1. The National Democratic Institute
FUNDRAISING TOOLS
Fundraising
See the Trainer's Guide for overall guidance on using this presentation. The Trainer's Guide serves as a companion resource and outlines the objectives of the session and materials needed as well as provides additional guidance on conducting the training session. Please note that the Guide includes complete instructions on how to facilitate some of the exercises referenced in this PowerPoint presentation and additional information on the content of certain slides.  
Please adapt the PowerPoint presentation, exercises, examples and handouts in advance of your workshop. They have been created for a global audience and need to be adapted to better suit the local context, the background of your participants and their level of experience. Terms, images and examples from the participants’ country or region should be used as much as possible so that they are relevant and contextually appropriate. 
This presentation and guide were developed by Crystal Rosario. NDI would also like to acknowledge those who contributed including Amy Hamelin, Caroline Hubbard, Susan Kemp, Susan Markham, Allison Muehlenbeck and Rebecca Turkington.
The National Democratic Institute

2. WELCOME Introductions Ground rules Ice breaker exercise
SLIDE CONTENT: To begin the session, introduce yourself and other staff, trainers and resource persons. Provide the participants an opportunity to introduce themselves and establish ground rules for the training.
TRAINER NOTE: It will be important to establish a rapport among participants. If this is the first presentation of a training workshop, be sure to build in time for participants to get to know one another and establish ground rules for their interaction and participation. Guidance on ice breakers and ground rules can be found in the “Training and Facilitation” folder.
You might also establish ground rules by asking participants to give suggestions and agreeing as a group. You can write the rules on a flip chart and hang it on the wall for reference during the training session.

3. OBJECTIVES To understand the five major ways of raising money
To learn the advantages and challenges of each
SLIDE CONTENT: The objective of this session is:
To understand the five major fundraising activities
To learn the advantages and challenges of each type of activity
TRAINER NOTE: Provide an overview of the session’s objectives so that participants understand its purpose and have realistic expectations about what to expect.
You may also wish to ask participants what expectations they have for the session. What do they hope to get out of it? You can then relate their expectations to the objectives and suggest how unrelated expectations might be met in other ways.

4. TOPICS Volunteer Fundraisers Call Time Meetings Events Online Giving
SLIDE CONTENT: Today we will cover:
Volunteer Fundraisers or the role of a finance committee
Call Time
Meetings
Events
Online fundraising
TRAINER NOTE: Once the objectives have been shared, give a brief overview of the topics to be covered. We want to give participants a sense of where we are heading in the presentation, so summarize the main concepts that will be addressed. You can also use this time to define any key terms that will be used throughout the training, to get a sense of participant levels and ensure a common understanding among the group. If there are many terms, you may want to create an additional slide (see next).

5. WHAT IS FUNDRAISING?
Communicating to potential donors in a clear and precise way how they benefit from your campaign.
SLIDE CONTENT: Fundraising can be an intimidating prospect. Many people feel uncomfortable asking for money, feeling selfish or embarrassed. But when you think of fundraising as HELPING your donors you can gain more confidence to reach your fundraising goals. Fundraising is communicating to potential donors in a clear and precise way how they benefit from your campaign. You’ll be surprised how many people want to give you their support. Fundraising is one of the most important aspects of your campaign plan and should be an ongoing priority.
Money makes the rest of your campaign possible. Without it you cannot implement your campaign plan, run projects or have the impact you are seeking to make.
Getting your message out costs money and the earlier you receive the money the more planning you can do.
Money produces money – a successful fundraising operation demonstrates to potential donors, and others, that you are a viable candidate or outfit. Someone to be taken seriously!
TRAINER NOTE: Ask participants if they have ever conducted any fundraising. Perhaps for a charity walk or race? Or UNICEF? Has anyone ever donated to a cause? Why did they decide to give their money to that particular person?

6. WHO WILL DONATE?
SLIDE CONTENT: The next logical question might be who donates this money? Why do people give and who should I ask? People are motivated to donate money for various political and personal reasons. In this graphic by the US organization EMILY’s List you can see that you start with the people who are closest to the candidate and move out from there as time goes by. As you increase your fundraising total with each circle on the chart your viability (chance you will win) also grows.
The personal circle is made up of the candidate’s family, friends and close colleagues. This circle donates because they love the candidate and want them to be successful.
The ideology circle is people or organizations that share your values or positions on certain issues. They support you because you will champion their issues.
The ax-to-grind circle is people who dislike your opponent. They will donate because you are not him/her.
The power circle is the last group to approach, comprised of people who want to protect and advance their economic interests. They will support you if you can show that you will win and understand their issues.
TRAINER NOTE: See the Overview presentation in the Fundraising Module for more information on circles of benefit.
Circles of Benefit was created by EMILY's List, a political action committee in the United States. Refer to the EMILY’s List presentation in the Fundraising Module for more information.

