Campaign Resources

The various coalitions which formed to oppose the municipal mergers, by and large, do not possess great financial resources. Some groups in more affluent communities have the potential to raise more funds than do others. Collectively, the groups have not begun to pool resources on a large scale. Revenue is generated primarily through personal contributions from "grass roots" members. The major coalitions are registered as non-profit groups, however, they lack the tax incentives possessed by political parties which allow donors to claim donations as "political expenses" and gain tax credit for them. The Quebec government has recently bared municipalities from spending public money on matters pertaining to campaigning against mergers. This can be extended to include "in-kind" services and free usage of government facilities where there would otherwise be cost. The groups, at present, have less than $1 million CDN to work with. This will hamper large scale paid media efforts, especially the production of television advertising.

Back to Table of Contents

Fund Raising

The scope of this memorandum does not heavily cover fund raising methods. A look at Internet fund raising options is presented within the context of the Internet Strategy Memorandum and mock-up documents.

In addition to Online fund raising there are several other methods of fund raising the coalitions can pursue in order to raise funds. The coalition should design a marketing campaign to solicit donations from its grassroots membership and the community at large. A portion of the groups paid advertising strategy should be devoted to fund raising. The key element is to implant an "ask" in various pieces of literature. In addition to contact information such as a phone number, address, or URL, the coalition must specify the best way a person can contribute to the cause. For most people who are interested in the issue, a financial contribution is one of the best ways they can "fight the mergers," next to voting strategically and signing petitions or writing letters to MLA’s. Given the poor financial status of the groups, it is recommended that 40% of their campaign effort and appeal to the public be devoted to fund raising goals.

A number of fund raising methods or strategies could be employed:

(1) Reward systems – for every $5, $10, $20, $50, $100, $101 + donation, the recipient would receive something back from the campaign, such as a button, sticker, T-shirt, pens, coffee mugs, a plastic license plate tag with "Je Me Souviendrai" logo. A large donation could earn a donor a trip on an airplane which flies over Montreal carrying an anti-merger banner.

(2) Fund Raising Socials – Dinners, Celebrity Banquets, BBQ’s, Corn Roasts, Strawberry Socials, Coffees, and other events can be held; tickets sold, proceeds to the group.

(3) Direct Mail Ads – very effective way to solicit donations via the mail

(4) Telemarketing appeal – combined with a "push-poll" or other phone bank campaign

(5) Professional Fundraising Firm – The coalition could employ a firm to construct a tailored fund raising campaign – this approach is ideal for soliciting corporate donations, or for soliciting wealthy supporters at high levels.

A good fund raising strategy is as essential as a good media strategy, should the group hope to fund their campaign at an acceptable level.

[Given the political culture in Quebec and in Canada, some "Washington Style Politics" options may not be the best options for fundraising, as they may be too aggressive and offend those who the group is hoping to persuade. In consultations with local coalition leaders, I came to the understanding that some "American" style campaign tactics can backfire on those who attempt them. They can leave the coalition open to criticism from the PQ. For example, should the coalitions actively seek corporate donations, the PQ will severely retaliate and peg the movement as funded by "English Money" which will be harmful to the group.]

All fund raising must be conducted in a way that suits the political culture of Quebec voters, yet is workable enough to generate funds effectively.

Back to Table of Contents

Campaign Organization

Those opposed to forced municipal mergers in Quebec have formed largely ad hoc committees, based in local municipalities. There is some to moderate communication between entities in various communities, especially among communities planned to merge together. There is seldom to no communication between groups formed in communities which vary geographically.

One main umbrella group, the province wide coalition against municipal mergers exists. It is made up of volunteers, largely members of local anti-merger groups. All members are volunteers, and organizational roles are not formally defined within the campaign organization structure.