Your PAC website is more than just a landing page, it’s the front door to your fundraising program. Unlike a consumer site selling a product, PAC websites face unique challenges: you’re asking for contributions within strict compliance guidelines, you need to educate prospective donors on why the PAC matters, and you often operate within a corporate or association brand that isn’t primarily focused on fundraising.
To ensure your PAC site works as hard as you do, here are five essential design and conversion optimization tips:
1. Make Your Call-to-Action (CTA) Crystal Clear
Why it matters: Donors shouldn’t have to hunt for the “Contribute” button. If your CTA is buried or vague, you risk losing momentum. In PAC fundraising, clarity is also compliance—your donors must know exactly what action they’re taking and why.
How to do it:
- Place a bold, unambiguous CTA (“Contribute Now” or “Support the PAC”) above the fold.
- Use consistent CTA language across email solicitations and the website.
- Consider secondary CTAs for education (“Learn How the PAC Helps Our Industry”) so potential donors can self-select if they’re not ready to give yet.
2. Optimize for Mobile Accessibility
Why it matters: A significant share of PAC contributions happen on mobile devices, especially when you’re running payroll-matched programs or sharing links via email. A site that isn’t mobile-friendly creates unnecessary friction.
How to do it:
- Test your forms on iOS and Android devices to ensure fields are easy to complete with a few taps.
- Use responsive design principles so your content works across different-sized screens.
- Minimize load times—every extra second of delay reduces conversion rates.
Quorum PAC lets you build customizable websites with modern, mobile-friendly layouts so supporters can contribute wherever they are.
3. Balance Education with Conversion
Why it matters: Unlike an e-commerce checkout, PAC contributions often require an extra step: educating donors about why the PAC exists, who it benefits, and how funds are used. If your site is all “ask” and no context, you risk alienating your eligible class.
How to do it:
- Include a concise “Why Our PAC Matters” section with data and impact stories.
- Use visuals (charts, infographics) to show how contributions support your mission.
- Offer FAQs that address compliance, eligibility, and contribution limits.
4. Match Your Organization’s Branding
Why it matters: Trust drives giving. If your PAC site looks disconnected from your association or company’s main brand, donors may hesitate. Consistent branding signals legitimacy and professionalism—both critical when asking for contributions.
How to do it:
- Align fonts, colors, and design with your organization’s core website.
- Feature leadership quotes or testimonials that connect the PAC’s mission to the broader organizational goals.
- Integrate your PAC site into your main site’s navigation so it’s easy to find.
5. Remove Barriers While Staying Compliant
Why it matters: Compliance is non-negotiable in PAC fundraising, but overly complex forms or unclear disclaimers can drive donors away. The goal is to streamline the experience without sacrificing accuracy.
How to do it:
- Pre-fill donor information when possible (e.g., employee ID, name, and suggested donation amounts) to reduce friction.
- Clearly state eligibility rules and disclaimers at the right point in the journey—not hidden at the bottom of the page.
- Offer multiple contribution methods (e.g., payroll deduction, credit card) as Quorum PAC does.
Final Thought
A donor-friendly PAC website is one that educates, reassures, and simplifies. With Quorum PAC’s modern website tools, you can stay compliant, raise more funds, and illustrate your impact with confidence. Don’t want to build it yourself? Enlist Quorum’s team of experts to do it for you.
PAC Website FAQ
What makes a PAC website effective?
An effective PAC website is easy to navigate, mobile-friendly, and includes a clear call-to-action. It balances education with solicitation, matches your organization’s branding, and removes barriers while staying compliant.
How can I increase contributions through my PAC website?
You can increase contributions by making your donation button prominent, streamlining forms for mobile use, providing educational content about the PAC’s impact, and offering multiple contribution methods such as payroll deduction and credit card.
Do PAC websites need to follow compliance rules?
Yes. PAC websites must include eligibility disclaimers, ensure contribution forms are accurate, and meet federal and state compliance requirements. Tools like Quorum PAC help manage compliance seamlessly.
Why is branding important for PAC websites?
Brand consistency builds trust. A PAC website that reflects the organization’s design, tone, and messaging reassures donors that their contributions are legitimate and aligned with broader organizational goals.
Should PAC websites include educational content?
Yes. Unlike consumer websites, PACs often need to explain why the PAC exists and how contributions are used. Adding an FAQ, impact stories, and data visuals helps donors understand the value of giving.