Advocacy Campaign Strategies
Best Practices for the Planning, Development, Execution, and
Follow Up
#advocacy2015
Presented by
#advocacy2015
Michael O’Brien Founder & Principle, MOB Advocacy Over ten years experience as a state and local lobbyist. Michael has lobbied governors, mayors, legislators, state and local agencies and regulators in more than 40 states.www.mob-advocacy.com
Carole Mahoney Sales & Marketing Consultant Ten years of experience as a digital strategist and practitioner for technology businesses in both the for profit and for purpose (not profit) sectors.www.carolemahoney.com
Agenda
Housekeeping IntroductionCreating the advocacy strategyDeveloping the toolboxExecuting the strategySharing resultsYour questionsAdditional resources & next steps
#advocacy2015
Goals
#advocacy2015
• How it in alignment with your mission and business goals?
• Do you want to impact legislation to increase funding, pass a bill or act, or repeal a bill or act?
• Inform and shape opinion on pending or proposed legislation?
• Build a list of supporters for future action?
Criteria
#advocacy2015
• Does this impact the core mission and primary stakeholders?
• Are there other organizations this is closer to?
• Leave personal politics out, match with business goals.
Research, Track, Monitor
#advocacy2015
• What legislation is out there?
• How do we determine our position?
• Who is in opposition? Why?
• Who is an ally? Why?
• Who is affected? Why?
Resources
#advocacy2015
• People
• Direct lobbying
• Grasstops (high quality influence)
• Grassroots (high quantity influencers)
• Technology
• Monitoring & alerting
• CRM
• Online activism
• Financial
• PAC?
• Fundraising?
Website
#advocacy2015
• Centralized location
• Easy to find
• Easy to share
• Educational
• Actionable
Legislative Landing Pages
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• Short actionable headlines
• Sub headlines for scan ability
• Bullet points for facts
• CTAs above the fold and repeated
• Socially & email sharable
• Short video to educate & engage
Social Media
#advocacy2015
• 2 way communication
• Automated and real time
• Gauge sentiment
• Short attention spans
• Cocktail party rule
• Evaluate often, apply to general messaging.
#advocacy2015
• SEGMENT!
• Opt in only.
• 50 characters or less subject line.
• 1-2 sentence intro
• Bullet points
• Repeat Call to Action
• Mobile friendly
• Consistent
Content
#advocacy2015
• Educational blogs & articles with supporting third party data.
• Visual info graphics
• 90 second personal and emotional video
• Reports that don’t bore or overwhelm
• Style to match audience
Events
#advocacy2015
• Grassroots events- “flash mobs”
• Press conferences
• Site visits
• Build and maintain momentum before and after through social.
When to start?
#advocacy2015
Depends on:
• your goals and the legislation
• impact on members/audience
• Resources
• Marathon not a sprint.
Sharing Results
#advocacy2015
What? To whom?
• Are legislators working for or against you?
• Share the stats you’ve been tracking and tie to big picture successes.
• Next steps if not successful.
• Thank you! Thank you! Thank you!
How?
• Updating the website
• Email and social