns can talk to a donor about what issues motivate them, shared values, and understand what amount the donor can afford to give. While I can’t give every campaign lots of funding—nor can any of us—if I had been a higher ticket donor, a good campaign should call and be aware of these facts and make a better ask to get more funding.
If you are under asking, donors also feel as though you didn’t do your homework. This also bodes poorly for future investment.
Final thoughts
Fundraising isn’t the most fun part of politics, but it is unavoidable. If you avoid the mistakes above, you can make fundraising a lot less difficult, and definitely less annoying for your candidate or campaign.
Next week on Nuts & Bolts: Safety in outsourcing