1. ICA Case Study Page 1
1591 Williamsport Drive
San Jose, California 95131
www.onlineimage.biz
Creators of:
USgeocoder.com
VoterConnect.org
CampaignTurboCharger.com
California Sales Tax Solutions
Solutions
International Chiropractors Association Enjoys Rapid
Growth in Membership, Funding, and Political
Clout on Voter Connect Platform
About the Customer, The International Chiropractors Association, California
The International Chiropractors Association (ICA) empowers people to attain their highest
health and wellness. As the profession's longest standing trade association, ICA gives its
doctors* and their patients a voice in state and federal legislatures. ICA uses
www.AdustTheVote.org (ATV), their branded implementation of Voter Connect, to manage
all aspects of its advocacy operations.
* Throughout this case study, we use the terms, “doctor,” “chiropractor,” and “member”
interchangeably.
About Jim Musick, D.C., Congressional District Director for the State of California
Jim Musick, D.C., has been an active lobbyist on behalf of the chiropractic profession since
1986. He is a licensed chiropractor in Milpitas, CA where he runs the California branch of the
ICA. His experience guided the development of Voter Connect.
THE CHALLENGE
According to Musick, “Your access to drug-free, non-invasive, holistic forms of care like
chiropractic is under constant attack by special interests with deeper pockets and larger
memberships than ours.”
Not one to back down from a fight, Musick engaged several software engineers to help him
assess the state of online advocacy solutions. While going with major vendors turned out to
be a budget buster for ICA, they lacked several features Musick considered vital. Among
them were:
 HIPPA compliance for networks of doctor-patient relationships
 Direct communication between doctors and their patients where doctors control the
flow of communications over these networks
 Autonomy and flexibility for state administrators to pursue state initiatives without
clearance from the national association
 Built-in targeting of state senators, state congress members, governors, and
lieutenant governors plus regulators on an ad hoc basis
 Candidate endorsement with political campaign operations assistance including
personalized collateral for Internet and print
 Robust reporting of responses to campaigns and related communiqués

2. ICA Case Study Page 2
1591 Williamsport Drive
San Jose, California 95131
www.onlineimage.biz
Creators of:
USgeocoder.com
VoterConnect.org
CampaignTurboCharger.com
California Sales Tax Solutions
Solutions
Moreover, to level the playing field, the ICA faced concurrent challenges of how to:
 Reliably mobilize patients to advocate alongside doctors and amplify their voice
 Guarantee legislators hear their message and view it as a grassroots groundswell
 Make it quick and painless for advocates to respond online when action alerts go out
THE SOLUTION
Musick soon discovered Online Image, a GIS and advocacy management company, and
commissioned them to develop AdjustTheVote.org, the ICA's advocacy management system
and prototype for Voter Connect. Being an early adopter with a direct hand in its evolution,
Musick would shape the platform to meet the challenges others had left unaddressed.
Extended Community Mobilizes Around a Consistent Message and Shared Tools
Together, Musick and Online Image implemented Trust Networks where local
administrators in the Voter Connect system call upon doctors in their region to enlist the aid
of their patients. In so doing, doctors can set up patients with their own accounts on Voter
Connect while maintaining the privacy of their relationship. Thanks to trust networks, the
total number of people advocating on behalf of ICA has grown from 4,500 to 18,700 in just
three years.
With a built-in content management system, Voter Connect enables ICA administrators at
the national, state, and local level to create shared media assets with predefined zones that
members can customize for use in their trust networks. This gives ICA messages a more
local and diverse quality that legislators find more believable than mass, identical emails.
Says Musick, “Now, we can get a consistent message out with a lot less work. Our members
feel better served and informed, resulting in far better participation and communication to
the Congress and state legislatures.”
Decentralized Communications Bypass Legislator Distrust of Vendor Email Servers
Typically, advocacy platforms collect members’ remarks in a form and email them en masse
using the vendor’s email server. Because legislative staffers see identical emails coming
over from a vendor’s server, they’re less inclined to believe a real person took the time to
write each one and may harbor suspicions that messages were sent in people’s names
without their consent. Many legislative offices set their filters to treat multiple messages
from the same server as spam and thus, never see them.
Voter Connect takes a decentralized approach where members send emails to legislat ors
using their own email accounts. Instead, staffers see messages coming from a wide variety
of email servers and accept them as credible. Furthermore, even if duplicate messages pour

