Driving & Supporting Grassroots Lobbying

Driving & Supporting Driving & Supporting Grassroots Lobbying Grassroots Lobbying

February 2009February 2009

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Three Ingredients Three Ingredients Needed for Effective Needed for Effective GrassrootsGrassrootsCommitment:Commitment: Members/patients must be Members/patients must be

committed to make a difference in the committed to make a difference in the direction of legislation.direction of legislation.

Action Orientation:Action Orientation: Must be willingness to Must be willingness to take action at the direction of state or take action at the direction of state or national organization.national organization.

Advance Preparation:Advance Preparation: Members/patients Members/patients must be given the resources to respond must be given the resources to respond effectively.effectively.

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ACA has dedicated a great deal of time to ACA has dedicated a great deal of time to educating our members and all DCs about the educating our members and all DCs about the risks and opportunities inherent in any risks and opportunities inherent in any healthcare reform bill, ACA leaders are healthcare reform bill, ACA leaders are pushing grassroots involvement across the pushing grassroots involvement across the country. country.

The challenge is cultivating that same The challenge is cultivating that same commitment in chiropractic patients, whose commitment in chiropractic patients, whose personal interest is much more compelling to personal interest is much more compelling to legislators. legislators.

Will rely on DCs to communicate the issues to Will rely on DCs to communicate the issues to their patients, and to direct them to their patients, and to direct them to information and resources provided by information and resources provided by national and state chiropractic associations.national and state chiropractic associations.

CommitmentCommitment

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Patients must understand that Congressional Patients must understand that Congressional action could increase, action could increase, or eliminateor eliminate, their , their access to chiropractic services.access to chiropractic services.

They must also be given a simple tool to They must also be given a simple tool to contact their elected officials to advocate for contact their elected officials to advocate for or against legislation under consideration.or against legislation under consideration.

They will need regular reinforcement of the They will need regular reinforcement of the urgency of the situation and their urgency of the situation and their empowerment to influence its outcome.empowerment to influence its outcome.

Simply put, patients need to be mobilized Simply put, patients need to be mobilized (Carville, NCLC 2008).(Carville, NCLC 2008).

Action OrientationAction Orientation

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ChiroVoice, in conjunction with doctors of ChiroVoice, in conjunction with doctors of chiropractic, provides the education needed to chiropractic, provides the education needed to cultivate commitment and action orientation, as cultivate commitment and action orientation, as well as the mechanism to facilitate the response well as the mechanism to facilitate the response to Congress.to Congress.

Through ChiroVoice, ACA will send monthly health Through ChiroVoice, ACA will send monthly health and wellness resources to subscribers, as well as and wellness resources to subscribers, as well as legislative updates and action alerts regarding legislative updates and action alerts regarding health care reform issues. The goal is to ensure health care reform issues. The goal is to ensure patients value the consumer information and patients value the consumer information and thus will be receptive to the policy analysis.thus will be receptive to the policy analysis.

Advance PreparationAdvance Preparation

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Registering at ChiroVoice takes less than two Registering at ChiroVoice takes less than two minutes, and enters the patient and his/her minutes, and enters the patient and his/her relationship with an ACA member into ACA’s relationship with an ACA member into ACA’s Association Management System.Association Management System.

Patient/doctor linkage in database reinforces Patient/doctor linkage in database reinforces the professional relationship, encouraging the professional relationship, encouraging further commitment by subscribers.further commitment by subscribers.

ACA can communicate via e-mail with ACA can communicate via e-mail with subscribers by state or Congressional District subscribers by state or Congressional District to send targeted calls to action on bills under to send targeted calls to action on bills under consideration.consideration.

ChiroVoiceChiroVoice

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Why ChiroVoice?Why ChiroVoice?

USPS no longer a reliable option (decontaminating and processing postal mail can add many weeks before USPS letter reaches Hill).

Telephone campaigns can be effective, but they are counterproductive unless both the citizen and the grassroots organization have properly prepared for the exchange.

Congressional staff rate faxes as their least preferred method of communication (43% said they had no influence at all).

E-mail messages are more effective than faxes; nearly every congressional office has reported a preference for e-mail to faxes.

Source: Source: Congressional Management Foundation, 2008

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Why ChiroVoice?Why ChiroVoice?

