Ga strategies pac programs - presentation (v10)
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The National Apartment Association held their local government relations symposium in Los Angeles, CA in 2012. Government Affairs Strategies brought our expertise on converting members into PAC contributors
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Ga strategies pac programs - presentation (v10)
- 1. National ApartmentNational Apartment Assn.Assn. Framing the Ask … Selling Your PAC
- 2. Your PAC PAC Fundamentals … why is it important? Understanding your PAC – Who invests in your PAC – Why do they invest Fundraising … program essentials – Marketing/Outreach – Individual Solicitation – Events
- 3. Your PAC Political success = electing the right candidates Elect endorsed candidates Mobilize members Candidate contributions Independent expenditures Electing the right candidates = PAC Fundraising
- 4. Need for Your PAC It’s an investment … Investment expects returns PAC Protects Your Interests Legislative success starts with a strong PAC Elect people who support your issues Improves your ability to promote key issues
- 5. Know Your PAC Where do your PAC $s come from?
- 6. Know Your PAC What do you know about donors?
- 9. Create Your Materials Messaging – Research – Data – Delivery Schedule Peer-to-Peer – Script – Objections – Call List Top Investor – Direct Impacts – Special Recognition PAC Presence – Displays – Investment Forms – Messages
- 10. Fundraising Plan Goal = $10000 • Dues Billing – Dollar-a-Door (35%) = $3,500 • Past Investors – 50 members $25 = $1250 • Leadership major investor – 5 @ $100 = $500 • Step up 10 from $25 to $50 = $250 • Major Donors 5 @ $500 = $2500 • Peer-to-Peer 20 @ $50 = $1000 • New Investors 20 @ $25 = $500 • Service Council 20 @ $25 = $500 TOTAL = $10,000 Sample Plan
- 11. Selling Your PAC Why do they invest in your PAC … Believe in the cause They’ve heard the message Asked Someone important asked them Desire for recognition Be seen
- 12. Selling Your PAC PAC Fundraising Program Essentials Marketing/Outreach/ Presence Individual Solicitation Events
- 13. Marketing/Outreach Message development Quantify legislative success Tie achievements to PAC Concise, consistent, persuasive Unrelenting Selling Your PAC
- 14. Marketing/Outreach Messaging – Don’t get too deep – Use relevant legislative issues – How it hits their pocketbook – Focus on challenge/success – Make it easy to invest – ASK for their investment! – Recognize those who invest Selling Your PAC
- 15. Marketing/Outreach Marketing Strategies Newsletters Meetings Displays, banners, flyers Phone calls, Mailings Internet – Email, Website, Social Media, You-tube Presence Selling Your PAC
- 16. Marketing/Outreach Developing Your Mailing Identify challenge Briefly explain the impact on how affects business Inform of solution Ask for donation Selling Your PAC
- 17. Individual Solicitation Dues Billing – Include line for investing in PAC Develop Peer-to-Peer Network – Create a culture of investing in PAC – Highlight what PAC is doing to protect their bottom line Selling Your PAC
- 18. Individual Solicitation Solicitation – ASK! Competition – Challenge the industry leaders to encourage participation Recognition – Public Events – Newspaper Articles – Public Outreach Selling Your PAC
- 19. Individual Solicitation Educate members about PAC Board meetings Networking meetings Speak on behalf of PAC on ALL available occasions Publish articles about PAC Selling Your PAC
- 20. Events Costly – Time – Money Purpose – Social, fun, publicity – Raise money – MAJOR DONORS Selling Your PAC
- 21. Breakout Groups State/Regional Local Selling Your PAC
- 22. Selling Your PAC Successful GA Program Policy Politics Public Advocacy Effective PAC Fundraising GA Strategies helps you utilize resources Win@GAstrategies.com
Editor's Notes
- Elect endorsed candidates Endorse candidates Support those who support you … set up procedures to endorse friendly candidates (check with your state about established policies and procedures … colleagues about best practices to improve) Mobilize members … valuable resource Member communication … regular … over and over … you may be tired of hearing/reading/writing about it, but many of your members probably still haven’t received the message … Member voter registration … every vote is needed … make sure your members are registered to vote (at least give them the opportunity) Member GOTV … remind members to vote … double-check if they’ve returned their ballots Candidate contributions … $$ and support - key to success Independent expenditures … help candidates … promote your issues … promote your organization For your organization
