With more than 9,200 members, the only sure-fire way for a mega-board like the Phoenix Association of REALTORS® (PAR) to get the attention of its full membership is to tie information to its dues renewal mailing. Several years ago, PAR launched a sweepstakes to encourage investment in RPAC during the December-January dues-renewal season; three years in, the event has gained such momentum that an RPAC Fundraising Grant recently earned back more than nine-times its value in RPAC investment.
PAR Vice President of Government Affairs Marc Scher explains the necessity of having such a ‘sweeping’ effort. “We never have the opportunity of seeing the whole membership at any given meeting, and we understand that not everyone’s paying attention to each and every newsletter we issue. Our billing statement, emailed December 1, is the only universally viewed vehicle we have. It’s our best opportunity to reach our members, educate them, and encourage investment in RPAC.” It’s in the best interest of RPAC to make that opportunity interesting, exciting, and completely convenient, he notes, adding that members now look forward to the annual RPAC sweepstakes, making the whole event a win-win.
That means Scher is always thinking of the most attractive prizes to offer in the upcoming sweepstakes. This year, the $7,000 REALTOR® Party grant was used to purchase prizes for four RPAC investment levels: $30 Arizona Fair Share; $50 Bronze; $100 Copper; and Major Investors of $1,000 and up. Investors were automatically entered into the drawing for prizes such as an Apple iPhone 8+, an airline gift card, an Apple Watch, an Elizabeth Arden Red Door Salon Signature Massage, a professional chef cooking an in-home dinner for four, a round of golf at an exclusive local club — even an indoor sky-diving session.
In total, Phoenix REALTORS® invested $63,919: an increase of $10,000 over the previous year. Just as significant, says Scher, is the fact that more than 300 members joined the ranks as first-time RPAC investors this year, and a number of existing investors increased their investment amount to correspond to higher sweepstake categories.
An easy-read “What is RPAC?” lesson was linked to the billing statement, to help all members understand the importance of the fund. “We introduce RPAC in all of our classes, meetings, and new member orientations,” says Scher, “but we want to make sure that this information is also connected to the exciting prospect of entering the sweepstakes. It’s important that members understand not only that they should invest, but what RPAC does. It’s that understanding that will make them become repeat investors.
Scher cautions that, although the RPAC Sweepstakes isn’t a live event like a chili cook-off or an auction, it still takes a great many hours of preparation and behind-the-scenes work. “And while PAR’s budget covers the intensive marketing, there’s no way we could do this without the REALTOR® Party grant that allows us to offer so many great prizes. We’re so pleased that working together with the REALTOR® Party, we’re able to spur such robust RPAC investment from our members.”
To learn more about how the Phoenix Association is having great success encouraging RPAC fundraising with a billing statement sweepstakes, contact Marc Scher, Vice President of Government Affairs, at 602-246-1012.