7. FUNDRAISING ACTIVITIES
SLIDE CONTENT: So how do we get these prospective donors to give money to your campaign or cause? Can you think of activities or tools you can use to fundraise?
TRAINER NOTE: Brainstorm with participants for a couple minutes about different fundraising activities and write their suggestions on a flipchart/whiteboard. It’s ok if they suggest the same activities from the Topics slide, this will give you an opportunity to find out how much your participants already know on this topic. You can prompt them with questions like, has anyone ever asked you to donate money? How did they do it?

8. VOLUNTEER RAISERS CAMPAIGN LEADER LEADER LEADER LEADER
SLIDE CONTENT: Fundraising is a time consuming job and sharing the burden will help you reach more prospective donors. Volunteer raisers are those who are committed to fundraise for you on a volunteer basis. There are different ways to structure those who will raise money for the campaign, but they are most commonly structured as a finance committee. What’s most important:
The candidate should start building a strong team of raisers immediately.
A strong raising team is one whose members will both give early and work to help raise early funds for the campaign.
These individuals must be willing to ask their social networks, family and close personal colleagues for campaign contributions.
In this tough economic time, the new power bases in fundraising are those who can bring new money into the campaign rather than those who can simply give the maximum amount themselves.
To help them be successful:
Give them tools! Lists, campaign materials - whatever they need
Setting regular check ins on progress to goal. Get feedback!
Keeping them happy, engaged and feeling like they’re a real part of the campaign.
TRAINER NOTE: Ask the group: What qualities would a good volunteer raiser have? For example: good social skills, large networks, prominence in the community, belief in your campaign, etc. They don’t necessarily need to have a lot of money themselves, but connections to people with money.
LEADER
LEADER

9. VOLUNTEER RAISERS Advantages Challenges New prospects More people
More time
Volunteer basis
SLIDE CONTENT: The advantages of utilizing volunteer raisers are:
They can bring in new prospects that are not already on your donor list
An expanded network of volunteer fundraisers brings more people on board with your campaign.
More people means more time dedicated to fundraising.
The main drawback of this tool is that it is on a volunteer basis, so it is more difficult to count on their participation. This is why it is important to make them feel engaged as a valued member of the campaign. A title like Finance Committee Member or Finance Leader will make them take the role more seriously.
TRAINER NOTE: Does the group have anything to add?

10. Practice makes perfect!
CALL TIME
Research! Research! Research!
Keep notes
Be disciplined
Target high donors
Message and specific ask
Thank the donor!
SLIDE CONTENT: Call time refers to time spent making phone calls asking for donations. This is the most effective and cost efficient way to raise money. The response rate is generally high because the candidate herself is calling, and the cost ratio is low.
Must be organized. Know who you’re talking to, and why they give. Do your research!
Keep detailed notes because you’re probably going to call folks back.
Be disciplined. Call time is difficult, but worth the time you spend doing it.
Since call time takes a lot of the candidate’s time, it should be used for high dollar donors and for asking people to join your team of volunteer raisers.
Have a targeted message and specific ask.
Always say thank you and send a thank you note.
Remember: Practice makes perfect! The more calls you make, the better you will get at it.
Remember:
Practice makes perfect!

11. CALL TIME Advantages Challenges Low cost Good response rate
Broad reach
It’s hard
Time consuming
SLIDE CONTENT: The advantages of utilizing call time are:
It is low cost. Just the phone, service and the candidate’s time.
There is a good response rate. It is the most effective fundraising tool.
You can reach a lot of people quickly on a personal level.
The main challenges of this tool are:
It’s difficult work. But it does get easier with practice!
It is time consuming.
TRAINER NOTE: Does the group have anything to add?
Photo: National Democratic Institute

12. MEETINGS
SLIDE CONTENT: Having the candidate meet with individuals in one-on-one meetings is the single most cost-effective way to raise money. It is very difficult to say “no” when the candidate is sitting in front of you. Unfortunately, the amount of candidate time needed (between driving to the location and the meeting itself) is great so these meetings should be reserved for prospecting the highest level of donors and those that can raise money for the campaign.
Photo: National Democratic Institute

13. MEETINGS Advantages Challenges Low cost Face-to-face
Collect on the spot
Time wasted on travel
Time consuming per donor
SLIDE CONTENT: The advantages of setting up meetings are:
It is low cost. You will just have to pay for the candidate’s transportation.
It is harder for people to say “no” when they are face-to-face with the candidate.
If you can, collect the money on the spot, which means immediate cash inflow for your campaign.
The main challenges of this tool are:
It takes time for the candidate to travel to each meeting, time that could be spent on other valuable tasks.
Each meeting is likely to take longer than a phone call would, meaning the candidate is spending more time per donor in this activity.
TRAINER NOTE: Does the group have anything to add?