Faxes require significant data entry and administrative work, and the tools available to congressional offices actually allow them to more quickly aggregate and report on constituent contact volumes when it is in a digital format.

In fact, of all the forms that constituent communications could take, congressional staff reported that faxes were the least likely to have an influence on Member decision-making.

When done correctly, e-mail is easy for congressional offices to process, count, and respond to, which means that communications are more effective and more likely to be acknowledged.

Source: Source: Congressional Management Foundation, 2008

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Two-page spread in ACA NewsTwo-page spread in ACA News Recurring articles in ACA News, Week in ReviewRecurring articles in ACA News, Week in Review Prominent placement on ACA websiteProminent placement on ACA website Video message from Dr. ManceauxVideo message from Dr. Manceaux Included in talking points used by ACA delegatesIncluded in talking points used by ACA delegates Teleconferences with state associations through Teleconferences with state associations through

COCSACOCSA Teleconferences with individual ACA membersTeleconferences with individual ACA members Facebook group and other on-line networking sitesFacebook group and other on-line networking sites

Promoting ChiroVoicePromoting ChiroVoice

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TIMELINE:TIMELINE: October 2008:October 2008:

– Develop ChiroVoice.org webpage Develop ChiroVoice.org webpage – Develop ACA News launch of campaign Develop ACA News launch of campaign

November 2008:November 2008:– November 14-15: Joint Legislative November 14-15: Joint Legislative

Commission and PAC Board meeting at Commission and PAC Board meeting at ACA, much attention focused on fine-ACA, much attention focused on fine-tuning tactics involved in the patient tuning tactics involved in the patient network strategy. network strategy.

– November 18: Report to BOG on progress November 18: Report to BOG on progress of the Action Planof the Action Plan

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December 2008:December 2008:– 1st: ACA News article on NCLC and the focus 1st: ACA News article on NCLC and the focus

on developing a patient advocacy networkon developing a patient advocacy network– 2nd: Call with HOD outlining patient 2nd: Call with HOD outlining patient

advocacy campaignadvocacy campaign– Week of December 1st: Video tape ACA Week of December 1st: Video tape ACA

leader urging support of patient advocacy leader urging support of patient advocacy network campaignnetwork campaign

– Week of December 15th: First conference Week of December 15th: First conference call with state associationscall with state associations

– Week of December 15th: Roll-out network Week of December 15th: Roll-out network with HOD and 200 other ACA DCswith HOD and 200 other ACA DCs

– 16th: Report to BOG on progress of the 16th: Report to BOG on progress of the Action PlanAction Plan

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January 2009:January 2009:– 5th Official Launch of ChiroVoice.org 5th Official Launch of ChiroVoice.org

network via ACA News and various press network via ACA News and various press releases releases

– 5th E-mail campaign announcement to ACA 5th E-mail campaign announcement to ACA members members

– 6th: Report to BOG on progress of the 6th: Report to BOG on progress of the Action PlanAction Plan

– 8th-29th Continue campaign through ACA 8th-29th Continue campaign through ACA Week in ReviewWeek in Review

– 30th Blast fax to profession encouraging 30th Blast fax to profession encouraging participation in ChiroVoice campaignparticipation in ChiroVoice campaign

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February 2009:February 2009:– 1st: Ongoing ACA News campaign 1st: Ongoing ACA News campaign

regarding patient advocacy network regarding patient advocacy network – 12th: Tele-seminar with doctors and state 12th: Tele-seminar with doctors and state

associationsassociations– 18th: Patients start to receive newsletters18th: Patients start to receive newsletters– Throughout month, continue campaign Throughout month, continue campaign

through ACA Week in Reviewthrough ACA Week in Review– 25-28th: NCLC, focus on ChiroVoice and 25-28th: NCLC, focus on ChiroVoice and

grassroots integrationgrassroots integration

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March 2009:March 2009:– 1st: Ongoing ACA News campaign regarding patient 1st: Ongoing ACA News campaign regarding patient

advocacy networkadvocacy network– 5th Second E-mail campaign announcement to ACA 5th Second E-mail campaign announcement to ACA

members members – 12th: Tele-seminar with doctors and state associations12th: Tele-seminar with doctors and state associations– 18th: Patients receive newsletters18th: Patients receive newsletters– Throughout month, continue campaign through ACA Throughout month, continue campaign through ACA

