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Effective Grassroots Campaigns
Effective Grassroots Campaigns: Issues -- May 14, 2003 (part one of four)
Effective Grassroots Campaigns: Venues -- May 29, 2003 (part two of four)
Effective Grassroots Campaigns: Advocates -- June 13, 2003 (part three of four)
Effective Grassroots Campaigns -- Organization -- July 9th, 2003 (part four of four)
EFFECTIVE ADVOCACY TIP - EFFECTIVE GRASSROOTS CAMPAIGNS: ISSUE
Effective grassroots campaigns are made up of a whole lot of different elements. In my work with various groups, I have identified four critical areas, specifically, Issues, Venues, Advocates and Organization. Today’s tipsheet focuses on Issues, or specifically, the development, expression and defense of issues in advocacy campaigns.
For developing positions for campaigns, you want to ask yourself a series of questions. Do you want to be proactive? Reactive? Both? Knowing the political circumstances of your particular situation will help in determining the answer to those questions. Are elected officials generally favorable to or opposed to your views? How strong is your grassroots support? How strong is the support of your “enemies”? How can you best integrate differing (and often contradictory) views? How can you involve your membership or fellow-advocates in the issue/policy development process?
In considering how to express the positions you eventually develop, think about a simple formula that lays out the following: a problem statement; how your idea is part of the solution; how government can have an impact; and what the best options are for creating an equitable solution. Elected officials, in particular, are looking for position statements that express both a specific problem, as well as a clear and doable solution to that problem that will benefit their local communities.
Finally, in defending your positions, consider the following questions: What materials will you need to back up your position? (Answer: credible numbers, anecdotes, case studies, and, most important, an understanding of the impacts on specific districts). Who will oppose you? Why? How can you marginalize them? Who will support you? Why? How can you gather their active support?
Next week, we’ll take a look at the Venues in which grassroots campaigns are usually played out, and how to approach each effectively.
INTERESTING WEBSITES
If you haven’t been to www.e-thepeople.org lately, you should go and check out the fascinating (and probably rather familiar) materials they have on effective advocacy. To get to those materials, go directly to http://www.e-thepeople.org/about/fullstory/Tips.
Anyone who knows me even a little bit knows that I am a fanatic about dogs. That’s why I have no qualms at all about using this forum to ask ALL tipsheet readers to click on http://www.theanimalrescuesite.com/, and in particular, to click the “feed an animal for free” link. Don’t ask, just do it!
INTERESTING EVENTS
May 22: E-Advocates is having a workshop on how to make your website indispensable to your advocates, and you can find more information at www.e-advocates.com.
May 23: AdVanced Consulting and Gallery Watch joined forces to offer "Show Me the Money: Researching, Tracking (and Getting) Federal Grants and Loans." It's not too late to buy the class on CD-Rom!
May 26: Start of the Memorial Day District Work Period. Make sure your elected officials are really working FOR you during this time frame by setting up a meeting today!
EFFECTIVE ADVOCACY TIP - EFFECTIVE GRASSROOTS CAMPAIGNS: VENUES
Second in a four part series: Key elements of Effective Grassroots Campaigns
Effective grassroots campaigns are made up of a whole lot of different elements. In my work with various groups, I have identified four critical areas, specifically, Issues, Venues, Advocates and Organization. Today’s tipsheet focuses on Venues, or specifically, the legislative, executive and media scenes in which your advocacy effort may be playing out.
For Legislative venues, which are generally reserved for changes in law, remember that they are built upon the principle of “Representation” – elected officials care about the people that elect them. Hence, your goal is to demonstrate a district or representational connection. Here are five quick tips for legislative venues:
1. Know the structure / process
2. Know the district connection
3. Know what the elected officials care about
4. Know who the key players are
5. Recognize your position in the process
To find your legislature on the web, go to www.ncsl.org (National Conference of State Legislatures)
For Executive venues, which are generally reserved for implementing laws, remember that they are built upon the principle of effective “administration”. Executive branch officials also, obviously, care about their budgets! Hence, your goal is to demonstrate why a particular approach makes sense administratively and may serve to increase an agency’s budget. Here are five quick tips for effective advocacy in the executive environment:
1. Know the structure / process
2. Know the agency’s overall budget
3. Know how to involve elected officials (the legislative branch)
4. Why is what you’re proposing more efficient in the long run?
5. Remember that the squeaky wheel gets the grease!
To find your state’s executive branch agencies, check out the National Governor’s Association website at www.nga.org.
