This seminar is geared toward “C" level executives. A new tool for corporate impact: In the rapidly changing world of “CSR” and “shared impact” a new and innovative tool has been added by The Sheridan Group. They call it “Impact Advocacy”. Their approach is to help a corporate entity concerned about a social issue design and implement a program using advocacy models to create partnerships, achieve transformative outcomes, increase “good” brand recognition and build new political alliances. This idea requires the corporate partner to intentionally commit to a high social impact solution (such as passing legislation or increasing funding) and to achieve those goals in authentic partnership with the best performing experts in the non for profit space providing solutions across the nation. This tool is new but TSG has a 25 year track record as the top advocacy organization for non profit public interest causes including creating the ONE Campaign with Bono, Leading the Social Innovation and Entrepreneurship movement and initiating the first policy effort on Human Trafficking and Slavery. Tom is a veteran of the domestic AIDS movement, Gays in the Military and the cancer advocacy community. Our roundtable with Tom will detail this new idea, explore how it serves the C-suite, CSR, GR, PR and HR functions within any corporation and discuss the kinds of issues companies may choose to focus on using “Impact Advocacy” on. Since this new product is just rolling out, Tom is anxious and receptive to have feedback on how to improve the design and features of “impact advocacy” so that it truly fits the unique needs of corporations looking to distinguish themselves in the environment.

2. Agenda
 The Sheridan Group
 Nonprofit Advocacy
 Impact Advocacy and the Changing Corporate Landscape
 A Story of Impact Advocacy
 The TSG Model
 NASBA Essentials

3. www.sheridangroupdc.com
Who We Are

4. Nonprofit Advocacy Work
“Thefederalgovernmentshouldbedoingmoretoengagethecharitablesector
tohelpaddresseconomicandsocialchallengesinordertoproducemore
effectiveandefficientsolutionstoproblems.”
Democrats: 78% Agree
Independents: 68% Agree
Republicans: 61% Agree

5. Nonprofit Advocacy Work
$1 = $115

6. The Changing Corporate Landscape
• The last two years have been marked by a
rapid and unstoppable wave of social
issues crashing into C-Suite offices
• Corporate Social Responsibility has served
companies well, but this new trend of
bigger, faster-moving challenges mean C-
Suite leaders and Boards must take a new
approach
• Social problems are bad for both large
and small businesses
• Active and genuine commitment to
solving social problems is no longer an
option for corporate America
• External Considerations
• Internal Considerations
Image Credits: Stephanie Keith/Getty Images
“The private sector plays an essential
role in society, and it is a role we should
embrace—not just because it’s the right
thing to do. It’s good for our
shareholders and for our bottom line,
too. Business can do well by doing
good.”
- Jamie Dimon, Chairman and CEO of
JPMorgan Chase

7. Recent Challenges for CEOs
Social Issues
• Immigration and Deferred
Action for Childhood Arrivals
(DACA)
• Travel ban
• LGBTQ rights
• Community-police relations
• White supremacists
protesting in select southern
cities
Company Challenges
• Brand reputation and
credibility
• Risk management
• Human capital recruitment
and retention
• Enhanced profitability
• CEO public profile and
thought leadership

8. ImpactAdvocacy isDifferent ThanTraditionalCSR
• Impact Advocacy:
• Produces tangible public policy outcomes
• Leads to genuine impact
• Allows for leading coalitions to build partnerships
• Accelerates your good work
• Leads to transformative change
• Combines your existing thought leadership with an integrated
strategy
• Platform for employees to engage

9. Impact Advocacy BenefitsManyCorporate Functions
C-Suite
Impact Advocacy
RiskManagement
HumanResources
GovtRelations
PublicRelations
CSR

10. A Story of Impact Advocacy
• Bono has become a
Thought Leader with
credibility and authenticity
• Results include
measureable
improvements in public
health, education, and
governance for millions
• Attracted additional
investment dollars
Image Credits: Billboard, Capital Research Center,
@georgewbush/Instagram

11. Impact AND Advocacy: AWinning Combination
• Produced real policy and programmatic results on a bipartisan
basis:
• PEPFAR in 2003
• Cardin-Lugar Amendment in 2010
• Electrify Africa Act in 2016
Image Credits: ONE, PEPFAR.gov, The New York Times.

12. TheTSGModel
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
Visioning
Translate mission into policy ideas
Research and stakeholder interviews
SWOT analysis
Deliverable Examples:
Deck/presentation on policy tracks
Basic training on Advocacy 101
Policy Planning
Translate mission into policy goals
Analysis of organizational capacity
Analysis of congressional/administration targets
Deliverables Examples:
Strategic framework deck
Target list with assets
Grassroots engagement plan
Execution
Coordinate and attend Capitol Hill/Administration meetings
Develop measures and metrics
Deliverables Examples:
24 month appropriations calendar
Quarterly in-person Hill/Administration meetings,
including scheduling, prep and follow up

13. Meet the TSG Team
For more information, visit our website at
www.sheridangroupdc.com or e-mail info@sheridangroupdc.com

14. NASBA Essentials
• Course Update Date: February 22, 2018
• Course Reviewed By: The Sheridan Group
• Course Review Date: February 22, 2018
• NASBA Field of Study: Specialized Knowledge

15. Questions?