How to Build a Fundraising Plan for Your Campaign
Fundraising doesn't have to mean becoming a salesperson.
For many first-time candidates, fundraising is one of the most uncomfortable parts of running for office. You may be completely comfortable talking to your neighbours about why you're running, but the idea of asking someone for money can feel like a whole different thing.
The good news? You don't need to become a professional fundraiser. You just need a plan.
A fundraising plan gives you a realistic picture of how much money your campaign needs, where that money might come from, and what you'll actually do to raise it. It also helps you avoid the very common experience of realizing halfway through a campaign that you have spent more than you expected and now need to scramble.
Your plan doesn't need to be complicated. In fact, the simpler it is, the more likely you are to actually use it.
Start With What Your Campaign Needs to Spend
Before you start thinking about asking people for money, figure out what you're raising money for.
Make a list of the things your campaign is likely to need. Depending on your race and your campaign strategy, that might include signs, printing, advertising, website costs, campaign software, campaign materials, event expenses, transportation, postage, or other supplies.
You don't need to know every expense down to the dollar on day one. Start with your best estimate and break your expenses into categories. Then separate your expenses into two groups: things you absolutely need and things that would be nice to have.
This is important because your fundraising goal shouldn't be based on what the biggest campaign in your community is spending. It should be based on what your campaign actually needs to run the kind of campaign you're planning.
Once you have a rough expense list, you'll have a much better idea of what you're trying to accomplish with your fundraising.
Set a Fundraising Goal
Now turn that expense list into a fundraising goal.
Your goal should be specific enough that you can measure your progress, but realistic enough that you don't immediately feel overwhelmed by it.
For example, instead of saying, "We need to raise a lot of money," you might decide that your campaign needs to raise $8,000.
Then break that number down.
How much would you like to have raised in the first month?
How much do you want to raise before a major campaign expense?
How much will you need to bring in each week during the busiest part of the campaign?
Breaking a large number into smaller goals makes fundraising feel much more manageable. Raising $8,000 can sound enormous. Raising $300 this week feels much more concrete.
And remember: your fundraising goal is a planning tool, not a measure of whether your campaign is successful. You may adjust it as your campaign develops and you learn more about your community, your expenses, and your capacity.
Figure Out Where the Money Will Come From
Once you know how much you want to raise, think about who might help you get there.
This is where a donor prospect list becomes useful. To accomplish this, start by thinking about the people who already know you, trust you, and have a reason to care about the campaign you're running. That might include friends, family, former colleagues, neighbours, community connections, professional contacts, people you've worked with through community organizations, and people who have supported causes or candidates you have been involved with before.
You don't need every person on your list to give you money. In fact, it’s probably best to come to terms with the fact that not everyone will.
Because ultimately, the point is to build a broad pool of potential supporters so that your fundraising doesn't depend on a handful of people.
And don't make assumptions about who will or won't contribute. You may be surprised by who wants to support your campaign.
Give Yourself More Than One Way to Fundraise
Fundraising doesn't have to mean sitting across a table from someone and asking them for a cheque.
There are lots of ways to invite people to support your campaign. You might have one-on-one conversations, make phone calls, send personal emails, host a small fundraising event, ask supporters to introduce you to others, or share information about your campaign through your existing networks.
The important thing is that your fundraising activities should match your strengths and your community.
If you are great one-on-one, have more conversations.
If you have a strong network of community connections, start there.
If you love bringing people together, consider hosting an event.
If you're comfortable communicating online, use your digital platforms to tell people about your campaign and give them a clear way to support it.
You don't need to do everything. You need to find the approaches that feel authentic enough that you'll actually keep doing them.
Create a Fundraising Routine
One of the easiest ways for fundraising to become overwhelming is to treat it as something you'll "get to" when you have time.
But campaigns are busy. There will always be another door to knock on, another meeting to attend, another social media post to write, or another volunteer who needs something from you.
Instead, build fundraising into your regular campaign routine.
Set aside dedicated time every week for fundraising. That might be an hour on Monday morning to review your progress and plan your asks, a couple of evenings for donor conversations, or a regular block of time to follow up with people you've already contacted.
The specific schedule matters less than having one.
Fundraising works best when it becomes a habit rather than an emergency.
Track Your Progress
Your fundraising plan should be something you can look at throughout the campaign.
Keep track of your goal, how much you've raised, what fundraising activities you've completed, and what you have coming up. You can also track things like how many people you've personally asked, how many people have contributed, and which fundraising activities are working particularly well.
This isn't about obsessively watching the numbers. It's about giving yourself useful information. If you've sent 50 generic fundraising emails and received very little response, that tells you something. If you've had ten personal conversations and eight people contributed, that tells you something too.
Your campaign will teach you what works. Pay attention and adjust your plan accordingly.
Don't Forget to Thank People
Fundraising doesn't end when someone contributes.
Thank your donors. Let them know that their support matters. Keep them updated about what the campaign is doing. And, where appropriate, continue building the relationship beyond the transaction of asking for money.
People aren't just giving you money. They're choosing to invest in your campaign.
A simple, genuine ‘thank you!’ can go a long way.
And importantly, don't only talk to people when you need something from them. Some of your strongest supporters may become volunteers, connectors, advocates, or future campaign leaders. Fundraising can be the beginning of a relationship, not the end of a conversation.
Remember: You Are Not Asking for Money for Yourself
If fundraising makes you uncomfortable, this is the mindset shift you need to switch to:
You're not asking someone to give you money. You're inviting someone to support a campaign they believe in. You're giving people an opportunity to put their values into action and help build the community they want to see.
That doesn't mean everyone will say yes. Some people won't be able to contribute. Some people won't want to. Some people may need to think about it. That's okay.
Your job is to make it possible for the people who believe in what you're doing to support it.
And the more comfortable you become talking about your campaign, the easier those conversations tend to get.
A Simple Fundraising Plan to Get You Started
If you're staring at a blank page wondering where to begin, start here:
List your expected campaign expenses.
Set a realistic fundraising goal.
Build a list of potential donors and supporters.
Choose two or three fundraising approaches that feel natural to you.
Schedule regular fundraising time into your campaign calendar.
Track your progress and adjust as you learn what works.
Thank the people who support you.
That's it. You don't need a complicated spreadsheet or a five-year fundraising strategy.
You need a clear goal, a list of people to talk to, a plan for having those conversations, and enough consistency to keep going.
