How to Effectively Advocate your Issues

How to Effectively Advocate your Issues

Training Conducted by:

Tracy Fischman773.645.3412

[email protected]

Training Objectives

Definitions: Policy, Advocacy and Power

Developing and Implementing Effective Issue Based Campaigns

Targeting 101

Basics of Messaging

Meeting with Elected Officials and Other Policy Makers

Practice

Training Agenda


Participants will expand their understanding of policy, advocacy and power.

Participants will understand the elements of issue-based campaigns, and learn to think more strategically about planning and targeting for their campaigns.

Participants will expand their understanding of how to develop targeted messages to effectively communicate their arguments.

Participants will feel more prepared to advocate to elected officials and other policy makers.

Training Objectives


Organizing seeks to rectify (or set right) the problem of power imbalance by building a base of people power and transforming individuals and communities.

Organizing is a process by which people – often low-and-moderate-income people previously absent from decision-making tables – are brought together in organizations to jointly act in the interest of their communities and the common good.

Typically, the actions taken are preceded by careful data gathering, research and participatory strategic planning. The actions are often in the form of negotiations with institutions that hold power.

Important Definitions (Starting Point)

Community Organizing

Excerpts from “A Funder's Guide to Community Organizing” by the Neighborhood Funding Network



“Power is the ability to achieve a purpose. Whether or not it is good or bad depends upon the purpose.”

– Martin Luther King, Jr.

Economic

Political

Legal

Institutional

Other

Defining Power


Politics refers to the processes by which people and groups acquire and exercisepower. Political power is power that is organized and wielded by these people, groups or the state.

Power Based Engagement


Stems from Latin word potere, which simply means “to be able.”

Necessary aspect of good citizenship. People with power are able to do things, act on their own behalf, or on behalf of others.

Personal power – what we do to meet our individual goals.

Social power is the power we exercise with others when what we want or value can only be attained through group action.


Ways to Influence and Alter Systems of Power

Direct Lobbying

Policy Education and Advocacy

Constituency Organizing and Mobilization

Media

Money

Other…

Exercising Power in the Public Realm


Most people have at least some of the skills and characteristics that can result in effective social action. *Here’s a list:

- Vision - Willingness to learn- Ability to plan - Moral courage- Confidence - Sense of humor- Preparation - Ability to work in a team- Organization - Chutzpah/nerve- Follow-through - Compassion/ability to relate- Persistence - Imagination/creativity- Accountability - Communication skills

* Adapted from “The Quickening of America: Rebuilding our Nation, Remaking our Lives” by Frances Moore Lappe and Paul Martine DuBois.

Why Exercising Power… Advocacy Matters


$$ Funding $$

Break down legal (and illegal) barriers to accessing information and services

Civil rights: using the legislative and regulatory processes to change discriminatory laws and practices

Increase understanding of the complexity of many issues we care about

Promote scientifically based policies

Other (list)

Power and Social Change


An important arena of social power is political decision-making - those who set policies, laws, rulings, allocate public funds and make other decisions.

Progressive groups attempt to exercise power in this arena when they lobby for bills or fight against bad laws, register voters, hold accountability sessions with public officials, etc.

Organizations create formal and informal networks to wield power.

If You Don’t Know Where You Are Going, Any Road will Take You There.


Planning and Gettin’ Stuff Done

Stages to move an idea to action:

Conceptualization - name it, analyze it, identify how it affects people

Planning - identification of resources, time, people, money, clarity in goals, objectives, activities and messages

Implementation

Evaluation


Goals

Resources and assets funds, people, contacts, facilities

Support and opposition: who are your allies and opponents?

Targets and agents of change: who can make change and who can bring pressure to bear on those targets?

Strategy

Tactics Be sure your tactics are doable and cost-effective; avoid

antagonism and attacks

A Comprehensive Advocacy Plan Includes:


Specific

Measurable

Achievable

Relevant

Timed

Challenging

Goals Should Be SMART+C:


In an issue advocacy campaign, your targets are people with power to influence the issue.

Messages are often designed to exert pressure on your targets.

Tactics and activities are also designed to exert pressure on your targets.

List examples of different targets for different campaigns.

Targeting 101


Engaging Stakeholders: Key Considerations


What audience(s) do you want/need to reach, communicate with and mobilize to achieve your goals and build your organization? Note: these audiences should be reachable by you.