Finally, for the Media, remember that both elected officials as well as executive branch officials pay attention to the media. Hence, your job is to get the media to cover your issues! To do so, consider these five quick tips:
1. Personal relationships are critical
2. Why is it a story? (Or, what’s the hook?)
3. The smaller, the better (small outlets are good targets)
4. Relate your issue to events of the day
5. Develop a strategy and then stick to it!
For a list of newspapers around the country, check out www.onlinenewspapers.com
Next week, we’ll take a look at techniques for identifying, motivating and activating the Advocates who are the heart and soul of effective grassroots campaigns.
INTERESTING WEBSITES
In putting together the “Show Me the Money” Workshop on Federal Grants and Loans, I came across a few really fabulous websites:
Govbenefits.gov (www.govbenefits.gov): You, yes you, might be eligible for all kinds of Federal Government benefits. This site helps you figure out what’s available based on your individual situation.
Fedgrants.gov (www.fedgrants.gov): Sign up here for an e-mail notification of grants in specific areas.
If you’re interested in the materials from the workshop, order the CD-Rom online.
INTERESTING EVENTS
May 29: Did you know that on this date in 1790, Rhode Island became the last of the original thirteen colonies to ratify the Constitution? Of course you didn’t know that. But now you do! Other interesting tid-bits at www.on-this-day.com.
June 23&24 and June 25th: On June 23rd and 24th, ASAE will be holding its Government Relations School, with educational programming oriented toward the needs of new and mid-level Government Relations professionals. On June 25th, to complement the GR School programming, ASAE will be having a Legislative Symposium designed to help GR professionals understand how to adapt to the changing legislative environment. I’ll be speaking at both events. If you’re interested in attending, let me know, or learn more at www.asaenet.org.
EFFECTIVE ADVOCACY TIP - EFFECTIVE GRASSROOTS CAMPAIGNS: ADVOCATES
Third in a four part series: Key elements of Effective Grassroots Campaigns
Effective grassroots campaigns are made up of a whole lot of different elements. In my work with various groups, I have identified four critical areas, specifically, Issues, Venues, Advocates and Organization. Today’s tipsheet focuses on the heart and soul of grassroots campaigns, Advocates. We will look at techniques for identifying, motivating and activating your supporters.
Identifying Individuals and Coalitions: Key elements
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Who are the advocates? Your members can be a great resource for finding other individual advocates. Ask your most loyal supporters to sign up five people for your cause, or offer a prize for the most number of referrals.
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What do you need to know about them? It’s always good to ask your advocates what THEY think the key issues are, in addition to the standard stuff about where they live and who they know. One good way to do so is to conduct a free online survey at www.zoomerang.com.
- How can you identify and work with coalitions? Boy, that Internet can sure come in handy. Type in a key word associated with your cause and just see how many organizations pop-up. Then, hop on the e-mail / phone and start networking!
Motivating: Here’s some quick and easy ideas:
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Let your advocates know that their voice does make a difference by enlisting the assistance of an elected official. Ask him/her to write an article for your newsletter or speak at an advocates meeting to explain how constituents are the most important people in a lawmakers office.
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Try to make it as easy as possible for them by posting as much information as you can on a website. You don’t need a fancy web program to put together a simple advocacy campaign page. Check out one I put together with limited time and resources at: www.advocacyguru.com/templeton_demo.htm.
- Make it a priority by comparing the dire consequences of inaction with something that is a priority for most people. For example, compare the loss in revenue from the elimination of a particular program to something tangible, like the college education expenses of the children of your advocates – that might get their attention!
- Get the competitive juices flowing by offering prizes and recognition to the advocates that do the most.
- Ask your advocates to sign a pledge to respond to all urgent action alerts you send out. You can also ask them to commit to proactive advocacy activities, like one site visit or meeting per year.
Activating: This can be tough, but once they’re motivated, activation should be easier. Some things to consider:
- Who should communicate with whom? Sometimes, it’s not always necessary to activate your entire grassroots network. That’s why it’s important to know where your advocates live vis-à-vis key lawmakers.
- What is the Message? Make sure you can boil your message down to its most basic elements – and make sure your advocates have access to that message in every form possible!
- How to Deliver the Message: Use technology appropriately – phone calls are best for urgent situations, longer term campaigns should focus on in-person meetings at first.
When will you get the most impact? Before the decision is made is, well, an obvious factor, but be careful not to start the grassroots activity before your issue is ripe!
INTERESTING WEBSITES
If you’re interested in the concept of voter owned elections, check out the online release of the Investing Democracy Toolkit: A Citizen & Candidate Guide to Voter Owned Elections (http://www.publicampaign.org/democracytoolkit/index.htm).
Calling all “young” Democrats (I am not defining that any further), check out www.2020democrats.org and offer up YOUR vision for the future of democracy and the Democratic party!
