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Fundraising & Budgeting
Your Campaign Budget
•   Staff
•   Overhead
•   Field
•   Research
•   Media
•   Mail
•   Phones
•   Subcontracts – Website Design, Message
    Consultant
Percentage to Spend
•   Direct Voter Contact 60 – 75%
•   Research 2 – 5%
•   Fundraising 10 – 12%
•   Communications 10 – 15%
•   Administrative 10 – 15%
Direct Voter Contact
• TV, Radio, & Newspaper Advertising
• Field
   – Literature
   – Direct Mail
   – GOTV Telephone
   – GOTV Mail
   – Canvas Expense
• Field Staff
Research
• Polling
• District Newspaper Subscriptions
Fundraising Costs
• Event Costs
• Printing – Flyers, Invitations
• Postage
Communications Costs
• Lawn Signs
• T-Shirts, Bumper Stickers, Buttons
• Website Development & Management
Administrative
• Campaign Office
  – Rent
  – Phones
  – Computers
  – Desks, Tables, Chairs
  – Printer
  – Copier
  – Postage – does not include field or fundraising
    postage.
Administrative (cont.)
• Travel
  – Gas Reimbursement
  – Meals
  – Car Rental
• Personnel Salaries & Contracts
  – Campaign Manager
  – Finance Director
  – Communications Director
  – Consultants
Unanticipated Costs
• Include a reserve fund of 5% of entire budget.
Sample Budget
Fundraising
How Much to Raise
• Look at the total expenditures of similar
  campaigns from your area in the past.
• Add 10% if they were winning campaigns
• Add at least 50% if they were losing
  campaigns
How to find out how much other
          campaigns spent
• Supervisor of Elections
  – Volusia County - http://volusia.org/elections/
• Florida Division of Elections
  – http://election.dos.state.fl.us/
• Federal Elections Commission (FEC)
  – http://www.fec.gov/
• OpenSecrets.org
Donor Types




Start at the Inner Circle and work your way out
Donor Types
• Candidate
  – You need your own surplus to run.
  – If you are broke, don’t run.
  – The higher the office the more you will need to
    raise and the more surplus you will need.
  – Consider starting at a lower office if you have
    never won before.
  – If you lose, you may end up owing money.
Relational Donors
• Family
• Friends
• Trusted Colleagues
• They give because they have a relationship to
  you.
• They fund your startup costs.
Ideological Donors
• Passionate people give to passionate
  candidates
• People who belong to the same issues group
  as you.
• People who are committed to causes you
  believe in.
Aversion Donors
• They give because the opponent has adversely
  affected the donor’s interests.
• They want to get rid of the other candidate.
• This donor wants to know that the candidate
  understands the risks of losing and that you
  provide an alternative hope.
Access Donors
• Donors who participate to advance
  institutional or economic interests.
  – Business Associations
  – Labor Unions
  – Special Interest Groups
• They usually give later in the cycle
• Challengers are unlikely to receive support
  from this circle.
Fundraising Tactics
• Start Early – as soon as you decide to run and
  have filed, you need to allocate 75% of your
  campaign time to fundraising.
• It is always easier to ask high and work down.
  The best indicator of giving potential is past
  performance.
Fundraising Tactics
Face to Face
• Good for high dollar donors.
• Must be done by the candidate.
• Gives candidate a chance to solicit highest
  possible amount.
Candidate Call Time
• Prepare the list carefully. Use of campaign
  software may be helpful here.
• Staff the candidate – this will make sure the
  candidate gets through the calls and does not
  get distracted.
• Role-play
• Set goals and benchmarks
• Call Time Sheet
Events and House Parties
• Form a host committee. Let them do all the
  work and put up all the money.
• The candidate should not put up a dime.
• Hosts will set donation commitment as they
  know what the guests can afford.
Direct Mail
• This also helps with name recognition.
• Contributions mailing lists are highly targeted
• Re-solicit when the target pays off.
Solicitation Phone Bank
• Again the list is highly targeted.
• Volunteers or staff are given list, call scripts,
  and phones.
• Do not do phone banks or call time on
  Sundays – People hate to be interrupted while
  watching football!
Internet and Email Fundraising
• Before you hit the send button make sure the
  email has been proofed by at least two other
  people – you don’t want to apologize to
  potentially thousands of people or have your
  mistake show up on a blog or in the newspaper.
• Use an email program – Salsa, Constant Contact,
  Mail Chimp
• Only send to people who have said you can send
  to them. Otherwise you may get marked as a
  spammer.
• You must have an unsubscribe button.
The Ask
• The Five C’s – A Step by Step of the Ask
   – Connect – research the donor before you call
   – Context – Motivate the donor with the specifics of the
     race.
   – Commit – Get a specific pledge from the donor,
     preferably today.
   – Catapult – Thank the donor at every step
   – Confirm – Follow up
• Treat the donor like a shareholder in the
  campaign.
Fundraising Resources
• Supervisor of Elections
   – Volusia County - http://volusia.org/elections/
• Florida Division of Elections
   – http://election.dos.state.fl.us/
• Federal Elections Commission (FEC)
   – http://www.fec.gov/
• OpenSecrets.org
• News Meat
   – http://www.newsmeat.com/
Fundraising & Budgeting
Thank You for Attending!

