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EDUadvocates –  Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs Mike Dean Tipping Point Strateg...
Agenda <ul><li>The Power of the Internet </li></ul><ul><li>Integrating the Internet into your advocacy program </li></ul><...
Challenges Facing Higher Education <ul><li>Increased pressure for limited state resources </li></ul><ul><li>Cost of higher...
An Explosion Online
An Explosion Online
The Future is Now <ul><li>Americans spend more time on the Internet than any other activity </li></ul><ul><li>Number of ho...
Why the Internet Matters Source:  Pew Internet & American Life Project <ul><li>It is where people are going to get informa...
Its Where People go…
Why the Internet Matters Source:  Pew Internet & American Life Project <ul><li>It is where people are going to get informa...
The Three Legs of  Government Relations <ul><li>Lobbying </li></ul><ul><li>Media </li></ul><ul><li>Grassroots </li></ul>Wi...
Why is Grassroots Advocacy is Necessary? <ul><li>Legislators listen to constituents </li></ul><ul><li>Educates and empower...
Grassroots  Advocacy in Higher Education
Benefits of Grassroots Programs <ul><li>Grassroots members can more effectively distribute messages into their community <...
Online Advocacy Can Drive Online Fundraising Success <ul><li>On average, orgs with an online advocacy program  and  an onl...
Integrate the Internet in your Advocacy Program Because… <ul><li>Easy for people to participate </li></ul><ul><li>Increase...
<ul><li>E-mail </li></ul><ul><li>Video </li></ul><ul><li>Micro-Organizing </li></ul><ul><li>Search </li></ul><ul><li>Socia...
<ul><li>Be Interactive and Empowering </li></ul><ul><li>Create Engagement Pathways </li></ul><ul><li>Develop and Nurture E...
Friends Action Network – Case Study
FAN - Getting Started <ul><li>Create Internal buy-in </li></ul><ul><li>Develop structure </li></ul><ul><li>Launch communic...
<ul><li>Build grassroots organization to educate legislators about U’s proposal </li></ul><ul><ul><li>Use passion of alumn...
The Building Blocks for Successful Use of Technology <ul><li>Develop a plan </li></ul><ul><li>Collect email addresses </li...
Email Marketing Schedule Appeals e-News Renewal Upgrade JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. 2 2 2 ...
Collect Email Addresses
Pyramid of Engagement Organization Supporter  Tier 4 Tier 3 Tier 2 Tier 1 <ul><li>eNewsletters </li></ul><ul><li>Action Al...
Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1 <ul><li>Targeted and personalized emails based on participatio...
Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1 <ul><li>Continued targeted and personalized emails based on pa...
Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1 Organization  <ul><li>Continued targeted and personalized emai...
Establish Regular, Personal Interactions
Personalize and Customize <ul><li>Send your message from an individual, not from an organization </li></ul><ul><li>Address...
Create a Theme Sample emails from their 3 year campaign UMN’s Successful “Bring Gopher Football Back to Campus” Campaign V...
Integrate Online and Offline
Lessons Learned From These Case Studies <ul><li>Have a balanced approach </li></ul><ul><li>Technology makes it much easier...
The Challenges <ul><li>Creating internal buy-in across different groups </li></ul><ul><li>It is hard to give up control </...
Next Step - EDUAdvocates.org
What is EDUadvocates.org? <ul><li>Regular blog posts with timely tips </li></ul><ul><li>Links to relevant news stories abo...
What is EDUAdvocates.org?
