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RPAC FUNDRAISING
National Association of REALTORS®
Hosted by: Jane Saunders, NAR RPAC Fundraising
Consultant
The REALTOR® Party
O VOTE for REALTOR® Party Candidates
O ACT on REALTOR® Party Issues
O INVEST in RPAC
First things firstO How do I get started?
O Organizing a committeeO Find the right membersO Educating your committeeO Educating your membership
Educate your Committee
• Know about RPAC and how it works
• Know what the association’s RPAC goals are for the year
• Know what legislation is in play at the local, state and national levels
Educate your Committee
Make sure you have invested in RPAC
Know the most common questions members have about RPAC
Educate your Membership
O Get the word out about RPAC
O Add RPAC info to your association’s publications and emails
Educate your Membership
O Have brochures, legislative updates available
O Let your members know what RPAC has done for them
Making the Ask• If you do not personally know your
targets, find out what you can about them.
• Find middle ground. Is their office full of awards?Is your target into historical
preservation, horses, golf, sports, travel?
The more common ground you have with a potential investor, the better .
Making the AskO Members give because they are
asked.
O Members give because they believe in the cause. RPAC is not charity, it is an investment in their business.
Making the AskO Members give because they want to
help the person who asks.
O Members give because they like the recognition and rewards.
Objections to RPACO You will get push back – use it as an
opportunity to educate!
O (How to Handle Objections Handout)
What is your future worth?Break it down
• 5 cents a day = $18.25
• 10 cents a day = $36.50
• 25 cents a day = $91.25
• $1.00 a week = $52.00
• $1.00 a day = $365.00
Making the AskO Take pride in the cause. Be
enthusiastic and proud of what you are doing.
O Don’t put all of the focus on the money, focus on having your target make an investment in their industry and their future.
O Emphasize the gains the industry has accomplished because of RPAC to help members stay in business.
Building the RPAC Culture
O Every association is differentO It is not going to happen overnightO The AE has to make RPAC a priorityO The leadership has to make RPAC a
priorityO Peer pressure worksO Visual aids work
Fundraising PlanO If it’s not written down it does not
exist.O Create with your teamO Sets deadlinesO Provides structureO Working document - FlexibleO Monitor progress, set goals
throughout the year
TargetsO The RPAC committee should determine
targets O High Dollar/Major InvestorO UpgradesO Non giversO Leadership/BOD members/ Committee MembersO BrokersO Top producersO New MembersO Members who want to move up into leadership
positionsO YPNs
Planning
OMarkup a Calendar Month by Month
OUse Ideas from Today
OFlush Out NEW Ideas
OGrow Participation—Something Fun
OMajor Investor Recruitment—Make a List!
Close the DealO State your caseO Ask directly and ask for a specific
amount! O You may need to set up an
appointmentO Time is important so don’t draw it outO If they say no, ask for a lesser
amountO Never ask for less than the member
gave the previous year
WHAT IS A PAC?O A Political Action Committee is nothing more
than a group of people who pool their resources to support candidates who support their industry.
O There are over 4,000 PACs in America
What is RPAC?O National RPAC raised $7.2 Million in
2012
O 288,518 Contributors = 30% Participation in 2012
O The goal for 2013 is at least, 37%O Know what was raised by your state
and your local association last year
WHAT IS RPAC?
REALTORS® HAVE A PAC BECAUSE:O Money talksO We can support candidates who
understand our industryO It helps to open doors and
encourages lawmakers to keep an open mind on our issues
What is RPAC?O National Fair Share Goal O - $15 per member
O $4.50 to National RPACO $10.50 stays in the state
Many states and boards have set a much higher goal.
30%-70% Split
WHAT IS RPAC?
WHAT RPAC IS NOT…
O RPAC is NOT PARTISAN
O RPAC DOES NOT BUY VOTES
HOW DOES RPAC WORK?
