Some PAC websites just grab you and tunnel you into their content. Others irritate or confuse you. What makes a PAC website engaging? Are the rules of persuasion different for online vs. offline content?

Thanks to Kristine Kilbride, PAC and Grassroots Leader at Genworth Financial, for facilitating this I2M 2011 workstorm. I2M attendees worked in teams to review and vote on the most persuasive, engaging PAC websites.

According to our tough but fair judges, the top PAC websites were:

What did the innovators like? (My editorial comments follow in italics)

• Good color – That’s right: go beyond red, white and blue.
• Pictures of real people – Why use stock photos if you have real, live, breathing PAC members?
• Short web video – Having video on your PAC web site isn’t innovative anymore, but short, compelling video IS interesting. Again, it’s not the tactic, but the strategy behind it and message that matters. Include the time meter so people know how long it plays.

What they didn’t like:

• Too much “junk” on the landing page
• No clear navigational path to make a contribution – This is incredible, but pervasive. Review your own site – can people who want to contribute do so easily?
• Too much irrelevant information – What exclusive information can you provide that your site visitors can’t find elsewhere?

And the following “honorable mention” verbatim comments:

• Make sure the link to join the PAC is clear and people don't have to search for it.
• Log-in pages need to be clear and concise.
• Make sure you have information about your PAC Board members.
• Make sure you clearly state who you are...i.e. “GENPAC, the Political Action Committee for Genworth Financial employees.” And define what a PAC is.
• Don't have too much information. People like white space on the pages.
• People liked when you showed how much a person was currently contributing to the PAC, so when they log-in they have that information.
• Some found the combination PAC and grassroots sites too confusing and hard to find the PAC link to get to the PAC site.
• One of the sites didn't have to option to join on-line, but you could print off the brochure and mail in your contribution. The group didn't like that, they thought it was too cumbersome.
• Make sure your fonts aren't too small and you stick with the same font throughout.
• Put pictures and good visuals on your site.
• The sites people liked had good interactive things like maps, the ability to scroll over the face of an employee and see their testimonial on why they were a member, people really liked how you can put a face on the PAC.
• Make sure your sign-up page is clear and has recommended amounts.
• Trivia and "Candidate Corner" were favorite features.

What do Kraft Foods, The Rocky Mountain Insurance Institute, NFIB, and the American Academy of Neurology Have in Common? They have joined the ranks of the Showalter Political Involvement Program Innovation Award winners! Read about their award-winning innovations and comments from our judges here.

Rocky Mountain Insurance Information Association won the 2010 Showalter Political Involvement Program Grassroots Award

2010 Showalter Political Involvement Program Innovation Award went to NFIB - Grassroots Runner-Up

I2M 2011 – Staying Ahead of the Curve Because Our Volunteers Helped Build the Curve!

From a best-selling author, to the leader of one of highest brand-identified organizations in the nation, to a wildly successful business executive and motivational speaker who is now exploring a Presidential bid, I2M 2011 delivered on our promise to stay ahead of the curve when it comes to challenging curriculum for veteran PAC and grassroots practitioners.

Thank you, thank you, thank you to your Advisory Committee who determines at least 75% of the conference curriculum and our co-chairs: Kari Lantos of NAFSA, Carrie Schneider of CMS Energy, and Meredith Hartstern of Caesar's Entertainment for leading the way!

Thanks to sponsors The Soft Edge, The Original Congressional Handbook, and NGP Software for their support!

Ben LaRocco of P&G and Jennifer Mennell of Mattel practice explaining their work "clearly and engagingly"

Thanks to a matching contribution from our Platinum Sponsor, The Soft Edge, our 2011 class of innovators raised $1,000 for the USO in honor of their 70th anniversary! Thanks for your generosity!

Sound Bites From I2M 2011

There was a lot of tweeting from I2M 2011, and in addition to those missives, here are additional I2M 2011 sound bites and “learning moments:"

From Dr. Kelton Rhoads’ workstorm on humor and persuasion:

“One of the most persuasive types of humor is self-deprecating humor...as long as you use a light touch and don't overdo it.”

Mark Levy encourages Mike Woods of the Missouri State Teachers Association to shares his group's unique value during Mark's workstorm

From Maureen Cassidy, Vice President, American Heart Association:

There are so many that took notes on, but these are probably my top 2 (I also loved the social media session, but I tweeted on that already during the conference):

“In quickness there is truth...” -as quoted by Mark Levy (quoting Ray Bradbury). I cannot wait to try out the list-making and free thinking exercises with my team to enhance our brainstorming sessions and increase innovation!

“People join for the cause, but stay for the organizer...” -Marlon Marshall of the DCCC. This is an essential, and I think motivating, message for my grassroots team to hear that their effective personal contact and ongoing relationships are THE key to keeping volunteers engaged in AHA advocacy versus choosing another organization to give their valuable time.

From Meaghan Killion Joyce, Manager, Political Affairs, International Paper:

My favorite sound bite was from Heather Smith of Rock the Vote: “13,000 kids turn 18 every day in the United States.” -This is huge and we have an opportunity to engage these young voters on our issues!

Thanks to I2M sponsors Kaiya Waddell of NGP Software and Eric Weissmann of Columbia Books and Lobbyists.info!

From I2M Co-Chair Carrie Schneider of CMS Energy:

Gosh, where do I begin! Here are just a few off the top of my head...

“Faith connects goals to a dream.” -Herman Cain

“If you don't have a dream, how would you know when you got there?” -Herman Cain

"When selecting a PAC board, don't just look for political junkies..." -Cassi Baker

“Without structure, people (PAC board members) will get personal.” -Jack Register

“The goal is to be authentic .....on steroids.” -Amy Showalter

“Control your situational awareness, a.k.a. ‘Multi-tasking makes us multi-stupid'." –Amy Showalter

“When the verbals and the non-verbals are inconsistent, the nonverbals always win.” –Amy Showalter

I2M Platinum Sponsor JC Chamberlain of the Soft Edge and Jolynn Flores

From Jolynn Flores of The American College of Physicians:

“When making a pitch, front load it with your most influential content.” -From Mark Levy's Workstorm.

"Just because you build it, doesn't mean they'll come." -Dr. Sagarin

According to Dr. Brad Sagarin, there are 4 types of credibility: 1) Presumed credibility—this is usually one’s title or organization that they work for. 2) Surface credibility. 3) Reputed credibility—the input of other trusted colleagues and friends. 4) Earned credibility—the platinum standard. (trust, expertise and goodwill)

Welcome New I2M Advisory Committee Members!

• Mike Amery, American Academy of Neurology
• Holly Borgmann, Kraft Foods
• Carolyn Hutsen, NFIB
• Amanda Pears, National Association of Community Health Centers

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I2M faculty members Carol Laham and Jeanna Hultquist

New Amyisms

Amyism #61
Advocacy vs. Persuasion: "Advocacy is not persuasion. One is the activity, the other is the result. Just like eating a donut doesnt make you a cop, advocating doesn’t make you persuasive."

Amyism #62
Grassroots Tactics: "You can have the best advocacy plan for your grassroots volunteers, but if they arent persuaded that they need to get off their computers and in front of their legislators, it doesnt matter. Do your volunteers know why face-to-face contact with opinion leaders and legislators is the platinum standard of persuasion?"

Amyism #63
PAC Objections: “There are no new PAC objections known to mankind. The crime is not in the objection, but in us not being prepared to rebut them."

Herman Cain and Amy Showalter

IN THIS ISSUE