1. How to ask for money --
even if you hate to
By
Nancy Bocskor
The secret to fundraising? You must ask people to contribute to your
campaign. Surveys show that people will contribute to the candidate of their choice
but only if they=re asked. Fundraising is no different from selling a product;
confidence is key to your success. If you don=t believe in yourself, no one else
will.
Take a suggestion from the master of promoting self-confidence, Dale
Carnegie. ·1·0 paraphrase, Carnegie advised his students to meet strangers with the
enthusiasm of a puppy dog -- and thev=ll no longer be strangers. NOVl...• we don-=t
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advise tllat Vetil lick the faces of Doterltial contriblltors~". but enthusiasm and self-
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confidence will make you a top-notch ftJ.l1draised
One-on-one; personal solicitation is the most cost -effective way to raise
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to rHl~e ---0-- dollars ouicklv ::inn to eXllf1Dt1 vonr Clrf~ie of suooorters,
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SllCCi~ssftllcandidates spend 35 - 5C)~YOof their time raising 111011ey" This time
ust be bllilt into yClllf schedttle, preferabl)'~ every (lay ~
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Just as the name implies, person-to-person
solicitation involves you, the
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considered the most difficult. Manv neonle don't like to ask for money.
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However, practice does make it easier. In fact, rehearsing with the help of a video
3323 North Washington Blvd.
Arlington, VA 22201
703-276-7488
nancy(i]}nancybocs/wr. com
Nancybocskor.com

2. camera is an excellent way to improve skills and build confidence. Have a script to
help you practice: your greeting, making small talk, perfecting your sales pitch
(why you can win) and closing the deal.
One-on-one fundraising is extremely effective, the return is high, the cost is
minimum and turnaround time is short.
The major donor level is whatever you determine it to be for your campaign
and your district -- $250, $500, $1,000. Be sure to think big -- you want to ask these
people to give the most they can. And remember to ask a spouse to give the
maximum amount as well. A couple can give $4,000 in the primary and general.
(On top of that, the FEe allows a couple to spend up to $1,000 each to host a
fundraiser for your campaign in their home only. The contribution can include
postage, printing, entertainment, food and refreshments. )
You won't insult people by asking them for more than they may give. In fact,
you have complimented them by asking them to be on a higher fmanciallevel than
they may consider. Remember the importance of flattery. However, you run the
risk of insulting a potential donor by asking for too little. It's also easier to come
down in your request rather than to ask for more after you have asked for too little.
The more information you have about a potential contributor, the easier it is
for you to ask for money. For instance, if you know that Joe Smith is a $1,000
donor to your GOP State Party, that gives you a guideline to follow about potential
giving levels. Further, the more personal your appeal, the better chance you'll have
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to COi.!.ecta. contnbunon: It yOlt and the pet.entIa.!. contnbutor were both graas ot the
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State Unrversrty 2ti1d al1.11111U ot tile S3111e traterruty, make sure you mention t1:.JS"
Prioritize .vhlch potential contributors will require a personal visit. Ask your
finance committee members to help you prioritize these visits. A ns.ver these
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a visit from you -- that your phone can will be adequate? Who should accompany
you on the person~J visit? W-ho wm follow up to collect money (although in the
perfect world we want you to walk out of the meeting with a check)? Who will
3323 North Washington Blvd
Arlington, VA 22201
703-276-7488
nancy@nancybocskor.com
Nancybocskor. com

3. make sure a personal thank you note is sent (preferably handwritten)?
If you've decided some people can be solicited by phone, prioritize this list.
Sometimes it's easier to have your finance director help you make calls.
The finance director can place the call and then hand you the phone. Many
candidates are motivated by a flip chart showing their success (such as on PBS
marathons).
I make sure the candidate is as comfortable as possible -- providing soft
drinks and snacks -- and starting the candidate out with some "softball" requests.
It's motivating for your first calls to go to "easy sells" -- you'll gain confidence and
continue your efforts. Again, practice with a script to get you started.
Car phones make your fundraising efforts easier -- you can work your lists
while the driver takes you to your next event.
Remember, raising money is no different from selling other products. Be
confident; if you don't believe in yourself, no one else will. Insurance salesmen are
happy if only two or three of every 100 people they contact buy their product. You
can "up" those odds with good research before you start making calls.
Guidelines to follow when personally asking people for money
1. Promote the idea that they're making a personal investment in bettering their
future -- for themselves and their families -- by contributing to your
campaign,
2. Be optimistic, aggressive, sincere and excited about your campaign.
3. Be convincing. As a candidate, if you don't believe in yourself, no one else
will.
4. Be flexible. Listen closely and be sure to get to the "ask" before the
prospective contributor ends the meeting. A good time to give your pitch is
3323 North Washington Blvd
Arlington, VA 22201
703-276-7488
nancy@nancybocskor.com
NancyBocskor. com

4. when they nod their head in agreement. Watch body language.
5. Look at the situation from the potential contributor's point of view. What's in
it for them?
6. Communicate with potential contributors on their level. For example, treat
CEOs with the respect they deserve while educating them about your
candidacy.
7. Call the district "our community" and show the role that you play in it.
8. Don't leave without a firm commitment, and if possible, get the check.
9. All previous and potential contributors need attention. Don't take your
fmancial base for granted. Always send personal thank you notes (preferably
handwritten) to major donors.
10. If the potential donor isn't ready to contribute, leave the door open to
come back. Don't burn bridges in a primary!
11. Don't ask for too many things. If you give options, the potential
contributor may agree to the non-monetary choice.
3323 North Washington Blvd.
Arlington, VA 22201
703-276-7488
nancy@nancybocskor.com
Nancybocskor. com