Fundraising is essential to building a viable campaign, but for many political candidates, asking people for money is one of the most uncomfortable parts of running for office.

Campaigns are typically funded through individual contributions, candidate funds or loans, fundraising events, online appeals, and support from political parties or committees where permitted. Local candidates usually begin with people they know, then expand through donor calls, events, email, texting, referrals, and repeat contributions.

The permitted sources, limits, and forms of outside support vary by office and jurisdiction, so campaigns should confirm the rules before accepting contributions or coordinating assistance.

Successful campaign fundraising requires a repeatable process for identifying prospects, making direct asks, following up, and maintaining donor relationships throughout the election.

This guide explains how first-time and local candidates can build that process.

Understand the Rules Before Raising Money

Before accepting contributions or spending campaign money, learn the rules that apply to your race.

Campaign finance requirements vary by jurisdiction and office. Federal, state, county, municipal, school board, and judicial campaigns may operate under different rules.

Depending on the election, a candidate may need to:

• Register a campaign committee, appoint a treasurer, and open a dedicated campaign bank account
• Collect required information from contributors
• Follow individual contribution limits
• Reject contributions from prohibited sources
• Report campaign loans and personal contributions
• Disclose money raised and spent
• Meet specific filing deadlines
• Include disclaimers on fundraising materials

Some offices, particularly judicial positions, may also restrict when candidates can solicit contributions or who may raise money on their behalf.

Candidates should not assume that accepting money before a formal announcement is automatically permitted. Certain fundraising or spending activity may trigger registration and reporting obligations even if the candidate is still exploring a possible run.

Consult the appropriate election authority before soliciting or accepting contributions. Federal candidates should review Federal Election Commission requirements. State and local candidates should consult their state election agency, county board of elections, municipal clerk, or an attorney familiar with the applicable campaign finance rules.

Determine How Much Your Campaign Needs to Raise

A campaign should have a fundraising target tied to a realistic budget.

Campaign costs vary widely by office, location, electorate, and level of competition. Even local races for council, school board, judge, sheriff, or mayor may require several thousand dollars or more, while large city, state, and federal campaigns can cost substantially more, sometimes millions of dollars.

Research previous successful races for the office you seek. Review available campaign finance reports to see how much candidates raised and spent. Consider how many voters or households the campaign must reach and what that outreach is likely to cost.

Your budget may include:

• Campaign website and digital services
• Signs, mailers, brochures, and other printed materials
• Advertising
• Fundraising event expenses
• Staff or consulting services
• Voter data and outreach tools
• Email and text messaging
• Office, travel, and administrative expenses
• Election Day activities

Work backward from the projected budget to determine how much money must be raised and when it will be needed.

For example, a local campaign with a $15,000 fundraising goal might plan to raise:

• $2,000 through candidate seed money
• $5,000 through direct personal requests
• $4,000 in net proceeds from fundraising events
• $2,000 through email and online appeals
• $2,000 through repeat contributions and supporter referrals

The actual mix will vary. The purpose of the exercise is to turn a general fundraising goal into a measurable plan.

Begin With Seed Money and Your Existing Network

Most candidates do not begin with enough money to cover their early campaign expenses. Seed money is the initial funding used to establish the campaign and begin broader fundraising.

It may help pay for:

• Committee registration and banking expenses
• A campaign website and fundraising software
• Initial printing and promotional materials
• A kickoff event
• Early voter outreach or professional services

Seed money often comes from the candidate, family members, friends, close colleagues, and other early supporters. Candidates may also contribute or lend personal funds to their campaigns where permitted. Because candidate contributions and loans may be treated differently for reporting and repayment, document them correctly from the beginning.

Start with people who already know the candidate’s character, background, and commitment. Explain why you are running, why the race is winnable, what the campaign needs to fund, and how their contribution will help. Personal calls, meetings, and individually written messages usually carry more weight than a mass email.

In our experience with first-time local candidates, many are reluctant to ask friends and family for money and instead begin by planning a large public fundraiser. That often starts the process in the wrong order. A smaller group of committed early supporters can provide the money, introductions, and credibility needed to make a larger event successful.

Early supporters may also help by hosting a gathering, introducing the candidate to other donors, sharing a fundraising appeal, volunteering, or providing an in-kind contribution where permitted.

The initial goal should be to pay for the campaign’s early infrastructure, demonstrate support, and create a base for broader fundraising.

Build a Donor Prospect List

A donor prospect list is one of the campaign’s most valuable assets.

Start by listing people the candidate already knows. Potential early donors may include:

• Family members
• Friends
• Current and former colleagues
• Professional contacts
• Business and community leaders
• Neighbors
• Members of civic organizations
• Political contacts
• Former classmates
• People involved in issues related to the campaign
• Supporters of similar candidates or causes

Don’t limit the list to people who appear wealthy. A person who cannot make a large contribution may donate a smaller amount, host an event, introduce the candidate to other prospects, or become a recurring supporter. Small contributions can add up over the course of a campaign.

After developing the initial list, expand it through referrals, local party contacts, public campaign finance records, previous contributors to similar candidates, and people who have supported related issues.