O HARD AND SOFT MONEYO Hard dollars can fund all state and
federal candidatesO Soft dollars may fund state
candidates in GA and Opportunity races, Political Advocacy and Independent Expenditures at the National level
FUNDRAISING TECHNIQUESPROVIDE VARYING LEVELS OF PARTICIPATION (NAR)
O Golden R ($5,000 per year/$2,000 in following years)
O Crystal R ($2,500 per year/$1,500 in following years)
O Sterling R ($1,000 per year every year)
FUNDRAISING TECHNIQUES
(Examples)•Thoroughbred Club/ Constitution Club - $500 per year•356 Club/A Dollar a Day Club•Capitol Club - $250 per year•Centurion Club - $100•$99 Club - $99•$50 Club - $50•Active Member - $15 - $98.99•More options – more money raised
Levels of ParticipationRPAC’s HALL OF FAME
O Instituted in 2002 to recognize those individuals who give significant amounts to RPAC
O Currently there are 355 MembersO Investments of $1000 or more
annually result in an aggregate lifetime total of at least $25,000
Levels of ParticipationPRESIDENT’S CIRCLE
O Only major investors can participateO If a member joins the President’s Circle, then
only $1,000 to sustain Major Donor level.O Members commit $2000 each year (in
additional to their Major Donor contribution) 599 participants in 2012
O Members contribute to Federal Candidates and Committees chosen by NAR RPAC Trustees & Leadership
NAR MAJOR INVESTOR INVESTMENT LEVELS
LEVELMAJOR
INVESTORONLY
PRESIDENT’S CIRCLEMAJOR INVESTOR*
GOLDEN R $5,000SUSTAIN $2,000
$4,000 + $2,000*SUSTAIN: $1,000 + $2,000*
CRYSTAL R $2,500SUSTAIN $1,500
$2,000 + $2,000*SUSTAIN 1,000 + $2,000*
STERLING R $1,000 $1,000 + $2,000*
*President’s Circle requires additional contributions totaling $2,000 to be made separately and directly to select RPAC recommended. Once enrolled, RPAC will provide information on recommended candidates and instruction on how to contribute.
FUNDRAISING TECHNIQUESOne-on-One Solicitation
• Most profitable• Peer-to-Peer• Know the PAC• Know your target• Ask for more than you expect• Follow-up• The task is to ask
FUNDRAISING TECHNIQUES
DUES BILLINGO Dues billing is the one way that
every member is asked to invest, at least one time a year.
O Make the ask of the voluntary investment above the line
O Make sure the disclaimer is on the form
FUNDRAISING TECHNIQUESE-Mail/Direct Mail
• Target your universe• Focus on increasing contribution levels• Identify a signer everyone knows• Provide information on RPAC, legislative
issues, and recognition• RPAC Invoice (with Pledge Card)• Letter from broker to agents• Disclaimer must be included
FUNDRAISING TECHNIQUES
PHONE BANKSO Works with hard to reach donorsO Peer-to-PeerO Good for increasing contribution
levelsO Get your entire committee and
your leadership involvedO All callers must confirm their
personal participation in RPACO Easy to do with cell phones
FUNDRAISING TECHNIQUES
CREDIT CARDS
OPersonal Card OConvenient and Low CostOSpecific Amounts or Menu of
ChoicesOState or Board to pick up the fee
FUNDRAISING TECHNIQUES
SPECIAL EVENTSO Popular O Logistical issuesO Smaller average return for your dollarO Legal hurdles – One-Third RuleO PITAO GA has the option of a hard dollar, a soft
dollar, or a combo, event O No games of chance
State LawsO Know your state laws
O “Georgia law is highly restrictive in terms of political fundraising. If you are unsure about an activity, please contact GAR to discuss."
ONE-THIRD RULEor the 3x RULE
O Federal Law on raising hard dollars
O Everything has a fair market value – even if it is donated!!!
O Exchange of a prize for contribution
O Must raise three times the fair market value of the “prize”
ONE-THIRD RULEor the 3x RULE
O Auctions, or any event where prizes would be subject to the one-third rule
O The rule applies to the combined amount of the prizes, not each item
O Includes primary entertainment, but not food, beverage or facilities
One Third RuleO The rule does not apply if you are
conducting a soft dollar or PAF event.
O But, you still need to stay within your state laws
SPECIAL EVENTSODinnersOMs. RPAC
ContestOAuctionsOBBQ Challenge
OPie in the FaceODunking BoothOKaraokeOTastingsOTastings with
food pairings
SPECIAL EVENTSOPolar PlungeOArt FairOHeadshotsOSpa DayO Jimmy Buffett
Event
OWater Pistol Contests
O Jail & BailOTalent Show or
REALTOR® IdolOPutt Putt Golf
Contest
SPECIAL EVENTS
OBowlingOChili Cook-OffsOShredding for
RPACOTrash Bag
Fashion Show
OMotorcycle Rally
OPet ContestOTrivia NightOCorn Hole TossOSumo
Wrestling
SPECIAL EVENTS
OPet ShowsODancing with
the Stars Contest/Dance Lessons
OBottle and Hoop Toss
OTail Gate Party
OMinute to Win it Contest
OMurder Mystery Dinners
OSoftball Tournament
O Cake Decorating Contest with Auction
ADDITIONAL IDEAS
OPink FlamingosOColored BalloonsOWii GamesOParking signs at board office
ADDITIONAL IDEASO Velvet RopesO BanksO Non-Event EventO Local Association Hall of FameO Flashing RPAC ButtonsO H2O Bottles w/RPAC Label
FUNDRAISING TECHNIQUES
O Always check plans with State or Local Legal Counsel or RPAC Staff
O Create opportunities to learn, network, expand business and boost reputation
O Provide rewards/recognition to top donors
O Costs – spend $ to make $O Recover all your costs
STAYING WITHIN THE LAW
O RPAC: local, state or national is one PAC
O RPAC is regulated by federal law (FEC)
O If you have questions, PLEASE ASK BEFORE YOU ACT
PAF EventsO You are collecting corporate money or
hard dollars that will be converted to corporate money
O The one third rule does not applyO You need to notify your members, with
the following disclaimer, that their investment will go to GA RPAC but that 30% will be sent to NAR’s PAC and will not be used to fund federal candidates.
