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The Advocacy Leadership Institute: Empowering Advocates for Bikeable Communities Learn about the rise of the Advocacy Leadership Institute (ALI), a grassroots bike/ped advocacy training program that started in Seattle, WA. Since its inception in 2012, the ALI model has spread to two other cities in the U.S. and has taught four cohorts of leaders in Seattle alone. The most recent version of ALI is about to launch in Richmond, VA. Presenters: Presenter: Max Hepp-Buchanan Metropolitan Richmond Sports Backers Co-Presenter: Brock Howell Cascade Bicycle Club
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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
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FRAMEWORK
Main components of campaign strategy:
• Goals
• Organizational considerations
• Constituents
• Targets
• Tactics
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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
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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
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WORKSHOPS
Workshop #6: Communicating our story
• Understanding frames, values, stories
• Panel of local media experts
• Identifying the proper media tactics
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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
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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!
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AND NOW FOR BROCK HOWELL