1. WGR PACs, POLITICS & GRASSROOTS CONFERENCE
Managing a PAC in an Economic Downturn
December 2, 2008
2. PAC Communications: “Best Practices”
Not a priority
Newsletter
Often one-way
Annual Report
Emphasize the channel not the
Website
message
Email, letters
What your PAC communicates
is more important than how it
Briefings
communicates!
4. Using PAC Communications to Build a Community:
“Good Ideas” for Bad Times
Communications ...
are relevant
articulate value
are transparent & authentic
show gratitude
demonstrate the PAC listens
5. #1 - Relevancy
The PAC’s mission is tied to the organization’s mission.
“The PAC gives financial support
to candidates who are friendly
to our industry.”
“The PAC empowers our members to help shape the political
environment and elect candidates who will advance our industry’s
mission to provide Americans the opportunity to realize the dream
of homeownership.” – National Association of Home Builders
6. #2 - Value
The PAC articulates a “need” equation—
typically concerning a public policy issue(s).
Communicate the issues that resonate most with your
community, and use them to establish PAC’s value.
Recognize that tchotchkes and other benefits may have
less appeal
7. #3 – Transparency & Authenticity
PACs should strive for transparency and recognize that
authenticity is what builds trusting relationships.
Transparent PAC communications are possible and almost
always the right thing to do.
It is always possible to be authentic.
8. #4 - Gratitude
“...research tells us ... why people stop giving. And it’s got nothing to
do with the Dow Jones. PEOPLE STOP GIVING BECAUSE THEY ARE
FED UP BY HOW THEY WERE TREATED BY THE [ORGANIZATIONS]
THEY SUPPORT. Running out of money is far down the list of reasons
people stop giving.”
- Katya Andresen, non-profit marketing expert
Saying “thank you” is the best fundraising tool there is.
Use its power often and well.
9. #5 - Listen
Good PAC communications are not monologues.
Online surveys
Social networking tools
10. You cannot do anything to improve the economy
or the problems facing your organization.
The only thing you CAN do is
convince your PAC contributors that
their support is making a positive difference
for the future they share
with their business or profession.
