Transcript RPAC FUNDRAISING - Georgia Association of Realtors

RPAC FUNDRAISING
National Association of REALTORS®
Hosted by: Jane Saunders, NAR
RPAC Fundraising Consultant
The REALTOR® Party
O VOTE for REALTOR® Party Candidates
O ACT on REALTOR® Party Issues
O INVEST in RPAC
First things first
O How do I get started?
O Organizing a committee
O Find the right members
O Educating your committee
O Educating your membership
Educate your Committee
• Know about RPAC and how it works
• Know what the association’s RPAC goals are
for the year
• Know what legislation is in play at the local,
state and national levels
Educate your Committee
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Make sure you have invested in RPAC
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Know the most common questions members
have about RPAC
Educate your Membership
O Get the word out about RPAC
O Add RPAC info to your association’s
publications and emails
Educate your Membership
O Have brochures, legislative updates
available
O Let your members know what RPAC has
done for them
Making the Ask
• If you do not personally know your targets, find
out what you can about them.
• Find middle ground.
Is their office full of awards?
Is your target into historical preservation,
horses, golf, sports, travel?
The more common ground you have with a
potential investor, the better .
Making the Ask
O Members give because they are asked.
O Members give because they believe in the
cause. RPAC is not charity, it is an
investment in their business.
Making the Ask
O Members give because they want to help the
person who asks.
O Members give because they like the
recognition and rewards.
Objections to RPAC
O You will get push back – use it as an
opportunity to educate!
O (How to Handle Objections Handout)
What is your future worth?
Break it down
• 5 cents a day = $18.25
• 10 cents a day = $36.50
• 25 cents a day = $91.25
• $1.00 a week = $52.00
• $1.00 a day = $365.00
Making the Ask
O Take pride in the cause. Be enthusiastic
and proud of what you are doing.
O Don’t put all of the focus on the money,
focus on having your target make an
investment in their industry and their future.
O Emphasize the gains the industry has
accomplished because of RPAC to help
members stay in business.
Building the RPAC Culture
O Every association is different
O It is not going to happen overnight
O The AE has to make RPAC a priority
O The leadership has to make RPAC a priority
O Peer pressure works
O Visual aids work
Fundraising Plan
O If it’s not written down it does not exist.
O Create with your team
O Sets deadlines
O Provides structure
O Working document - Flexible
O Monitor progress, set goals throughout the
year
Targets
O The RPAC committee should determine targets
O High Dollar/Major Investor
O Upgrades
O Non givers
O Leadership/BOD members/ Committee Members
O Brokers
O Top producers
O New Members
O Members who want to move up into leadership
positions
O YPNs
Planning
O Markup a Calendar Month by Month
O Use Ideas from Today
O Flush Out NEW Ideas
O Grow Participation—Something Fun
O Major Investor Recruitment—Make a
List!
Close the Deal
O State your case
O Ask directly and ask for a specific
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amount!
You may need to set up an appointment
Time is important so don’t draw it out
If they say no, ask for a lesser amount
Never ask for less than the member gave
the previous year
WHAT IS A PAC?
O A Political Action Committee is nothing more than a
group of people who pool their resources to support
candidates who support their industry.
O There are over 4,000 PACs in America
What is RPAC?
O National RPAC raised $7.2 Million in 2012
O 288,518 Contributors = 30% Participation in
2012
O The goal for 2013 is at least, 37%
O Know what was raised by your state and
your local association last year
WHAT IS RPAC?
REALTORS® HAVE A PAC BECAUSE:
O Money talks
O We can support candidates who understand
our industry
O It helps to open doors and encourages
lawmakers to keep an open mind on our
issues
What is RPAC?
O National Fair Share Goal
O - $15 per member
O $4.50 to National RPAC
O $10.50 stays in the state
Many states and boards have set a much higher
goal.
30%-70% Split
WHAT IS RPAC?
WHAT RPAC IS NOT…
O RPAC is NOT PARTISAN
O RPAC DOES NOT BUY VOTES
HOW DOES RPAC WORK?
O HARD AND SOFT MONEY
O Hard dollars can fund all state and federal
candidates
O Soft dollars may fund state candidates in GA
and Opportunity races, Political Advocacy
and Independent Expenditures at the
National level
FUNDRAISING TECHNIQUES
PROVIDE VARYING LEVELS
OF PARTICIPATION (NAR)
O Golden R ($5,000 per year/$2,000 in following years)
O Crystal R ($2,500 per year/$1,500 in following years)
O Sterling R ($1,000 per year every year)
FUNDRAISING TECHNIQUES
(Examples)
• Thoroughbred Club/ Constitution Club - $500
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per year
356 Club/A Dollar a Day Club
Capitol Club - $250 per year
Centurion Club - $100
$99 Club - $99
$50 Club - $50
Active Member - $15 - $98.99
More options – more money raised
Levels of Participation
RPAC’s HALL OF FAME
O Instituted in 2002 to recognize those
individuals who give significant amounts to
RPAC
O Currently there are 355 Members
O Investments of $1000 or more annually
result in an aggregate lifetime total of at
least $25,000
Levels of Participation
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PRESIDENT’S CIRCLE
Only major investors can participate
If a member joins the President’s Circle, then only
$1,000 to sustain Major Donor level.
