How Can Your Institution Benefit from Web-Based Advocacy? Online advocacy is traditionally the purview of the human rights, animal rights and other politically-based organizations. However, several public institutions have adopted online advocacy tools to help engage alumni in support of critical issues such as public financing. The latest elections will have a profound impact on web-based advocacy in 2009 and beyond with the likely emergence of a new advocate groups, the acceptance of new social media, and the impact of ongoing efforts by Congress to control communications via the web. In the midst increasing competition for limited dollars made worse by the deepening recession the California State University is actively using online advocacy tolls to engage alumni and others for the system with local, state and federal decision makers. This case study, along with results from other similar institutions will be reviewed during this session to understand better how higher education institutions can effectively use this technology for both grassroots and grass-”tops” advocacy efforts.

1. How Can Your Institution Benefit from Web-Based Advocacy? 2009 CASE Summit for Advancement leaders July 10, 2009 Mark Davis, Director Technical Solutions Blackbaud Internet Solutions Division Karen Y. Zamarripa, Assistant Vice Chancellor for Advocacy and State Relations California State University THIS MATERIAL IS STRICTLY CONFIDENTIAL. The information contained in this document, and any attachments thereto, is owned by Blackbaud and is strictly confidential. Unauthorized use, disclosure, or copying of such information is strictly prohibited. If the reader of this document is not the intended recipient, please notify Blackbaud immediately by calling (800) 443-9441 and destroy all copies of this document and any attachments. © 2009 Blackbaud

4. Online Advocacy and Higher Education

5. Internet is an Effective Political Tool

6. Key Ingredients for Online Advocacy

9. How Legislators View Online Advocacy

11. Comparing Email Response Rates Source: M&R Strategies: 2009 eNonprofit Benchmarks Study

12. Online Advocacy Versus Other Outreach Requests Source: M&R Strategies: 2009 eNonprofit Benchmarks Study

14. Snapshot of the 2008 Obama Campaign

15. 2008 Campaign Results

16. Case Study: California State University Karen Y. Zamarripa, Assistant Vice Chancellor for Advocacy and State Relations California State University

17. Why Higher Education Needs to be in the Game?

19. State General Fund Revenue and CSU Percentage Share In Billions 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

20. CSU General Fund Allocation In Billions Level of 1998-99 Allocation $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.

21. Why CSU Decided to Get in the Game

22. Alumni Attitude Survey

27. Project Lessons Learned