Never just ask for the amount you think a donor can give. Always ask for more.
Figuring out how much money to ask a potential donor for is a difficult proposition. Even with lots of information about their past giving, current financial position and interest in your race, you’re still making a guess.
If you do a good job of pairing why you’re running and what you will fight to accomplish with the solutions they want to see enacted, there is a good chance that they’ll be generous towards your campaign.
So how much do we ask for? Your research and needs will give you an idea, but I recommend asking at the high end of the range you’ve established. The reason is simple: The likelihood that they’ll give more than you ask for is Zero.
If you make an appropriate solicitation and have done your lead-up well, making a high ask isn’t insulting or a turnoff. They may say no, or offer a lower number, but I’ve found more than a few situations where the donor surprised me and agreed to what I would have considered a stretch ask.
Donors won’t give more than you ask for, so don’t just ask for what you think they can comfortably give. Ask for more!
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