Regional Forum on Workforce Housing Bringing Workers Home Massachusetts “No on 2” Campaign David Wluka & Megan Amundson Ju...
What is 40B? <ul><li>Passed in 1969, sets a reasonable goal for all communities to provide at least 10% of their homes as ...
Challenges <ul><li>Complicated issue to explain </li></ul><ul><li>Staying out of the weeds </li></ul><ul><li>Opponents co-...
The Beginning of No on 2 <ul><li>25 member Steering Committee </li></ul><ul><li>200 member Advisory Committee </li></ul><u...
No on 2 Campaign Structure <ul><li>8 Person Leadership Team </li></ul><ul><li>Full-time campaign manager, 8 organizers, of...
Key Themes and Messages <ul><li>“ Affordable Housing” </li></ul><ul><li>80% of new affordable housing outside the larger c...
Highlighted Residents
Highlighted Developments
Key Themes and Messages <ul><li>Separate Messages by Geography </li></ul><ul><li>Urban Message </li></ul><ul><ul><li>“ Pro...
Key Themes and Messages <ul><li>Separate Messages by Demographic </li></ul><ul><li>Seniors  </li></ul><ul><ul><li>“ Allows...
Building a Coalition <ul><li>Natural Allies and Outreach to Key Communities </li></ul><ul><li>Development and Real Estate ...
Building a Coalition <ul><li>A diverse coalition of Massachusetts groups joined together to protect 40B, including: </li><...
Role of Coalition <ul><li>Provided overall advice on message and strategy (held six advisory committee meetings) </li></ul...
Grassroots Outreach & Organizing <ul><li>Outreach to local elected officials and opinion leaders </li></ul><ul><li>Legisla...
Grassroots Outreach & Organizing <ul><li>4,500 lawn signs </li></ul><ul><li>1.2 million palm cards </li></ul><ul><li>Elect...
Grassroots Outreach & Organizing Visibility Efforts and Using Volunteers
Grassroots Outreach & Organizing Election day coverage 653 Polling Locations Covered In 150 Cities and Towns (of 351)
Communications Strategy <ul><li>www.protectaffordablehousing.org  Website </li></ul><ul><li>Earned Media </li></ul><ul><li...
Communications Strategy www.protectaffordablehousing.org  Website
Communications Strategy <ul><li>Earned Media </li></ul><ul><li>Attended 30 editorial board meetings, which resulted in 62 ...
Communications Strategy <ul><li>Social Media </li></ul><ul><li>Over 3,000 Facebook friends in 3 months </li></ul><ul><ul><...
Communications Strategy Social Media Facebook Twitter
Communications Strategy <ul><li>Paid Media </li></ul><ul><li>Web ads </li></ul><ul><li>Local newspaper ads </li></ul><ul><...
Election Results <ul><li>58% (1.25 million voters) voted “No” to 42% “Yes” </li></ul><ul><li>80% of cities and towns voted...
Election Results
Lessons Learned <ul><li>Have consistent, concise messages </li></ul><ul><li>Public opinion polling is critical </li></ul><...
What Victory Got Us <ul><li>No political will to change the law </li></ul><ul><li>Local partners use the results to indica...
What’s Next? <ul><li>Reconvened Steering Committee post-election </li></ul><ul><li>Scheduled 14 community meetings to deve...
