Rethinking PAC Messaging in a Time of Distrust

By Chad Taylor, Head of Strategy and Planning

According to a recent Pew Research Center survey, 72% of Americans believe money in politics is a “very big problem.” That puts it ahead of inflation, health care, poverty, and the federal deficit. It’s also one of the rare issues where partisans agree with strong majorities of both Republicans and Democrats, saying it’s a major concern. 

If you’re responsible for encouraging PAC participation, that statistic should tell you your messaging might need to change. 

People are skeptical not just of politicians, but of the entire political funding system. Most of them don’t know the difference between a corporate PAC and a Super PAC. Many don’t believe their small contributions make a difference. Some assume money in politics is inherently corrupt. 

That’s why guessing at the right message won’t work. You need to test it. Research is the only way to understand what people truly believe and what would actually motivate them to act. 

Effective PAC communication starts with real insight. A brief survey or set of focus groups can tell you: 

• Which issues matter most to your employees or members 

• What they think PACs actually do (and don’t) 

• Which objections or misunderstandings stand in the way of participation 

• What language builds trust, and which words turn them off 

For example, you might find that people care deeply about specific industry-related policies but don’t see a connection between those policies and political giving. Or they may support the idea of a PAC in principle, but worry their money will go to candidates they disagree with. 

Only research will reveal those gaps and how to close them. 

Once you understand the landscape, you can build a message that works. Effective PAC messaging in today’s environment often emphasizes: 

• Transparency: “Every dollar is voluntary, disclosed, and governed by clear rules.” 

• Shared power: “This isn’t about big checks; it’s about combining small voices to be heard.” 

• Relevance: “This PAC exists to protect the issues that directly impact your work and future.” 

• Simplicity: “It takes two minutes to enroll. You choose the amount. You can cancel anytime.” 

If most people believe the system is broken, they won’t respond to vague appeals. But with the right research, you can develop a message that earns trust, answers questions, and inspires participation. 

PAC participation isn’t just about asking. It’s about understanding. And in a time of deep public frustration, the most effective PACs will be the ones that listen first. 

Contact me today to learn more about market research opportunities with your organization.