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

Win@GAstrategies.com