Overcoming the Fear of Fundraising as a First-Time Candidate

08 Jun Overcoming the Fear of Fundraising as a First-Time Candidate

If the thought of asking people for money makes you want to close this tab and never run for office, you are in good company. Fundraising is one of the top fears among first-time candidates — and it stops a lot of qualified people from ever filing.

Here is the truth: fundraising is a learnable skill. Every experienced candidate started exactly where you are. And the sooner you make peace with it, the sooner you can focus on what matters — sharing your message and serving your community.

These tips are adapted from training by Melissa Richmond, Chief Strategy Officer at Running Start, a nonpartisan nonprofit that trains women to run for political office.

Name the Fear and Move Past It

Sometimes the most useful thing you can do is say out loud: “I am uncomfortable asking people for money.” Naming the discomfort takes away some of its power. It is completely normal, especially in communities where discussing finances is considered private or impolite.

Try reframing what you are actually doing. You are not begging for money — you are inviting people to invest in your message, your campaign, and your community. There is a real difference.

It also helps to give people options. Orem City Council member Debby Lauret found success in asking supporters to choose how they wanted to help — whether that meant sending an endorsement, putting up a yard sign, or making a financial contribution. Not everyone will write a check, but you will be surprised by how many people want to support you in some way when you make it easy for them.

Personal Contact Is Always Better

When it comes to fundraising, how you ask matters as much as what you ask.

• A social media post asking for donations is decent.
• A personal email or text is better.
• A phone call or voicemail is best.

Think about the times you have received an impersonal form letter versus a direct, personal ask from someone you know. Which one moved you to act? Your donors will respond the same way.

Getting to know potential supporters also makes you a better candidate. Understanding people’s priorities and concerns before they become your constituents is invaluable.

Start With People You Already Know

Do not begin your fundraising by cold-calling strangers. Start with the people who already know and trust you — friends, family, neighbors, former colleagues. Yes, it may feel awkward at first. But these are also the people most likely to say yes.

Once you have built some momentum with your inner circle, ask them for referrals. Second-degree connections — people your friends and family know — are a natural and effective way to expand your network without starting from scratch.

Always Say Thank You

A sincere thank-you goes further than most candidates realize. If you receive a large volume of small donations, handwriting every note may not be realistic — but adding even one personal line to a template message shows donors you see them as individuals, not just dollar amounts.

A personal text, a voicemail, or a postcard with your campaign branding and something genuine written in the margin are all great options. People who feel appreciated are far more likely to donate again and encourage others to support you.

Set Goals and Share Them

Most people have no idea how much it actually costs to run for a particular office — and the range is enormous. Educate your supporters. Share how much previous candidates for your seat raised or spent. Give people a specific target to rally around.

And do not stop after the first donation. Ask a one-time donor to become a monthly supporter. Suggest they put up a yard sign or endorse you publicly. People who have invested in your campaign — even a little — are more likely to vote for you on Election Day because they have skin in the game.

You Can Get Better at This

Fundraising is like any other skill: it improves with repetition. Start small. Build confidence with people who already care about you. Grow from there.

Your community needs women in public office — and getting there requires financial support. You deserve that support, and it is out there waiting for you to ask for it.

Project Elect can help you prepare for every part of running for office, including fundraising. Connect with us at projectelectwomen.org or fill out our JOIN US form.