Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Destacado
Destacado (20)
Similar a Advocacy campaign strategies & best practices
Similar a Advocacy campaign strategies & best practices (20)
Último
Último (20)
Advocacy campaign strategies & best practices
- 1. Advocacy Campaign Strategies Best Practices for the Planning, Development, Execution, and Follow Up #advocacy2015
- 2. 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
- 4. Agenda Housekeeping Introduction Creating the advocacy strategy Developing the toolbox Executing the strategy Sharing results Your questions Additional resources & next steps #advocacy2015
- 6. Creating the Advocacy Strategy #advocacy2015
- 7. 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?
- 8. 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.
- 9. 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?
- 10. Resources #advocacy2015 • People • Direct lobbying • Grasstops (high quality influence) • Grassroots (high quantity influencers) • Technology • Monitoring & alerting • CRM • Online activism • Financial • PAC? • Fundraising?
- 11. Messaging #advocacy2015 Qualitative Quantitative • What? • Who? • Why? • When? • Where? • How?
- 12. Communication Plan #advocacy2015 Use an alert system Internal (training) External (campaigns)
- 13. Developing the toolbox. #advocacy2015 Technology and people
- 14. Website #advocacy2015 • Centralized location • Easy to find • Easy to share • Educational • Actionable
- 15. Legislative Landing Pages #advocacy2015 • 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
- 16. Social Media #advocacy2015 • 2 way communication • Automated and real time • Gauge sentiment • Short attention spans • Cocktail party rule • Evaluate often, apply to general messaging.
- 17. Email #advocacy2015 • SEGMENT! • Opt in only. • 50 characters or less subject line. • 1-2 sentence intro • Bullet points • Repeat Call to Action • Mobile friendly • Consistent
- 18. 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
- 19. Events #advocacy2015 • Grassroots events- “flash mobs” • Press conferences • Site visits • Build and maintain momentum before and after through social.
- 21. When to start? #advocacy2015 Depends on: • your goals and the legislation • impact on members/audience • Resources • Marathon not a sprint.
- 26. Build list #advocacy2015 QuickTime™ and a decompressor are needed to see this picture.
- 28. 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
Notas del editor
- People trust their orgs more than congress!
- What are the goals, objectives, outputs/strategies & related planned activities?
- Give example. Medicare/Medicaid company.
- What do you want them to do? What content are you giving them to compel them to take action? Who are they, what do they care about? When do they need to take action? Where? How? This is going to touch every part of your advocacy campaign. So spend time to develop your messaging. Remember, not all messaging works for all audiences. So know your audiences and prepare appropriate messaging. Be able to frame your issue in both a quantitative and qualitative message. Use big picture data and statistics (macro) but be able to also tell personal stories (micro)
- The right technology in the hands of the right people.
- Count the clicks.
- Tools like Hootsuite help monitor and automate. Not just for promotion, but also for interaction and gauging sentiment. Enable advocates to share on social media with you, each other, and their legislators.
- Educate and engage members to take action on the landing pages. Make it easy for members to engage with legislators through email. Guide them.
- IPCR website
- IPCR website- some examples
- When do you start?
- When do you start?
- Legislative score card. Updating the website.
- Check to see what pain points were. Free account with BillTrack50.
- IPCR website