Strategies for Strong Asks

Making a strong ask can make a big difference. This article includes advice for political candidates raising money for their campaigns.

There is a lot that goes into a successful call time and campaign fundraising plan. And while supporters, staff, and even software can help you become more efficient and smarter about how you approach this, one of the most important elements of the process is something only you- the candidate- can do: the ask.

Most often you’ll be making an ask over the phone. Sometimes, though, you will do so via email or text, or in meetings, or even events. But no matter the medium, here are some tips and strategies for making a compelling ask:

Get into the right headspace

First, you have to feel good about what you’re doing. Fundraising can be uncomfortable, but it’s important that you really believe in your campaign’s vision for your community, and understand that you can’t make it a reality on your own. If you approach fundraising like it’s something unsavory, or beneath you- or with skepticism about whether your vision is one worth investing in- it will be a struggle. Instead, think of fundraising as a critical component of movement building — you are building a coalition of likeminded individuals, and asking them to be part of making your shared vision into a reality. That’s a great opportunity for both of you, and your community — not just a “solicitation.”

Know your story

Be ready to share with your prospective donor a few key elements of your story that might compel them to get involved. Your pitch should generally answer the questions: Who are you? Why are you doing this? Why should they care?

As you move further and further beyond your own personal and professional network when reaching out to prospective donors, people will become increasingly interested in understanding, too, your “path to victory.” In other words: How will you win? Here, it is important to have a few key points you can quickly make to describe the political landscape you are in, how you plan to be successful in it, and where your campaign has already demonstrated traction. (This is where early fundraising success in your personal/professional network can help, as this next tier of prospective donors will appreciate seeing the work you have already done before you reach them.)

Relationships, not transactions

It’s important to think of your fundraising as relationship-building, rather than as transactional. Prospective donors appreciate getting to know you, and being part of your team — most are not interested in just being a political ATM. Do your research on this person ahead of time, and take a moment each time you connect to ask how they’re doing, and to genuinely learn more about what they care about. And leverage smart political databases that can help you tend to these relationships effectively.

The Ask

You’ve spent a few minutes engaging the prospective donor, and have had the chance to share your story and answer some questions. Now it’s time to make the ask:

• The more specific and clear the ask, the better. You should go into the conversation knowing what you are going to ask. CallTime.AI uses artificial intelligence to recommend ask amounts, but with or without the help of software, be ready with a clear and specific ask.
• Ask people to stretch. Remember that what you are trying to do is important, and it is important that people take action about causes they care about. That’s why you’re running for office, and it’s why you’re asking them to give — because it can have a big impact on issues and communities they care about. Giving should feel good — giving a little extra, even more so.
• Let people be part of hitting micro-goals. Most people like helping you reach a specific, attainable goal — set daily goals (amount to raise or number of donors, and let them know how close you are that day to hitting it)
• Embrace silence. Especially over the phone, silence can be a powerful thing. Too often the candidate feels insecure about the ask and starts speaking again, even before the prospective donor has a chance to respond. Less time has elapsed than you think! Give your prospect a moment to consider what you have said, and the opportunity to respond.
• Adjust your ask, when necessary. When the prospect responds, they may suggest what you have asked for is too much. Don’t worry: as long as it wasn’t too excessive (which would suggest a lack of preparation/research), a too-high ask is often flattering. But then be ready to make a secondary, reduced ask. Sometimes people don’t think that something lesser than your initial ask would be helpful unless you explicitly ask for it.

Be mindful of time

While you want to be genuine and relational when interacting with your donors and prospective donors, you also have to be mindful of your use of time. The good news is that many of the people you will be in touch with are also busy people who can’t spend too much time on the phone. But it’s also important not to meander too much, or let your insecurity keep you from getting down to your ask. It’s also important to be disciplined about graciously letting your prospective donor when you need to go, if necessary. Your prospective donor will appreciate you being judicious with time — it’s respectful and also the sign of a well-run organization.

Tips for the “resolicit”

The people most likely to donate to your campaign are those that have already done so. It can feel unusual going back to someone and asking them for more money, but it is a highly successful fundraising strategy. That’s one of the reasons its so important to foster your relationships, and continue to grow them over time. Here are some tips for making these types of asks:

• Express gratitude. Thank them for all they have done to support your campaign already, and give them a particular example of something their previous donation helped make possible.
• Give an exciting update. Hitting meaningful milestones is a good time to go back to prior donors to make another ask, because your early supporters are excited to hear about the progress you have made since they first got behind you.
• What’s coming next? Explain why it’s important for them to double or triple-down on your campaign at this time. Maybe you can use their funds to reach parts of the community you haven’t yet been able to, or to combat misinformation being spread about you by your opponent, or any number of exciting plans. Ask for their continued support, but be sure to ask their advice and other input. Remember, these people are already on your team — the more you can bring them into the process, the more invested they will become.

A powerful ask is an important part of your fundraising — luckily, it’s something you will get to practice many times. Your comfort and confidence will grow with time, as will the effectiveness of your ask!