INTERESTING EVENTS
June 23&24 and June 25th: On June 23rd and 24th, ASAE will be holding its Government Relations school, with educational programming oriented toward the needs of new and mid-level Government Relations professionals. On June 25th, to complement the GR School programming, ASAE will be having a Legislative Symposium designed to help GR professionals understand how to adapt to the changing legislative environment. I’ll be speaking at both events. If you’re interested in attending, let me know, or learn more at http://www.asaenet.org/education/symposia/.
June 30th – July 4th: July 4th District Work period. Start thinking now about meeting with your elected officials during this timeframe!
July 18th: GalleryWatch & AdVanced Consulting presented an Advocacy Classroom workshop on Grassroots Organizational Development. It's not too late to buy the course on CD-Rom!
EFFECTIVE ADVOCACY TIP - EFFECTIVE GRASSROOTS CAMPAIGNS: ORGANIZATION
Fourth in a four part series: Key elements of Effective Grassroots Campaigns.
Effective grassroots campaigns are made up of a whole lot of different elements. In my work with various groups, I have identified four critical areas, specifically, Issues, Venues, Advocates and Organization. Today's tipsheet focuses on something that those of you who know me know is near and dear to my soul, Organization!: or, more specifically, making effective advocacy an every-day part of your organization's efforts. It's all very well and good to have been thinking about key issues, venues and advocates, but none of that will prove to be very effective if you haven't put some thought into the framework your organization will use to achieve your grassroots advocacy goals.
Institutionalizing Advocacy in Your Organization: In essence, everyone should be thinking about advocacy and how it fits into the overall mission of the organization. Some things to consider:
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Top-down support that is strongly demonstrated through funding, inclusion in the organizational mission and specific board involvement for the advocacy program
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Identifying who will be responsible for what key aspects of advocacy through the creation of a "job description" or series of descriptions
- Creating a policy committee, both among the organization's staff as well as at the board level or among your members
Planning for Advocacy in Your Organization: Without the proper tools it is impossible to keep track of your advocates, much less motivate them to take action (and keeping track of all those Congressional deadlines? Forget it!). Some quick and easy tools for planning include:
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Building the database of advocates: Unquestionably, this is the most important part of your grassroots effort. You can use a fancy software program or, well, a simple Excel spreadsheet. Just be sure to have categories to help you identify personal relationships, Congressional districts and the Committee assignments of the legislators that represent your advocates. That will come in handy, I promise!
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Building a calendar: Keep track of important dates and opportunities for advocacy (district work periods, anyone?) using a simple Microsoft word document. I've posted the template I use online. You can also provide your advocates with a handy-dandy calendar.
- Bi-weekly update: People go back and forth on sending information out to your grassroots on an ongoing basis, but I'm firmly in the camp of "try to stay on their radar screen". And the easiest way to do so is through an e-newsletter. Now, we all know that no one reads everything in the newsletters they receive. In fact, send me an e-mail if you got to this sentence! See, that's my point. The point is not necessarily to get people to read everything in the update. It's simply to get them to remember you're alive.
Implementing Your Plan: Once you've put the plan together, it's time to get rolling! Some things to consider:
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Establishing a system: Make sure you've put a system in place that will remind you when to get things done, such as the bi-weekly update.
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Tracking the results: You'll definitely want to find a way to figure out what's working and what isn't in terms of both getting advocates motivated and getting elected officials to do what you want. One way to do so is to ask your advocates to send the responses they get from elected officials or ask them to fill out a quick "online survey".
- Creating
rewards: People like being recognized and rewarded for their efforts.
Set up a system whereby your most active advocates receive recognition
not just from your government affairs people, but the organization at
large.
INTERESTING WEBSITES
As you may have heard, Moveon.org recently hosted an online Primary for Democratic candidates for President. More information at http://www.moveon.org/pac/cands/. While no candidate won an outright majority, Howard Dean topped the list with 44%.
The Center for Digital Democracy (http://www.democraticmedia.org/), a Washington based nonprofit organization has published a Declaration of Digital Democracy. The Declaration states 10 principles for an open, diverse and democratic media in the digital age. To read the declaration visit the website: http://www.democraticmedia.org/issues/decDigitalDemocracy.html.
The White House is getting into the online chat game through "Ask the White House," a series of online chats with Administration officials. More information at: http://www.whitehouse.gov/ask/. This might be a good approach for other elected officials (hint, hint)…
INTERESTING EVENTS
July 18th: GalleryWatch and AdVanced Consulting hosted an Advocacy Classroom workshop on Grassroots Organizational Development. It's not too late to buy the course on CD-Rom!
July 28 - Labor Day: The August District Work Period! Make time NOW to visit with your elected officials or their staff.
