How Can Your Institution Benefit from Web-Based Advocacy? 2009 CASE Summit for Advancement leaders July 10, 2009 Mark Davis, Director Technical Solutions Blackbaud Internet Solutions Division Karen Y. Zamarripa, Assistant Vice Chancellor for Advocacy and State Relations California State University THIS MATERIAL IS STRICTLY CONFIDENTIAL. The information contained in this document, and any attachments thereto, is owned by Blackbaud and is strictly confidential. Unauthorized use, disclosure, or copying of such information is strictly prohibited. If the reader of this document is not the intended recipient, please notify Blackbaud immediately by calling (800) 443-9441 and destroy all copies of this document and any attachments. © 2009 Blackbaud

Agenda Online Advocacy Overview By Mark Davis Case Study: California State University By Karen Y. Zamarripa

Online Advocacy Overview

By Mark Davis

Case Study: California State University

By Karen Y. Zamarripa

Online Advocacy and Higher Education

Internet is an Effective Political Tool

Key Ingredients for Online Advocacy

Growth of Email Communications to Capitol Hill Congress received four times more communications in 2004 than 1995 All of the growth was due to e-mail communications Source: CMF, Communicating with Congress, 2008

Congress received four times more communications in 2004 than 1995

All of the growth was due to e-mail communications

US Congressional Survey on Online Advocacy 79% of Congressional Staff surveyed believe the Internet has made it easier for citizens to become involved in public policy 55% believe it has increased public understanding of what goes on in Washington Source: CMF, Communicating with Congress, 2008

79% of Congressional Staff surveyed believe the Internet has made it easier for citizens to become involved in public policy

55% believe it has increased public understanding of what goes on in Washington

How Legislators View Online Advocacy

Best Practices for a Successful Online Advocacy Allow Activists to Send Only to Their Own Elected Officials Keep Messages Short and Focused Tie Message to a Specific Piece of Legislation Encourage Activists to Edit Messages Supplement Email Actions with Phone Calls and Faxes Print the Messages Out and Deliver by Hand

Allow Activists to Send Only to Their Own Elected Officials

Keep Messages Short and Focused

Tie Message to a Specific Piece of Legislation

Encourage Activists to Edit Messages

Supplement Email Actions with Phone Calls and Faxes

Print the Messages Out and Deliver by Hand

Comparing Email Response Rates Source: M&R Strategies: 2009 eNonprofit Benchmarks Study

Online Advocacy Versus Other Outreach Requests Source: M&R Strategies: 2009 eNonprofit Benchmarks Study

Who are Your Activists? Studies show a direct correlation between online activism and online giving. This correlation is especially strong among Super Activists. Source: M&R Strategies: 2009 eNonprofit Benchmarks Study

Studies show a direct correlation between online activism and online giving.

This correlation is especially strong among Super Activists.

Snapshot of the 2008 Obama Campaign

2008 Campaign Results

Case Study: California State University Karen Y. Zamarripa, Assistant Vice Chancellor for Advocacy and State Relations California State University

Why Higher Education Needs to be in the Game?

Advocacy in the Higher Education Space Interviews with Other Large Institutions Yielded Three Consistent Trends University of California University of Georgia Modernize Outreach Efforts Impact Local Politicians Engage Young Alumni

Interviews with Other Large Institutions Yielded Three Consistent Trends

University of California

University of Georgia

Modernize Outreach Efforts

Impact Local Politicians

Engage Young Alumni

State General Fund Revenue and CSU Percentage Share In Billions 3.69% 3.13% 3.46% 3.61% 3.33% 3.24% 2.98% 2.80% 2.89% 2.89% 3.34% 1.80% CSU % Share of State General Fund Revenue State General Fund Revenue $58.6 B $71.9 B $71.4 B $72.3 B $80.6 B $76.9 B $82.2 B $93.5 B $96.5 B $102.6 B $85.9 B $88.8 B $90.7 B $94.5 B $103.0 B $111.3 B DOF Projected Need

CSU General Fund Allocation In Billions Level of 1998-99 Allocation $2.16 $2.25 $2.47 $2.61 $2.68 $2.49 $2.45 $2.62 $2.79 $2.97 $2.87 $1.60 98 - 99 99 - 00 00 - 01 01 - 02 02 - 03 03 - 04 04 - 05 05 - 06 06 - 07 07 - 08 08 - 09 09 - 10 2008-09 and 2009-10 amounts assume $717.5 million “retroactive” cut to 2008-09 appropriation, proposed by the Governor on July 1, 2009, will take effect in 2009-10.

