campaign fundraising letter presentation
DESCRIPTION
This presentation discusses how to craft a campaign fundraising letter. It outlines how to utilize campaign resources and when to send letters, essential components of the letter, and analyzing collections.TRANSCRIPT
Delivering Your Perfect Pitch
Delivering Your Perfect Pitch
Crafting an Effective Fundraising Letter
Crafting an Effective Fundraising Letter
@MatthewHarney [email protected] (405) 503-6258
Fundraising LetterFundraising Letter
Essential fundraising method of any campaign
2 kinds: “Cold” Prospecting Re-solicitation
Essential fundraising method of any campaign
2 kinds: “Cold” Prospecting Re-solicitation
@MatthewHarney [email protected] (405) 503-6258
What you’re looking at with a “Cold” Prospecting Letter
What you’re looking at with a “Cold” Prospecting Letter
Significant investment of time Results are typically low dollar donors Lower response rate Break even=success Risky Goal: Generate fresh donors who can be
re-solicited
Significant investment of time Results are typically low dollar donors Lower response rate Break even=success Risky Goal: Generate fresh donors who can be
re-solicited
@MatthewHarney [email protected] (405) 503-6258
ProspectingProspecting
Focus on a particular group with real support potential to candidate/campaign
Examples: Political party donors Other campaigns Interest groups Specific occupational group
Focus on a particular group with real support potential to candidate/campaign
Examples: Political party donors Other campaigns Interest groups Specific occupational group
@MatthewHarney [email protected] (405) 503-6258
Re-solicitation Letter Facts Re-solicitation Letter Facts
Substantial portion of revenue Virtually no risk Small investment of time Every donor should be re-solicited
Substantial portion of revenue Virtually no risk Small investment of time Every donor should be re-solicited
@MatthewHarney [email protected] (405) 503-6258
Physical componentsPhysical components
Outside envelope Letter Return envelope or reply card Additional Insert (optional)
Outside envelope Letter Return envelope or reply card Additional Insert (optional)
@MatthewHarney [email protected] (405) 503-6258
The letter itself…The letter itself…
Intro: Provocative vs. making a connection
Appeal to human emotion Provide update on your campaign Highlight your supporters Don’t bury your ask Include specific amount(s) Communicate urgency
Intro: Provocative vs. making a connection
Appeal to human emotion Provide update on your campaign Highlight your supporters Don’t bury your ask Include specific amount(s) Communicate urgency
@MatthewHarney [email protected] (405) 503-6258
More on the letter…More on the letter…
Describe how the funds will be used
Be specific & ensure accuracy Mention opponent’s miscues Aesthetically pleasing Remember perspective
Describe how the funds will be used
Be specific & ensure accuracy Mention opponent’s miscues Aesthetically pleasing Remember perspective
@MatthewHarney [email protected] (405) 503-6258
A bit moreA bit more
Refer to website or other way to get more info
Consider utilizing an insert Newspaper or online article Visual Convey action
P.S., use a P.S.
Refer to website or other way to get more info
Consider utilizing an insert Newspaper or online article Visual Convey action
P.S., use a P.S.
@MatthewHarney [email protected] (405) 503-6258
Don’t forgetDon’t forget
Proofread Be a team player: Remember your
approval process Consider it public information
Proofread Be a team player: Remember your
approval process Consider it public information
@MatthewHarney [email protected] (405) 503-6258
Specific to Re-solicitations…Specific to Re-solicitations…
Acknowledge previous contribution Create rapport by expressing
shared vision Personalize request by making
specific ask Provide a new reason for
contributing
Acknowledge previous contribution Create rapport by expressing
shared vision Personalize request by making
specific ask Provide a new reason for
contributing
@MatthewHarney [email protected] (405) 503-6258
Stay focused by remembering to askWhy will the donor give?
Never forget that you should aim your pitch at their motivation!
Stay focused by remembering to askWhy will the donor give?
Never forget that you should aim your pitch at their motivation!
@MatthewHarney [email protected] (405) 503-6258
Measure Your SuccessMeasure Your Success Record universe (who & how many) Total cost Date mailed # of donors Total amount contributed Calculate average contribution and contribution rate
Record universe (who & how many) Total cost Date mailed # of donors Total amount contributed Calculate average contribution and contribution rate
@MatthewHarney [email protected] (405) 503-6258
@MatthewHarney [email protected] (405) 503-6258@MatthewHarney [email protected] (405) 503-6258
Delivering Your Perfect Pitch: Fundraising Letters