Hill+Knowlton Regina

+ Grassroots Advocacy

Saskatchewan Association of Optometrists

October 27, 2012

hkstrategies.ca@hk_canada

• Advocacy: an advocate is someone who speaks up for others.

• The advocate may be an individual or an organization.

• Advocacy involves identifying, embracing and promoting a cause. Advocacy is an effort to shape public perception or to affect change that may or may not require legislation.

What is Advocacy?

Grassroots Advocacy

…it’s all about...

Building Relationships!

With a Purpose … INFLUENCE

Professional Advocacy/Lobbying has its place …• Lobbyists/Position Papers/Campaigns

And they’re important … however … Elected officials are motivated by:• The people who vote for them

Why is a Grassroots Advocacy Important ?

Grassroots members can play a key role in advancing an organization's goals by interacting with elected officials directly.

Grassroots Advocacy – Where do YOU fit in?

Effective advocacy relies on membership involvement Grassroots communication of concerns has the greatest

impact on local politicians Broad-based communications will be more effective if it

supports a central message. Using originality serves to break through the clutter. A sustained & coordinated approach managed centrally but

applied locally is effective. Personalized approached to political leaders works best. Real

people explaining real concerns.

Grassroots Advocacy – Keys to Success

• Quantitative – get an many voters as you can to be involved

• Qualitative – target a few members who have special relationships with the elected officials

• Third-party Programs – coalitions with other organizations (multiplier effect)

• Can do all at once

Types of Grassroots Programs

Remember…

• It’s organized

• Members are recruited, educated, and motivated

• The goal is INFLUENCE

Grassroots Program

Developing an Advocacy Strategy

“Vision without action is a daydream. Action without vision is a nightmare.”

- Japanese Proverb -

Identify Issue – What’s your concern, problem or focus?

Research & Get Facts – Facts is what makes your argument credible. Avoid anecdotes or hearsay.

Set Goals – What’s your objective? What outcomes are acceptable and what alternatives are acceptable to the membership / community?

Determine your target audiences – With whom are you trying to communicate? Elected officials? Civil servants, media people, public at large, members?

Build coalitions – Look to develop relationships with organizations of common interest. Share information (or) join in more formal coalitions /strategic alliances. **

Developing an Advocacy Strategy

Develop a formal position – Develop statements, key messages, brief or scientific paper. Develop tactical action plan – timelines, activities and assignments of responsibilities.

Communicate clearly with your target audience – Inform your target audience of your concerns / views. Establish communications and begin developing relationships. Consult your membership – continue to seek input from your membership and involve your membership in the process.

Keep your membership informed – Inform members of your progress along the way.

Review Campaign – Make adjustments where necessary.

Developing an Advocacy Strategy

• Do the potential partners have a shared vision/shared goals?• Define success & get all players to buy-in before embarking

formally on a coalition process• Can the partners agree upon a workable advocacy plan?• Who’s in charge?• Accountability mechanism to members?• Are costs-sharing agreements clear/explicit?• Can coalition partners take small workable steps in the early

stage?• Do partners have an exit strategy?

**Coalitions

The Meeting

• Be flexible – you may not get to see the elected official, but staff are very important

• Do multiple visits in multiple settings – don’t talk about the same issue every time (don’t be a pest)

• Offer to serve as a resource person on related issues• Be prepared• Establish a common denominator (begin with something you

agree on)• Be concise, specific, and clear• Be reasonable

Personal Visit with Elected Officials

• Localize the issue-show the importance on a local level (how it effects your community)

• Acknowledge, but don’t denigrate, the opposition• Provide written materials (briefings, not dissertations)-one

pagers are very effective• Close the sale-ask how they stand on the issue or how they

plan to vote• Say “thank you”-if possible, take a small gift• Follow up promptly-send letter to follow up on what you

discussed• Report immediately

Personal Visit with Elected Officials

• Faxed Letters• E-mail Messages• Phone Calls• Regular Mailed Letters (uncertain these days) *not as effective

• Express Mailed Letters (also somewhat uncertain) *not as effective

Communications(s) other than personal visits

• Attend town hall meetings• Invite elected officials to a local event• Use an advisory group

Other components of Grassroots Advocacy