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Transcript of Fund Raising to Preserve & Advance Freedom February 10, 2012, Conservative Political Action...
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Fund Raising to Preserve & Advance FreedomFebruary 10, 2012, Conservative Political Action Conference
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The history of fund raising Can you do it? What is fund raising? Are you a fund raiser? Understanding donors Fund Raisinig Mediums Understanding the principles of fund
raising Becoming informed Getting started
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It didn’t start with Ronald Reagan!
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Paul of Tarsus Wrote a fund raising letter in 56 AD To the members of the Christian Church
Corinth from Macedonia To raise funds for the Christians in need
in Jerusalem
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Addresses them as brothers (trust) Begins with an emotional story of the
Macedonian Christians Praises them for being the first to give
(relationship building) Urges them to “finish the work” Gives them advice as a friend and
“brother”
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Says other churches have already sent their offering (testimonial)
They had already promised to give (pledged)
Asks for a generous gift given cheerfully
Titus is coming (along with the Macedonian Christians) to pick up their gift (deadline)
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Seek support from those you know and who already support your cause
Be personal & emotional Be straightforward & honest Use examples & testimonials Ask for one purpose only Ask for an appropriate amount Express urgency Make it easy to give
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What skills do you need?
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The principles are the same regardless of the medium
It’s critical to the success of the conservative movement
But, can you do it?
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Advertising Sales
But instead of selling a product or service, it’s about asking for a contribution
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“To provide an opportunity to someone to donate to a cause they already believe in”
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The principles apply regardless of the medium!
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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!
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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 leftwing enemy?
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The First Step…
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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
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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
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#1#1Highest PotentialHighest Potential
#2#2High PotentialHigh Potential
#3#3Good PotentialGood Potential
#4#4Poor PotentialPoor Potential
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#1#1Highest PotentialHighest Potential
#2#2High PotentialHigh Potential
#3#3Good PotentialGood Potential
#4#4Poor PotentialPoor Potential
Someone who has money, but is not
interested in your cause
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#1#1Highest PotentialHighest Potential
#2#2High PotentialHigh Potential
#3#3Good PotentialGood Potential
Someone who is passionate about your
cause, but has not donated previously
#4#4Poor PotentialPoor Potential
Someone who has money, but is not
interested in your cause
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#1#1Highest PotentialHighest Potential
#2#2High PotentialHigh Potential
Someone who has recently made a
contribution to a similar cause
#3#3Good PotentialGood Potential
Someone who is passionate about your
cause, but has not donated previously
#4#4Poor PotentialPoor Potential
Someone who has money, but is not
interested in your cause
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#1#1Highest PotentialHighest Potential
Someone who has previously made a contribution to you
#2#2High PotentialHigh Potential
Someone who has recently made a
contribution to a similar cause
#3#3Good PotentialGood Potential
Someone who is passionate about your
cause, but has not donated previously
#4#4Poor PotentialPoor Potential
Someone who has money, but is not
interested in your cause
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To prevent something bad from happening
To seize an opportunity To make a positive impact To fulfill a worthy vision
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Use all that work for you
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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)
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The key to fund raising success
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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.
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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
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Major Gift—Must meet with them in person
Special Event—Must persuade them to attend
Telemarketing—Must get them to answer the telephone
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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
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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
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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
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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!
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The principles have not and will not change
The only difference is technology
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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.
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Overcome the fear factor…
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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
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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
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You have the time and the determination to raise money
You are not afraid of failure and are willing to experiment and test
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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
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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
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It will work. Yes, you can do it. Improvise, adapt, overcome. Capitalize on your advantages. Persevere. Don’t make the perfect the enemy of
the good—there are no perfect fund raising appeals via any medium
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Political Direct Mail Fund Raising—Eberle
Funding Your Cause With Direct Mail—Hart
Mega Gifts—Panas Asking—Panas Who Really Cares—Brooks Tested Advertising Methods— Caples
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Blog: www.bruceeberle.com703-821-1550www.eberleassociates.com