Members commit $2000 each year (in additional to their
Major Donor contribution) 599 participants in 2012
Members contribute to Federal Candidates and
Committees chosen by NAR RPAC Trustees & Leadership
NAR MAJOR INVESTOR INVESTMENT LEVELS
LEVEL
MAJOR
INVESTOR
ONLY
PRESIDENT’S CIRCLE
MAJOR INVESTOR*
GOLDEN R
$5,000
$4,000 + $2,000*
SUSTAIN $2,000
SUSTAIN: $1,000 + $2,000*
$2,500
$2,000 + $2,000*
SUSTAIN $1,500
SUSTAIN 1,000 + $2,000*
$1,000
$1,000 + $2,000*
CRYSTAL R
STERLING R
*President’s Circle requires additional contributions totaling
$2,000 to be made separately and directly to select RPAC
recommended. Once enrolled, RPAC will provide
information on recommended candidates and instruction on
how to contribute.
FUNDRAISING TECHNIQUES
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One-on-One Solicitation
Most profitable
Peer-to-Peer
Know the PAC
Know your target
Ask for more than you expect
Follow-up
The task is to ask
FUNDRAISING TECHNIQUES
DUES BILLING
O Dues billing is the one way that every
member is asked to invest, at least one time
a year.
O Make the ask of the voluntary investment
above the line
O Make sure the disclaimer is on the form
FUNDRAISING TECHNIQUES
E-Mail/Direct Mail
• Target your universe
• Focus on increasing contribution levels
• Identify a signer everyone knows
• Provide information on RPAC, legislative issues,
and recognition
• RPAC Invoice (with Pledge Card)
• Letter from broker to agents
• Disclaimer must be included
FUNDRAISING TECHNIQUES
PHONE BANKS
Works with hard to reach donors
Peer-to-Peer
Good for increasing contribution levels
Get your entire committee and your
leadership involved
O All callers must confirm their personal
participation in RPAC
O Easy to do with cell phones
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FUNDRAISING TECHNIQUES
CREDIT CARDS
O Personal Card
O Convenient and Low Cost
O Specific Amounts or Menu of Choices
O State or Board to pick up the fee
FUNDRAISING TECHNIQUES
SPECIAL EVENTS
O Popular
O Logistical issues
O Smaller average return for your dollar
O Legal hurdles – One-Third Rule
O PITA
O GA has the option of a hard dollar, a soft
dollar, or a combo, event
O No games of chance
State Laws
O Know your state laws
O “Georgia law is highly restrictive in terms of
political fundraising. If you are unsure
about an activity, please contact GAR to
discuss."
ONE-THIRD RULE
or the 3x RULE
O Federal Law on raising hard dollars
O Everything has a fair market value –
even if it is donated!!!
O Exchange of a prize for contribution
O Must raise three times the fair market
value of the “prize”
ONE-THIRD RULE
or the 3x RULE
O Auctions, or any event where prizes
would be subject to the one-third rule
O The rule applies to the combined amount
of the prizes, not each item
O Includes primary entertainment, but not
food, beverage or facilities
One Third Rule
O The rule does not apply if you are
conducting a soft dollar or PAF event.
O But, you still need to stay within your state
laws
SPECIAL EVENTS
O Dinners
O Pie in the Face
O Ms. RPAC Contest
O Dunking Booth
O Auctions
O Karaoke
O BBQ Challenge
O Tastings
O Tastings with food
pairings
SPECIAL EVENTS
O Polar Plunge
O Water Pistol Contests
O Art Fair
O Jail & Bail
O Headshots
O Talent Show or
O Spa Day
REALTOR® Idol
O Putt Putt Golf Contest
O Jimmy Buffett Event
SPECIAL EVENTS
O Bowling
O Motorcycle Rally
O Chili Cook-Offs
O Pet Contest
O Shredding for
O Trivia Night
RPAC
O Corn Hole Toss
O Trash Bag Fashion O Sumo Wrestling
Show
SPECIAL EVENTS
O Pet Shows
O Minute to Win it
O Dancing with the
Contest
O Murder Mystery
Dinners
O Softball
Tournament
Stars
Contest/Dance
Lessons
O Bottle and Hoop
Toss
O Tail Gate Party
O Cake Decorating
Contest with Auction
ADDITIONAL IDEAS
O Pink Flamingos
O Colored Balloons
O Wii Games
O Parking signs at board office
ADDITIONAL IDEAS
O Velvet Ropes
O Banks
O Non-Event Event
O Local Association Hall of Fame
O Flashing RPAC Buttons
O H2O Bottles w/RPAC Label
FUNDRAISING TECHNIQUES
O Always check plans with State or Local Legal
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Counsel or RPAC Staff
Create opportunities to learn, network,
expand business and boost reputation
Provide rewards/recognition to top donors
Costs – spend $ to make $
Recover all your costs
STAYING WITHIN
THE LAW
O RPAC: local, state or national is one PAC
O RPAC is regulated by federal law (FEC)
O If you have questions, PLEASE ASK BEFORE
YOU ACT
PAF Events
O You are collecting corporate money or hard
dollars that will be converted to corporate
money
O The one third rule does not apply
O You need to notify your members, with the
following disclaimer, that their investment
will go to GA RPAC but that 30% will be sent
to NAR’s PAC and will not be used to fund
federal candidates.
