How to Ask People to Contribute

Ask directly and personally

People who haven't fundraised before often think this the hardest part—but once you've done it a few times you'll find it easy, and even fun. Besides, not many people just show up at ActBlue looking for good fundraising pages, so it's your job to get people to visit your page.

If you're uncomfortable asking people for money, here are a few things to remember:

  • Here's a pitch to try on people who haven't contributed to candidates before: "Every year, you probably send between 15 and 40 percent of your income to the IRS. Isn't it worth spending 1 percent deciding who gets to spend that money?"
  • You're not asking someone to throw their money away—or even to give it to you. You're asking them to use their money to support a cause they believe in.
  • Money is only one of the valuable things in our lives. You probably wouldn't be uncomfortable asking a friend to drive you to the airport or to spend an afternoon volunteering. And for many working people, time is just as valuable as money—so don't sweat it!

Different ways to ask

  1. E-mail: It's the easiest way to tell lots of people about your page. But resist the temptation to send out one massive e-mail, because it's much more effective to e-mail people individually even if you say the same thing to everybody. Most importantly, don't be a spammer! And be sure to include a link to your page.
  2. Phone and face-to-face: These are the most compelling ways to ask because you're making a direct personal connection. Try to get a commitment, and follow up by sending a reminder e-mail with a link to your page.
  3. Websites and blogs: If you have a website or a blog, post an appeal for readers to contribute to your candidates. You'll need to be especially convincing because you're not making a direct personal connection. Don't let this be your only method.
  4. House parties and fundraisers: These take a bit more work, but are a lot of fun! We talk more about holding events below.

What to say

Make it Important.
Make it Simple.
Make it Personal.

  1. Explain why it's important to support the candidate(s)you've chosen. Just have one or a few simple, direct reasons.
  2. Explain how each contribution will help win the election.
  3. Explain why you personally are supporting the candidate(s) you've chosen. And if you can, tailor your pitch to the person you're asking, and explain how this election will affect their life.
Example: It's important to build a critical mass of African-Americans in the House so they can keep Congress focused on creating equal opportunity for everyone. And these candidates need your help to get the word out—none of them are self-financed millionaires.

Closing the Deal

  1. Ask for a specific amount, by a specific deadline: "I'm trying to raise $500 for Tony Knowles this week, and it would make a big difference if you could contribute $50."
  2. If your prospective donor says you've asked for too much money, ask for a smaller amount. Both of you will feel better if they make a contribution, even if it's smaller than what you had hoped for. (Generally people feel like schmucks if they refuse outright to contribute even a little bit to a cause their friends care about—and you don't want your friends to feel like schmucks.)
  3. Always stay cheerful and express your appreciation, regardless of whether you got a contribution: "Thanks for your time!" or "Thanks for letting me practice my pitch!"

Follow up

Send thank-you notes to contributors! Tell them that they're making an important difference in the world, and that their contributions mean a lot to you.

Ask contributors if they know of others who might be interested in contributing as well. If they do, ask for an introduction.

Fun Fundraising: House Parties and Ticketed Events

  • Throw a house party in honor of the candidates on your fundraising page. At the party, make a short speech about how great the candidates are and why they are going to win, and ask people to contribute to your fundraising page. (It always helps to have a plant in the audience who loudly asks if they can donate immediately after you finish talking!)
  • At a ticketed event, you require people to contribute a certain amount to your candidates in order to attend, and you combine a pleasant time with music, food, etc with a speech or discussion about why your candidates are important and how much you appreciate everyone's contributions.