Leveraging Technology for Successful Advocacy in Higher Education
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Transcript of Leveraging Technology for Successful Advocacy in Higher Education
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 1
Leveraging Technology for Successful Advocacy
Sean GannonSenior Manager, Education Sector
GetActive Software
Mike DeanTipping Point Strategies
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 2
Why Grassroots Advocacy is Important
Educates and empowers major constituents
Creates a balanced approach
Grassroots pressure is noticed and effective
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 3
Educate and empower major constituents
University Constituents: Alumni, faculty, staff, students, parents, and community members
Universities have a natural base of supporters that are underutilized
Invest in your constituents
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 4
A Balanced Approach
The three legs of Advocacy
Lobbying
Media
Grassroots
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 5
Grassroots Pressure is noticed
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% o
f re
sp
on
de
nts
Postal letters E-mail messages
Influence of Individual Communication
A lot of influence
some influence
Source - Communicating with Congress, Congressional Management Foundation
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 6
Everyone else is doing itBusiness Trade Associations
Special Interest Groups
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 7
Growing Power of the Internet
52% of internet users, or about 63 million people, said they went online to get news or information about the 2004 elections. We call them online political news consumers.
35% of internet users, or about 43 million people, said they used email to discuss politics, and one of the most popular email subjects was jokes about the candidates and the election.
11% of internet users, or more than 13 million people, went online to engage directly in campaign activities such as donating money, volunteering, or learning about political events to attend.
Source: Pew Internet & American Life Project
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 8
Effective Advocacy revolves around the web
It is where people go to get informationEasy to participateMore engagingProven that it works
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 9
How Technology Makes it Easy
Improves the speed and efficiency that you can get information out
Your messages can spread to a wider audience
Save time and moneyAdvocates expect itCan evaluate and target impact
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 10
A Case Study of a University client
Went from 3,000 advocates to 15,000 advocates in less than one yearOrganized over 150 face to face meetings between legislators and constituentsRegistered over 3,500 people to vote
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 11
University client Case Study Results
Increased base budget funding by $106 million
Received 86% of request
Received 134 million for capital requestMoved Football Stadium project from last to first in state’s priority list
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 12
5 Best Practices in Online Advocacy
1. Personalize2. Be Timely3. Create a Theme4. Engage the Advocates5. Create a Balanced Approach
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 13
Send your message from an individual, not from an organizationAddress the person by nameInclude personal data and legislator contact information in the body of the emailSign the message with your name and organization
1. Personalize
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 14
“Personalized or individualized messages to Congress have more influence on the decision-making process of Members of Congress than do identical form messages.” – Communicating with Congress, Congressional Management Foundation report, 2005
Letter Carousel
Using letter carousel, universities increase the uniqueness of each communicationProvide constituents with several options for including personal content in their letters
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 15
Establish Regular, Personal Interactions
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 16
JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC.
1 1 1 2 1
1 1 1 1 1 1 1 1 1 1 1 1
1 1
1 1 1 1
Action Alerts
e-News
Petitions
Tell-a-friend
Plan Your Year:Create a Marketing Schedule
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 17
Pyramid of EngagementUniversity Alumni/Advocate
Tier 4
Tier 3
Tier 2
Tier 1
eNewsletters
Action Alerts
Interactive/Informative Advocacy
website
Petitions
Receiving eNews
Visiting Advocacy website
Learning about issues
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 18
Pyramid of EngagementAlumni/Advocate
Tier 4
Tier 3
Tier 2
Tier 1
Targeted and
personalized emails
based on
participation,
legislative district,
etc.
Additional
information about
possible events for
advocates to
participate in
Visiting advocacy website
with purpose
Writing letter to legislator
Letting their voice be
heard
University
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 19
Pyramid of EngagementAlumni/Advocate
Tier 4
Tier 3
Tier 2
Tier 1
Continued targeted
and personalized
emails based on
participation,
legislative district,
etc.
Asking advocates to
join you for a
legislative event
Asking them to place
a call on the
university’s behalf
Continued Advocacy on
University’s behalf
Event participation
Calling a legislator
Very engaged advocate at
this point
University
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 20
Pyramid of EngagementAlumni/Advocate
Tier 4
Tier 3
Tier 2
Tier 1
University Continued targeted
and personalized
emails based on
participation,
legislative district,
etc.
Hosting events and
going on trips to the
capital
Sending advocates on
missions; e.g., meet
with Senator
Kennedy and discuss
this issue
Continued Advocacy on
University’s behalf
Further Event
participation
Calling a legislator
Visiting with a legislator
Advocate feels that they
are making a difference in
the University’s efforts
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 21
June-Sept 2003
0
2,000
4,000
6,000
8,000
6/1/2003 6/15/2003 6/29/2003 7/13/2003 7/27/2003 8/10/2003 8/24/2003 9/7/2003 9/21/2003
New
Mem
ber
s b
y D
ay
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Tot
al N
ew M
emb
ers
New Members by Day Email message sent Total New Members
Establish Regular, Personal Interactions
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 22
2. Be Timely
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 23
3. Create a Theme
Sample emails from their 3 year campaign
UMN’s Successful “Bring Gopher
Football Back to Campus” Campaign
Victory!!
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 24
4. Engage the Advocates
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 25
5. Create A Balanced approach
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 26
The Future is Now
Americans spend more time on the Internet than any other activity
Number of hours Americans spend on these media activities: 3.6 – Internet, 2.5 - TV, 1.3 – Radio, 1.3 - Telephone
OMD, a New York based media services company, November 2006
An increasing number of people now believe that the web can give them more political power;
USC Annenberg School, December 2005
© 2005. GetActive Software. All rights reserved Proprietary and Confidential 04/10/23 page 27
Recruit, Engage, Retain™
Online Communications Solutions that Strengthen Relationships
with Alumni, Parents, and Friends