Leveraging Technology for
            Successful Advocacy
                                            Sean Gannon
        ...
Why Grassroots Advocacy is
                    Important


         Educates and empowers major constituents
         Crea...
Educate and empower major
                   constituents


            University Constituents: Alumni, faculty, staff,
 ...
A Balanced Approach


            The three legs of Advocacy
                     Lobbying
                     Media
    ...
Grassroots Pressure is noticed

                                                 Influence of Individual Communication



...
Everyone else is doing it
                     Business                                                    Trade Associati...
Growing Power of the Internet

                52% of internet users, or about 63 million people, said
                the...
Effective Advocacy
          revolves around the web

            It is where people go to get information
            Eas...
How Technology Makes it Easy


            Improves the speed and efficiency that
            you can get information out
...
A Case Study of a
                                   University client


        Went from 3,000 advocates to 15,000
     ...
University client
                                Case Study Results


           Increased base budget funding by
       ...
5 Best Practices in Online
                           Advocacy


               Personalize
     
               Be Timel...
1. Personalize
        Send your message
        from an individual,
        not from an
        organization
        Addr...
Letter Carousel
        “Personalized or individualized messages to Congress have more influence on
        the decision-m...
Establish Regular, Personal
                     Interactions




© 2005. GetActive Software. All rights reserved   Propri...
Plan Your Year:
                        Create a Marketing Schedule
              JAN.       FEB.       MAR.          APR....
Pyramid of Engagement
                                                                                 Alumni/Advocate
   ...
Pyramid of Engagement
   University                                                                    Alumni/Advocate
   ...
Pyramid of Engagement
    University                                                                   Alumni/Advocate
   ...
Pyramid of Engagement
    University                                                                   Alumni/Advocate
   ...
Establish Regular, Personal Interactions

                                                   June-Sept 2003
              ...
2. Be Timely




© 2005. GetActive Software. All rights reserved   Proprietary and Confidential   11/13/07   page 22
3. Create a Theme
                                                          UMN’s Successful
                             ...
4. Engage the Advocates




© 2005. GetActive Software. All rights reserved   Proprietary and Confidential   11/13/07   pa...
5. Create A Balanced approach




© 2005. GetActive Software. All rights reserved   Proprietary and Confidential   11/13/0...
The Future is Now


               Americans spend more time on the
               Internet than any other activity
      ...
Recruit, Engage, Retain™

              Online Communications Solutions
               that Strengthen Relationships
     ...
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Leveraging Technology for Successful Advocacy in Higher Education

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Strategies for developing a grassroots advocacy program in a higher education setting.

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Leveraging Technology for Successful Advocacy in Higher Education

