Last week, I sat down with a brilliant first-time candidate who was struggling with fundraising. “I feel like I’m begging,” she told me. “I hate asking people for money.”
I hear this all the time, and here’s what I always say: fundraising isn’t about asking for money – it’s about building relationships with people who want to invest in positive change. Let me show you what I mean.
I remember watching a seasoned politician work a room at a fundraiser. He spent the whole evening asking people about their businesses, their families, their concerns about the community. Not once did he directly ask for money. Yet by the end of the night, his campaign had raised over $20,000.
Why? Because he understood something crucial: there are two types of donors, and each needs a different approach.
First, there are what I call the “strategic investors.” These folks view political donations as business investments. I recently watched a candidate stumble with one of these donors because she kept talking about her vision for the community when all the donor wanted to know was how she planned to streamline the local permitting process.
Then there are the “true believers” – people who donate because they genuinely believe in your vision. One of my favorite campaign stories is about a retired teacher who donated $25 every month to a school board candidate because she believed in his plan to expand arts education. She wasn’t looking for access or influence; she just wanted to help make positive change happen.
Here’s a trick I learned from a candidate who went from struggling to raise money to consistently bringing in donations: always have an upcoming fundraiser to talk about.
I remember when she first tried this approach. Instead of calling donors to ask for money, she’d call to invite them to her next event. If they couldn’t make it, she’d mention the one after that. Suddenly, her fundraising calls felt less like asking for favors and more like sharing opportunities.
“It’s amazing,” she told me. “Now when I call donors, they’re actually happy to hear from me!”
Let me tell you about two fundraisers I attended last month. The first was in an enormous hotel ballroom with expensive catering and maybe 20 people scattered around. It felt empty and unsuccessful, even though the food was great.
The second was in someone’s living room. It was packed with 30 people, had simple wine and cheese, and felt electric with energy. Guess which event raised more money?
Here’s what I’ve learned works:
One of my most successful candidates never thinks of donors as ATMs. Instead, she treats them like partners in her mission. When a local business owner gave her $500, she didn’t just send a thank-you note. She called him to understand why he cared about her race and what changes he hoped to see in the community.
Six months later, that same donor had organized three fundraisers for her with his business networks. Why? Because she took the time to build a real relationship.
Here’s a practical example of how this works. A city council candidate I worked with always had three events on her calendar:
This gave her options when talking to donors. If someone couldn’t make the house party, she could invite them to the larger event. If they were out of town for both, she had that major fundraiser to discuss.
I watched a candidate make a crucial mistake last year. She treated all her donors the same way. The business leaders who wanted to discuss specific policies got the same newsletter as the retirees who cared about her broader vision.
Here’s what works better:
Let’s Talk About Your Fundraising Strategy
Every campaign’s donor base is different, and I’d love to hear about yours. Are you struggling with making asks? Looking for creative event ideas? Let’s talk about building a fundraising strategy that feels authentic to you.
Want to discuss your fundraising approach over coffee (virtual works too!)? Choose a time or reach out at Sean@VOTEGTR.com. I’m always happy to share ideas and help good candidates build strong donor relationships.
