the e-politics projectan in-depth consultation with parliamentarians

presented by:

the first in-depth consultation of Canadian MPs on their uses and views of online communication tools and grassroots campaigning.

methodology

methodologyIn April of 2009 all Canadian MPs plus 63 former MPs who lost their seat in the last election were sent a letter introducing the e-politics project and asking for their participation

The introductory letter included a written endorsement of the project from a member of the MPs caucus (with the exception of the Bloc)

Over the span of 4 weeks, MPs were sent 3 email invitations to complete an online/paper survey

63 current MPs and 8 former MPs participated in the survey

Current MPs: 20.5% response rate

Former MPs: 12.5% response rate

Aggregate: 19.3% response rate2006 UK MP survey 12% response rate

how parliamentarians are using online communication tools

the state of play

a personal touch

40.8%Four in ten current MPs report they share responsibility with their staff for handling correspondence from constituents.

data mining

94.3%Almost all parliamentarians are collecting personal information from constituent correspondence for future uses.

technology useweb 1.0

mp website e-newsletter

technology useweb 2.0 - mps have only partially embraced social media to build relationships with their constituents

surfing parliamentarians

92.5% have visited a website for a political election campaign

71.2% have visited a news aggregator website like bourque.com

Parliamentarians are more likely to visit a website advocating a public policy option (81.1%) than a social networking site dedicated to a public policy issue (52.8%)

it’s about politics, news and public policy

email risingamong current MPs, e-mail is the preferred method of hearing from constituents.

how do MPs feel about grassroots campaigning?

parliamentary perceptions

local counts

three quarters of MPs (75.9%) place a higher priority on communications from constituents over non-constituents

surprise, surprise

the value of emailemail is given as much weight as other forms of constituent communication.

% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

changing minds?

92.2%of parliamentarians reported that an online campaign has never changed their mind on an issue.

But...

personal counts

Parliamentarians report they are more motivated to act on issues that have been brought to their attention through personal communication from their constituents such as meetings, phone calls and letters

motivating to actionwhen motivating an MP to act, the more personal the approach, the better.

% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

pers

onal

non-

pers

onal

motivating to action - letterswhen motivating an MP to act, the more personal the approach, the better.

% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

numbers countalmost all MPs compare the number of communications they receive on issues

44% use this info to estimate relative support

18% use this info to prioritize time on issues

38% consider this info but does not influence work

numbers countform messages from constituents are given almost as much weight as media attention

non-

pers

onal

% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

campaigningalmost half of MPs will weigh a message that is part of an orchestrated campaign the same as a “organic” constituent message

campaign websitesMPs see websites for advocacy on public policy as making a contribution to their work

51.9% - Researching for policy

51% - Learning about people/organizations supporting an issue

45.3% - Understanding an issue

26.4% - Gauging support of an issue

21.5% of respondents report that advocacy campaign websites are not valuable to their role as a parliamentarian

% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

facebook groups vs websitesMPs see Facebook as better for “gauging support of an issue”

% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

0

15

30

45

60

Researching for policy People/orgs supporting an issue Understanding an issue Gauging support of an issue

Campaign website Facebook group

campaignscampaigns that made a POSITIVE impression

Copyright reform

Animal cruelty

Environment

Hepatitis C campaign

Burlington Chamber of Commerce

Obama

CBC issues

Make Poverty History

Support of gun registry

Grannies in Africa

Right to Repair

Rally for Canada

campaignscampaigns that made a NEGATIVE impression

Pooping puffin

Anti-gun registration

Same sex marriage

“Perceived” clawback of benefits for veterans

Life Before Profit

IFAW anti seal hunt

Release of murderers in foreign prisons

Real women

for campaigning organizations to influence MPs

4 key lessons

#1 remember “kissin’ babies...”

Tools & tactics may have changed, but the basics of politics in Canada has remained constant. Building in-riding support is essential.

“There are only two kinds of people in this world... those who can hurt you at home, and everybody else...”

~MP

#2 get personal. get direct.

! face to face! phone calls! personal letters! targeted messages

Use new technologies to make constituent contact with mps as personal and direct as possible. The campaigns that rise above the noise make personal connection with MPs.

#3 demonstrate visible support

BUT don’t neglect the power of more generic communications when you can generate large numbers. Make sure you track everything.

! form email! petitions! public opinion polls! facebook groups! campaign websites

#4 approach from all angles

More and more organizations have tools for online advocacy. The groups that use an integrated approach will be the most effective.

! Grassroots/online! Government Relations! Media! Research/data! Collaboration

in their own wordssuggestions on how to engage MPs from MPs themselves.

Meet face-to-face with their Member of Parliament, or send personalized communications as opposed to a form letter.

They should correspond with them directly and forget the form letters.

Personal communication via e-mail, letter or fax stating why you feel passionate about an issue rather than form letters.

Contact me directly, by which ever means is best for you.

Write a letter, call or send an e-mail. Don't send a generic letter.

Keep at the member - make your issue front and centre

Arrange a face to face meeting or an event

Show up; be prepared; mobilize like-minded citizens