Executing a Winning Fundraising Plan

Most (unfortunately not all) campaigns have a campaign plan that is well thought out and defined, which, if the critical assumptions are correct, will prove to be key to running a winning campaign.  Among other things, that plan will include "how to get the message to the voters", which is usually the biggest piece of the "cost pie."  However, too many campaigns do not have a well thought out and executable "Winning Fundraising Plan".  This commonly used platitude, "money is the mother's milk of politics" demonstrates the importance of creating and executing a Winning Fundraising Plan, regardless if you are running for a local or national office. Furthermore, a summary of the 2008 elections shows that the biggest spender won 397 of 426 house races and 30 of 32 senate races (at the time the article was written, there were still a few unsettled races).  A summary of how and where fundraising fits into the overall campaign is; Vision drives Fundraising, and Fundraising drives Mission.  In other words, having a vision (strategy to win) will give prospective donors the confidence to give to your campaign, and successful fundraising will fund the plan, which will accomplish the mission (winning).

The fundraising plan has several key elements that when executed correctly, will help guide key decisions regarding expenditures that are needed to get the message out.  Also, because a fundraising plan includes a process to measure success, needed adjustments and schedule changes to expenditures can be made in advance, which will help the campaign control the message with no surprises. Some other benefits to a Winning Fundraising Plan are:

• Organized Staff Responsibilities: When everyone on a team knows what their roles are and the work to execute their share, the teams success potential rises significantly. However, with regard to fundraising, it is commonly said, it is everyone's responsibility.  As a result, without a Winning Fundraising Plan, it will be difficult to have the proper structure needed to build synergy of effort, instead of a cycle of confusion.   
• Strategic Deadlines: The campaign manager must mold the Fundraising Plan into cohesion with the overall Campaign Strategy.  Successfully blending the two will allow for timely decisions and message promotion.  Without these established deadlines, there are two possible results:
• A constant state of panic that funds are needed and needed now.  It is essential that prospective donors are encouraged to give and to understand that their donations both desired and important, but not that there is a crisis.  However, if there is no plan in place, each prospective donor meeting can feel as if securing a donation is essential to success, which will usually be noticed by the prospect and cause them to feel uneasy.  I have seen this play out in person, and the more uncomfortable the donor gets, the less confident the candidate will become. This,  most often leads to an uncomfortable meeting which will have potentially immeasurable negatives to the campaign because of the possible spread by word of mouth throughout those who are politically active with donations.
• A candidate who doesn't like to ask for donations will except donors telling them to wait patiently. Obviously, there are rare occasions where a candidate does need to be patient for future donations, but 95% of the time, they need to make the ask, set up a follow up if the donor is not ready to answer, and then follow up.  This procedure should not be open-ended, and needs to be controlled by the campaign - not the prospective donor.  Donors expect to be asked for a donation, and are usually most comfortable if they know there is a specific amount and a specific time that their funds will be utilized in the campaign.
• Track Progress:  A component of a Winning Fundraising Plan will include a prospective donor rating and a pledge to conversion rate. By utilizing a strategy that is measurable, a campaign can adjust procedures if they are not producing the anticipated and planned on results. 

As noted on this blog last week, currently there is a major gap between the amount of money being given to Democrats then to Republicans, with the Democrats holding about a 25% edge in cash on hand.  Conservative candidates MUST get serious about raising money in a systematic method, and I am hopeful that I can be of assistance in that  arena.  If you have follow up questions about this blog, or want to discuss hiring me to consult with your campaign, please don't hesitate to email me or call me: 

• Email: steveboyett@gmail.com
• Cell: 256-682-7426

Please share with any that might find this information useful.

Sincerely,

Steve Boyett