Week in ReviewWeek in Review– Report to BOG on progress of the Action PlanReport to BOG on progress of the Action Plan– Further develop ChiroVoice integration throughout Further develop ChiroVoice integration throughout

web (Facebook, Google, texting, etc)web (Facebook, Google, texting, etc)– 28th: Blast fax to profession encouraging participation 28th: Blast fax to profession encouraging participation

in ChiroVoice campaignin ChiroVoice campaign

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April-August 2009:April-August 2009:– 1st: Ongoing ACA News campaign regarding 1st: Ongoing ACA News campaign regarding

patient advocacy networkpatient advocacy network– Mid-month: Tele-seminar with doctors and Mid-month: Tele-seminar with doctors and

state associationsstate associations– Mid-month: Patients receive newslettersMid-month: Patients receive newsletters– Throughout month, continue campaign Throughout month, continue campaign

through ACA Week in Reviewthrough ACA Week in Review– Reports to BOG on progress of the Action PlanReports to BOG on progress of the Action Plan

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Specific ACA Grassroots Specific ACA Grassroots Action Regarding the Action Regarding the Perfect StormPerfect Storm Build patient data base; need at least Build patient data base; need at least 100,000 100,000

subscribers to have an impact on Congress.subscribers to have an impact on Congress. Engage patients in the processEngage patients in the process

– First Call to Action sent Feb 18 with First Call to Action sent Feb 18 with newsletter,newsletter, urging Congress to include urging Congress to include chiropractic in all healthcare reform chiropractic in all healthcare reform legislation.legislation.

– Similar messages will be sent monthly until Similar messages will be sent monthly until specific bills are in play.specific bills are in play.

On an “as needed” basis, subscribers will On an “as needed” basis, subscribers will receive ACA-developed analysis of pertinent receive ACA-developed analysis of pertinent federal legislation being considered.federal legislation being considered.

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Specific ACA Grassroots Specific ACA Grassroots Action Regarding the Action Regarding the Perfect StormPerfect Storm

State Association RoleState Association Role– State associations are asked to actively State associations are asked to actively

promote ChiroVoice to their members and promote ChiroVoice to their members and encourage their participation.encourage their participation.

– States have more members, and more direct States have more members, and more direct contact with their members than ACA does; contact with their members than ACA does; your support is critical to ChiroVoice’s your support is critical to ChiroVoice’s success.success.

– ACA may grant state associations access to ACA may grant state associations access to patient contacts within their states for state-patient contacts within their states for state-based advocacy efforts; this is a priority based advocacy efforts; this is a priority policy issue that will be addressed by BOG policy issue that will be addressed by BOG Thursday.Thursday.

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Specific ACA Grassroots Specific ACA Grassroots Action Regarding the Action Regarding the Perfect StormPerfect Storm

State Association Role State Association Role – State associations are on the distribution State associations are on the distribution

list for all ACA Legislative Alertslist for all ACA Legislative Alerts– State associations are urged to use any State associations are urged to use any

Alert content in their member Alert content in their member communications, unless specifically noted. communications, unless specifically noted.

– Steps to be taken by doctors and patients Steps to be taken by doctors and patients will be well spelled out in Action Alerts.will be well spelled out in Action Alerts.

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Implementation of Implementation of Grassroots Action Using Grassroots Action Using ChiroVoiceChiroVoice

Upon identification of specific legislation Upon identification of specific legislation requiring action, ACA will:requiring action, ACA will:– Notify state associations, Summit Notify state associations, Summit

members and Key Contacts of legislationmembers and Key Contacts of legislation– Prepare policy analysis of bill, as well as all Prepare policy analysis of bill, as well as all

information obtained from ACA’s information obtained from ACA’s legislative contacts.legislative contacts.

– Send analysis to state associations, Send analysis to state associations, Summit members and Key Contacts; will Summit members and Key Contacts; will ask for corroborating information from ask for corroborating information from their contacts. Will revise analysis their contacts. Will revise analysis accordingly based on their feedback.accordingly based on their feedback.

