PAC Member Survey Results Are In

Recently, we surveyed members of a Fortune 500 PAC to identify their benefit preferences and help shape overall PAC communication strategy. The results w ere both surprising and informative and can be useful to any PAC professional.

We’ve pulled together the top three key findings, as well as tactics any PAC can incorporate to help boost member satisfaction and engagement.Finding #1: More communications.

• Over 72% of respondents placed a high priority on PAC communications as a member benefit.
• Members value the monthly PAC newsletter (49.71%), but also like relevant ad hoc content like “Breaking Alerts” (67.84%) and more in-depth federal level policy updates (43.81%).
• When asked about their preferred vehicle for communication, members said: ad hoc emails, the monthly newsletter and the PAC website.

The Fix:
What is your content strategy? How often do your members hear from you? In this off-election year, start thinking about developing a multimedia, multi-channel communications plan. The key is a mix of regular, planned content coupled with timely, bite-sized updates. Make sure you’re leveraging a variety of media – video, audio, infographics. But don’t let perfect be the enemy of good. If you’re putting too much time into every email, you may not be able to reach your members as often as they would like.

Finding #2: More wonk.

• More than 71% of respondents placed high importance on wanting more contact with the Government Affairs team and more information around key priorities.
• Almost 60% of respondents placed high importance on wanting more political and race analysis.
• More than 50% of respondents placed high importance on wanting more policy information.

The Fix:

More wonk doesn’t have to mean boring or confusing. Make sure your communications strategy includes the basics — quick explainers on key policy priorities, hot button issues that pop up, as well as race analysis in an election year. Use quick animated videos to outline a key policy issue or link to good political handles in your newsletters so members can follow along at their convenience.

Finding #3: It’s about the mission, not the benefits. While PAC members still value their annual gift, the top three motivating factors for joining were:

• They understand the impact public policy decisions have on the business.
• They believe being involved in the political process is important.
• They value building relationships with policymakers.

The Fix:

Make sure you always tie the message back to your “why,” or your mission. Both new and seasoned PAC members need to be inspired and motivated by a reminder of the impact their participation has on their organization.