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Peter Wluka and Megan Amundson BWH Boston 2011

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Peter Wluka and Megan Amundson BWH Boston 2011

  1. 1. Regional Forum on Workforce Housing Bringing Workers Home Massachusetts “No on 2” Campaign David Wluka & Megan Amundson July 28, 2011
  2. 2. What is 40B? <ul><li>Passed in 1969, sets a reasonable goal for all communities to provide at least 10% of their homes as affordable </li></ul><ul><li>At least 25% of the homes must be affordable to households earning less than 80% of the area median income (approximately $66,000 for a family of four in Greater Boston) </li></ul><ul><li>Enables municipal zoning boards to approve affordable housing under flexible zoning rules if at least 20%-25% of the homes have long-term affordability restrictions </li></ul><ul><li>Must meet all state environmental laws and building requirements </li></ul><ul><li>Every proposal must first be approved under a state or federal housing program </li></ul>
  3. 3. Challenges <ul><li>Complicated issue to explain </li></ul><ul><li>Staying out of the weeds </li></ul><ul><li>Opponents co-opted “pro-affordable housing” message </li></ul><ul><li>Controversial in many communities (specific projects determine public opinion) </li></ul><ul><li>Fundraising </li></ul><ul><li>Having to reach millions of voters within limited timeframe </li></ul>
  4. 4. The Beginning of No on 2 <ul><li>25 member Steering Committee </li></ul><ul><li>200 member Advisory Committee </li></ul><ul><li>Earned Media and Polling Consultants </li></ul><ul><li>Raised $1.2 million from more than 1,000 individuals and organizations </li></ul>
  5. 5. No on 2 Campaign Structure <ul><li>8 Person Leadership Team </li></ul><ul><li>Full-time campaign manager, 8 organizers, office staff </li></ul><ul><li>Earned Media, Paid Media, Social Media, and Polling Consultants </li></ul><ul><li>1,600 Supporters </li></ul><ul><li>Raised $1.2 million from more than 1,000 individuals and organizations </li></ul>
  6. 6. Key Themes and Messages <ul><li>“ Affordable Housing” </li></ul><ul><li>80% of new affordable housing outside the larger cities over the past decade </li></ul><ul><li>58,000 homes for working families and seniors </li></ul><ul><li>47,000 jobs and $9.3 billion in economic activity over past decade </li></ul><ul><li>Law creates real homes for real families (homeowner videos) </li></ul><ul><li>Law responsible for high quality housing developments across Massachusetts (development profiles) </li></ul>
  7. 7. Highlighted Residents
  8. 8. Highlighted Developments
  9. 9. Key Themes and Messages <ul><li>Separate Messages by Geography </li></ul><ul><li>Urban Message </li></ul><ul><ul><li>“ Providing Housing Options” </li></ul></ul><ul><li>Suburban Message </li></ul><ul><ul><li>“ Local Preference” </li></ul></ul><ul><ul><li>“ Keeps your Neighbors in Town” </li></ul></ul><ul><ul><li>“ Allows you to Live Where you Work” </li></ul></ul><ul><li>Message for Cities/Towns over 10% Affordable Housing </li></ul><ul><ul><li>“ Fairness” </li></ul></ul><ul><ul><li>“ Responsibility will fall on cities to fill the need if towns don’t build affordable housing” </li></ul></ul>
  10. 10. Key Themes and Messages <ul><li>Separate Messages by Demographic </li></ul><ul><li>Seniors </li></ul><ul><ul><li>“ Allows seniors to stay in the town where they have built their lives” </li></ul></ul><ul><li>Working Families </li></ul><ul><ul><li>“ Provides opportunities for working and young families to own homes” </li></ul></ul>
  11. 11. Building a Coalition <ul><li>Natural Allies and Outreach to Key Communities </li></ul><ul><li>Development and Real Estate Community </li></ul><ul><li>Faith Community </li></ul><ul><li>Senior Services Community </li></ul><ul><li>Civic Engagement Community </li></ul><ul><li>Environmental Community </li></ul><ul><li>Smart Growth Community </li></ul><ul><li>Unions </li></ul>
  12. 12. Building a Coalition <ul><li>A diverse coalition of Massachusetts groups joined together to protect 40B, including: </li></ul><ul><li>Habitat for Humanity </li></ul><ul><li>AARP </li></ul><ul><li>Greater Boston Chamber of Commerce </li></ul><ul><li>Greater Boston Real Estate Board </li></ul><ul><li>League of Women Voters of MA </li></ul><ul><li>Environmental League of MA </li></ul><ul><li>MA Affordable Housing Alliance </li></ul><ul><li>MA AFL-CIO </li></ul><ul><li>MA Association of Realtors </li></ul><ul><li>MA Council of Churches </li></ul><ul><li>Progressive Business Leaders Network of MA </li></ul><ul><li>Soldier On/United Veterans of America </li></ul><ul><li>YMCA of Central MA and the North Shore </li></ul>
