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7 Ways to Get the Most Out of Your PAC Website

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What does your team consider when designing your PAC website?
Don’t miss out on PAC participation by not having an optimized website!

Join Cision’s Mark Reilly and a few Cision Government Relations clients as they discuss PAC website do’s and don’ts, review examples of PAC website features and talk through online solicitation strategies that work.

Mark and company will show you:

- Increase participation with effective email solicitations and
mobile responsive design
- Keep members coming back with compelling asks and dynamic
content
- Capture and manage the right kind of data to know who’s doing
what on your website

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7 Ways to Get the Most Out of Your PAC Website

  1. 1. 7 Things to Consider to get the Most out of Your PAC Website
  2. 2. Today’s Participation • During today’s webinar, attendees will be in listen-only mode. • If you are experiencing audio issues, please use the chat box to contact the webinar host. • Submit text questions in the chat box: Q&A will be addressed at the end of today’s webinar.
  3. 3. Presenters Wendy Perez-Young - American Institute of Architects Alison Muldoon - Orbital ATK Mark Reilly – Cision Government Relations3
  4. 4. 1. Getting donors to your PAC Website 2. Ensuring only your eligible can access site 3. Making it easy to access your site – SSO & Mobile 4. What is your site’s brand? 5. Increasing participation 6. Content is still King if you want return visits 7. Who’s doing what on your site? Data/Analytics 4 7+ Things to Consider
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  6. 6. Why Have a PAC Website? • Always ready to accept a donation • Easier for PAC member to donate • Reduces administrative burden • Provides additional information about PAC • In the Digital Age age it’s expected 6
  7. 7. 7
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  9. 9. • “Why should I care about the PAC?” • Roll out plan • Ongoing Communications: Email & in meetings • Onboarding for new employees/members • Make it easy to get to / Single Sign-On • Compelling content & design 9 Drive Traffic to Your PAC Website
  10. 10. 10 Why Should I care about the PAC?
  11. 11. • Plan ahead for the roll-out • More than one announcement • Be careful about setting hard dates • Soft launch with trusted users who will give honest feedback • Piggy-back off other events if possible 11 Roll Out Plan
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  13. 13. PAC Email Solicitations • It’s “old”, people are annoyed by it, but it still works... – You can track it – You can embed content and make it visually appealing – Low cost as compared to direct mail, in person meetings, etc. – Social media? 13
  14. 14. Target Your Messages
  15. 15. • Subject lines matter, test a few before doing the big send • The Sender matters, preferably someone the recipient knows • Personalize the message • Use images and formatted content 15 Tips for Sending PAC Solicitations
  16. 16. • Short is better than long • Have links near top and bottom of email • Have links in text and images within your email that take user to PAC Website • Use voice that appeals to your audience, not to your boss 16 More Tips
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  19. 19. 19 More than likely a large part of your audience is using a Smartphone to access the PAC Solicitations you send them and to access your PAC Website. Mobile optimization is not a “nice to have,” but a requirement of doing business.
  20. 20. Mobile Optimized is a site designed just for mobile devices. Mobile Responsive is a new kind of design style that allows a single site to be viewed/used on desktop and mobile devices Good article: https://www.atilus.com/mobile-optimized-vs-responsive-websites/ 20 Mobile Responsive versus Mobile Optimization
  21. 21. 21 Making it easy for your PAC donors to access your website via an SSO or using Cision’s built-in email personalization links will lower barriers to participation.
  22. 22. • Single Sign-On (SSO) allows authenticated users on your organization’s network/website to login to your PAC Website without having to enter a username or password (again) • SSO is generally more secure and easier for your donors22 Make it Easy with SSO
  23. 23. • Cision released a new “product native” SaML 2.0 SSO in early November • Easier to implement (2-3 week time lime) • Better security than previous 1.0 version • Does not allow for updates or new records 23 Cision Releases SaML 2.0 SSO
  24. 24. • Cision Distributions can include links to the PAC Website that auto-login Individuals in the database • Using this feature allows your PAC donors to easily access the PAC Website without having to login removing a barrier to giving 24 Cision Email Personalization
  25. 25. 25 Does Your PAC have a Brand?
  26. 26. • Using a branded URL (domain) helps increase traffic to your PAC Website • Cision can manage DNS for your PAC domain while your organization owns the domain • Example: https://www.osteopathicpac.org 26 Branded Domain
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  28. 28. Allison Muldoon PAC Manager Orbital ATK 28
  29. 29. • Orbital ATK went through a merger in 2015 – Building a website was critical to building OAPAC – you likely wouldn’t start a business without a website • Clean, professional look • Enrollment needs to be easy for the user! – Focus on Charity Match Program • Mobile Responsive design • Ease of content management – Modifiable sections (e.g. Election Center, advocacy site) • Visual Focus – e.g. Map 29 OAPAC Website Objectives
  30. 30. 30 Home Page
  31. 31. Mobile & Desktop
  32. 32. 32 Charity Match – Learn Page
  33. 33. 33 Charity Match – Give Page
  34. 34. 34 Map
  35. 35. • Finalize the website vision upfront – changes can take time and money! – Produce as much content as possible • Get input from potential users • Think long-term (e.g. placeholders for future initiatives) 35 Challenges & Lessons Learned
  36. 36. Wendy Perez-Young Senior Manager, Political Affairs The American Institute of Architects 36
  37. 37. • Opportunity Arose – The AIA digital transformation - multiple phase approach – ArchiPAC.org needed to meet new design sensibility 37 Why Redesign ArchiPAC.org?
  38. 38. • ArchiPAC.org – Improve log-in experience – Make site seamless • Donate – Make donating easy • Donor Recognition Page & Candidate Support Page – Eliminate staff management time 38 Biggest Challenges: Cision How Can You Help Us?
  39. 39. 39 ArchiPAC.org
  40. 40. 40 Donate
  41. 41. 41
  42. 42. 42 Donate: Email Solicitation
  43. 43. 43 Donors
  44. 44. 44 Candidate Support
  45. 45. • Seamless extension of AIA.org • Videos, Charts and graphics that tell ArchiPAC’s Story • Peer-to-Peer Fundraising Tools • Race for the ArchiCUP • Technology Changes 45 Plans For The Future
  46. 46. “You can’t measure what you don’t track” • Google Analytics • Email open & click-thru tracking • Cision Reports – Pay Roll Variance • Cision Analytics 46 Who’s Doing what on your site?
  47. 47. 47 Google Analytics
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  49. 49. Questions? Allison Muldoon / allison.muldoon@orbitalatk.com Mark Reilly / mark.reilly@cision.com Wendy Perez-Young / wendyperezyoung@aia.org 49 Thank You!

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