7 Things to Consider to get the Most out of Your PAC Website
Today’s Participation
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PresentersWendy Perez-Young - American Institute of ArchitectsAlison Muldoon - Orbital ATKMark Reilly – Cision Government Relations
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1. Getting donors to your PAC Website 2. Ensuring only your eligible can access site3. Making it easy to access your site – SSO & Mobile4. What is your site’s brand?5. Increasing participation6. Content is still King if you want return visits7. Who’s doing what on your site? Data/Analytics
7+ Things to Consider
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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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• “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
Drive Traffic to Your PAC Website
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Why Should I care about the PAC?
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• 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
Roll Out Plan
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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?
Target Your Messages
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• 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
Tips for Sending PAC Solicitations
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• 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
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.
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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 devicesGood article: https://www.atilus.com/mobile-optimized-vs-responsive-websites/
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.
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• 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 donors
Make it Easy with SSO
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• 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
Cision Releases SaML 2.0 SSO
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• 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
Cision Email Personalization
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Does Your PAC have a Brand?
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• 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
Branded Domain
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Allison MuldoonPAC ManagerOrbital ATK
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• 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
OAPAC Website Objectives
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Home Page
Mobile & Desktop
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Charity Match – Learn Page
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Charity Match – Give Page
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Map
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• 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)
Challenges & Lessons Learned
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Wendy Perez-YoungSenior Manager, Political Affairs
The American Institute of Architects
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• Opportunity Arose– The AIA digital transformation - multiple phase
approach– ArchiPAC.org needed to meet new design
sensibility
Why Redesign ArchiPAC.org?
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• ArchiPAC.org– Improve log-in experience– Make site seamless
• Donate– Make donating easy
• Donor Recognition Page & Candidate Support Page– Eliminate staff management time
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
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• 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
Plans For The Future
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“You can’t measure what you don’t track”• Google Analytics • Email open & click-thru tracking• Cision Reports – Pay Roll Variance• Cision Analytics
Who’s Doing what on your site?
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Google Analytics
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Questions?
Allison Muldoon / [email protected] Reilly / [email protected] Perez-Young / [email protected]
Thank You!
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