4a political messaging AO community conference


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Organisations strive to maximize the impact of each supporter message when it arrives in the politician’s inbox. Jo Shaw of sponsor agency PublicZone will look specifically at the impact of more targeted and strategic messaging, including statistics from MP surveys in the UK and Canada, and cover how to use the tools in e-activist that relate to message targeting: message menu, message and subject line rotation, re-direct and filter (form content, contact validation, contact biographical data, and question response), inserting basic dynamic content into your default message, and using reference data in your message templates. Lizzie Cook, Public Engagement Officer at Breakthrough Breast Cancer will showcase Breakthrough's pre-election campaign action..

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  • It is worth noting that Conservative Party candidates were advised not to sign the pledge due to uncertainty over future budget decisions, and so these PPCs came mostly from Labour, Lib Dem and other party candidates. contributing to the exceptional attendance at Breakthrough’s Annual Parliamentary reception of over 100 guests, including 63 MPs and 18 Peers including Paul Burstow MP, Minister for Cancer Services, National Cancer Director Professor Sir Mike Richards, and Rt. Hon Andy Burnham MP, current Labour Party leadership candidate and Shadow Secretary of State for Health.
  • 4a political messaging AO community conference

    1. 1. TRACK 4: EVERYTHING POLITICAL Political Messaging: Strategy and Tools Jo Shaw - Public Zone Lizzie Cook - Breakthrough Breast Cancer
    2. 2. <ul><li>Jo Shaw </li></ul><ul><li>Head of Client Service </li></ul><ul><li>Public Zone </li></ul><ul><ul><li>Worked in parliament for 4 years </li></ul></ul><ul><ul><li>Launched MyMP iPhone App in Feb 2010 </li></ul></ul><ul><ul><li>Work with clients on their campaigning and political engagement strategies </li></ul></ul><ul><li>Lizzie Cook </li></ul><ul><li>Senior Local Engagement Officer </li></ul><ul><li>Breakthrough Breast Cancer </li></ul><ul><ul><li>Project manages Breakthrough’s ecampaigning activity </li></ul></ul><ul><ul><li>Coordinated General Election online campaign </li></ul></ul><ul><ul><li>Provides expertise to inform the focus of our campaigning with members of Breakthrough’s Campaigns & Advocacy Network (CAN), maximizing opportunities to make an impact. </li></ul></ul>Introducing us
    3. 3. <ul><li>Parliamentarians receive between 200 - 750 email per day </li></ul><ul><li>50+ letters per day </li></ul><ul><li>2 permanent staff, 3 - 6 part time/volunteers/interns </li></ul><ul><li>2 offices, one in Westminster, one in the constituency </li></ul><ul><li>Most casework administered in the constituency </li></ul><ul><li>In constituency most Fridays and Mondays </li></ul><ul><li>Have 3 motivations - constituents, career progression and personal interests </li></ul>Start by understanding your audience
    4. 4. <ul><li>Target certain MPs </li></ul><ul><li>Show you have done your research </li></ul><ul><li>Explain to each MP the difference their support could make </li></ul><ul><li>Personalise all communication </li></ul><ul><li>Do not overload with information </li></ul><ul><li>Make sure your email makes it through the ‘intern filter’ </li></ul>Make it relevant
    5. 5. <ul><li>Consider their parliamentary calendars </li></ul><ul><li>Consider policy developments </li></ul><ul><li>Use multiple channels </li></ul><ul><li>There is never a perfect time </li></ul><ul><li>Be patient, most responses can take 3 - 6 weeks </li></ul>Time it right
    6. 6. <ul><li>Be brief and get to the point </li></ul><ul><li>Give them something useful so they are more likely to reciprocate - local stats work well </li></ul><ul><li>Give them something to talk about so they spread the word </li></ul><ul><li>Don’t be scared to be creative </li></ul><ul><li>Make it easy for them and their office staff </li></ul><ul><li>Cater for less high tech offices </li></ul>Decide what you want them to do
    7. 7. <ul><li>Seek advice from carefully targeted MPs in advance </li></ul><ul><li>Gain all-party support to leverage campaign </li></ul><ul><li>Pre-warn MPs about your campaign </li></ul><ul><li>Don’t forget the House of Lords </li></ul>Ask their opinion…
    8. 8. <ul><li>Thank the MPs and report back achievements </li></ul><ul><li>Send them press release templates, photos etc </li></ul><ul><li>Tell them if you have any local activity coming up in their constituency </li></ul>Report back
    9. 9. MyMP - the iPhone app for MPs
    10. 10. Using e-activist to engage with MPs <ul><li>Some examples of engaging MPs with a demo e-activist action: </li></ul><ul><li>Re-direct and filtering </li></ul><ul><li>Dynamic content </li></ul><ul><li>Mencap example </li></ul>
    11. 11. Case Study - Mencap <ul><li>Campaign for more Changing Places toilets </li></ul><ul><li>Over 1000 emails sent to MPs </li></ul><ul><li>800 emails sent to local newspapers leading to more than 140 articles in the local press </li></ul><ul><li>51 MPs attended parliamentary reception </li></ul>
    12. 12. Case Study - National Autistic Society <ul><li>I Exist Campaign - Launch email sent to MPs/MSPs/AMs </li></ul><ul><li>1,844 supporters contacted their MP </li></ul><ul><li>94% supporters personalised the emails they sent </li></ul><ul><li>182 MPs signed Early Day Motion 861 supporting the campaign </li></ul>
    13. 13. Case Study - Breakthrough and the 2010 General Election We established an integrated lobbying strategy using our full range of communication channels, with Breakthrough’s website acting as the main hub for communicating and promoting our general election campaign activities We developed an e-campaigning opportunity, utilising Political Exchange, asking local candidates to pledge their support to breakthrough breast cancer. As a result we were able to reach and engage a wider audience including other Breakthrough supporters and members of the public.
    14. 18. Case Study - Breakthrough and the 2010 General Election Over 100 of the 560 prospective candidates that supported our campaign calls were subsequently elected The pledge helped us identify the interests and motivations of candidates which has helped us recruit parliamentary champions on specific campaigns and also refreshed the membership of the APPG on Breast Cancer During the General Election campaign, a total of 255 e-campaigners took part, taking a total of 680 actions. This makes for an average of 2.66 actions per campaigner. The e-campaign action contacted 489 Prospective Parliamentary Candidates from 403 different constituencies. Candidates were contacted through other means, with 560 PPCs signing up to the pledge in total.