Groups to consider:

Your existing members and supporters (it is helpful if this list is up-to-date and communicated with on a regular basis)

Supporters not on your list but whom you have engaged in some way through your agency’s work.

Constituencies that you need to build within your supporter lists

Other coalition partners

Engaging Stakeholders: Key Considerations


Who are your stakeholders?

Under what circumstances do you communicate with them?

How do you communicate with them?

How often do you communicate with them?

Power never concedes anything without a demand.

Frederick Douglas

If you don’t ask, you don’t get.Mahatma Gandhi



Advocacy and Statistics:The Data Tell Part of a Story


Activity

When you were a kid, this is how you convinced your parent(s)/guardian(s) or other adults to let you do,go to, or buy …


Use Data (statistical, anecdotal and polling) to Make your Case

Work with People Affected by the Policy Issue(s) to Share Stories and Experiences that Complement the Data

Stay Focused

Make your Request Clear from the Beginning

Do not Stray from your Argument(s)

Advocacy Tips

Practice:

-- Choose one or two issues of concern

-- Identify allies and opponents

-- Identify targets of change

-- List some options for tactics


Get connected. Get informed. Get active! Join - or create - an Advocacy

Network.

Assess options for communicating with your constituents, stakeholders and elected officials.

Be an Action Hero

Who Represents You?CONGRESS:

2 U.S. Senators1 U.S. Representative

STATE LEGISLATURE:1 State Senator

1 State Representative

OTHERS:1 City Alderman/Council Member

1 County CommissionerParty and Ward Committee

member, etc.

Other Policy Makers

State Agencies(IL Department or Board of…)

City Agencies:CPS and Bd of Education

Chicago Dept or Commission of…

CTA

Others:List

Know Your Elected Officials

And get them INVOLVEDIdentify who represents you:

www.vote-smart.org

CALL THEM on important issues

WRITE THEM

MEET THEM

In short, establish a relationship with your elected officials and other policy makers.

How a Bill Becomes Law (IL) A bill starts in either House or Senate

Referred to a Committee

Committee can vote YES, NO, or do NOTHING

Committee-passed bills go to full House or Senate

If passed, sent to other chamber (process starts over)

If passed both Houses

Bill goes to governor for signature

Letter writing (snail mail, fax or e-mail)

Petition or postcard drives

E-mail action alerts

Face-to-Face meetings

Town Hall meetings

Letters to the Editor

Rallies and demonstrations

Press conferences and other earned media events

Direct action strategies

Note: constituents should be urged to communicate with their elected officials. Constituents are those who live in an elected official’s

district.

Influencing Elected Officials/Grassroots Tactics


Planning Considerations: Resources and Feasibility

The more personal the tactic, the higher the impact

Strategic Targeting

Highly personal tactics(e.g. visits, hand-writtenLetters)

Small number of grassrootsAdvocates needed to havean impact.

Less personal tactics(e.g. petitions, post-cards, rallies, etc.)

High number of grassroots advocatesneeded to have impact.

la Cucaracha Theory

Messengers and Participants

Grassroots

Grasstops

Experts

Client participation (if relevant)


Meetings with Elected Officials and Community Leaders

Do your homework/know the facts

Identify yourself

Be specific

Be brief and concise

Be even-handed and polite

Ask for a commitment

Be persistent

Don’t be intimidated; these folks work for you!


If meeting with legislators at the Capitol, you may only have 30 seconds…

Handouts help reinforce the message

Practice Effective Lobbying

DO:DO:•Introduce yourselfIntroduce yourself•Briefly state your concernBriefly state your concern•Be gracious, attentive and Be gracious, attentive and organizedorganized•Link the issue to your life – tell your Link the issue to your life – tell your story. “For example…”story. “For example…”•Say “I don’t know” if you don’t Say “I don’t know” if you don’t know the answer know the answer •Make an “ask” and wait for the Make an “ask” and wait for the answeranswer•Say “thank you”Say “thank you”•FOLLOW-UP!!FOLLOW-UP!!

