Building your donor database: Rolodexing and beyond
“I’d be able to fundraise if only I had a better donor list.”
— Lots of candidates, everywhere.
One of the biggest barriers to fundraising is building a robust database of donors and prospective donors.
So how do you develop such a list? Building and maintaining your donor network is an ongoing endeavor — not something you either “have” or “don’t have.” In this article, we’ll discuss how to convert your existing network into a strong donor list, as well as how you can effectively grow that list.
Rolodexing: Excavating your own network
Many candidates are quick to believe they have already fully tapped their existing networks. That is almost never accurate. One common mistake is to lowball the amount that has been asked (artificial intelligence can now help avoid this). However, the bigger problem is usually that the candidate has thought of his/her network too narrowly. Running for office requires taking an expansive view of what constitutes one’s network.
The process of excavating that network is sometimes called “rolodexing.”
Start close to home…and keep going
No matter how well-heeled your close friends and family are or aren’t, they are always the very best place to start. This “love” money, even if relatively small in size, shouldn’t require too much of you to go get — you don’t have anything to prove, you don’t need to persuade, and hopefully they provide a friendly opportunity for you to get comfortable with the process of soliciting contributions.
Beyond this closest circle, next turn to colleagues and acquaintances — current and former. It can feel uncomfortable to reach out to someone you don’t know that well, or haven’t been in touch with for a while. In fact, many candidates like to skip from calling loved ones to cold calling brand new prospects (see below). But that’s a mistake. The mom who coached your kid’s soccer team 5 years ago is going to take your call more quickly and contribute more readily than a major political donor you’ve never before met in your entire life.
And raising these early dollars from people who know you (even if just a little!) is essential, beyond just the dollars they represent: it’s an important signal to those later prospective donors who don’t personally know you at all. It builds confidence in future donors when they know the people closest to you have already put their dollars behind your effort. In this way, as is true with most fundraising, money begets money.
Grow your network
Much of a campaign is about growing your existing network, including in your fundraising efforts. It’s important to be strategic about the way you go about expanding your list. A common mistake is to haphazardly try and reach out to anyone and everyone — this lack of focus will yield poor results, and waste valuable time.
Start close to home… again
Start with folks with whom you have the closest connection, and move outward from there. Generally speaking, follow this order, when seeking new supporters:
- Shared Connections: People
Just as your existing network is most likely to readily donate, their networks are also a great place to start when expanding your reach. A warm introduction from a mutual connection can go a long way, and is a great ask to make of those closest to your campaign. - Shared Connections: Organizations
Another good place to look for new donors is in the membership rolls of organizations of which you are or were a part. This can be your alma mater, a professional association, a union, a volunteer club, a religious institution, an affinity group, etc. Having this common touchpoint is a great place to start when building a new relationship, and makes that cold call a bit warmer. - Shared Causes
Of course, there are countless interests at stake in political campaigns and the outcomes of elections can have a significant impact on people. This is often a motivator for people to get involved, including as donors. You can seek out new donors among those that likely share your vision, and have put money behind that vision in the past. If you have been a local advocate for stronger environmental policies, you are more likely to receive a warm reception from donors to the League of Conservation Voters, for example. Software exists to help you quickly identify people who have such a giving propensity. - Shared Enemies
This is the other side of the “shared causes” coin. Whether its because your opponent represents a threat to their interests or causes, or because they just have an axe to grind, finding these shared “enemies” can sometimes yield financial support, as well.
Putting it All Together
These groups of donors can be thought of as comprising three cohorts:
- Cohort 1: Loved ones, and your extended network
- Cohort 2: Shared connections
- Cohort 3: Shared causes and enemies
Each builds upon the one before it. Your loved ones and extended network provide the seed money to start building an organization — that foundation can be used to systematically pursue donors with shared connections. At this point, the dollars you have raised begin to demonstrate a level of viability that is critical to convincing those with shared causes and enemies that you are the right person to win and realize your vision.
Okay, but how do I actually do it?
Not alone. Cutting-edge software exists to help you automatically rolodex yourself, instantly research the past giving practices of any donor, find phone numbers and email addresses for prospective donors, generate recommended ask amounts and likely donor scores using artificial intelligence, and much more. Leveraging volunteers and staff to help with this process is also wise. Dollars, time, and energy you invest here will pay dividends — in this campaign and beyond.