- It is key to understand where your money currently comes from, and what has and has not been successful in your past. Additionally take a look at how much effort is required in each category in order to be successful Just because something hasn’t worked in the past, doesn’t mean it wont work now with the right audience Just because something brings in a lot of money, that doesn’t mean it is the “right” expenditure of your time. You need to have a PLAN and plan for each of these elements
- Utilize the data you have available to figure out more about your members – How many currently invest How many used to invest How many have invested at the same level for years How many have been involved but don’t invest What size of owners invest at what levels What members have invested in other PACs / Candidates What involvement have the members had in other campaigns Do you have members that are very charitable What other data can you get on your membership Can you survey them for information you don’t know Can you add that info into their profile Can you collect more info on your members to make solicitations specific to them IE – Last year you did 200 credit checks, this new state law banning you from charging a fee for that would cost you $4000 next year alone
- The first step is setting appropriate goals Keep the goals simple, to the point, and measurable Don’t set too many goals as each goal requires specific efforts A good set of goals are: Reach 150% of last year’s target Get 5 new Major Investors Increase the number and percentage of investors The goal is to build a culture, and to do appropriate actions to achieve that culture
- Next build a strategic plan for your goals Each of your specific goals are going to require: A strategic plan Unique elements and efforts Unique messages / rewards Delegated responsibilities that engage volunteers Each goal needs a calendar, deadlines, and expected deliverables… Oh, and a BUDGET!
- Last you are going to need the background materials to empower your efforts Messaging requires: Solid research on what does and does not motivate your members Data on what messages need to go where, and how much effort is going to be given to achieve that A schedule so you know what messages are going out to whom and when A Peer to Peer Network Requires: A script of what and how to ask for investment from a few different types of members, based off of their specific interests A quick overcoming objections list A defined list of who “they are responsible for contacting” Top Investor strategies require: Special attention and outreach Special recognition Special “access” And messages about their direct impacts for NOT supporting the cause PAC Presence needs to be: Present everywhere Easily replicated Constantly in the members faces Ready for investment
- Fundraising Plan Goal = $10000 Dues Billing – Dollar-a-Door (35%) = $3,500 Past Investors – 50 members $25 = $1250 Leadership major investor – 5 @ $100 =$500 Step up 10 from $25 to $50 = $250 Major Donors 5 @ $500 =$2500 Peer-to-Peer 20 @ $50 =$1000 New Investors 20 @ $25 =$500 Service Council 20 @ $25 = $500
- Believe in the cause … Fully educate members Speak at meetings Personal outreach Newsletter Articles Website Mailings to members PAC material always available Asked … Company owner Corporate leadership Respected organization leader Elected officials Industry / Community leaders Respected peers Desire for recognition … Ribbons, pins, certificates, plaques Publish names Recognize at events Special awards for dedication Thank you letters Exclusive marketing opportunities
- Political Action Committee Fundraising … essential to building your PAC … make it part of your organization’s culture … investment in business (not contribution) Marketing/outreach (air support) Website Articles Email Mailings Videos Infrastructure/solicitation (ground) Ask Peer-to-peer Develop team, delegate responsibilities Office visits, phone calls, etc. Events Discourage EXCEPTION: Major donor solicitation
- Message development Purpose (convince or take action) Shape public opinion Concise, consistent, persuasive Unrelenting
- Marketing Strategies TV/Radio/Newspaper Mailings Website Social networks Banner ads Email Phonecalls
- Message development Purpose (convince or take action) Shape public opinion Concise, consistent, persuasive Unrelenting
- Events Major Donor Reception Identify potential top donors Location Date Invitation Program Follow-up
- Events Major Donor Reception Identify potential top donors Location Date Invitation Program Follow-up