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National Apartment Assn.National Apartment Assn.
Framing the Ask … Selling Your PAC
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
Your PACPolitical success = electing the right candidates
Elect endorsed candidates Mobilize members Candidate contributions Independent expenditures
Electing the right candidates = PAC Fundraising
Need for Your PACIt’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
Know Your PACWhere do your PAC $s come
from?
Know Your PACWhat do you know about donors?
Set Your Goals
Build Your Plan
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
Fundraising PlanGoal = $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
Selling Your PACWhy 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
Selling Your PACPAC Fundraising
Program Essentials Marketing/Outreach/
Presence Individual Solicitation Events
Marketing/Outreach Message development
Quantify legislative success Tie achievements to PAC Concise, consistent, persuasive Unrelenting
Selling Your PAC
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
Marketing/Outreach Marketing Strategies
Newsletters Meetings Displays, banners, flyers Phone calls, Mailings Internet – Email, Website,
Social Media, You-tube Presence
Selling Your PAC
Marketing/Outreach Developing Your Mailing
Identify challenge Briefly explain the impact on
how affects business Inform of solution Ask for donation
Selling Your PAC
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
Individual Solicitation Solicitation
– ASK! Competition
– Challenge the industry leaders to encourage participation
Recognition– Public Events– Newspaper Articles– Public Outreach
Selling Your PAC
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
Events Costly
– Time– Money
Purpose– Social, fun, publicity– Raise money– MAJOR DONORS
Selling Your PAC
Breakout Groups
State/Regional
Local
Selling Your PAC
Selling Your PACSuccessful GA Program Policy Politics Public Advocacy
Effective PAC Fundraising
GA Strategies helps you utilize resources