PAF DISCLAIMER
O The investment(s) that are raised from this
fundraiser (or item) will be split 70% / 30%.
70% is retained by Georgia RPAC and is
used by your state PAC to support state and
local political candidates. 30% is forwarded
to NAR’s Political Advocacy Fund (PAF).
NAR’s PAF funds political advocacy at the
federal level. It is not used to fund federal
candidates.
STAYING WITHIN
THE LAW
Who is Solicitable?
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REALTORS®
Individual Affiliates (In some states
corporate Affiliates are allowed)
Local, State & NAR Association Executive
and Administrative staff
Immediate family members – over the age
of 18 in the same household
STAYING WITHIN
THE LAW
What is a Solicitation?
O To be safe, consider everything with RPAC on
it or every time you say “RPAC”, a solicitation
DISCLAIMER – MUST BE ON ALL
SOLICITATION MATERIAL
Contributions are not deductible for income tax
purposes. Contributions to RPAC are voluntary and are
used for political purposes. You may refuse to
contribute without reprisal and the National Association
of REALTORS® or any of its state associations or local
boards will not favor or disfavor any member because of
the amount contributed. 70% of each contribution is
used by your state PAC to support state and local
political candidates. Until your state PAC reaches its
RPAC goal 30% is sent to National RPAC to support
federal candidates and is charged against your limits
under 2 U.S.C. 441a; after the state PAC reaches its
RPAC goal it may elect to retain your entire contribution
for use in supporting state and local candidates. You
must be a U. S. citizen or have a Permanent Residency
Card to invest.
STAYING WITHIN THE LAW
PROHIBITED FEDERAL
CONTRIBUTIONS
1.
2.
3.
Corporation Contributions
Anonymous Contributions
Cash Contributions exceeding $100 a day (Check your
state law, many are lower)
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5.
6.
Contributions made in the name of Others
Contributions from Foreign Nationals
Contributions from Federal Contractors
Social Media
O Do not include info on how to invest
O Do not give an address to which an
investment could be sent
O Do not provide a link to invest in RPAC
O You can brag. You may post that your event
gained five new Sterling R’s and raised $5K
for RPAC
STAYING WITHIN
THE LAW
What Contributor Information is Required?
O NRDS Number
O Full Name
O Mailing Address
O Membership Type
O Contribution Amount
STAYING WITHIN
THE LAW
What are the Contribution Transmittal Limits?
O Contributions less than $50 must be
forwarded to National or the designated
receiving agent (State RPAC) within 30 days
O Contributions of more than $50 must be
forwarded within 10 days
O Clock starts ticking when the contributor
hands over the funds or with dues billing,
when the contribution is delivered to the
board office
CLOSING THE DEAL
O Information separates contributors from
non-contributors
O RPAC contributors have an interest in real
estate legislation
O Many contribute because they are interested
in politics
O Many contribute to fight “bad” legislation
CLOSING THE DEAL
Why people don’t contribute…
O They have never been asked
O They are not sold on RPAC
O They don’t know how much to give
RPAC Fundraising Webinar
O Monthly instruction on a wide variety of
RPAC topics:
O www.realtoractioncenter.com/webinarsignup
O A library of past webinars is available:
O www.realtoractioncenter.com/webinars
O Jane Saunders, 304-941-6829,
[email protected]
RPAC Fundraising Webinar
O Customized webinars to your state or local
association Fundraising Committee
RPAC Ribbons
O Investor
O $99 Club
O Capitol Club
O Sterling R
O Crystal R
O Golden R
O Custom
O Contact Jessica Naake, [email protected]
Major Investor Events
O Major Investor Receptions
O Hosted by Association, Leadership, Major
Investor Council Member or NAR
O NAR staff attends and picks up the tab
O Contact Christopher Nave, 202-383-
1286, [email protected] or Jane
Saunders, 304-941-6829,
[email protected]
NAR’s Fundraising Grants
O Apply for grants up to $5,000 for RPAC
events & education
O NAR reimburses approved expenses
O Try to raise 3x your grant amount
O Pledge to send 30%, from event, to NAR
even after the state has made goal.
(approval needed from state association)
O Develop a plan
Grant Information
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Contact Jessica Naake, RPAC Major Investor
Fundraising Coordinator, [email protected]
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realtoractioncenter.com/rpacpartnership
How can NAR help?
O Go to: www.realtoractioncenter.com/
Rpacpartnership
Jane Saunders:
[email protected]
304-941-6829
THANK YOU!
O Questions???