How to EMAIL FUNDRAISING & BUILD YOUR LIST
Start with the below first
- Friends, family, and colleagues
- Supporters and volunteers
- Past donors
- Community contacts
- Anyone who has expressed interest in your campaign
1. Tell a Short Story
Don’t begin with “Give me money.” Give people a reason to care.
Explain what you’re trying to accomplish, why you’re running, or what problem you want to solve. Keep it personal and concise.
Explain Key issues facing your district
SAMPLE SCRIPT
STEP 1: THE STORY (about 30 seconds)
“Two years ago my neighbor knocked on my door holding a folder. Her son was in sixth grade, reading at a third grade level. She had been asking for help since he was seven. Teacher, principal, school board, central office. Every single one told her the same thing. The system is working on it.
That boy is in eighth grade now. He still cannot read a chapter book.
I did not go looking for this fight. It knocked on my door.”
STEP 2: THE TURN (about 20 seconds)
“Then I started digging, and here is what I found. He is not the exception. In this district, [X] out of every [Y] kids cannot read at grade level, and we spend [$Z] per student to get that result. The money is not the problem. The accountability is.
That is why I am running for [office]. Parents deserve to see the real numbers, not a press release. Teachers deserve to teach reading the way the science says actually works. And no child should be pushed into the next grade because that is easier for the adults than telling the truth.”
2. Connect the Story to Your Cause
Move naturally from the story to the campaign:
Story → Cause → Why It Matters → Ask
Explain why winning the race matters and what the donor’s contribution will help accomplish.
3. Make a Specific Ask
Don’t hide the fundraising request. Ask supporters directly to contribute, and give them an easy way to donate. Suggest specific amounts:
$25 • $50 • $100 • $250 (START HIGH)
4. Ask Supporters to Email Their Friends
Your fundraising shouldn’t stop with people you personally know. After someone contributes, ask:
“Would you send an email to 10 or 20 friends explaining why you support me and asking them to contribute?”
This turns one donor into a fundraiser.
5. Give Them a Simple Message
Supporters don’t need to write a complicated fundraising letter. Give them something they can personalize:
“I support [Candidate] because [reason]. I’ve contributed to the campaign, and I’m asking you to join me. Even $25 or $50 will help us build the campaign and reach more voters.”
Always include the campaign’s donation link. In Email
The Goal
Create a fundraising chain:
Candidate → Supporter → Supporter’s Friends → New Donors → New Supporters
The real power of email fundraising isn’t simply raising money from your existing list. It’s getting the people who already believe in you to introduce your campaign to people you haven’t met yet.
Step 3: THE ASK
“So that is why I am sitting at your kitchen table. I need [$1,000] to [keep our field team through September / mail every household in this precinct before early voting].
Can you help me with [$1,000] today?”
NOTE – ALWAYS START HIGH
Then STOP Talking!!!
The four rules
- Name a number. “Whatever you can do” gets you whatever they feel like doing, which is usually nothing. If you do not know their capacity, name 25 percent above your guess. You can always come down. You can never go up.
- Tie the number to a thing it buys. Nobody donates to a campaign account. They donate to a mail piece, a canvasser, a week of radio.
- Ask a yes or no question. “Would you consider supporting us?” is not an ask. “Can you help me with a thousand dollars today?” is.
- Shut up. The silence will feel like an hour. It is four seconds. Whoever speaks first loses the number. Count to ten before you say another word.
Handling the answer
| They say | You say |
|---|---|
| Yes | “Thank you. Can we take care of it right now? I have the link on my phone.” Never leave without the money. |
| Yes, but less | “That helps. Can you do [half] today and the rest before the [date] deadline?” |
| Let me think about it | “Fair enough. What would you need to know to feel good about it?” Answer it, then set the date: “Can I call you Thursday morning?” |
| No | “I understand, and I appreciate you hearing me out. Can I ask you for something else instead? Fifteen neighbors in this room next month, or three names of people I should be talking to.” |
Never end on a no. A no to money is not a no to help. Ask for the host committee, the names, the yard sign, the endorsement. Then you have a reason to come back in October when their situation has changed.
Always leave with a date. A donor with no follow-up date on your calendar is a donor you have already lost.
You can find additional campaign tips at https://republicantoolbox.com/