Fundraising in an Election Season. Stephen L. Ruppe Public Relations Director Russ Reid Pasadena, California

Transcription

1 Fundraising in an Election Season Stephen L. Ruppe Public Relations Director Russ Reid Pasadena, California

2 Election 2008 Elections can impact nonprofit fundraising Election cycle longer than ever before First presidential election since 1928 with no incumbent President or VP running

3 Election Cycle First primaries in 8 weeks $100 Million raised each candidate by the end of 2007 Money will go to advertising in remainder of 2007 and early 2008

4 Candidates Democrats Hillary Clinton Barack Obama John Edwards Bill Richardson Christopher Dodd Joe Biden Dennis Kucinich Mike Gravel

5 Candidates Republicans Mitt Romney Rudy Giuliani John McCain Fred Thompson Ron Paul Tom Tancredo Mike Huckabee Duncan Hunter

6 Candidates Independent Candidates Other parties Libertarian Constitution Green Prohibition Socialist

7 Campaigning Election November 4, 2008 National Conventions Democrats August 25-28, 2008 Republicans September 1-4, 2008 Primaries/caucuses January & February 2008

8 Campaigning Media coverage Debates Fundraising Campaign spending Electioneering

9 Electioneering TV ads lions share of cost Direct mail Internet Telemarketing Grass roots

10 Campaign Spending Money goes to: Television Other advertising Staff/consultants/polling Travel, etc.

11 Media Coverage so far Quarterly announcements of amounts raised Horse race coverage Primaries/caucuses Campaigns

12 Debates Debates are ongoing Several planned throughout the remaining portion of 2007 and into 2008

13 Fundraising Viable candidates will have $100 million by end of 2007 Mitt Romney raised $6.5 Million on the first day of his campaign Most candidates have opted out of federal funding, as it limits spending to $80 million dollars

14 Fundraising Three Quarters of 2007 Clinton $90 million/spent $40 million Obama $80 million/spent $44 million Romney $62 million/spent $53 million Giuliani $47 million/spent $30 million McCain $32 million/spent $28 million Edwards $30 million/spent $17 million

15 Fundraising In 1996 $425 million spent In 2000 $528 million spent In 2004 $880 million spent As much as $3 BILLION will be raised and spent by November 2008 in advocacy and candidate ads

16 Other Elections All 435 US House of Representatives seats up 33 US Senate seats State, county and municipal elections

17 What does this mean to you? Clutter in the mailbox Incessant TV commercials s, phone calls Intensive media attention

18 Nonprofit Impact Will this impact your fundraising appeals? Can you break through the clutter? How can you ensure fundraising success?

19 Nonprofit Impact - Television Tight inventory Political protection periods 30 days prior to primary 60 days prior to general election

20 Nonprofit Impact - Mail Priority: First Class Political Mail Periodicals 3 rd class Nonprofit Nonprofit bulk mailings could be left behind for political

21 Nonprofit Impact Print Printers may have capacity problems

22 Election Year Strategies Aggressive acquisition in 2007 Careful cultivation of current donors in 2008

23 2007 Strategies Push acquisition strategies Acquire as many donors as possible before election takes over Cultivation to sustain efforts during election cycle

24 2008 Strategies 2008 Cultivation Focus on retention Thank you receipts Second gift conversion emphasis Lapsed donor prevention Increase donor affirmation Prove impact

25 2008 Strategies Summer/Fall 2008 acquisition - more conservative approach Focus on what works Limit testing use controls Pre-qualify acquisition prospects

26 2008 Strategies Be intentional Be strategic Be aware of election impact After election full speed ahead

27 2008 PR Strategies Use the news media interest in the election to your advantage

28 2008 PR Tactics Understand media needs Be a candidate magnet Find or create newsworthy events Brand, brand, brand

29 Media Needs Candidates need good pictures for election stops Candidates need locations that tell their story of the day

30 Media Needs The media needs access You can provide all: pictures, story and savvy media awareness

31 Candidate Magnet Begin ASAP to cultivate media and party apparatus Invite them to tour Show them visuals and tell them the stories Follow up

32 Newsworthy Events Use regular events to attract candidates and media If no planned events, create some during the election cycle Keep media access in mind

33 Branding Be sure that your organization s name and logo are visible Put up banners Give the politicians logo t-shirts or aprons Wear logo shirts, hats Have staff in logo shirts, etc.

34 Russ Reid Company Can Help Special acquisition strategies Enhanced cultivation PR Planning Media training Media relations Talk to a Russ Reid professional

35 For further information contact: Stephen L. Ruppe Public Relations Director Ext 274 The recorded presentation is available for viewing at