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DemCAMP political campaign fundraising and budgeting

  • 2. Your Campaign Budget • Staff • Overhead • Field • Research • Media • Mail • Phones • Subcontracts – Website Design, Message Consultant
  • 3. Percentage to Spend • Direct Voter Contact 60 – 75% • Research 2 – 5% • Fundraising 10 – 12% • Communications 10 – 15% • Administrative 10 – 15%
  • 4. Direct Voter Contact • TV, Radio, & Newspaper Advertising • Field – Literature – Direct Mail – GOTV Telephone – GOTV Mail – Canvas Expense • Field Staff
  • 5. Research • Polling • District Newspaper Subscriptions
  • 6. Fundraising Costs • Event Costs • Printing – Flyers, Invitations • Postage
  • 7. Communications Costs • Lawn Signs • T-Shirts, Bumper Stickers, Buttons • Website Development & Management
  • 8. Administrative • Campaign Office – Rent – Phones – Computers – Desks, Tables, Chairs – Printer – Copier – Postage – does not include field or fundraising postage.
  • 9. Administrative (cont.) • Travel – Gas Reimbursement – Meals – Car Rental • Personnel Salaries & Contracts – Campaign Manager – Finance Director – Communications Director – Consultants
  • 10. Unanticipated Costs • Include a reserve fund of 5% of entire budget.
  • 13. How Much to Raise • Look at the total expenditures of similar campaigns from your area in the past. • Add 10% if they were winning campaigns • Add at least 50% if they were losing campaigns
  • 14. How to find out how much other campaigns spent • Supervisor of Elections – Volusia County - http://volusia.org/elections/ • Florida Division of Elections – http://election.dos.state.fl.us/ • Federal Elections Commission (FEC) – http://www.fec.gov/ • OpenSecrets.org
  • 15. Donor Types Start at the Inner Circle and work your way out
  • 16. Donor Types • Candidate – You need your own surplus to run. – If you are broke, don’t run. – The higher the office the more you will need to raise and the more surplus you will need. – Consider starting at a lower office if you have never won before. – If you lose, you may end up owing money.
  • 17. Relational Donors • Family • Friends • Trusted Colleagues • They give because they have a relationship to you. • They fund your startup costs.
  • 18. Ideological Donors • Passionate people give to passionate candidates • People who belong to the same issues group as you. • People who are committed to causes you believe in.
  • 19. Aversion Donors • They give because the opponent has adversely affected the donor’s interests. • They want to get rid of the other candidate. • This donor wants to know that the candidate understands the risks of losing and that you provide an alternative hope.
  • 20. Access Donors • Donors who participate to advance institutional or economic interests. – Business Associations – Labor Unions – Special Interest Groups • They usually give later in the cycle • Challengers are unlikely to receive support from this circle.
  • 21. Fundraising Tactics • Start Early – as soon as you decide to run and have filed, you need to allocate 75% of your campaign time to fundraising. • It is always easier to ask high and work down. The best indicator of giving potential is past performance.
  • 23. Face to Face • Good for high dollar donors. • Must be done by the candidate. • Gives candidate a chance to solicit highest possible amount.
  • 24. Candidate Call Time • Prepare the list carefully. Use of campaign software may be helpful here. • Staff the candidate – this will make sure the candidate gets through the calls and does not get distracted. • Role-play • Set goals and benchmarks • Call Time Sheet
  • 25. Events and House Parties • Form a host committee. Let them do all the work and put up all the money. • The candidate should not put up a dime. • Hosts will set donation commitment as they know what the guests can afford.
  • 26. Direct Mail • This also helps with name recognition. • Contributions mailing lists are highly targeted • Re-solicit when the target pays off.
  • 27. Solicitation Phone Bank • Again the list is highly targeted. • Volunteers or staff are given list, call scripts, and phones. • Do not do phone banks or call time on Sundays – People hate to be interrupted while watching football!
  • 28. Internet and Email Fundraising • Before you hit the send button make sure the email has been proofed by at least two other people – you don’t want to apologize to potentially thousands of people or have your mistake show up on a blog or in the newspaper. • Use an email program – Salsa, Constant Contact, Mail Chimp • Only send to people who have said you can send to them. Otherwise you may get marked as a spammer. • You must have an unsubscribe button.
  • 29. The Ask • The Five C’s – A Step by Step of the Ask – Connect – research the donor before you call – Context – Motivate the donor with the specifics of the race. – Commit – Get a specific pledge from the donor, preferably today. – Catapult – Thank the donor at every step – Confirm – Follow up • Treat the donor like a shareholder in the campaign.
  • 30. Fundraising Resources • Supervisor of Elections – Volusia County - http://volusia.org/elections/ • Florida Division of Elections – http://election.dos.state.fl.us/ • Federal Elections Commission (FEC) – http://www.fec.gov/ • OpenSecrets.org • News Meat – http://www.newsmeat.com/
  • 31. Fundraising & Budgeting Thank You for Attending!