During this webinar, attendees will learn about: - Grassroots advocacy - Engaging political representatives in your city or province - Getting your issues on the agenda - Current health policy context in Ottawa & the provinces Contact information for presenters: Michael Hatch - mhatch@impactcanada.com

1. Grassroots Advocacy 101
June 4, 2015

2. Impact Public Affairs:
We Wrote the Book on Association Advocacy
In 2010, Impact was asked to author the
third edition of the Canadian Society of
Associations Executives' Guide to
Government Relations.
This publication illustrates how a wide
variety of organizations have succeeded
with government at all levels.

3. Current Political Context
 Shaping up to be the most competitive – and unpredictable –
election campaign in a generation
 Vote most likely to be October 19
 Three parties have realistic chance at victory
 Coalition/governing agreement scenarios possible to imagine –
especially if there’s a narrow Conservative victory
 Health care always high on the agenda in general
 Parties have not made many specific commitments yet though
 Sitting MPs will be very receptive to any policy
recommendations they see as helping them to get re-elected
in October

4. Current Health Policy Context
 Federal transfer growth will shrink from 6 to 3 per cent in 2017
– but transfers still growing
 Current federal government said to be “disengaged” from
health care
 Niche issues – mental health, dementia, autism,
compassionate care, food safety, etc. getting federal attention
 Provinces are responsible for direct control of health systems
 However Ottawa plays an important role
 All parties “committed to health care” – but what does that
mean going into an election?

5. Lobbying: A Developing History
 Backroom deals
 Perceptions of lobbyists
 Lawyers
 Growth of political professionalism
 More campaign focused than ever before
 Consumer and voter are king

6. Competitive Political Landscape:
 Many competing for limited government resources.
 Interest groups are taking more proactive role to gain
government attention.
 Decision-makers have more than one decision to make.
 Groups that are not proactive risk being marginalized.
 How do you break through the clutter?

7. Stakeholder-Based Grassroots Advocacy:
What Works
 “Real people, delivering real local stories with real local issues.”
 Local leaders working with the local politicians.
 Using originality to break through the clutter!
 A sustained and coordinated approach.

8. Stakeholder-Based Grassroots Advocacy:
Why it Works
 Research is clear that associations that distanced members
from advocacy work stumbled.
 Stakeholder based advocacy involvement is more effective and
more targeted!
 Grassroots lobby approaches build member and stakeholder
involvement and commitment.

9. Grassroots Concepts:
 Best approach involves educating and sensitizing decision-
makers over time.
 Need to frame the issue before government does.
 Position association or sector as a resource to government.
 Starting early ultimately saves money in the long run. Lobbying
as an afterthought is less effective!

10. Purpose and Objectives:
 Raise awareness and champion the values of your members
 Develop and nurture relationships with your local MPs from
all parties.
 Get your policy issues on the national agenda!

11. Contacting Your Local MP:
• Effective and powerful email
• Delivers speed but lack of investment
• Important to signal you are a constituent
• Subject line – “Message from Red Deer”
• Personalize request
• Avoid Spam
• Compelling MP Calls
• Best used when time is a factor
• Identify that you are a constituent
• Provide your mailing address
• Brief their staffer – Great source of information and action
• Ask for a return call by MP
• Do not call on every issue – reserve the political capital

12. Contacting Your Local MP:
Effective Grassroots Letters to MP
 State that you are a constituent at the beginning
 Provide a street address in the riding
 Lead with your request
 Speak from the heart
 One core argument
 Do not send big packages of information
 Repeat the request
 Typed or hand written
 Copy your association

13. Meeting Your Local MP:
Conversations That MPs Want
 What are the local statistics?
 Real life stories and examples that illustrate the
case in the riding.
 Your visibility and potential profile in the riding.
 Remember to Remain Human!
 Avoid the desire to sound like lawyer, lobbyist, debate team captain
or statistician.
 Your role in local life gives you all the expertise and background
needed.

14. Meeting Your Local MP:
Unsuccessful Tactics
 Confrontational style that harasses or insults politician.
 Lack of preparedness.
 Too rehearsed and artificial.
 Not listening is biggest, most common mistake.

15. Meeting Your Local MP:
How to be Effective Face to Face
 Maximum three key arguments.
 Tell a personal story (very short).
 What your concern (s) is/are.
 Why an MP should support it/them.
 Have a specific request.
 Send a thank you note.

16.  Who are you and where are you from?
 Paint a mental picture!
 What is your concern?
 Why should an MP support you?
 What action are you requesting from them?
Meeting Your Local MP:
The Elevator Pitch

17. How a Meeting Unfolds:
 Most MPs will generally afford only 15-30 minutes
 The meeting may be delayed (be prepared to wait)
and/or cut short
 You may need to change your comments depending on
the level of knowledge of the MP
 Often there is an assistant attending with the MPP
 Be prepared to “elevator pitch” key messages: be clear
about what it is you would like and what they can do
 Share personal anecdotes or “war stories” to reinforce
points 17

18. Meeting Scenario:
Typical Questions asked by an MPP
 Why are you here?
 What is it that you do? How will it help my constituents?
 What can I do to help you?
 What are you asking for?
 Do you have any statistics in my riding?
 Who else have you talked to about your issues?
 Are there other groups that feel the same way?
 Specific information/statistics/concrete facts and numbers.
 Depending on current situations heard and seen in the media, questions
can be brought up about how CCSN is affected, etc.

19. Meeting Scenario
 Introduction:
 Introduce self and members of your group (if any)
 i.e.: “Hello, my name is (insert name), and I am a (insert role) in (insert city).
I’d like to thank you very much for taking the time to meet with me today.
 Explain why you wanted to meet with the MP today
 State that you are meeting as part of CCSN’s overall advocacy initiative.
 Key messaging and policy recommendations
 Always have an answer to the question: what can I do for you?

20.  Wrap-Up
 Ask the MP if he or she requires any further information or
if CCSN can help in any way.
 Thank the MP, leave behind a concise information package
and follow-up with the MP.
 Ask if an assistant can take a photo (if you feel comfortable
doing so).
 Let CCSN know if any additional follow up is required.

21. Helpful Hints:
 Know your issues: Carefully review any materials from CCSN
 Localize your issues: Tell CCSN’s and your own story using experiences and
examples relevant to you and your audience.
 Prioritize your issues: Limit discussion to a manageable number of priority
issues.
 Organize your presentation: Ensure that time is allowed for questions and
comments from the MP.
 Take your time – don’t rush: Pause before answering a question.
 Don’t force anything: If you don’t know the answer to a question, let them
know that you will get back to them with the information they are looking
for.

22. Thank You!
Michael Hatch
mhatch@impactcanada.com
613 233 8906