Question and Answer
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Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs

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  • Introduce self - TPS helps Higher Education institutions tap into the power of the Internet for advocacy, advancement and alumni engagement. Today we are going to talk about
  • Transcript of "Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs"

    1. 1. EDUadvocates – Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs Mike Dean Tipping Point Strategies
    2. 2. Agenda <ul><li>The Power of the Internet </li></ul><ul><li>Integrating the Internet into your advocacy program </li></ul><ul><li>Two Case Studies </li></ul><ul><li>The Launch of EDUadvocates </li></ul><ul><li>Q & A </li></ul>
    3. 3. Challenges Facing Higher Education <ul><li>Increased pressure for limited state resources </li></ul><ul><li>Cost of higher education continues to rise (health care and energy costs put a strain on budgets) </li></ul><ul><li>Oversight increasing from the Legislature, Governor, and Federal Government </li></ul>
    4. 4. An Explosion Online
    5. 5. An Explosion Online
    6. 6. The Future is Now <ul><li>Americans spend more time on the Internet than any other activity </li></ul><ul><li>Number of hours Americans spend on these media activities: </li></ul><ul><li>3.6 – Internet, 2.5 - TV, 1.3 – Radio, 1.3 - Telephone </li></ul><ul><li> OMD, a New York based media services company, November 2006 </li></ul><ul><li>An increasing number of people now believe that the web can give them more political power; </li></ul><ul><li> USC Annenberg School, December 2005 </li></ul>
    7. 7. Why the Internet Matters Source: Pew Internet & American Life Project <ul><li>It is where people are going to get information </li></ul><ul><li>Becoming harder to reach out to people through traditional means </li></ul><ul><li>It is more interactive </li></ul><ul><li>Can get involved anytime and anyplace </li></ul>
    8. 8. Its Where People go…
    9. 9. Why the Internet Matters Source: Pew Internet & American Life Project <ul><li>It is where people are going to get information </li></ul><ul><li>Becoming harder to reach out to people through traditional means </li></ul><ul><li>It is more interactive </li></ul><ul><li>Can get involved anytime and anyplace </li></ul>
    10. 10. The Three Legs of Government Relations <ul><li>Lobbying </li></ul><ul><li>Media </li></ul><ul><li>Grassroots </li></ul>Without all three legs – the stool falls over
    11. 11. Why is Grassroots Advocacy is Necessary? <ul><li>Legislators listen to constituents </li></ul><ul><li>Educates and empowers major constituents </li></ul><ul><li>Unfiltered communication with audiences </li></ul><ul><li>It has become much easier to develop a network of supporters </li></ul><ul><li>Everyone else is doing it </li></ul>
    12. 12. Grassroots Advocacy in Higher Education
    13. 13. Benefits of Grassroots Programs <ul><li>Grassroots members can more effectively distribute messages into their community </li></ul><ul><li>Helps create a sense of community behind the institution </li></ul><ul><li>Creates a personal face </li></ul><ul><li>Alumni can be more likely to give financial support </li></ul>
    14. 14. Online Advocacy Can Drive Online Fundraising Success <ul><li>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 </li></ul><ul><li>Results from an online survey of the broader nonprofit community (to which 85 organizations responded) </li></ul>Orgs with Online Advocacy Program No Online Advocacy Program Average Annual Online Fundraising Total $343,000 $113,000
    15. 15. Integrate the Internet in your Advocacy Program Because… <ul><li>Easy for people to participate </li></ul><ul><li>Increase loyalty of supporters </li></ul><ul><li>Improves speed and efficiency at which information can get out </li></ul><ul><li>Save time and money </li></ul><ul><li>Can evaluate it </li></ul><ul><li>Can target impact </li></ul>
    16. 16. <ul><li>E-mail </li></ul><ul><li>Video </li></ul><ul><li>Micro-Organizing </li></ul><ul><li>Search </li></ul><ul><li>Social Networks </li></ul>5 Ways You Should Use the Internet
    17. 17. <ul><li>Be Interactive and Empowering </li></ul><ul><li>Create Engagement Pathways </li></ul><ul><li>Develop and Nurture Evangelists </li></ul><ul><li>Integrate! Integrate! Integrate! </li></ul><ul><li>Create Community </li></ul><ul><li>Provide a Service </li></ul>Key Principles of Success
    18. 18. Friends Action Network – Case Study
    19. 19. FAN - Getting Started <ul><li>Create Internal buy-in </li></ul><ul><li>Develop structure </li></ul><ul><li>Launch communication plan </li></ul><ul><ul><li>Develop web site </li></ul></ul><ul><ul><li>Launch petition </li></ul></ul><ul><ul><li>Send every 2-4 weeks </li></ul></ul><ul><li>Provide Meaningful activities </li></ul>
