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20 Steps to a Winning PAC Fundraising Strategy

Fundraising is an important part of your political engagement activities. From planning to implementation to measurement, developing an effective fundraising strategy for your PAC is critical to success.


1. Budget: It is essential to determine how much money is needed, when it will be used and the purposes for which it will be spent.

2. Aim: Set realistic, measurable goals and objectives, as well as a specific timeline.

3. Target: Identify your audience and ensure your data file is clean and ready to use.


4. Analyze: Conduct research to understand your audience, including messages that resonate and drive engagement.

5. Create: Produce multi-channel communications that hit each of your key points, ensure your message is transparent and effective and develop your campaign holistically to ensure a cohesive, unified effort.

6. Approve: Bring your team together for necessary input and approvals (i.e., timing, senders and content) and test your outreach before you launch.


7. Brand: Create a defined, visually appealing and unified brand for the PAC.

8. Inform: As a precursor to solicitations, implement a four-to-six-week education campaign to build awareness and increase employee/member recall of information.

9. Define: Dispel myths and present facts so prospects are able to make informed decisions. Establish transparency by communicating how and why PAC funds are used and clearly define the PAC’s value.


10. Ask: The most important step toward successful fundraising is asking prospects

to give.

11. Simplify & Specify: Keep your request simple, to the point, urgent and specific. Tell prospects what you want, how much money you need and by when they

must act.


12. Diversify: Use multiple solicitation channels (i.e., email, direct mail, social media, presentations, phone calls, special events and peer-to-peer programs).

13. Focus: Target your message based on your audience.

14. Repeat: High frequency is key to successful fundraising. It takes six to 12 contacts before a message resonates with a prospect.


15. Acknowledge: Thank all donors, regardless of their contribution amount.

16. Recognize: Show value for donors through public recognition, special events, thank-you gifts, insider information and charitable matching programs.

17. Emphasize: Remind your audience regularly of the benefits of being a PAC donor and the impact you have in the political process.


18. Measure: Track interactions to gauge reach, response, receipts and participation for every PAC communication.

19. Update: Make program changes as needed based on findings.

20. Maintain: Keep your data file as clean as possible for future campaigns.

Following these steps will supply your PAC with an effective fundraising strategy, ensuring your political engagement success is in sight!

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