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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