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Upon identification of specific legislation Upon identification of specific legislation requiring action, ACA will:requiring action, ACA will:– Prepare streamlined analysis and send to all Prepare streamlined analysis and send to all

ChiroVoice subscribers with estimated ChiroVoice subscribers with estimated timeline for action.timeline for action.

– Prepare messages to be sent by ACA Prepare messages to be sent by ACA members, and ChiroVoice subscribers through members, and ChiroVoice subscribers through ACA’s Legislative Action Center; will distribute ACA’s Legislative Action Center; will distribute to state assns and Summit members for their to state assns and Summit members for their distribution to their members.distribution to their members.

– State assns and Summit members are urged State assns and Summit members are urged to direct their members to ACA’s Legislative to direct their members to ACA’s Legislative Action Center to communicate with their Action Center to communicate with their legislators.legislators.

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Upon identification of specific legislation Upon identification of specific legislation requiring action, ACA will:requiring action, ACA will:– Continue to monitor progress of legislation Continue to monitor progress of legislation

to determine optimal timing for e-mail to determine optimal timing for e-mail campaign.campaign.

– Provide upon request reports of the Provide upon request reports of the number of messages sent to legislators to number of messages sent to legislators to state assns and Summit members state assns and Summit members referring their members to ACA’s referring their members to ACA’s Legislative Action Center.Legislative Action Center.

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Key ContactsKey Contacts

Key Contact network a “must have;” profession Key Contact network a “must have;” profession lacking any viable DC-legislator network lacking any viable DC-legislator network

Building a viable Key Contact programBuilding a viable Key Contact program– Key Contacts are members who already Key Contacts are members who already

have, or are willing to establish, strong on-have, or are willing to establish, strong on-going relationships with legislators.going relationships with legislators.

– They will be called upon to alert their They will be called upon to alert their members of Congress to important members of Congress to important legislative issues, and to attend local events legislative issues, and to attend local events or fundraisers on behalf of the ACA PAC.or fundraisers on behalf of the ACA PAC.

– Will serve as ACA’s primary points of contact Will serve as ACA’s primary points of contact to these legislators.to these legislators.

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Key ContactsKey Contacts

Must identify committed members to serve as Must identify committed members to serve as spokespeople.spokespeople.

Existing relationships are important, but willingness Existing relationships are important, but willingness to serve is more so.to serve is more so.

Provide the tools to be successful; bill language and Provide the tools to be successful; bill language and analysis, talking points, clear statements of analysis, talking points, clear statements of association’s goals and objectives.association’s goals and objectives.

Communicate frequently to maintain interest and Communicate frequently to maintain interest and focus; develop simple reporting mechanisms for Key focus; develop simple reporting mechanisms for Key Contacts to report their activities.Contacts to report their activities.

The structure is simple; implementation is time The structure is simple; implementation is time consuming.consuming.

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ConclusionConclusion

ACA is committed to the success of our ACA is committed to the success of our grassroots network and has dedicated grassroots network and has dedicated significant resources to it. However, it will significant resources to it. However, it will need the active support and promotion of need the active support and promotion of state associations, Summit members and state associations, Summit members and other organizations to reach the entire other organizations to reach the entire profession.profession.

Once established, the grassroots network will Once established, the grassroots network will be used in both a proactive and response be used in both a proactive and response mode to promote our goal of chiropractic mode to promote our goal of chiropractic inclusion in any healthcare reform legislation inclusion in any healthcare reform legislation and Medicare parity.and Medicare parity.

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ConclusionConclusion

After the Perfect Storm subsides, the network After the Perfect Storm subsides, the network will remain in place, and will be maintained, will remain in place, and will be maintained, to respond to other opportunities and to respond to other opportunities and challenges as they arise, or as the profession challenges as they arise, or as the profession cultivates them.cultivates them.

ACA wants to work closely with state ACA wants to work closely with state associations and other interested chiropractic associations and other interested chiropractic organizations to make this network serve the organizations to make this network serve the interests of the entire profession.interests of the entire profession.

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Questions?Questions?

Contact info:Contact info:– ACA Department of Government RelationsACA Department of Government Relations– 703-812-0224703-812-0224– [email protected]@acatoday.org

Documents

Driving & Supporting Grassroots Lobbying