Categorizing Donors Worksheet
Very few candidates can fully fund their own campaigns, which means fundraising is essential to electoral success. The key to effective fundraising is not just asking for money—it's knowing who to ask, when to ask, and how much to ask for. That all starts with research.
A campaign's first and most valuable source of donations is often the candidate's personal network: friends, family members, coworkers, former classmates, professional contacts, and community connections. Through a process known as rolodexing, the candidate and fundraising team (if applicable) compile and organize these contacts into a centralized spreadsheet or database for further analysis.
Once these contacts have been identified, the campaign should categorize them based on two key factors: giving capacity and likelihood to donate.
Example Scale: Giving Capacity
1 — $2,000 or more
2 — $500–$1,999
3 — $150–$499
4 — $50–$149
5 — Less than $50
Example Scale: Likelihood to Donate
1 — Will definitely contribute
2 — Very likely to contribute
3 — Uncertain
4 — Unlikely to contribute
5 — Will not contribute
Of course, donor research doesn't end with the candidate's existing network. Throughout the campaign, the candidate will continually meet new prospective supporters through community events, networking opportunities, fundraisers, civic organizations, and personal introductions. These individuals should also be researched, categorized, and added to the campaign's donor universe.
Developing strong donor research and categorization skills allows campaigns to spend their fundraising time more efficiently, focus on the most promising prospects, and build a sustainable fundraising program. The NDTC Categorizing Donors Worksheet provides a practical exercise to help you practice these essential campaign skills.
