If you’re responsible for your PAC, here are the top five statements you’ll never hear your boss say to you:
5. Tell everybody we’ll give money to their favorite legislator.
4. I’ve got an idea ... instead of approaching the top brass to max-out, let’s hit the bottom rung of the Restricted Class instead - there are so many more of them!
3. Let’s shrink the PAC contributions during this cycle.
2. Just relax, our Solicitable Class will pony up the money without our even having to ask!
And the number one statement you’ll never hear your boss say ...
1. Great FEC Filing! High Five!
My name is Joe Wasser, and I’ve been involved with the PAC community here in D.C. since the mid-1990s. I’m the newest member of the 720 Strategies Team (and I’m the oldest person at the company). So, I feel like Dennis Quaid in “The Rookie” (except I don’t have his build, his looks or his money).
I’m delighted to be working with such a talented team of professionals helping so many organizations advance their legislative efforts, leverage multi-media integration, super-charge their grassroots campaigns, “jazz up” their Capwiz websites and help them get out the vote!
I recently attended an FEC conference where several PAC professionals (beginners and veterans alike) were in attendance. I enjoyed visiting with old friends and making new ones. But I kept thinking to myself, “What’s REALLY changed in the PAC field in the past decade?”
Certainly the easy answer and the biggest change is “Citizens United” and Congress’ response, “DISCLOSE.”
But the real answer is, “The basics haven’t changed at all.” And what I mean by that is ... PAC professionals still have to be responsible for:
1. Raising money;
2. Spending money;
3. Filing reports with the government as it relates to raising and spending money; and
4. Staying out of trouble.
That’s how I would explain it to someone who has no clue about the PAC world (i.e., picture your apolitical 80-year-old great uncle asking you what you do for a living). What’s actually changed in all these years is HOW we raise money, spend money, file reports and stay out of trouble.
For the purposes of this blog, I’m going to put aside #s 2, 3 and 4 for now and concentrate solely on #1.
So let’s talk about raising money for your PAC. So many organizations wring their hands about saying the right thing (or writing the right thing). I think the primary theme of raising money is to keep your concepts simple.
Speak plainly. Don’t let your PAC messaging get bogged down in the weeds. Rather than saying: “There’s a bill in Congress that will allocate $14 billion for a certain type of turbine for which we make six types of widgets. Part of our plan is to partner up with three other companies to get the widget contract. Consequently, we want to pay for fundraising efforts for legislators who represent districts where our partner-companies have plants for widget manufacturing ... blah, blah, blah ...”
Instead, say: “There are legislators and candidates out there who see a lot of value in our industry. They recognize that we contribute to the health and wealth of our communities, which are in their districts. Since our government doesn’t allow our company’s money to flow to candidates’ campaigns directly, we are asking our employees to help by contributing small amounts through their pay.”
I hope you’ll agree, that’s a simply worded “ask.” Of course, no matter the message, some folks will still get huffy when you ask them for money; but many others won’t.
Don’t get upset regardless! Some people take elections and candidates very personally. Listen to them and care about the fact that they’re passionate, but reply simply and logically: “I know exactly what you mean. I wish elected officials agreed with everything I care about. But the reality is that no candidate is going to agree with me entirely. In this case, we’re focused on business. Our business. And if we can help certain members who care about our industry, ultimately, we can keep operating successfully, which helps all of us pay our bills, send our kids to college, continue to have happy lives, etc.”
Save the details for printed messaging (like your e-newsletter or annual PAC report to participants). When recruiting, stick to the basic concepts and the bigger picture.
Poll your top executives to find out where corporate charity is going, as well as their personal charitable contributions. This way, you’ll be prepared if you get a response like: “How can you ask me for money when there’s tragedy in Haiti and a catastrophic oil spill in the Gulf?”
Reiterate that your PAC represents YOU! Candidates and their teams certainly appreciate (and remember) when they’ve been helped.
Be transparent about who you’re helping and why. And prioritize your rationale if you can. For example:
1. Candidate must demonstrate good character and integrity.
2. We have a facility in the candidate’s district.
3. Candidate holds a position of leadership on a committee in Congress that affects our industry.
Encourage your Restricted Class to suggest candidates or ask why our PAC supported particular campaigns. One of our primary jobs in the PAC business is to EDUCATE!
Feel free to brag! Discuss peer organizations (perhaps your competitors in the business marketplace), and how well (or badly) their PAC is doing.
People LOVE trinkets! And most of the time, trinkets cost a pittance. Just before Thanksgiving, launch a message to your Solicitable Class with a link to a secure website allowing them to choose a holiday tree ornament of their choosing (make it relate to government ... a plastic mini-replica of the U.S. Capitol Building perhaps). Or, if you wanted something non-religious, give away unique packets of hot chocolate. The point is ... small, simple gifts work!
And there’s no reason why you can’t use humor in the process of recruiting.
Encourage your Solicitable Class to visit the website to see this week’s trivia question. It doesn’t have to be about government and politics, but it probably should be. And feel free to be silly. For example: “What boy’s name was closely affiliated with the results of the presidential election of 2000?” Answer: “Chad.”
I hope my first thoughts here at 720 Strategies helped you realize that PAC fundraising doesn’t have to be so difficult (or dry). Frankly, through 720 Strategies’ products and services, we’re making it much easier to get those vital PAC contribution dollars!
For the past 13 years, Joe Wasser’s combined skills in sales, professional services and consulting have helped business and industry automate many manual processes by providing software solutions for their organizations and by helping them grow.
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