Market Focus?Conservative Political Donors (1,620 words)
• Localists, donors who are similarly connected with the beneficiaries, but donate for the purpose of bringing tangible benefits to their state or district;
• Materialists, interested in benefits to their specific industry. They are the most likely to give to PACs; and
• Win-oriented donors, those who give, sometimes across party lines, in support of the candidate likely to win. They give many donations to cement the relationship with candidates.
Ideologues and Localists make up nearly 40 percent of the contributors polled with an even spread among other donors. (For more of this study, see www.georgetown.edu/Wilcox/donors.htm.)
Ainsworth says that while information like this is hard to capture, "every good list broker is aware of these kinds of categories, because they indicate whether a particular list should work for a prospective client."
He continues, "An individual may fit more than one category, or move from one to another over time. I would say that regardless of what draws someone in originally, personal contact strengthens a donor's commitment to a cause or candidate."
What They Stand For
Far easier to discern are the particular issues that conservative donors across categories support. So called "single issue" lists—files that contain Second Amendment rights supporters, pro-lifers, people against government waste or in support of prayer in public schools—are easier to target, and easier to capture.
Lists that don't cater directly to Republican causes can also work well for Conservative fund-raisers.
"Our outdoors files immediately reflect Republican ideologies," says Checco, "because hunting means guns and guns mean Second Amendment rights. That may just be because of where I am though."
Leary agrees that it's, "not only the obvious upscale, wealthy people. Older people have been very responsive to conservative causes." Leary has also seen good response to conservative causes from health and veteran files.