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Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs
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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

    • 1. EDUadvocates – Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs Mike Dean Tipping Point Strategies
    • 2. Agenda
      • The Power of the Internet
      • Integrating the Internet into your advocacy program
      • Two Case Studies
      • The Launch of EDUadvocates
      • Q & A
    • 3. Challenges Facing Higher Education
      • Increased pressure for limited state resources
      • Cost of higher education continues to rise (health care and energy costs put a strain on budgets)
      • Oversight increasing from the Legislature, Governor, and Federal Government
    • 4. An Explosion Online
    • 5. An Explosion Online
    • 6. 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
    • 7. Why the Internet Matters Source: Pew Internet & American Life Project
      • It is where people are going to get information
      • Becoming harder to reach out to people through traditional means
      • It is more interactive
      • Can get involved anytime and anyplace
    • 8. Its Where People go…
    • 9. Why the Internet Matters Source: Pew Internet & American Life Project
      • It is where people are going to get information
      • Becoming harder to reach out to people through traditional means
      • It is more interactive
      • Can get involved anytime and anyplace
    • 10. The Three Legs of Government Relations
      • Lobbying
      • Media
      • Grassroots
      Without all three legs – the stool falls over
    • 11. Why is Grassroots Advocacy is Necessary?
      • Legislators listen to constituents
      • Educates and empowers major constituents
      • Unfiltered communication with audiences
      • It has become much easier to develop a network of supporters
      • Everyone else is doing it
    • 12. Grassroots Advocacy in Higher Education
    • 13. Benefits of Grassroots Programs
      • Grassroots members can more effectively distribute messages into their community
      • Helps create a sense of community behind the institution
      • Creates a personal face
      • Alumni can be more likely to give financial support
    • 14. Online Advocacy Can Drive Online Fundraising Success
      • 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
      • Results from an online survey of the broader nonprofit community (to which 85 organizations responded)
      Orgs with Online Advocacy Program No Online Advocacy Program Average Annual Online Fundraising Total $343,000 $113,000
    • 15. Integrate the Internet in your Advocacy Program Because…
      • Easy for people to participate
      • Increase loyalty of supporters
      • Improves speed and efficiency at which information can get out
      • Save time and money
      • Can evaluate it
      • Can target impact
    • 16.
      • E-mail
      • Video
      • Micro-Organizing
      • Search
      • Social Networks
      5 Ways You Should Use the Internet
    • 17.
      • Be Interactive and Empowering
      • Create Engagement Pathways
      • Develop and Nurture Evangelists
      • Integrate! Integrate! Integrate!
      • Create Community
      • Provide a Service
      Key Principles of Success
    • 18. Friends Action Network – Case Study
    • 19. FAN - Getting Started
      • Create Internal buy-in
      • Develop structure
      • Launch communication plan
        • Develop web site
        • Launch petition
        • Send every 2-4 weeks
      • Provide Meaningful activities
    • 20.
      • Build grassroots organization to educate legislators about U’s proposal
        • Use passion of alumni and boosters to build support.
        • Created contests to encourage people to spread the message – free things.
      • Spoke to them in their language
      • Empowered them to become political
      Case study – U of M stadium campaign
    • 21. The Building Blocks for Successful Use of Technology
      • Develop a plan
      • Collect email addresses
      • Establish regular interactions
      • Personalize and customize messages
      • Create a theme
      • Make people act, participate
      • Integrate online and offline activities
      • Test and follow what works
    • 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. Collect Email Addresses
    • 24. Pyramid of Engagement Organization Supporter Tier 4 Tier 3 Tier 2 Tier 1
      • eNewsletters
      • Action Alerts
      • Interactive/Informative Advocacy website
      • Petitions
      • Receiving eNews
      • Visiting Advocacy website
      • Learning about issues
    • 25. Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1
      • Targeted and personalized emails based on participation, legislative district, etc.
      • Additional information about possible events for advocates to participate in
      • Visiting advocacy website with purpose
      • Writing letter to legislator
      • Letting their voice be heard
      Organization
    • 26. Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1
      • Continued targeted and personalized emails based on participation, legislative district, etc.
      • Asking advocates to join you for a legislative event
      • Asking them to place a call on the organization's behalf
      • Continued Advocacy on University’s behalf
      • Event participation
      • Calling a legislator
      • Very engaged advocate at this point
      Organization
    • 27. Pyramid of Engagement Supporter Tier 4 Tier 3 Tier 2 Tier 1 Organization
      • Continued targeted and personalized emails based on participation, legislative district, etc.
      • Hosting events and going on trips to the Capitol
      • Sending advocates on missions; e.g., meet with Senator Anderson and discuss this issue
      • Continued Advocacy on organization’s behalf
      • Further Event participation
      • Calling a legislator
      • Visiting with a legislator
      • Advocate feels that they are making a difference in the organization’s efforts
    • 28. Establish Regular, Personal Interactions
    • 29. Personalize and Customize
      • 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
    • 30. Create a Theme Sample emails from their 3 year campaign UMN’s Successful “Bring Gopher Football Back to Campus” Campaign Victory!!
    • 31. Integrate Online and Offline
    • 32. Lessons Learned From These Case Studies
      • Have a balanced approach
      • Technology makes it much easier
      • Quality vs. Quantity
      • Use a theme to build excitement and support
      • Provide “Inside Information”
      • Engage supporters year-round
      • The more you put in the more you will get out
    • 33. The Challenges
      • Creating internal buy-in across different groups
      • It is hard to give up control
      • It takes time
    • 34. Next Step - EDUAdvocates.org
    • 35. What is EDUadvocates.org?
      • Regular blog posts with timely tips
      • Links to relevant news stories about technology, higher education and government relations
      • A Toolbox of useful resources
      • A quarterly newsletter
      • Ask the Experts section
    • 36. What is EDUAdvocates.org?
    • 37. Question and Answer

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