Public campaign finance reports can help identify contributors who have previously supported comparable candidates or causes. However, campaigns should never assume that previous giving guarantees future support. Research provides a starting point for a personal and relevant request.

Prioritize Your Prospects

Not every person on the list should receive the same request.

Organize prospects based on factors such as:

• Their relationship with the candidate
• Their history of political or charitable giving
• Their apparent ability to contribute
• Their interest in the office or campaign issues
• Their connection to the community
• Their likelihood of introducing other supporters
• The amount they may reasonably be asked to give

The strongest prospects are generally people who know the candidate, care about the outcome, and have the ability to help.

Campaigns can divide their lists into categories, such as:

• Initial seed donors
• Major donor prospects
• Event prospects
• Small-dollar supporters
• Previous contributors
• People requiring an introduction
• Supporters who may provide referrals

This prioritization helps the candidate spend limited fundraising time where it is most likely to produce results.

Assign an Ask Amount

A fundraising request should usually include a specific amount.

Asking someone to “support the campaign” places the burden on the donor to decide what that means. A specific amount makes the request clearer and easier to answer.

The appropriate ask amount may depend on:

• The donor’s previous giving history
• The strength of the relationship
• The donor’s likely financial capacity
• Their interest in the race
• The importance of the request
• Applicable contribution limits
• Whether this is the first or a repeat contribution

Do not ask every prospect for the same amount. Someone who regularly gives several hundred dollars to local candidates should not necessarily receive the same request as a first-time small-dollar donor.

At the same time, do not assume that a prospect will be offended by a larger request. A donor can always decline or offer a smaller amount.

The candidate should be prepared to explain why the requested amount matters. For example:

We are raising $5,000 this month to fund our first district-wide mailer. Would you be willing to contribute $250 toward that effort?

That’s stronger than a vague request to “help the candidate.”

Make Candidate Call Time a Priority

For many campaigns, the most effective fundraising activity is candidate call time.

Call time is scheduled time during which the candidate personally contacts prospective donors. It should be treated as a recurring campaign responsibility rather than something done only when money becomes urgent.

A campaign can make call time more productive by preparing:

• The prospect’s contact information
• A recommended ask amount
• Notes about the relationship
• Known issues or interests
• Previous contribution history
• The purpose of the current fundraising push
• A place to record the result and next action

The candidate should briefly explain why they are running, why the race matters, why the campaign is viable, what the money will fund, and how much they are asking the prospect to contribute. Then make the request directly and allow the prospect to respond.

A simple call might sound like this:

I’m running for town council because our community needs better long-term planning and more accountable local government. We are building the campaign now and raising money for our first voter outreach program. Would you be willing to contribute $100?

The call should feel like a conversation, not a recitation. Candidates should use their own words and be prepared to answer questions about the campaign.

Not every call produces an immediate contribution. Record whether the prospect:

• Agreed to contribute
• Requested a follow-up
• Declined
• Offered another form of help
• Suggested another person to contact
• Asked for more information
• Made a pledge that has not yet been received

A pledge is not the same as money in the bank. Follow up until the contribution is received or the prospect clearly declines.

Hold Fundraising Events Strategically

Fundraising events can raise money, introduce the candidate to new supporters, and create campaign momentum.

Many candidates begin with a kickoff event after announcing their candidacy. The event may be a reception, dinner, breakfast, house party, auction, golf event, or informal community gathering.

The format matters less than the financial and political purpose.

Before organizing an event, estimate:

• Expected attendance
• Contribution or ticket levels
• Sponsorship opportunities where permitted
• Food and venue expenses
• Printing and promotional costs
• Processing fees
• Expected gross revenue
• Expected net revenue

A crowded event that costs almost as much as it raises may generate enthusiasm but provide little financial benefit.

Look for supporters who can donate or reduce the cost of a location, food, printing, or other services, but remember that donated goods and services may be reportable as in-kind contributions.

An in-kind contribution is a donated good or service, such as event space, food, printing, or professional work, that may still need to be valued and reported.

For more formal events, campaigns may offer multiple contribution levels. Any payments should be processed and recorded according to campaign finance requirements.

Promote the event through:

• A page on the campaign website
• Personal invitations
• Email
• Social media
• Text messages where appropriate
• Calls from the candidate or event host
• Reminders as the date approaches

The campaign should also follow up with attendees after the event. Thank them, provide campaign updates, and invite them to stay involved. Event attendees may become volunteers, recurring donors, endorsers, or hosts of future events.

Events should support the campaign’s fundraising system, not replace direct donor outreach.

Make It Easy to Contribute Online

Supporters expect political campaigns to accept online contributions. A secure campaign website provides a stable place where people can learn about the candidate and contribute. Social media, email, text messages, and advertising may generate interest, but the actual transaction should take place through a trusted, campaign-appropriate donation system.

The contribution process should:

• Work well on mobile devices
• Clearly identify the candidate or committee
• Collect legally required donor information
• Use secure payment processing
• Provide suggested contribution amounts
• Allow custom contribution amounts
• Include required disclaimers
• Send a confirmation or receipt
• Make recurring contributions available where appropriate
• Provide campaign staff with usable contribution records

Campaigns may also create separate fundraising landing pages for specific appeals.

