Political polarization is a day-to-day reality for PAC practitioners. According to Gallup, the ideological center has eroded, with record numbers of Democrats identifying as liberal and Republicans identifying as conservative. This divide isn’t just playing out on cable news or in Congress; it’s showing up inside your eligible donor base.
Younger employees and new professionals increasingly view political identity as central to their values. Many prioritize ideological alignment over policy outcomes. In this new era, PAC managers must reframe their strategy, adapt their messaging, and leverage tools that build trust, transparency, and relevance.
This post distills the key takeaways from Quorum’s recent webinar, PACs in the Time of Polarization, led by experts Firmadge Rein and Ashton Barry. Their insights form a practical guide for any PAC looking to grow and engage more effectively across ideological lines.
Understand the Landscape: The Shrinking Center
Polarization is reshaping expectations around PAC giving. Employees and members are no longer satisfied with simple appeals. They want to know how a PAC reflects their values. For many, vague messaging or institutional tradition is not enough.
The result: high-dollar donors are aging out, and PACs are struggling to convert younger low-dollar donors into long-term contributors. To succeed, PACs must address questions like:
- What values does the PAC support?
- Is it truly bipartisan?
- How does giving impact my community?
Reframe the PAC’s Purpose
PACs are often misunderstood. To some, they’re seen as partisan tools or symbols of corporate influence. But in reality, a PAC is an instrument for:
- Job protection: advocating for policy that secures employment
- Industry stability: providing predictability in regulatory environments
- Long-term growth: aligning leadership and legislation for future success
This framing helps depoliticize the ask. It turns the PAC into a shared asset — a “we” effort, not a “me” pitch.
Define a Clear Giving Criteria
One of the most critical strategies is establishing and sharing transparent giving criteria. Many PACs lack a clearly documented process for determining contributions. In a values-driven environment, this is a liability.
Best practices include:
- Documenting giving criteria in plain language
- Training PAC boards and internal advocates on how to explain it
- Hosting criteria publicly or internally depending on risk tolerance
Quorum’s PAC website tools allow users to publish this information in a controlled, visually accessible way.
Prove Bipartisanship with Data
Saying your PAC is bipartisan isn’t enough. You need to prove it with hard data.
This could include:
- Contribution breakdowns by party
- Lists of supported legislators, including rationale
- Visualizations that show policy alignment over partisanship
Using tools like Quorum, PACs can easily generate real-time, shareable dashboards that update automatically. These can be tailored for PAC boards, leadership, or external donors — no logins required.
Tell Your Story with Analytics
Data storytelling isn’t just about transparency, it’s about comprehension. Visual data reduces cognitive load and boosts engagement.
Reinforce your PAC story through:
- Pie charts and graphs summarizing receipts and disbursements
- Dashboards showing committee relationships or regional support
- Regularly updated visual content embedded in newsletters or outreach
People process images faster than prose. Use that to your advantage when educating potential donors.
Build a Communication Plan Before the Ask
Surprisingly few PACs have a formal communication strategy. A successful plan doesn’t just push solicitations, it nurtures trust and educates consistently.
Tips for building your plan:
- Align comms with your organizations’ calendar (events, conferences, milestones)
- Mix policy updates, impact stories, and donor reports
- Use visuals in every touchpoint
- Maintain a cadence (e.g., monthly or bi-monthly) without overwhelming recipients
Importantly, secure buy-in from leadership and cross-functional teams so your message stays consistent.
Test and Tailor with A/B Messaging
Not all donors respond to the same message. A/B testing lets you optimize content based on audience segments such as job function, location, or generation.
Using Quorum’s outbox tool, you can:
- Test subject lines, tone, sender, and format
- Monitor which variations generate the most opens or clicks
- Automatically send the winning message to the broader audience
This ensures you’re resonating with the right message at the right time.
Make AI Your Communications Ally
AI can supercharge your communication workflows. From drafting content to analyzing performance, AI tools are becoming indispensable.
Ways to use AI:
- Draft first-pass emails or visual content
- Research legislation or donor personas
- Use Quorum Copilot for donor analysis and tailored outreach recommendations
AI doesn’t replace your strategy — it enhances it.
Final Thoughts
Political polarization isn’t going away. But it doesn’t have to be a barrier. With the right tools and messaging, PACs can evolve into trusted, values-driven platforms that unify rather than divide.
By defining clear criteria, embracing transparency, leveraging visuals, and communicating with empathy, your PAC can grow even in a fractured landscape.