EDUadvocates – Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs

Mike Dean

Tipping Point Strategies

Agenda

• The Power of the Internet• Integrating the Internet into your advocacy

program• Two Case Studies• The Launch of EDUadvocates• Q & A

Challenges Facing Higher Education

• Increased pressure for limited state resources• Cost of higher education continues to rise

(health care and energy costs put a strain on budgets)

• Oversight increasing from the Legislature, Governor, and Federal Government

An Explosion Online

An Explosion Online

The Future is Now

• Americans spend more time on the Internet than any other activity

Number of hours Americans spend on these media activities:

3.6 – Internet, 2.5 - TV, 1.3 – Radio, 1.3 - Telephone

OMD, a New York based media services company, November 2006

• An increasing number of people now believe that the web can give them more political power;

USC Annenberg School, December 2005

Source: Pew Internet & American Life Project

1. It is where people are going to get information

2. Becoming harder to reach out to people through traditional means

3. It is more interactive 4. Can get involved anytime and anyplace

Why the Internet Matters

Its Where People go…

Source: Pew Internet & American Life Project

1. It is where people are going to get information

2. Becoming harder to reach out to people through traditional means

3. It is more interactive 4. Can get involved anytime and anyplace

Why the Internet Matters

The Three Legs of Government Relations

• Lobbying• Media• Grassroots

Without all three legs – the stool falls over

Why is Grassroots Advocacy is Necessary?

• Legislators listen to constituents• Educates and empowers major constituents• Unfiltered communication with audiences• It has become much easier to develop a

network of supporters• Everyone else is doing it

Grassroots Advocacy in Higher Education

Benefits of Grassroots Programs

• Grassroots members can more effectively distribute messages into their community

• Helps create a sense of community behind the institution

• Creates a personal face• Alumni can be more likely to give financial

support

Online Advocacy Can Drive Online Fundraising Success

Orgs with Online Advocacy Program

No Online Advocacy Program

Average Annual Online Fundraising Total

$343,000 $113,000

• On average, orgs with an online advocacy program and an online fundraising program raise 303% more money online than orgs that are only doing online fundraising

• Results from an online survey of the broader nonprofit community (to which 85 organizations responded)

Integrate the Internet in your Advocacy Program Because…

1. Easy for people to participate

2. Increase loyalty of supporters

3. Improves speed and efficiency at which information can get out

4. Save time and money

5. Can evaluate it

6. Can target impact

1. E-mail2. Video3. Micro-Organizing4. Search5. Social Networks

5 Ways You Should Use the Internet

1. Be Interactive and Empowering2. Create Engagement Pathways3. Develop and Nurture Evangelists4. Integrate! Integrate! Integrate!5. Create Community6. Provide a Service

Key Principles of Success

Friends Action Network – Case Study

FAN - Getting Started

• Create Internal buy-in• Develop structure• Launch communication plan

– Develop web site– Launch petition– Send every 2-4 weeks

• Provide Meaningful activities

• Build grassroots organization to educate legislators about U’s proposal

– Use passion of alumni and boosters to build support.

– Created contests to encourage people to spread the message – free things.

• Spoke to them in their language

• Empowered them to become political

Case study – U of M stadium campaign

The Building Blocks for Successful Use of Technology

1. Develop a plan

2. Collect email addresses

3. Establish regular interactions

4. Personalize and customize messages

5. Create a theme

6. Make people act, participate

7. Integrate online and offline activities

8. Test and follow what works

JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC.

2 2 2 0 1 1 2 3 3 1 0 0

1 1 1 1 1 1 1 1 1 1 1 1

1 1 1 1 1 1 1 1 1 1 1 1

1 1 1 1

Appeals

e-News

Renewal

Upgrade

Email Marketing Schedule

Collect Email Addresses

Pyramid of EngagementOrganization Supporter

Tier 4

Tier 3

Tier 2

Tier 1

eNewsletters

Action Alerts

Interactive/Informative Advocacy

website

Petitions

Receiving eNews

Visiting Advocacy website

Learning about issues

Pyramid of Engagement

Supporter

Tier 4

Tier 3

Tier 2

Tier 1

Targeted and

personalized emails

based on

participation,

legislative district,

etc.

Additional

information about

possible events for

advocates to

participate in

Visiting advocacy website

with purpose

Writing letter to legislator

Letting their voice be

heard

Organization

Pyramid of Engagement

Supporter

Tier 4

Tier 3

Tier 2

Tier 1

Continued targeted

and personalized

emails based on

participation,

legislative district,

etc.

Asking advocates to

join you for a

legislative event

Asking them to place

a call on the

organization's behalf

Continued Advocacy on

University’s behalf

Event participation

Calling a legislator

Very engaged advocate at

this point

Organization

Pyramid of Engagement

Supporter

Tier 4

Tier 3

Tier 2

Tier 1

Organization Continued targeted

and personalized

emails based on

participation,

legislative district,

etc.

Hosting events and

going on trips to the

Capitol

Sending advocates on

missions; e.g., meet

with Senator

Anderson and discuss

this issue

Continued Advocacy on

organization’s behalf

Further Event

participation

Calling a legislator

Visiting with a legislator

Advocate feels that they

are making a difference in

the organization’s efforts

0

2,000

4,000

6,000

8,000

6/1/2003 6/15/2003 6/29/2003 7/13/2003 7/27/2003 8/10/2003 8/24/2003 9/7/2003 9/21/2003

New

Mem

ber

s b

y D

ay

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Tot

al N

ew M

emb

ers

New Members by Day Email message sent Total New Members

Establish Regular, Personal Interactions

• Send your message from an individual, not from an organization

• Address the person by name

• Include personal data and legislator contact information in the body of the email

• Sign the message with your name and organization

Personalize and Customize

Sample emails from their 3 year campaign

UMN’s Successful “Bring Gopher

Football Back to Campus” Campaign

Victory!!

Create a Theme

Integrate Online and Offline

Lessons Learned From These Case Studies

• Have a balanced approach• Technology makes it much easier• Quality vs. Quantity• Use a theme to build excitement and support• Provide “Inside Information”• Engage supporters year-round• The more you put in the more you will get out

The Challenges

• Creating internal buy-in across different groups

• It is hard to give up control

• It takes time

Next Step - EDUAdvocates.org

What is EDUadvocates.org?

• Regular blog posts with timely tips• Links to relevant news stories about

technology, higher education and government relations

• A Toolbox of useful resources• A quarterly newsletter• Ask the Experts section

What is EDUAdvocates.org?

Question and Answer