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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

Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs Presentation Transcript

  • 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
  • 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
  • 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
  • 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
  • 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
  • The Three Legs of Government Relations
    • Lobbying
    • Media
    • Grassroots
    Without all three legs – the stool falls over
  • 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
  • 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
  • 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
  • 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
    • E-mail
    • Video
    • Micro-Organizing
    • Search
    • Social Networks
    5 Ways You Should Use the Internet
    • Be Interactive and Empowering
    • Create Engagement Pathways
    • Develop and Nurture Evangelists
    • Integrate! Integrate! Integrate!
    • Create Community
    • Provide a Service
    Key Principles of Success
  • 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
    • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • The Challenges
    • 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
  • What is EDUAdvocates.org?
  • Question and Answer