Practice Effective Lobbying

•Forget to introduce yourselfForget to introduce yourself•Be nervous, rude, combative, inattentive, or Be nervous, rude, combative, inattentive, or unpreparedunprepared•Go on too long --- “Blah blah blah yadda yadda…”Go on too long --- “Blah blah blah yadda yadda…”•Respond to a question if you’re not sure about the Respond to a question if you’re not sure about the answeranswer•Forget to make your “ask” and follow-up laterForget to make your “ask” and follow-up later•Try too hard: show genuine consideration and just be Try too hard: show genuine consideration and just be yourselfyourself

DON’TDON’T

Advocacy and Messaging Tips

Use Data (statistical, anecdotal and polling) to Make your Case

Work with People Affected by the Policy Issue(s) to Share Stories and Experiences that Complement the Data

Stay Focused

Make your Request Clear from the Beginning

Do not Stray from your Argument(s)


More on Your Planning Considerations

*Who are your allies?

**Who are your opponents?

* Allies will be your non-traditional partner organizations that care about the issue but are not members of your base. What do they stand to win or lose, what power do they have, and how are they organized?

** Organizations/groups, high-profile individuals and institutions who oppose your goals. How actively will they oppose you? What tactics will they employ to oppose you? What might they spend to defeat your campaign/effort?

Strategic Targeting

Factors to Consider in Messaging

Target audience(s)

The messenger(s)

Accessibility: make it simple (not simplistic) and understandable

Salience: make it relevant

Consistency with other messages around access to care, human rights, etc.

Pro-active, not reactive

Use of relevant polling data, statistics and other data


Strategic Messaging

The message is the core argument around which a campaign revolves.

The message must speak to what the campaign is trying to accomplish and why.

The message(s) should be ever-present and reflected in everything the campaign does.

Anybody who comes in contact with the campaign should understand the core argument - and the message should be broadcast in everything the campaign does.


Strategic Messaging and Integration

policy objectives/goals

Direct Market

Communications strategy/ message development

Events(non-media)

Dissemination

media

Understanding Message Utilization

Internal organizing messages: used to persuade people to become active on your issue.

External message: message that grassroots advocates deliver to the targets.

Often, messages are research-based. However, if we don’t have the resources to do paid research (e.g. phone surveys, focus groups, other polling), you must still do your homework.

Be prepared for counterarguments that the campaign will encounter. This should inform your message development.

Strategic Messaging

External Variables for Consideration

National and local climate

Public/voter concerns at points in time

Other local or national initiatives that might be relevant

Public views on government involvement

Strategic Messaging

Framing Your Message: Factors to Consider

The values you represent

The problem you’ve identified

Framing your decision

Moving from framing to pro-active policy solutions

Connecting with public priorities

* Be on the offensive, not the defensive, with your policy solutions.

Strategic Messaging

Messages versus Talking Points

You should maintain consistency with your overarching messages - and everybody that is part of or being recruited to participate in your campaign should hear and speak and see those messages over and over.

You may, however, add or tweak your talking points for various audiences (e.g. youth, women, African Americans, Latinos, etc.)

Examples:

Message: Comprehensive sex education gives young people the information, skills and encouragement they need to be responsible, it keeps them safe and it needs to be taught in schools.

Talking point: tweaked - STD rates or infections in a specific community or using a pop-culture reference for a certain audience, etc.

Strategic Messaging

Mechanism to Structure Thinking Around Message

Strategic Messaging

What we are saying about ourselves

What they are saying about themselves

What we are saying about them

What they are saying about us

Discipline in Use of Messages

Own the message

Stick to your message – ALWAYS!

Control the process

Strategic Messaging

Remember: every situation – whether pro-actively created or in response to a situation – is an opportunity to relay your

messages and move forward in pursuing your goals.

Getting Your Messages Out

Internet/E-mail/Create or use existing websites

Internal: cell phones, pagers, text messaging, IM/web

External: websites, e-mail, banner advertising

Social Networking

Earned Media (print, radio, TV, internet)

Paid Media


Strategic Messaging Creating the Message Triangle

Issue/Campaign(Example: Increase Number of

Youth who Receive Comprehensive Sex Education in

IL)

Standards and Funding Education and Information

Family and Future

Never doubt that a small group of thoughtful, committedcitizens can change the world; indeed, it’s the only thingthat ever does.

Margaret Mead

Don’t agonize. Organize. Florynce Kennedy



Group Break-Out and Role-Play

Break out into three groups

Each group will have 15 minutes to develop a 2-minute pitch to a legislator (or other targeted policy maker) on a previously chosen topic.

One person should take the lead in the role play, but all should participate in some way.

Role Play!

How to Effectively Advocate your Issues

Documents

Transcript of How to Effectively Advocate your Issues