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

1. 7 Things to Consider to get the
Most out of Your PAC Website

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. Presenters
Wendy Perez-Young - American Institute of Architects
Alison Muldoon - Orbital ATK
Mark Reilly – Cision Government Relations3

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
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7+ Things to Consider

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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
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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
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Drive Traffic to Your PAC Website

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Why Should I care about the PAC?

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
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Roll Out Plan

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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?
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14. Target Your Messages

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
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Tips for Sending PAC Solicitations

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
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More Tips

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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. 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/
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Mobile Responsive
versus Mobile Optimization

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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. • 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. • 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
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Cision Releases SaML 2.0 SSO

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
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Cision Email Personalization

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Does Your PAC have a Brand?

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
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Branded Domain

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28. Allison Muldoon
PAC Manager
Orbital ATK
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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
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OAPAC Website Objectives

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Home Page

31. Mobile & Desktop

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Charity Match – Learn Page

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Charity Match – Give Page

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Map

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)
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Challenges & Lessons Learned

36. Wendy Perez-Young
Senior Manager, Political Affairs
The American Institute of Architects
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37. • Opportunity Arose
– The AIA digital transformation - multiple phase
approach
– ArchiPAC.org needed to meet new design
sensibility
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Why Redesign ArchiPAC.org?

38. • ArchiPAC.org
– Improve log-in experience
– Make site seamless
• Donate
– Make donating easy
• Donor Recognition Page & Candidate Support Page
– Eliminate staff management time
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Biggest Challenges:
Cision How Can You Help Us?

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ArchiPAC.org

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Donate

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Donate: Email Solicitation

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Donors

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Candidate Support

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
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Plans For The Future

46. “You can’t measure what you don’t track”
• Google Analytics
• Email open & click-thru tracking
• Cision Reports – Pay Roll Variance
• Cision Analytics
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Who’s Doing what on your site?

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Google Analytics

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49. Questions?
Allison Muldoon / allison.muldoon@orbitalatk.com
Mark Reilly / mark.reilly@cision.com
Wendy Perez-Young / wendyperezyoung@aia.org
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Thank You!