  13. 13. Role of Coalition <ul><li>Provided overall advice on message and strategy (held six advisory committee meetings) </li></ul><ul><li>Reached out to constituencies with common message (e-mail, web site, social media, mailings, door to door) </li></ul><ul><li>Provided in-kind staffing and other resources </li></ul><ul><li>Hosted community meetings </li></ul><ul><li>Assisted with fundraising </li></ul><ul><li>Worked with local media </li></ul>
  14. 14. Grassroots Outreach & Organizing <ul><li>Outreach to local elected officials and opinion leaders </li></ul><ul><li>Legislators </li></ul><ul><li>Local Elected Officials </li></ul><ul><li>Party Officials </li></ul><ul><li>Gubernatorial Candidates </li></ul><ul><li>Housing Authorities </li></ul><ul><li>Affordable Housing Management Companies </li></ul>
  15. 15. Grassroots Outreach & Organizing <ul><li>4,500 lawn signs </li></ul><ul><li>1.2 million palm cards </li></ul><ul><li>Elected officials </li></ul><ul><li>Direct mailings </li></ul><ul><li>Community meetings and visibility events </li></ul><ul><li>Literature drops at affordable housing developments </li></ul>
  16. 16. Grassroots Outreach & Organizing Visibility Efforts and Using Volunteers
  17. 17. Grassroots Outreach & Organizing Election day coverage 653 Polling Locations Covered In 150 Cities and Towns (of 351)
  18. 18. Communications Strategy <ul><li>www.protectaffordablehousing.org Website </li></ul><ul><li>Earned Media </li></ul><ul><li>Social Media </li></ul><ul><li>Paid Media </li></ul>
  19. 19. Communications Strategy www.protectaffordablehousing.org Website
  20. 20. Communications Strategy <ul><li>Earned Media </li></ul><ul><li>Attended 30 editorial board meetings, which resulted in 62 favorable editorials </li></ul><ul><li>40 op-eds were placed </li></ul><ul><li>Initiated coverage with reporters </li></ul><ul><li>Spoke on radio shows </li></ul><ul><li>Taped television segments </li></ul><ul><li>Rapid Response Team </li></ul>
  21. 21. Communications Strategy <ul><li>Social Media </li></ul><ul><li>Over 3,000 Facebook friends in 3 months </li></ul><ul><ul><li>Field tool </li></ul></ul><ul><ul><li>Engaged followers </li></ul></ul><ul><ul><li>Pictures and video </li></ul></ul><ul><li>Over 300 Twitter followers </li></ul><ul><ul><li>Supporters </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><li>Blog on the website </li></ul>
  22. 22. Communications Strategy Social Media Facebook Twitter
  23. 23. Communications Strategy <ul><li>Paid Media </li></ul><ul><li>Web ads </li></ul><ul><li>Local newspaper ads </li></ul><ul><li>Boston Globe ad </li></ul><ul><li>30 second television ad (final 10 days of campaign) </li></ul>
  24. 24. Election Results <ul><li>58% (1.25 million voters) voted “No” to 42% “Yes” </li></ul><ul><li>80% of cities and towns voted “No” </li></ul><ul><li>Widest margin of three ballot referendums </li></ul>
  25. 25. Election Results
  26. 26. Lessons Learned <ul><li>Have consistent, concise messages </li></ul><ul><li>Public opinion polling is critical </li></ul><ul><li>Build diverse coalition early; capitalize on existing relationships </li></ul><ul><li>Maintain close, in-house staffing of campaign </li></ul><ul><li>Use data to support claims made to the media </li></ul><ul><li>Involve real people as voices and faces of campaign </li></ul><ul><li>Different messages for different audiences </li></ul>
  27. 27. What Victory Got Us <ul><li>No political will to change the law </li></ul><ul><li>Local partners use the results to indicate support for their projects </li></ul><ul><li>New momentum to advocate for affordable housing </li></ul>
  28. 28. What’s Next? <ul><li>Reconvened Steering Committee post-election </li></ul><ul><li>Scheduled 14 community meetings to develop local and state agenda on affordable housing </li></ul><ul><li>Maintaining and updating supporter database </li></ul><ul><li>Revamping campaign website </li></ul><ul><li>Creating online tool for local housing strategies </li></ul><ul><li>Working group on 40B improvements </li></ul>

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