Why CSU Decided to Get in the Game

Alumni Attitude Survey

Project Phases Request for Information (RFI) Opportunity to learn from others external, internal Included Information Technology (IT) experts Request for Proposal (RFP) Sought proposals from experience vendors Nonprofits, a few higher education examples Launched Pilot Program Three campuses selected based on advocacy expertise, involvement of alumni, and interest in new tool Developed operating principles, guidelines Several test messages – information, action

Request for Information (RFI)

Opportunity to learn from others external, internal

Included Information Technology (IT) experts

Request for Proposal (RFP)

Sought proposals from experience vendors

Nonprofits, a few higher education examples

Launched Pilot Program

Three campuses selected based on advocacy expertise, involvement of alumni, and interest in new tool

Developed operating principles, guidelines

Several test messages – information, action

Project Phases Campus-Team Training Hands-on in computer labs Use of the tool – technically and content/getting results System Roll-out Input from pilot test campuses Opt-Out approach Less than 7% total have request opt out Expansion of training with peer participation Further refinement of guidelines Development of Memorandum of Agreement All 23 campuses on board with over 122,300 in database

Campus-Team Training

Hands-on in computer labs

Use of the tool – technically and content/getting results

System Roll-out

Input from pilot test campuses

Opt-Out approach

Less than 7% total have request opt out

Expansion of training with peer participation

Further refinement of guidelines

Development of Memorandum of Agreement

All 23 campuses on board with over 122,300 in database

Action Center Results to Date 23 Campuses Micro-sites Live 40-45 Trained Staff Elected Official Look-up, Tell-a-Friend, Take Action

23 Campuses Micro-sites Live

40-45 Trained Staff

Elected Official Look-up, Tell-a-Friend, Take Action

Email Project Results to Date 122,300 Possible Online Advocates 687,349 Email Messages Delivered to Advocates

122,300 Possible Online Advocates

687,349 Email Messages Delivered to Advocates

Project Lessons Learned

Next Steps of Use Communicate More Use on a more regular basis = alumni feeling more connected Campus team survey feedback Refinement of the content for greatest response Monthly messages about equity of their degree Alumni Attitude Survey of this population Achievements of system and campus Information about opportunities and challenges ahead Segment Supporter Data Specialize use of databases Segment recipients and messages Create even stronger affinity Interest areas, degree/professions, campus community

Communicate More

Use on a more regular basis = alumni feeling more connected

Campus team survey feedback

Refinement of the content for greatest response

Monthly messages about equity of their degree

Alumni Attitude Survey of this population

Achievements of system and campus

Information about opportunities and challenges ahead

Segment Supporter Data

Specialize use of databases

Segment recipients and messages

Create even stronger affinity

Interest areas, degree/professions, campus community

Next Steps of Use Extend Tools to Local Campuses Revise Contracts Expanded Messages per Month More frequent use for local campus efforts, initiatives Important to coordinate these messages with system Specifically EXCLUDES fundraising Determine Most Effective Mode of Message Multiple Ways to Send messages Fax, email, hard copies, etc. Further research required What methods are most successful in getting messages SENT? What kind of reaction do recipients have to the various message approaches?

Extend Tools to Local Campuses

Revise Contracts Expanded Messages per Month

More frequent use for local campus efforts, initiatives

Important to coordinate these messages with system

Specifically EXCLUDES fundraising

Determine Most Effective Mode of Message

Multiple Ways to Send messages

Fax, email, hard copies, etc.

Further research required

What methods are most successful in getting messages SENT?

What kind of reaction do recipients have to the various message approaches?

Grass Tops Versus Grassroots Grass Tops Grass tops are those identified to have connections, influence with elected officials Federal and state campaign contributions Targeted, strategic advocacy efforts, as needed Completion of Screen, Database July 2009 Training Campus-Teams in use, sorting of data Distribution of campus specific grass tops Presentations to Vice Presidents of Advancement, Presidents Review system wide grass tops with leadership

Grass Tops

Grass tops are those identified to have connections, influence with elected officials

Federal and state campaign contributions

Targeted, strategic advocacy efforts, as needed

Completion of Screen, Database July 2009

Training Campus-Teams in use, sorting of data

Distribution of campus specific grass tops

Presentations to Vice Presidents of Advancement, Presidents

Review system wide grass tops with leadership

Is One More Tool Amongst Many “ I believe that the tool is an invaluable part of CSU’s advocacy efforts. It is a cost effective way to get the word out and encourage people to take action on important CSU related issues in our state legislature.” – Greg Cutler, CSU Long Beach

Is One More Tool Amongst Many

“ I believe that the tool is an invaluable part of CSU’s advocacy efforts. It is a cost effective way to get the word out and encourage people to take action on important CSU related issues in our state legislature.”

– Greg Cutler, CSU Long Beach

Contact Information Mark Davis Blackbaud Internet Solutions [email_address] Karen Y. Zamarripa California State University [email_address]

Mark Davis

Blackbaud Internet Solutions

[email_address]

Karen Y. Zamarripa

California State University

[email_address]