2. Edwards Lifesciences PAC
Edwards Lifesciences PAC’s
Development & Recruitment Objectives
Strategic
PAC
Plan for
2014–2015
during
2014–2015
Grow PAC
Revenue
by 6 to 8%
Enhance
Member
Satisfaction
Increase
New
Employee
Participation
From 6% to
10%
Increase
Membership
Overall
Provide the Best Value
for Investment
Strengthen
Peer to
Peer
3. Edwards Lifesciences PAC
We are an award-winning public affairs firm
specializing in integrated advocacy, PAC, PR and
grassroots marketing campaigns for health companies.
29 of the Fortune 500
5. Edwards Lifesciences PAC
What We’re
Known For
Award-winning
we have a strong reputation for PAC strategy,
creative communications & powerful technology
Highest-rated Customer Service
we are leaders in our space
Results-driven Methodology
with quantifiable results for some of America’s most
iconic brands
Digital Strategists for PhRMA
we have a long history with a sophisticated
understanding of industry issues
O’Dwyer’s Top 25
largest independent health care
public relations agencies
70%
of our client
engagements
are health &
life sciences
focused
7. Edwards Lifesciences PAC
Phase 1
Research & Discovery
SevenTwenty’s Research & Discovery Plan:
Strategic PAC Engagement Plan:
A Comprehensive Plan to
Grow PAC Participation and Receipts
Review and analyze
Edwards Lifesciences’ PAC donor
data
Conduct in-depth interviews
with Edwards Lifesciences PAC
team, HR and other key
stakeholders
Assess current activities,
company assets and fundraising
results
Review benchmarking survey
and analyze results
8. Edwards Lifesciences PAC
Phase 1 Strategic PAC Engagement Plan:
A Comprehensive Plan to
Grow PAC Donors and Receipts
Analysis Outcomes
Affirm goals for revenue generation, new donor
recruitment and retention of existing donors
Ensure eligible class is defined to achieve goals
Establish club levels and goals for achievement at each
club level
Analyze current level of awareness of the PAC and
build strategies to strengthen awareness at every level
of membership
Identify pilot strategies for growing PAC giving
with non-donors, lapsed donors, current donors
Identify high-value prospects (those most likely to
give) from pool of eligibles based on data analysis
Develop segments for “actionable” outreach
Identify most effective messages to strengthen giving
9. Edwards Lifesciences PAC
Phase 2
Strategic Communications
Plan Development &
Implementation Time-specific
Build a time-specific implementation plan to achieve the
goals of the Financial Plan
Research-driven
Apply the knowledge gained in the research phase of the
campaign to drive effective fundraising
Branded & creatively messaged
Create a well-branded campaign that makes a compelling
case for PAC engagement
Strategic & tactical
Create an implementation plan that utilizes new and
traditional methods for recruiting, engaging and
encouraging contributions and engagement
Tested, piloted and expanded based on ROI
Build into the implementation plan opportunities to test
and assess recruitment, outreach and fundraising
PAC Strategy & Implementation Plan
10. Edwards Lifesciences PAC
Phase 2
Strategic Communications
Plan Development &
Implementation
Peer-to-peer Recruitment &
Fundraising Program
Secure executive buy-in and commitment to participate
Develop targeted message for each audience segment,
business unit
Recruit members
from PAC Board, leadership and enthusiastic PAC members
to serve as ambassadors
Provide ambassador training on messaging, industry issues,
PACs, political giving and motivational talking points—
establish targeted growth goals, recruitment incentives and
recognition
Develop ambassador toolkit with talking points, FAQs, issue
briefs and flash drive (with PowerPoint deck and PAC video)
for presentations
Develop opportunities to facilitate outreach
(events, webcasts, emails, etc.)