PAF DISCLAIMERO The investment(s) that are raised from
this fundraiser (or item) will be split 70% / 30%. 70% is retained by Georgia RPAC and is used by your state PAC to support state and local political candidates. 30% is forwarded to NAR’s Political Advocacy Fund (PAF). NAR’s PAF funds political advocacy at the federal level. It is not used to fund federal candidates.
STAYING WITHIN THE LAW
Who is Solicitable?• REALTORS®• Individual Affiliates (In some states
corporate Affiliates are allowed)• Local, State & NAR Association
Executive and Administrative staff• Immediate family members – over
the age of 18 in the same household
STAYING WITHIN THE LAW
What is a Solicitation?
O To be safe, consider everything with RPAC on it or every time you say “RPAC”, a solicitation
DISCLAIMER – MUST BE ON ALL SOLICITATION MATERIAL
Contributions are not deductible for income tax purposes. Contributions to RPAC are voluntary and are used for political purposes. You may refuse to contribute without reprisal and the National Association of REALTORS® or any of its state associations or local boards will not favor or disfavor any member because of the amount contributed. 70% of each contribution is used by your state PAC to support state and local political candidates. Until your state PAC reaches its RPAC goal 30% is sent to National RPAC to support federal candidates and is charged against your limits under 2 U.S.C. 441a; after the state PAC reaches its RPAC goal it may elect to retain your entire contribution for use in supporting state and local candidates. You must be a U. S. citizen or have a Permanent Residency Card to invest.
STAYING WITHIN THE LAWPROHIBITED FEDERAL
CONTRIBUTIONS1. Corporation Contributions2. Anonymous Contributions3. Cash Contributions exceeding $100 a day
(Check your state law, many are lower)
4. Contributions made in the name of Others5. Contributions from Foreign Nationals6. Contributions from Federal Contractors
Social MediaO Do not include info on how to investO Do not give an address to which an
investment could be sentO Do not provide a link to invest in
RPACO You can brag. You may post that
your event gained five new Sterling R’s and raised $5K for RPAC
STAYING WITHIN THE LAW
What Contributor Information is Required?
O NRDS NumberO Full NameO Mailing AddressO Membership TypeO Contribution Amount
STAYING WITHIN THE LAW
What are the Contribution Transmittal Limits?
O Contributions less than $50 must be forwarded to National or the designated receiving agent (State RPAC) within 30 days
O Contributions of more than $50 must be forwarded within 10 days
O Clock starts ticking when the contributor hands over the funds or with dues billing, when the contribution is delivered to the board office
CLOSING THE DEALO Information separates contributors
from non-contributorsO RPAC contributors have an interest
in real estate legislationO Many contribute because they are
interested in politicsO Many contribute to fight “bad”
legislation
CLOSING THE DEAL
Why people don’t contribute…
O They have never been asked
O They are not sold on RPAC
O They don’t know how much to give
RPAC Fundraising Webinar
O Monthly instruction on a wide variety of RPAC topics:
O www.realtoractioncenter.com/webinarsignup
O A library of past webinars is available:
O www.realtoractioncenter.com/webinars
O Jane Saunders, 304-941-6829, [email protected]
RPAC Fundraising Webinar
O Customized webinars to your state or local association Fundraising Committee
RPAC RibbonsO InvestorO $99 ClubO Capitol ClubO Sterling RO Crystal RO Golden RO CustomO Contact Jessica Naake,
Major Investor Events
O Major Investor Receptions
O Hosted by Association, Leadership, Major Investor Council Member or NAR
O NAR staff attends and picks up the tabO Contact Christopher Nave, 202-383-
1286, [email protected] or Jane Saunders, 304-941-6829, [email protected]
NAR’s Fundraising Grants
O Apply for grants up to $5,000 for RPAC events & education
O NAR reimburses approved expenses
O Try to raise 3x your grant amount
O Pledge to send 30%, from event, to NAR even after the state has made goal. (approval needed from state association)
O Develop a plan
Grant Information Contact Jessica Naake, RPAC Major
Investor Fundraising Coordinator, [email protected]
realtoractioncenter.com/rpacpartnership
How can NAR help?O Go to:
www.realtoractioncenter.com/Rpacpartnership
Jane Saunders: [email protected]
304-941-6829
THANK YOU!O Questions???
