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Strategic Planning for Government Affairs
American Society Association Executives2012 Government Relations School
Washington DCJune 25-26, 2012
Government Affairs Planning
• GA Program→ Policy→ Politics→ Public Advocacy
Government Affairs Planning
Shaping Policy
• Policy Positions
• Issues/Challenges→ Taxes/fees→ Jobs/economy→ Regulations→ Business
Shaping Policy
• Issues/Challenges→ Re-active/Pro-active→ Identify priorities
• Legislative Agenda→ Message→ Messengers→ Delivery
Affecting Elections
• Identify Elected Officials→ Saints→ Sinners→ Savables
• Candidate Recruitment
Electing the right policy-makers• Early Endorsements• Interviews• Endorsements• Engage members• PAC $$• IEs
Affecting Elections
Success = electing the right candidates
Electing the right candidates = PAC Fundraising
Affecting Elections
• PAC Fundamentals … why is it important?
• Understanding your PAC– Who invests in your PAC– Why do they invest
• Fundraising … program essentials– Marketing/Outreach– Individual Solicitation– Events
PAC Fundraising
Fundraising Plan• Identify goal
- Increase $- Increase participation- Increase major donors
• Identify audience• Determine message• Message delivery
PAC Fundraising
PUBLIC ADVOCACYPUBLIC ADVOCACYCommunication• Issue advocacy• Influence legislation• Developing presence• Community outreach• Member involvement
Educating the Public
Target audience Policy-makers Public Members
Educating the Public
Research/Surveys– Benchmark surveys– Tracking surveys– Focus groups
Understand how public feels about issues, positions and messages
Test messages
Educating the Public
Message Development Purpose of communicating Why does your message matter Concise, Consistent, ConstantMessage Delivery TV, Radio, Newspaper Phone calls, Mailings, Email Internet – Website, Social Media, Banner
Ads on other sites
Educating the Public
Media Strategies News releases Opinion-editorials Editorial boards Letters-to-the-editor Blogs, podcasts Issue briefings, events
Educating the Public
Member Communication Show value (dues) PAC fundraising Respond to action alerts Volunteer
Educating the Public
GA Program• Vision/plan• Resources/budget• Committee structure/role• Member research (surveys)• Mobilizing members
Association’s GA Program
GA Program• Mobilizing members
→ Policy→ Politics→ Public advocacy→ Program
Association’s GA Program
• Plan of Action• Timeline/implementation• Utilizing resources
Goal Setting
• Policy• Politics
→ Elections→ PAC Fundraising
• Public Advocacy• GA Program
Goal Setting
Successful GA Program• Policy• Politics• Public Advocacy
GA Strategies helps you strategically plan for a more effective GA program
Government Affairs Planning