1. Campaign Craft: Fundraising Strategy
Daniel Shea
Chapter Ten

2. Campaign Budget Campaign Fundraising
When building a budget and a corresponding fundraising plan for a campaign, it is important to consider the following:
Why Individuals Give
Why Groups Give
Why they do NOT give

3. Campaign Budget Why Individuals Give
Individuals will give for a variety of reasons, including:
They are asked
They have a personal connection to the candidate
They have a political connection to the candidate
Ideological reasons
They are a Party Activist or Partisan
They want to reward the candidate (or punish/oppose their opponent)
Habit
Loyalty
“the request for money activates some generalized, even vague, feeling of loyalty or sympathy, whether for the cause or the solicitor.” (Sorauf, 1988)

4. Campaign Budget Why Individuals Give
Groups will give for a variety of reasons, including:
To promote policy
To gain access (protect incumbents. maintain relationships)
To punish/oppose an incumbent
Ideological reasons

5. Campaign Budget Why Individuals Give
It is also often clear why individuals or groups do NOT give:
They were NOT asked
Were NOT asked to give a specific amount

6. Campaign Budget Fundraising Strategy and Tactics
In Shea’s analysis, there are four main features to a fundraising plan:
1. The amount of money that is needed
2. When it is needed
3. Potential Sources
4. Fundraising Tactics

7. Campaign Budget Fundraising Strategy and Tactics: Sources of Money
Sources of money, particularly “seed money” to get a campaign started are often the same for many candidates. They include:
Family
Friends
Colleagues
Professional/Business associates
Political Parties
PACs

8. Campaign Budget Campaign Fundraising Strategy and Tactics
Personal Solicitations
PAC and Interest Group Solicitation
Direct Mail
Events Big and Small
Telemarketing