THE ADVOCACY LEADERSHIP INSTITUTE

Empowering Advocates for Bikeable Communities

PRESENTERS

Max Hepp-BuchananDirector of Bike Walk RVAMetropolitan Richmond Sports Backers

Brock HowellPolicy and Government Affairs ManagerCascade Bicycle Club

2

BREAKDOWN

Identifying, recruiting, developing leaders

Grassroots advocacy structure post-program

Question and answer period

3

30 minutes X

IDENTIFYING AND

RECRUITING

THE ORIGIN OF ALI

• VLF ballot measure in Seattle, November of 2011

• We lost.

• We learned.

5

WHAT DID WE LEARN?

People will show up if they believe in what you are doing.But you need to:

• Build a diverse city-wide team

• Foster a sense of comradery

• Develop and empower leaders

• Maximize their existing skills and teach them new ones

• Provide them with resources

6

PROGRAM GOALS

Build a city-wide team of effective advocates for bike/pedinfrastructure who can:

• Communicate strategically

• Navigate city departments

• Organize in their communities

• Plan and execute a campaign

• Celebrate a victory

7

FRAMEWORK

Midwest Academy: Organizing for Social Change

Also used by Alliance for Biking and Walking in Winning Campaigns Training

8

FRAMEWORK

Main components of campaign strategy:

• Goals

• Organizational considerations

• Constituents

• Targets

• Tactics

9

FRAMEWORK

Other elements of program:

• Marshall Ganz, Story of Self

• Leadership development skills

• Communications and media

• Civic engagement

10

GUEST SPEAKERS

• City Councilmembers

• State elected officials

• Fellow grassroots activists and organizers

• Big-time campaign managers

• Famous local media personalities

• City bike/ped planners

• Organization Executive Directors

11

TARGET AUDIENCE

Non-”cyclists” – just people who want to feel safe and comfortable riding a bike

• Moms

• Dads

• Retirees

• Teachers

• Librarians

• Civic association leaders

• Family-biking enthusiasts

12

RECRUITMENT STRATEGIES

• Brochures

• Social media

• Blogs

• Email blasts

• Earned media

• Word of mouth

• Councilmember newsletters

• Personal invitations

13

APPLICATION PROCESS

Application Questions

• Name, DOB, neighborhood, City Council district

• Why is walking/biking important to you?

• What do you think would make our streets safer?

• Dream headline in 5 years from now

• What do you hope to gain out of the program?

• Organizing/civic engagement experience

• Attendance requirements

• Ideal infrastructure improvement

14

RECRUITMENT NUMBERS

Advocacy Leadership Institute

Seattle, round one (summer 2012)

• 50 applicants, 18 accepted

Seattle, round two (winter 2013)

• 30 applicants, 18 accepted

Seattle, round three (spring 2014)

• 33 applicants, 20 accepted (18 completed)

Bike Walk RVA Academy

Richmond, round one (fall 2014)

• 65 applicants, 20 accepted15

DEVELOPING LEADERS

WORKSHOPS

Workshop #1: Why want to Connect RVA

• Our values and expectations

• Story of Self exercise

Workshop #2: How we are going to Connect RVA

• Infrastructure types

• Policy leavers

• Bicycle Master Plan

17

WORKSHOPS

Workshop #3: Selecting our issue and setting our goals

• Choosing an issue

• Defining the issue

• Setting goals

• Assessing resources

18

WORKSHOPS

Workshop #4: Developing our strategy

• Setting sights on the target(s)

• Power mapping

Workshop #5: Executing our tactics

• Selecting and evaluating tactics

• Timelines

19

WORKSHOPS

Workshop #6: Communicating our story

• Understanding frames, values, stories

• Panel of local media experts

• Identifying the proper media tactics

20

WORKSHOPS

Workshop #7: Leadership development skills

• What good leaders do

• Leadership poor vs. leadership rich

• Cycle: Identify, recruit, develop

• Delegating responsibility and holding people accountable

21

WORKSHOPS

Workshop #8: Moving forward together

• Big picture (ED of organization speaks)

• Campaign plan sharing

• Volunteer structure

• Roles and responsibilities going forward

22

GRADUATION

You have to have a party!

23

AND NOW FOR BROCK HOWELL