3. ICA Case Study Page 3
1591 Williamsport Drive
San Jose, California 95131
www.onlineimage.biz
Creators of:
USgeocoder.com
VoterConnect.org
CampaignTurboCharger.com
California Sales Tax Solutions
Solutions
in without a vendor’s central server involved, they view it as evidenc e of a groundswell at
the grassroots level that they must respect politically.
Says Musick,
“Our congressional district directors, local administrators and individual doctors
have a great deal of autonomy to cultivate their networks. Voter Connect gives
them the flexibility to maintain and grow their lists, leverage centralized content
from ICA and tailor outreach the way they see fit whether it’s in print or online.
Plus, Voter Connect lets us accurately match campaigns with expenses for a
more equitable sharing of the costs and this makes ICA more agile. Meanwhile,
as these local relationships flourish, the clout of ICA with lawmakers up the food
chain keeps growing. In fact, we used to seek out politicians to endorse and
since Adjust the Vote.org, we find them coming to us.”
Participation Soars 800% When the Right Legislator’s Website is Just a Click Away
Previously, when ICA issued action alerts, members were on their own to find their 9-digit
zip code, use it to determine who their legislator is, navigate to his or her site, find the
feedback form, and enter their remarks. Predictably, participation rates suffered.
Now, integrated list-merge and district lookup functions place the legislator website of each
member a click away. What’s more, Voter Connect makes it easy to copy and paste an ICA
message straight into the legislator’s form. As a result, participation results are up 800%.
Platform Modules Used by ICA
 Membership
 Advocacy
 Candidate
 eNewsletter
 Donation
 Mailing Management
 Online Store
SUMMARY
Adopting Voter Connect continues to transform the ICA:
 Expanded ranks from 4,500 to 18,700 over 3 years by mobilizing social networks
of existing members with more ICA members soon to sign on to Voter Connect
 Grew the base of dues-paying chiropractors 5% without a concerted campaign
simply by leveraging the decentralized and flexible nature of Voter Connect
 Got legislators’ attention by sending messages to them from constituent sources
instead of a central server for maximum credibility as a grassroots groundswell
 Boosted follow-through on action alerts 800% by fool-proofing the process
advocates follow when taking action online

4. ICA Case Study Page 4
1591 Williamsport Drive
San Jose, California 95131
www.onlineimage.biz
Creators of:
USgeocoder.com
VoterConnect.org
CampaignTurboCharger.com
California Sales Tax Solutions
Solutions
 Lifted members recurring donations 5x and attracted new donations that
boosted revenue 4.3% during the Great Recession (an ROI of 192% in nine months)
 Simplified message management with centralized creation of digital and print
assets that have predefined zones for customization at the local level
THE FUTURE: Lofty Goals for ICA Now in Reach
“By the end of this decade, we expect to sign up 10% of U.S. chiropractors. We’ve already
achieved this milestone in California. Plus, we’ve expanded the number of ICA Congressional
District Directors in every state. As we expand our operations in more states and with Voter
Connect now adopted by our national organization, we see stunning growth ahead,” says
Musick.
About Voter Connect and HIPPA Compliance and it’s Advantage for Trade
Associations, or any Organization of Businesses or Customers
Voter Connect is HIPPA compliant. Patients who interact with an advocacy organization by
way of their doctor’s account on the Voter Connect platform do not opt-in to receiving
continued communications unless they actively elect to do so. Moreover, member doctors
choose whether to make their patients visible to the advocacy organization. In this way, the
advocacy organization extends its reach while the patient enjoys the appropriate level of
privacy.
This same HIPPA compliance extended trust member privacy protection can be used by any
Organization whose members have customers, clients, or patients. Usually an
organization’s member’s client or customer list is guarded by the member like his only pot
of gold. By using the trust network, members can forward the organizations’ message to
their customers for action without ever compromising the security of their customer lists.
Yet, the Organization can receive reports on how many such forwarded messages were
acted upon.
About Online Image:
Online Image is the creator of VoterConnect.org and all the technology upon which it runs.
Based in San Jose, California, Online Image was founded in 2001 by Maggie Pearce. It is
still a minority woman owned company. Online Image is the creator of the USgeocoder.com
line of internet based mapping and address matching tools used for marketing, advocacy
management, and sale tax compliance endeavors throughout the USA.
Contact Online Image:
Telephone: 888-938-6732
Email: mitchell@onlineimage.biz
Facsimile: 866-439-6028
US Mail: 1591 Williamsport Drive, San Jose, CA 95131-3327