Fundraising is a cornerstone of any successful political campaign, but it’s often the most intimidating aspect for candidates. Esther Joy King, a former congressional candidate who raised nearly $10 million over four years, shares invaluable advice on how to build a winning fundraising strategy.
Whether you’re a first-time candidate or looking to scale up your efforts, her practical tips offer a roadmap to success.
“Just Do It”: The Golden Rule of Fundraising
When it comes to fundraising, King emphasizes persistence and action. She recounts spending up to 14 hours a day dialing for dollars during her campaigns. “People ask all the time, ‘How did you bring in all that money?’ The answer is simple: I sat in a chair and made the calls.”
This relentless approach may sound daunting, but it’s the reality of successful fundraising. It’s not about luck—it’s about grit, perseverance, and consistently following up with potential donors.
Start With Your Network
King advises starting small and scaling up. Begin by reaching out to contacts in your phone. “You don’t need an elaborate system to start,” she explains. “A bank account, a mailing address, and your existing network are enough to get the ball rolling.”
As you grow, you can incorporate tools like Google Sheets or donor databases to track your outreach efforts. Keep a regular cycle of communication with potential donors, typically every three to four weeks, to maintain engagement.
Overcome the Fear of Asking
One of the biggest hurdles in fundraising is the discomfort of asking for money, especially from personal connections. King reframes this mindset: “You’re not asking for something; you’re offering an opportunity. People want to make a difference, and your campaign gives them a way to do that.”
She shares a powerful story about a donor who gave her $20 meant for a manicure because she believed in the mission of the campaign. “I always thought about that $20 when making decisions. It reminded me to spend every dollar responsibly.”
The Importance of Anchoring
When making the ask, specificity is key. King highlights the concept of anchoring: always propose a specific amount. “If you don’t ask for a number, you’re leaving money on the table,” she warns. She recalls a missed opportunity with a donor who gave $100 instead of $10,000 simply because she didn’t specify an amount.
Start high, and if the donor hesitates, stair-step down to a lower amount or circle back to the same amount with a different reason, such as an approaching campaign deadline.
Use Third-Party Credibility
Building rapport with donors is essential, especially when making cold calls. One effective strategy King recommends is leveraging third-party credibility. Mentioning mutual connections or endorsements can keep potential donors engaged. “If someone like Kevin McCarthy recommended I reach out, that connection was enough to keep donors on the phone.”
Keep the Conversation Flowing
King stresses the importance of a conversational approach. “Share your campaign’s vision in small tidbits and ask questions about what issues matter most to the donor. The more they talk, the more likely they are to donate.” This back-and-forth builds rapport, turning a conversation into a meaningful connection—and ultimately, financial support.
Every “No” is a Future “Yes”
Persistence is crucial. A rejection today doesn’t mean a permanent “no.” King reminds candidates that follow-up is part of the process. “Every no is a future yes. Keep calling, keep building relationships, and stay committed to your mission.”
Key Takeaways for Political Fundraising Success
- Take Action: Sit down, start making calls, and stay consistent.
- Leverage Your Network: Begin with contacts in your phone and expand from there.
- Reframe the Ask: View fundraising as offering value, not asking for favors.
- Be Specific: Always propose a concrete donation amount.
- Build Rapport: Engage donors in meaningful conversations to create connections.
- Stay Persistent: Follow up regularly, and don’t let rejection deter you.
Final Thoughts
Running for office is expensive, but as Esther Joy King proves, the resources are out there if you’re willing to work for them. By combining persistence, a clear strategy, and a mindset shift, candidates can successfully fundraise to fuel their campaigns and make a difference.
As King puts it, “You’re not just asking for money; you’re inviting people to be part of something bigger than themselves.”
Keywords: Political fundraising tips, how to fundraise for a campaign, political campaign strategies, how to ask for donations, effective fundraising techniques, political donor engagement, campaign fundraising tips.
