EDUadvocates – Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs Mike Dean Tipping Point Strategies

Agenda The Power of the Internet Integrating the Internet into your advocacy program Two Case Studies The Launch of EDUadvocates Q & A

The Power of the Internet

Integrating the Internet into your advocacy program

Two Case Studies

The Launch of EDUadvocates

Q & A

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

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

An Explosion Online

An Explosion Online

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

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

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

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

Its Where People go…

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

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

The Three Legs of Government Relations Lobbying Media Grassroots Without all three legs – the stool falls over

Lobbying

Media

Grassroots

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

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

Grassroots Advocacy in Higher Education

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

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

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

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)

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

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

E-mail Video Micro-Organizing Search Social Networks 5 Ways You Should Use the Internet

E-mail

Video

Micro-Organizing

Search

Social Networks

Be Interactive and Empowering Create Engagement Pathways Develop and Nurture Evangelists Integrate! Integrate! Integrate! Create Community Provide a Service Key Principles of Success

Be Interactive and Empowering

Create Engagement Pathways

Develop and Nurture Evangelists

Integrate! Integrate! Integrate!

Create Community

Provide a Service

Friends Action Network – Case Study

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

Create Internal buy-in

Develop structure

Launch communication plan

Develop web site

Launch petition

Send every 2-4 weeks

Provide Meaningful activities

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

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

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

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

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

Collect Email Addresses

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

eNewsletters

Action Alerts

Interactive/Informative Advocacy website

Petitions

Receiving eNews

Visiting Advocacy website

Learning about issues

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

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

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

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

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

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

Establish Regular, Personal Interactions

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

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

Create a Theme Sample emails from their 3 year campaign UMN’s Successful “Bring Gopher Football Back to Campus” Campaign Victory!!

Integrate Online and Offline

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

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

The Challenges Creating internal buy-in across different groups It is hard to give up control It takes time

Creating internal buy-in across different groups

It is hard to give up control

It takes time

Next Step - EDUAdvocates.org

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

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

What is EDUAdvocates.org?

Question and Answer