    20. 20. <ul><li>Build grassroots organization to educate legislators about U’s proposal </li></ul><ul><ul><li>Use passion of alumni and boosters to build support. </li></ul></ul><ul><ul><li>Created contests to encourage people to spread the message – free things. </li></ul></ul><ul><li>Spoke to them in their language </li></ul><ul><li>Empowered them to become political </li></ul>Case study – U of M stadium campaign
    21. 21. The Building Blocks for Successful Use of Technology <ul><li>Develop a plan </li></ul><ul><li>Collect email addresses </li></ul><ul><li>Establish regular interactions </li></ul><ul><li>Personalize and customize messages </li></ul><ul><li>Create a theme </li></ul><ul><li>Make people act, participate </li></ul><ul><li>Integrate online and offline activities </li></ul><ul><li>Test and follow what works </li></ul>
    22. 22. Email Marketing Schedule Appeals e-News Renewal Upgrade 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
    23. 23. Collect Email Addresses
    24. 24. Pyramid of Engagement Organization Supporter Tier 4 Tier 3 Tier 2 Tier 1 <ul><li>eNewsletters </li></ul><ul><li>Action Alerts </li></ul><ul><li>Interactive/Informative Advocacy website </li></ul><ul><li>Petitions </li></ul><ul><li>Receiving eNews </li></ul><ul><li>Visiting Advocacy website </li></ul><ul><li>Learning about issues </li></ul>
    25. 25. Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1 <ul><li>Targeted and personalized emails based on participation, legislative district, etc. </li></ul><ul><li>Additional information about possible events for advocates to participate in </li></ul><ul><li>Visiting advocacy website with purpose </li></ul><ul><li>Writing letter to legislator </li></ul><ul><li>Letting their voice be heard </li></ul>Organization
    26. 26. Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1 <ul><li>Continued targeted and personalized emails based on participation, legislative district, etc. </li></ul><ul><li>Asking advocates to join you for a legislative event </li></ul><ul><li>Asking them to place a call on the organization's behalf </li></ul><ul><li>Continued Advocacy on University’s behalf </li></ul><ul><li>Event participation </li></ul><ul><li>Calling a legislator </li></ul><ul><li>Very engaged advocate at this point </li></ul>Organization
    27. 27. Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1 Organization <ul><li>Continued targeted and personalized emails based on participation, legislative district, etc. </li></ul><ul><li>Hosting events and going on trips to the Capitol </li></ul><ul><li>Sending advocates on missions; e.g., meet with Senator Anderson and discuss this issue </li></ul><ul><li>Continued Advocacy on organization’s behalf </li></ul><ul><li>Further Event participation </li></ul><ul><li>Calling a legislator </li></ul><ul><li>Visiting with a legislator </li></ul><ul><li>Advocate feels that they are making a difference in the organization’s efforts </li></ul>
    28. 28. Establish Regular, Personal Interactions
    29. 29. Personalize and Customize <ul><li>Send your message from an individual, not from an organization </li></ul><ul><li>Address the person by name </li></ul><ul><li>Include personal data and legislator contact information in the body of the email </li></ul><ul><li>Sign the message with your name and organization </li></ul>
    30. 30. Create a Theme Sample emails from their 3 year campaign UMN’s Successful “Bring Gopher Football Back to Campus” Campaign Victory!!
    31. 31. Integrate Online and Offline
    32. 32. Lessons Learned From These Case Studies <ul><li>Have a balanced approach </li></ul><ul><li>Technology makes it much easier </li></ul><ul><li>Quality vs. Quantity </li></ul><ul><li>Use a theme to build excitement and support </li></ul><ul><li>Provide “Inside Information” </li></ul><ul><li>Engage supporters year-round </li></ul><ul><li>The more you put in the more you will get out </li></ul>
    33. 33. The Challenges <ul><li>Creating internal buy-in across different groups </li></ul><ul><li>It is hard to give up control </li></ul><ul><li>It takes time </li></ul>
    34. 34. Next Step - EDUAdvocates.org
    35. 35. What is EDUadvocates.org? <ul><li>Regular blog posts with timely tips </li></ul><ul><li>Links to relevant news stories about technology, higher education and government relations </li></ul><ul><li>A Toolbox of useful resources </li></ul><ul><li>A quarterly newsletter </li></ul><ul><li>Ask the Experts section </li></ul>
    36. 36. What is EDUAdvocates.org?
    37. 37. Question and Answer
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