14. Do not spend money on an event unless you absolutely have to.
EVENTS
Checklist
ALWAYS have a ticket price
Recruit a motivated host committee
Follow up phone calls to invitees
Market for the appropriate audience
Registration
SLIDE CONTENT: Fundraising events have a lower response rate than candidate call time, but can be used for donors of all levels. The key to a successful event is keeping the cost under control. An event should cost only 10-20% of the amount raised. Also, know that the contributions raised through an event do not come in immediately, so it’s not the tool to use if the campaign needs money quickly.
For a successful event:
Have an event checklist that includes a list of people you think would want to come/donate, an event box with donor cards, literature, anything that may encourage people to donate or support your candidate, MAYBE a paper invite, RSVP list.
Always have a ticket price for entry. You can even have different levels of prices to encourage attendees to give more.
Recruit a motivated host committee. If the event hosts are engaged they may be able to secure in kind donations and market the event well.
Depending on the type of event, you may want to follow up with a phone call to invitees, making it harder for them to turn down your invitation.
Market for the appropriate audience. Consider who this event is targeting and how to reach that group best.
Ask people to register in advance. They are more likely to attend if they are committed and you can better plan your event based on the number of attendees. Keep a list of event RSVPS to check at the door, along with information on whether they’ve actually given to the campaign.
DO NOT spend money on events unless you absolutely have to. Get food in kind or have hosts make something.
HANDOUT 1: Steps to a Successful Event
Do not spend money on an event
unless you absolutely have to.

15. EVENTS Advantages Challenges Reach all donor levels
Get campaign message across
Makes candidate accessible
Builds momentum
Date for contributions
A lot of organization
Low return
Can be expensive
SLIDE CONTENT: The advantages of planning an event are:
You reach all donor levels.
Your event is a platform to get your candidate’s message across. It’s a chance for a broader audience to learn more about her or his stance on issues.
It makes the candidate feel accessible to supporters. Certain donors like to see the candidate, and it helps the candidate build rapport.
Having events helps your campaign build momentum and projects an active and engaged image.
An event also provides a concrete date for contributions that fundraisers can point to when making the ask.
The main challenges of this tool are:
There are a lot of moving pieces to running an event and it takes a lot of organization and staff time to do it well.
There is a lower response rate at events than with other fundraising tools.
If you’re not careful, events can get expensive quickly.
TRAINER NOTE: Does the group have anything to add?

16. ONLINE GIVING DONATE NOW Click Here
SLIDE CONTENT: Online solicitations have a low (around 1%) response rate. However, it costs almost nothing, and contributions can be collected much more quickly than other methods of raising. Online fundraising works best when it’s in the context of the campaign message, takes advantage of opportunistic moments, driven by deadlines (such as FEC), and provides a compelling theory about how the money will change the race.
TRAINER NOTE: If participants have questions about how to organize online fundraising you can point them to services like PayPal or FirstGiving.

17. ONLINE GIVING Advantages Challenges Easy to send Broad reach
Opportunistic
Easy to ignore
Candidate profile
1% return rate
Same approaches as other tools
Credit and internet access
SLIDE CONTENT: The advantages online giving are:
It is easy to send a mass requesting a donation.
You can reach all of your supporters at one click of a button.
solicitations allow you to take advantage of a current debate, issue or holiday. Compelling s should drive traffic to the candidate’s website.
The main challenges of this tool are:
The easier it is to send, the easier it is to erase and ignore.
It is most effective for high-profile races.
1% of those who visited a presidential candidate’s website gave a contribution.
Just because the medium is easy, the same fundraising approaches need to be taken. You should be targeted, personal, ask for a specific amount, track donors, send thank you letters, etc.
This method only works in environments with access to credit cards and secure internet connection.
TRAINER NOTE: Does the group have anything to add?

18. TOOL EFFICIENCY
SLIDE CONTENT: This table created by EMILY’s List shows the success rate and cost ratio for various fundraising tools used in the US, including those we’ve discussed today. All candidates need to do regular call time. Beyond that the balance of activity and emphasis for raising will depend on your campaign’s strengths and weaknesses, opportunities and threats.
TRAINER NOTE: L = low donor M = medium donor H = high donor. Discuss the table with participants, paying closest attention to response rate (how many people donate out of all those contacted), who does the soliciting, and the cost ratio (what percent is spent on the solicitation costs). Note that direct mail has a 100% cost ratio, meaning the goal is to make back the money spent on the mailing.

19. EXERCISE: CALL TIME
SLIDE CONTENT: We are going to practice making fundraising calls.
TRAINER NOTE: Before the workshop, alter the donor bios to be relevant to your context. Pass out the Call Simulation handout. Break participants up into pairs or small groups. Participants will take turns playing the role of candidate and donor. For each donor, ask participants to identify which circle of benefit they belong to, what your pitch/message should be, and how much you should ask for. Use the corresponding Call Sheet to write down these details before they begin each “call”. Depending on time, you can have participants work through all 5 donors, pick one, or assign one to each pair and ask them to perform it in front of the group as a role play.
HANDOUT 2 & 3: Call Simulation and Call Sheet

20. CONCLUSION
Variety of fundraising tools all with advantages and challenges
Decide based on your needs now
Questions?
Feedback?
SLIDE CONTENT: All fundraising tools have pros and cons. The balance of activities will depend on your campaign’s strengths and weaknesses, opportunities and threats.
TRAINER NOTE: Summarize the main points covered. Focus in particular on areas of particular interest to the group or areas that raised a lot of questions during the workshop.
Address any particular areas about which the group had questions and allow time for final questions, feedback and evaluation of the workshop.
HANDOUT: Evaluation form