For example, an email about funding a campaign mailer can link to a page explaining the mailer, its cost, and what different contribution amounts will help accomplish. The message on the landing page should match the request that brought the donor there.

We often see campaigns launch donation pages and assume contributions will follow. The page processes the transaction, but the candidate’s message, outreach, and follow-up create the reason to give. Don’t assume that simply adding a donation button will produce contributions. Supporters need active reasons to donate.

Use Email, Texting, and Social Media to Support Fundraising

Digital channels can reinforce direct fundraising by keeping supporters informed and directing them to the campaign’s donation page.

• Build the campaign email list through the website, events, volunteer activity, and personal outreach. Fundraising emails should explain why the campaign is asking, what the money will support, how much is needed, and when the contribution is required. Balance donation requests with campaign updates, issue content, event information, and volunteer opportunities.
• Text messaging can support event reminders and deadline-driven appeals, particularly when messages come from volunteers or supporters contacting people they know. Campaigns must follow applicable consent, identification, and messaging requirements.
• Social media can promote events, report fundraising progress, and direct supporters to the campaign website. However, just posting donation links is not a complete fundraising strategy. Personal requests from the candidate, volunteers, friends, or event hosts are usually more persuasive than general posts.

Keep Building the Prospect and Donor List

Fundraising does not end after the first round of calls or the kickoff event.

Continue adding:

• New supporters
• Event attendees
• Referrals from donors
• Email subscribers
• Volunteers
• Endorsers
• Community contacts
• People who interact positively with the campaign

Keep accurate records of all contributions, pledges, contacts, and follow-up activity.  Depending on the campaign’s size, this information may be managed through a campaign CRM, a fundraising platform, or carefully maintained spreadsheet. A common problem in small campaigns is that donor information ends up spread across payment systems, email accounts, event lists, and personal notes. While it can be a pain, consolidating that information early makes follow-up easier and reduces reporting problems. This is one reason to have a capable treasurer or a person responsible for financial records.

Useful internal information may include:

• Contact details
• Contribution dates and amounts
• Pledge status
• Preferred contact method
• Issues of interest
• Event attendance
• Volunteer activity
• Referrals
• Follow-up dates
• Notes from conversations

Only collect information that the campaign can manage responsibly. Donor and supporter data should be treated as confidential campaign information and accessed only by authorized people.

Ask Appropriate Donors Again

A person who has already contributed may be more likely to contribute again than someone who has never supported the campaign. A second request should give the donor a new reason to help, such as a campaign milestone, reporting deadline, specific voter-contact project, start of early voting, or final Election Day push.

Recurring contributions can also provide predictable revenue through Election Day. Even modest monthly contributions can add up and help the campaign plan its spending through the end stretch. Many political donation platforms support this functionality.

Follow all applicable limits and make sure repeat contributions are properly aggregated and recorded.

Thank Every Donor

Always acknowledge campaign contributions. A personal note, phone call, email, or other thank-you makes a strong impression and increases the likelihood that the donor will remain involved.

Larger or personally significant contributions may warrant a personal call from the candidate. Smaller online contributions should at least receive a prompt confirmation and a sincere thank-you.

A donor acknowledgment can:

• Confirm that the contribution was received
• Explain what the support will help fund
• Provide a brief campaign update
• Invite the donor to an event
• Encourage the donor to volunteer or share the campaign
• Keep the relationship active without immediately making another request

Don’t treat donors and donations as just transactions. People are more likely to give again when they understand that their contribution was noticed and put to use.

Common Political Fundraising Mistakes

Candidates often weaken their fundraising by making avoidable mistakes:

• Waiting too long: Start early enough to fund campaign infrastructure and voter outreach.
• Relying only on events: Events can help, but they should support direct donor outreach rather than replace it.
• Avoiding personal requests: Emails and social posts are useful, but direct asks usually produce better results.
• Asking everyone for the same amount: Base the request on the prospect’s relationship, interest, giving history, capacity, and applicable limits.
• Making vague appeals: Explain what the money will fund and why it is needed now.
• Neglecting follow-up and recordkeeping: Track pledges, unanswered requests, donor information, and required reporting details.
• Treating the donation page as the strategy: A contribution form processes money; it does not create donor motivation.
• Ignoring campaign finance rules: Confirm current contribution, reporting, and disclaimer requirements with the election authority responsible for the race.
• Failing to thank donors: Prompt acknowledgment helps maintain the relationship and increases the likelihood of future support.

Fundraising takes significant time and discipline. Candidates should expect to devote regular hours to calls, meetings, events, and follow-up.

The strongest campaigns do not wait until they run short of money. They establish a fundraising system early, review progress regularly, and continue developing donor relationships through Election Day.

Related Resources

• FAQs for First-Time Political Candidates
• Download the free Online Political Fundraising Guide

Getting ready to run for office? Online Candidate provides political campaign websites with built-in tools for donations, volunteer recruitment, email signup, and voter communication.

Updated June 2026