  1. 1. Leveraging Technology for Successful Advocacy Sean Gannon Senior Manager, Education Sector GetActive Software Mike Dean Tipping Point Strategies © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 1
  2. 2. Why Grassroots Advocacy is Important Educates and empowers major constituents Creates a balanced approach Grassroots pressure is noticed and effective © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 2
  3. 3. Educate and empower major constituents University Constituents: Alumni, faculty, staff, students, parents, and community members Universities have a natural base of supporters that are underutilized Invest in your constituents © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 3
  4. 4. A Balanced Approach The three legs of Advocacy Lobbying Media Grassroots © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 4
  5. 5. Grassroots Pressure is noticed Influence of Individual Communication 100% 90% 80% % of respondents 70% 60% A lot of influence 50% some influence 40% 30% 20% 10% 0% Postal letters E-mail messages Source - Communicating with Congress, Congressional Management Foundation © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 5
  6. 6. Everyone else is doing it Business Trade Associations Special Interest Groups © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 6
  7. 7. Growing Power of the Internet 52% of internet users, or about 63 million people, said they went online to get news or information about the 2004 elections. We call them online political news consumers. 35% of internet users, or about 43 million people, said they used email to discuss politics, and one of the most popular email subjects was jokes about the candidates and the election. 11% of internet users, or more than 13 million people, went online to engage directly in campaign activities such as donating money, volunteering, or learning about political events to attend. Source: Pew Internet & American Life Project © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 7
  8. 8. Effective Advocacy revolves around the web It is where people go to get information Easy to participate More engaging Proven that it works © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 8
  9. 9. How Technology Makes it Easy Improves the speed and efficiency that you can get information out Your messages can spread to a wider audience Save time and money Advocates expect it Can evaluate and target impact © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 9
  10. 10. A Case Study of a University client Went from 3,000 advocates to 15,000 advocates in less than one year Organized over 150 face to face meetings between legislators and constituents Registered over 3,500 people to vote © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 10
  11. 11. University client Case Study Results Increased base budget funding by $106 million Received 86% of request Received 134 million for capital request Moved Football Stadium project from last to first in state’s priority list © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 11
  12. 12. 5 Best Practices in Online Advocacy Personalize  Be Timely  Create a Theme  Engage the Advocates  Create a Balanced Approach  © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 12
  13. 13. 1. Personalize 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 © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 13
  14. 14. Letter Carousel “Personalized or individualized messages to Congress have more influence on the decision-making process of Members of Congress than do identical form messages.” – Communicating with Congress, Congressional Management Foundation report, 2005 Using letter carousel, universities increase the uniqueness of each communication Provide constituents with several options for including personal content in their letters © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 14
  15. 15. Establish Regular, Personal Interactions © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 15
  16. 16. Plan Your Year: Create a Marketing Schedule JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. 1 1 1 2 1 Action Alerts 1 1 1 1 1 1 1 1 1 1 1 1 e-News 1 1 Petitions 1 1 1 1 Tell-a- friend © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 16
  17. 17. Pyramid of Engagement Alumni/Advocate University eNewsletters Receiving eNews Action Alerts Visiting Advocacy website Interactive/Informative Learning about issues Advocacy website Petitions Tier 4 Tier 3 Tier 2 Tier 1 © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 17
  18. 18. Pyramid of Engagement University Alumni/Advocate Targeted and Visiting advocacy website personalized emails with purpose based on Writing letter to legislator participation, Letting their voice be legislative district, heard etc. Additional Tier 4 information about possible events for advocates to Tier 3 participate in Tier 2 Tier 1 © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 18
  19. 19. Pyramid of Engagement University Alumni/Advocate Continued targeted Continued Advocacy on and personalized University’s behalf emails based on Event participation participation, Calling a legislator legislative district, Very engaged advocate at etc. this point Asking advocates to Tier 4 join you for a legislative event Asking them to place Tier 3 a call on the university’s behalf Tier 2 Tier 1 © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 19
  20. 20. Pyramid of Engagement University Alumni/Advocate Continued targeted Continued Advocacy on and personalized University’s behalf emails based on Further Event participation, participation legislative district, etc. Calling a legislator Hosting events and Visiting with a legislator going on trips to the Advocate feels that they Tier 4 capital are making a difference in Sending advocates on the University’s efforts missions; e.g., meet Tier 3 with Senator Kennedy and discuss this issue Tier 2 Tier 1 © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 20
  21. 21. Establish Regular, Personal Interactions June-Sept 2003 8,000 140,000 120,000 6,000 100,000 New Members by Day Total New Members 80,000 4,000 60,000 40,000 2,000 20,000 0 0 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 Members by Day Email message sent Total New Members © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 21
  22. 22. 2. Be Timely © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 22
  23. 23. 3. Create a Theme UMN’s Successful “Bring Gopher Football Back to Campus” Campaign Victory!! Sample emails from their 3 year campaign © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 23
  24. 24. 4. Engage the Advocates © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 24
  25. 25. 5. Create A Balanced approach © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 25
  26. 26. 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 © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 26
  27. 27. Recruit, Engage, Retain™ Online Communications Solutions that Strengthen Relationships with Alumni, Parents, and Friends © 2005. GetActive Software. All rights reserved Proprietary and Confidential 11/13/07 page 27
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