Getting a Second Contribution by Sarah Baker

By at October 2, 2012 | 2:11 pm | Print

Getting a Second Contribution by Sarah Baker

Sarah Baker, Candidate Project

Grassroots campaigns depend on small donations to finish strong on Election Day.

Since most of your grassroots contributors won’t come close to the maximum donation, you have the opportunity to ask them to donate again before the election (a practice known as resolicitation). If a supporter believed in your campaign enough to give once, they’re likely to be open to helping out again — especially as Election Day gets closer and the urgency builds. Here are some tips for resoliciting effectively:

Thank your supporter for their past contribution, and explain how their support enabled your campaign to do something specific.

  • “Jamie, thanks again for supporting the campaign back in June. Your donation helped us to print that first batch of literature, which was a vital part of our voter outreach efforts.”

Briefly state the current needs of the campaign in light of the impending election. Maybe you want to schedule an extra mail piece, or maybe you still need to print some flyers to hand out at poll sites on Election Day.

  • “The election is just a few weeks away, and we are hoping to expand our outreach on the North Side to get more of our neighbors there to vote early.”

Make a direct, specific ask for an additional contribution.

  • “I know it’s a lot to ask in this economy, but would you be willing to contribute another $100 to help us?”

After you make the ask, stay silent for a moment so that your supporter can think and respond (if you can’t keep quiet, try taking a sip of water.)

Resolicitations are important online, too! When you send an email to those who’ve already donated, use the same steps you use on the phone — thank them for a previous donation, explain what it helped accomplish, tell them what the new money will be used for. Just make sure the email donors get is tailored to reflect that they’ve already given, which will make them more likely to give again!

Be sure to send a thank you note to donors in a timely manner so that they’re more likely to donate again when you’re running for re-election!

Get the Tip of the Day by Email from the New Organizing Institute

Sarah Baker, Digital Director Candidate Project at the New Organizing Institute (NOI) and a former staffer for local, grassroots campaigns. The Candidate Project is a progressive, non-partisan effort to empower activists and new leaders to create change one neighborhood at a time through local elections. NOI trains organizers to build and manage effective movements by integrating tried-and-true community organizing, cutting-edge digital strategy, and data-driven decision making. NOI provide free access to revolutionary tools, technologies, and research to help campaigns reach the next level.

New Organizing Institute    1850 M St. NW, Suite 1100            Washington, D.C. 20036

Finance & Fundraising

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