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Insights for the Future of Your PAC

During the 2012 election cycle following the Citizens United decision, PAC donors like all Americans were barraged with campaign ads produced by and stories about super PACs.  These and other outside 501 c groups independently spent more than $1 billion.  And, despite the questionable results many of these groups achieved, this activity isn’t going away and will probably be more widely used in the upcoming congressional and state elections.

How will this impact your PAC moving forward?

I believe we have a greater challenge than ever to make sure PAC eligibles understand the difference between all these new groups and our PACs, and why their support continues to be so important.

Planning for next year doesn’t necessarily mean introducing a brand-new shiny fundraising tactic, although it may be a good thing to do, but there is definitely a need to focus on the basics and think differently about your PAC eligibles and communications strategies.

In my experience, communications and messaging have always been the weakest link in PAC management and, in this new political fundraising environment, this MUST change.   PACs that will invest more creativity, energy and commitment to effectively communicate with their eligibles next year are the ones that are going to have more fundraising success.

Remember these three things as you plan your PAC’s 2013 program.  Great PACs:

  • Take steps to understand their PAC eligibles

A commitment to research is the single most important way to know what your PAC eligibles are thinking, what their concerns are and what motivates them to support the PAC.  And it is why we conduct online survey and focus group research for nearly every one of our PAC clients.

  • Put donors first

This means meeting PAC eligibles right where they are and responding to their unspoken questions, which our research consistently finds are: what does the PAC do for me, what does it do for my organization, and how does the PAC make a difference?

PACs that answer these questions and make a commitment to transparency, communicating authentically and providing information that donors actually value are putting their donors first.

  • Are not afraid to break down long-standing barriers that prevent their success

Next year may be the year to redefine a trade association’s membership to create an individual membership category and break down the Prior Approval barrier.  Or, perhaps it’s time to tackle the internal government affairs hurdles that prevent the PAC from communicating authentically and transparently with donors.

Adapted from presentation at NABPAC Post-Election Conference, November 14, 2012, given by Karen Fabean for session entitled, “What’s Next: Strategic Insights to Boost Your PAC’s Performance.”

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