A PAC Strategy for Freshman Members

By Robin M. Sexton
Senior Advisor, HillStaffer, LLC

It’s true that most organizations’ political resources are spent on incumbents. Therefore, whether you stayed out of the race or supported their opposition, getting to know freshmen legislators should be a key objective in your political strategy.

Spending your organization’s resources should be predicated on the overall political strategy, regardless of the tenure of the elected official. Thus, narrowing the field should be no different than that of choosing long-standing legislators with whom to build a relationship.  First, consider whether they are on a committee with jurisdiction over issues that are important to your organization. Second, research to see if they have expressed a position on your key issues and if it is strongly held. Third, determine if they represent any of your facilities or a group of your employees/members. If the incoming elected officials don’t meet any of these thresholds, you may want to hold off on consideration for the time being.

For those Freshmen Members who pass muster, you also need to consider their potential for leadership, electability, and financial need. Analysis of these factors is more art than science, so here are some points to reflect on: How well/closely did they, as candidates, work with their political party? Did they receive funding and/or were they recruited? Have they previously held public office, and if so, were they demonstrated leaders? On what committees did they serve?  By what margin did they win their race? Did they run an efficient campaign? Were they innovative in reaching out to voters? How much debt, if any, did they incur? Answers to these questions may help you narrow down what help, if any, you can provide.

Consider the ways in which you might start building a relationship with these individuals. If your organization made contributions to their opponent, you may need to work harder. Be open to their concerns and honestly respond with your reasoning, whether it was a PAC policy, a legislative priority, or a voting record of support that drove the decision. It may take a few years for them to stop referring to you as the “people who supported my opponent,” but learn to handle it with humor and everyone can get past it.

If a Freshman Member is carrying a lot of debt, (s)he may appreciate a debt retirement check rather than a re-elect check. Perhaps they want a split between the two because after all, they need to get re-elected. The amount you give is also important. While every contribution helps, think about giving a larger amount early. Keep in mind that it may take three separate $1,000 checks before the Member and their fundraising professional catch on that you like the Member; however, a $2,500 check at the beginning says you are committed to them. Offer to host or co-host a fundraiser. More importantly, become a resource for the Member.

Be the person who introduces them and their staff to other industry colleagues and working groups, to association staff and members. If the elected official had previously held office at the local or state level, and your organization’s local employees, members or lobbyists worked with them, have those individuals provide introductions to the state or federal team; this would help to establish initial comfort between parties. Think about what matters to you in terms of your valued relationships.  With so many people vying for the Member’s time, it is important that you are seen as a trusted and reliable advisor. This means spending time getting to know them and the key members of their staff.

Ideally, a small, industry-based fundraiser will allow for high-level discussion and face-to-face contact. Other great opportunities arise from getting to know the Member’s primary fundraiser.  They will apprise you of smaller events and other occasions to meet face-to-face with the Member, like setting up coffees or private events with your organization. And don’t forget in-district events, which are a great way to also get internal staff involved with newer members.

If a Member represents your organization’s facility, employees and/or association members, , consider having them come to your location and see first-hand what you do or how you operate.  Give them the opportunity to meet these constituents and have a roundtable discussion about industry issues. Everyone – both the Member and the individuals – will feel more invested in the relationship.

The party organizations are another source of information and they often provide chances to meet new Members and become involved in party events. Other lobbyists/colleagues/PAC managers are also great resources for face-to-face meetings. Find out if any of your employees/members are friends with the newly-elected member and ask for an introduction.

After any type of Member meeting, follow-up with their Legislative Assistant/Director responsible for your organization’s issues. These are the individuals with whom you will be working often, and it is every bit as important that they also trust you and see you as an ally.  Always be kind and respectful of them and their position – even if they are not as helpful as you would like. While it seems unnecessary to state, be respectful of the staff and the Member’s time. Be on time for meetings and make sure that if you have planned an event, that the Member, and staff has all details.

Any relationship takes “care and feeding.” Be willing to invest the time and effort it takes to become a trusted advisor to those new members that are able to impact your issues. Before long, you may find that you have not only improved your ability to do your job, but you may also enjoy your interactions more. And over time, this process will widen your sphere of influence.