This document summarizes a discussion on re-imagining advocacy and electoral campaigns from lessons learned in winning marriage equality in Minnesota in 2014. It introduces the panelists - leaders from Grassroots Solutions, Project 515, United Strategies, and Messerli & Kramer law firm. Each panelist then provides 3-4 lessons from their area of work: focusing advocacy campaigns on conversation; leading organizations within campaigns; effective campaign management, fundraising and messaging; and integrating lobbying, communications and grassroots. The document promotes further resources on winning in Minnesota and staying updated via the organizations' websites and social media.

1. Re-imagining Advocacy
and Electoral Campaigns
for 2014
Lessons from the conversation
campaigns that won the freedom to marry
in Minnesota
#RAEC14

2. Introductions
Dan Cramer: Co-founder, Grassroots Solutions
Ann Kaner-Roth: Executive Director, Project 515
Richard Carlbom: Campaign Manager,
Minnesotan’s United for All Families and Founder,
United Strategies
Nancy Haas: Shareholder, Messerli and Kramer,
lead lobbyist, Minnesotans United advocacy
campaign

3. Dan Cramer, Grassroots Solutions
@dangrassroots @GRSolutions

4. Field Lessons:
@dangrassroots #RAEC14
1. Frame your entire campaign as a conversation
campaign. Balance being deeply relational, highly
accountable and achieving massive scale.
2. Invest in targeting to shape all strategic decisions.
3. Offer centralized and decentralized ways for people to
participate.
4. Practice “Radical Hospitality” creating campaign
cultures that engage and sustain staff and volunteers.
5. Focus on volunteer and leadership development to
increase your capacity.

5. Ann Kaner-Roth, Project 515
@Project_515

6. Leading and growing an organization
within a campaign:
@Project_515 #RAEC14
1. Look objectively at the risks and benefits to your
organization, and be transparent with your board.
2. Consider creating a separate campaign entity, and be
proactive about the decision-making process.
3. Think carefully about how you want your
organization to show up in the campaign, and build
your plan accordingly.
4. Keep in mind the tension that might exist between
electoral objectives and movement-building objectives
and address them early on.
5. Understand the benefits and challenges of setting up a
coalition model and be clear about what you’re asking
of your coalition.

7. Richard Carlbom, United Strategies
@richardcarlbom

8. Campaign management & fundraising
@richardcarlbom #RAEC14
lessons:
1. Set and manage expectations for staff and allies.
2. Put the right team in place, give people autonomy
but demand accountability.
3. Create a culture of thinking big- don’t create false
limitations because of uncertainty.
4. Use data to develop your message. Recognize when
you need to shift message frames: i.e. rights based
to values based message.
5. Avoid the creation of silos within the campaigns by
constantly facilitating communication and breaking
down walls.

9. Nancy Haas, Messerli & Kramer

10. Lessons on effective lobbying and lobbying
coordination:
#RAEC14
1. Integrate lobbying, communications, and grassroots to
form the strongest possible advocacy campaign.
2. Recognize the significant advantages but also the unique
challenges of having a large-scale grassroots program.
3. Envision the lead lobbyist as a “quarterback” facilitating
the strengths and relationships of all team members.
4. Think strategically about time management in relation to
the issue.
5. Establish open communication and clear decision-making
lines between lobbying team, campaign leadership and
legislative leadership.

11. Case Study
Read an in-depth case study about what it
took to win the freedom to marry in
Minnesota.
“Conversation Campaign Creates Path To Victory”

12. Questions
If you have questions or if you would like to discuss this
topic further, contact Grassroots Solutions at
info@grassrootssolutions.com or via Twitter
@GRSolutions
@UStrategies

13. THANK YOU!
www.grassrootssolutions.com
www.unitedstrategiesllc.com
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