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Welcome!

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• Code 651-634-577

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Building a Local Advocacy Campaign

• A Presentation from Stephanie Vance, the Advocacy
  Guru

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(No Transcript)
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Topics

• About this webinar
• About the Advocacy Roundtable
• Building a Local Campaign Five Key Steps
• Defining your goal
• Background research (officials / environment)
• Crafting your message
• Creating a network
• Message delivery techniques
• What will you do at home?

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About the Webinar

• Muting
• Questions
• Follow-Up Materials
• Recording

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About the Advocacy Roundtable

• What is it? What have you gotten yourself into?
• What are the main benefits?
• Webinar subscription
• Online social network
• Discounts on services

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Where Are We Starting From?

• Lets Go to the Poll!

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Where to Start Defining the Goal

• What do you want?
• Specific
• Measurable
• Relevant to Your Audience

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Whats Your Goal?

• Share the key elements in our chat room!

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Background Research Where are Policy Decisions
Made?

• Federal
• Congress
• Agencies
• Supreme Court
• President
• State
• Legislature
• State Agencies
• Courts
• Governor
• Initiatives (state-wide)

• Local
• City council
• County Commission
• Regional Planning Commission
• Agencies
• Citizen Initiative

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Background Research Environment

• What is the history of your issue?
• Who makes the decisions?
• City Council, County Commission, Regional Group
• What is their process?
• Is there more than one avenue?
• Look at public and private possibilities

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Background Research Audience

• Once youve figured out some basics of the
  political environment, youll know who your
  audience is. Now you need to figure out
• What (or who) influences them?
• How did they get into office?
• What jurisdiction do they serve?
• What are their personal interests?
• Personal relationship to your issues
• How? Try Google!

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Crafting Your Message

• Be specific
• Know Your Audience
• Frame the Message
• Focus on Benefits
• Make it Real

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Developing a Message Formula

• Knowing of your interest in
• We would like to talk to you about our ideas on
  promoting issue X in our community. We represent
  XX number of your constituents, and would like to
  provide the following benefits to them
• To do so, we are seeking
• We believe this is important because
• Closing statement We hope that you will be a
  partner with us in providing (list benefits) to
  the residents of (list community/constituent
  area) by (specific target).

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Hows that message development going?

• Share your key elements in our chat room!

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Creating an Advocate Network

• Two key elements
• Individuals
• Coalitions

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Creating an Advocate Network Individuals

• Finding potential members
• Current membership
• Customers / clients
• Friends of friends (each one reach one)
• Utilizing members
• What do you need to know?
• What do they want to do?
• What do they bring to the table (expertise)

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Creating an Advocate Network Individuals

• Activating Members
• Database built on constituency connection
• Topic and interest-specific outreach
• An appropriate use of form communications
• Training / prepping advocates

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Building Coalitions

• Who is best to deliver your message?
• Based on knowledge of audience and message
• Do you need to tweak the message based on who
  is delivering?
• Identifying coalition partners
• Approaching coalition partners
• Utilizing coalition partners

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Delivering the Message

• Top Techniques

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Message Delivery Techniques

• Meetings
• Site Visites
• Phone Calls
• Written Communications
• Hearings
• Media

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The Two Minute Action Plan

• What specific actions will you take in the next
  couple weeks to build your campaign?

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Contact Information

• 1640 19th Street NW
• Second Floor
• Washington, DC 20009
• [phone]
• www.advocacyguru.com
• Vance_at_advocacyguru.com