Case Higher Education Online Advocacy with California State University

How Can Your Institution Benefit from Web-Based Advocacy?

2009 CASE Summit for Advancement leaders

July 10, 2009

Mark Davis, Director Technical SolutionsBlackbaud Internet Solutions Division

Karen Y. Zamarripa, Assistant Vice Chancellor for Advocacy and State RelationsCalifornia State University

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Agenda

Online Advocacy Overview By Mark Davis

Case Study: California State University By Karen Y. Zamarripa


Online Advocacy and Higher Education


Internet is an Effective Political Tool


Key Ingredients for Online Advocacy


Growth of Email Communications to Capitol Hill

Congress received four times more communications in 2004 than 1995

All of the growth was due to e-mail communications

Source: CMF, Communicating with Congress, 2008


US Congressional Survey on Online Advocacy

79% of Congressional Staff surveyed believe the Internet has made it easier for citizens to become involved in public policy

55% believe it has increased public understanding of what goes on in WashingtonSource: CMF, Communicating with Congress, 2008


How Legislators View Online Advocacy


Best Practices for a Successful Online Advocacy

Allow Activists to Send Only to Their Own Elected Officials

Keep Messages Short and Focused

Tie Message to a Specific Piece of Legislation

Encourage Activists to Edit Messages

Supplement Email Actions with Phone Calls and Faxes

Print the Messages Out and Deliver by Hand


Comparing Email Response Rates

Source: M&R Strategies: 2009 eNonprofit Benchmarks Study


Online Advocacy Versus Other Outreach Requests



Who are Your Activists?

1. Studies show a direct correlation between online activism and online giving.

2. This correlation is especially strong among Super Activists.



Snapshot of the 2008 Obama Campaign


2008 Campaign Results

Case Study: California State University

Karen Y. Zamarripa, Assistant Vice Chancellor for Advocacy and State RelationsCalifornia State University


Why Higher Education Needs to be in the Game?


Advocacy in the Higher Education Space

Interviews with Other Large Institutions Yielded Three Consistent Trends University of California University of Georgia

Modernize Outreach Efforts Impact Local Politicians Engage Young Alumni


3.69%

3.13%

3.46% 3.61%

3.33%3.24%

2.98%

2.80%

2.89%

2.89%

3.34%

1.80%

CSU % Share of State General Fund Revenue

State General Fund Revenue

$58.6 B

$71.9 B $71.4 B $72.3 B

$80.6 B

$76.9 B

$82.2 B

$93.5 B $96.5 B

$102.6 B

$85.9 B $88.8 B $90.7 B

$94.5 B $103.0 B

$111.3 B

DOF Projected Need

State General Fund Revenue and CSU Percentage Share

In Billions


$2.16 $2.25

$2.47 $2.61

$2.68

$2.49 $2.45

$2.62 $2.79

$2.97 $2.87

$1.60

98-99 99-00 00-01 01-02 02-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10

2008-09 and 2009-10 amounts assume $717.5 million “retroactive” cut to 2008-09 appropriation, proposed by the Governor on July 1, 2009, will take effect in 2009-10.

CSU General Fund AllocationIn Billions

Level of 1998-99 Allocation


Why CSU Decided to Get in the Game


Alumni Attitude Survey


Project Phases

Request for Information (RFI) Opportunity to learn from others external, internal Included Information Technology (IT) experts

Request for Proposal (RFP) Sought proposals from experience vendors Nonprofits, a few higher education examples

Launched Pilot Program Three campuses selected based on advocacy expertise, involvement

of alumni, and interest in new tool Developed operating principles, guidelines Several test messages – information, action


Project Phases

Campus-Team Training Hands-on in computer labs Use of the tool – technically and content/getting results

System Roll-out Input from pilot test campuses Opt-Out approach

• Less than 7% total have request opt out

Expansion of training with peer participation• Further refinement of guidelines

• Development of Memorandum of Agreement

All 23 campuses on board with over 122,300 in database


Action Center Results to Date

23 Campuses Micro-sites Live 40-45 Trained Staff Elected Official Look-up, Tell-a-Friend, Take Action


Email Project Results to Date

122,300 Possible Online Advocates 687,349 Email Messages Delivered to Advocates


Project Lessons Learned


Next Steps of Use

Communicate More Use on a more regular basis = alumni feeling more connected

• Campus team survey feedback

• Refinement of the content for greatest response

Monthly messages about equity of their degree• Alumni Attitude Survey of this population

• Achievements of system and campus

• Information about opportunities and challenges ahead

Segment Supporter Data Specialize use of databases

• Segment recipients and messages

• Create even stronger affinity

• Interest areas, degree/professions, campus community


Next Steps of Use

Extend Tools to Local Campuses Revise Contracts Expanded Messages per Month

• More frequent use for local campus efforts, initiatives

• Important to coordinate these messages with system

• Specifically EXCLUDES fundraising

Determine Most Effective Mode of Message Multiple Ways to Send messages

• Fax, email, hard copies, etc.

Further research required• What methods are most successful in getting messages SENT?

• What kind of reaction do recipients have to the various message approaches?


Grass Tops Versus Grassroots

Grass Tops Grass tops are those identified to have connections, influence with

elected officials Federal and state campaign contributions Targeted, strategic advocacy efforts, as needed

Completion of Screen, Database July 2009 Training Campus-Teams in use, sorting of data

Distribution of campus specific grass tops Presentations to Vice Presidents of Advancement, Presidents Review system wide grass tops with leadership


Is One More Tool Amongst Many

“I believe that the tool is an invaluable part of CSU’s advocacy efforts. It is a cost effective way to get the word out and

encourage people to take action on important CSU related issues in our state legislature.”

– Greg Cutler, CSU Long Beach


Contact Information

Mark Davis

Blackbaud Internet Solutions

[email protected]

Karen Y. Zamarripa

California State University

[email protected]

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