In The Know

After creating your own political action committee (PAC), the next step is to start fundraising. The question is, where do you begin? More importantly, how can you encourage potential supporters to contribute so you can make a meaningful impact on key campaigns and initiatives? 

There aren’t any one-size-fits-all strategies for encouraging contributions to your PAC. You will typically need to leverage a variety of complementary tactics to ensure a steady stream of contributions. Here are seven tips to jumpstart your fundraising efforts and connect with prospective donors.

Share Your “Why”

People want to know about the organizations they’re supporting. That’s why it’s important for you to clearly communicate your PAC’s mission and the impacts you’ve made. If your political action committee is relatively new, focus on your vision and what you hope to achieve with the money you receive.

Craft a clear and compelling mission statement that outlines the entity’s core objectives. Make sure to give specific examples of how the PAC has successfully influenced policy or supported candidates in the past. Highlight your achievements or goals to promote better credibility and reassure donors that their contributions will be put to good use. 

Make It Easy for People to Donate

When you’ve encountered clunky sign-up processes or tedious checkout experiences, you were probably tempted to leave before completing the transaction. People don’t like to encounter hurdles when making a purchase, and they are even less tolerant of barriers when voluntarily donating to a cause. 

Thus, the easier you make it for people to contribute to your PAC, the better the odds that they will do so. Ensure that your contribution process is user-friendly and accessible on many devices. Creating a mobile-friendly donor process has become particularly important as smartphone use has grown to be a staple of daily life.

Engage Supporters Through Personalized Communication

Personalized messaging can make a significant difference in encouraging contributions to your PAC. Donors want to know that you value their support and that they are personally connected to the calls. Tailor your messaging to speak directly to the interests and concerns of specific donor groups.

Segment your list of supporters based on factors such as previous contributions and demographics. You can also target audience members based on their interests and the causes they care about most. 

For instance, consider a donor who has previously supported environmental causes. When communicating with this individual, you can highlight how your PAC’s efforts align with environmental advocacy.

Don’t stop with personalized emails, though. Think about reaching out through phone calls or direct mail, too. And if you are communicating with a high-profile donor, you might create a custom video to encourage them to partner with your committee in the future.  

Use Words That Convey a Sense of Urgency

A sense of urgency can be a powerful motivator for encouraging contributions to your PAC. If people understand that you need their support immediately to achieve specific goals, they are more likely to act.

You can create urgency by tying contributions to upcoming events like elections, legislative sessions, or advocacy campaigns. Clearly communicate why it’s important to contribute now rather than later and outline the potential consequences of inaction.

For example, you might emphasize how a donor’s contributions are needed to support a candidate in a tight race. Link contributions to immediate and effective outcomes to motivate donors. 

Don’t abuse this tactic, though. It only works when there are genuine reasons to respond with urgency. For instance, an important upcoming ballot initiative would likely be a good reason to encourage your audience to donate now. 

Offer Incentives

People are more likely to contribute when they feel their efforts are appreciated. Consider offering supporters recognition incentives — such as mentioning their business or name on the PAC’s website, newsletter, or other branded assets — in exchange for different donation levels.

You might also create different tiers of recognition based on donation amounts. It’s especially important to recognize large donors. However, you shouldn’t ignore small donations. Everyone who supports your PAC deserves recognition. 

Leverage Social Proof

Social proof can be a great tool for encouraging contributions to your PAC. If people see others in their network contributing, they are more likely to do the same. 

Leverage social proof by showcasing the support your PAC has already received. You should also highlight the number of contributions, endorsements, or testimonials from respected individuals or businesses.

Encourage your current supporters to share their actions on social media and explain why they believe in the PAC’s mission. You can also create shareable content, such as graphics or videos. Start a movement with strategic social media assets to help garner widespread attention for your cause. 

Be Transparent and Accountable

Donors want to know their money is being used effectively and ethically. With that in mind, you should provide clear and detailed information about how you spend contributions and the impact they’re having.

Regularly update your supporters on the PAC’s financials, campaign progress, and any challenges faced. Consider publishing annual reports that outline how you’ve allocated the funds and what you’ve accomplished with the money entrusted to you. 

Don’t stop there, though. You should also share how you’re complying with PAC laws and be honest about the causes you support. Any hint of non-transparent behavior can drive donors away. 

Manage Your PAC With Aristotle

After motivating donors to act, it’s time to focus on compliance and strategic fund distribution. Aristotle and our suite of PAC technology solutions can help your political action committee achieve more. Schedule a demo and explore our customizable technologies.