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Harnessing the Power of Purpose-Built Coalitions
Australasian Society of Association Executives – Leaders Symposium
September 2012
February 2007
THINK: Insight & Advice works with leaders in the public and not-for-profit sectors who need to influence the opinions of multiple stakeholders.
Everything we do begins with research insights but carries through to advice on communications, policy and strategy.
Increasingly, we are asked to help boards and their staff to reflect and learn through the evaluation of campaigns, policies and organisations.
Everything we do begins with research…but we are not a market research agency
February 2007
The power of coalitions was demonstrated by the 2007 Election result
February 2007
The power of purpose-built coalitions proven
February 2007
Mining Super Profits Tax (2010) – Keep Mining Strong• Led by Minerals Council of Australia but joined by:
– Chamber of Mines and Energy of Western Australia
– NSW Minerals Council
– Queensland Resources Council
– Reportedly included funding from BHP Billiton and Rio Tinto
• $20 million budget (estimate) including broadcast, online, print
• Direct campaign against proposed tax as job killing
Mineral Resources Rent Tax (2011 – 2012) – This is our Story
• Similar coalition remains intact but with less participation from BHP and Rio
• ‘To promote success of employment in Australian mining’
The Power of purpose-built coalitions proven
February 2007
‘You will be known by your creative and your slogan’
February 2007
Mineral Resources Rent Tax (2011 – 2012) – Keep Australia Afloat
• Astro-turf campaign led by shell Association of Mining and Exploration Companies and backed by:
– Gina Rinehart
– Clive Palmer
– Andrew Forest
Cheap copies began to proliferate
February 2007
Competitor campaigns began to pop up
February 2007If you play with fire…
February 2007
The NFP weapon of choice for the battles of the day
February 2007
We’ve evaluated two recent campaigns
Client: Price on Pollution 2011 CoalitionDate: 2011Members:
Australian Conservation FoundationAustralian Council of Trade UnionsAustralian Youth Climate CoalitionClimate Action Network Australia Environment Victoria (on behalf of all State Councils)GetUp!GreenpeaceThe Climate InstituteWWF
Client: Australia Council for the ArtsDate: 2008Campaign partners:
Australian Major Performing Arts Group (28 member peak body)Live Performance AustraliaMedia and Entertainment Alliance
February 2007
1. The most effective campaigns involve a ‘voter contact’ or ‘field’ component – a natural advantage for NGOs and charities
2. The number and diversity of organisational members communicates who you are and what you stand for
3. Ultimately, you will be known by the creative and the slogan
4. The number of members of member organisations gives coalitions credibility – Astroturf groups are quickly unmasked
5. Members need to develop trust at the most senior levels to sustain the organisation when things go wrong. Prior to joining, all members should be open and transparent about:
• Reasons for joining
• Ability to contribute in cash AND in-kind
• Competing priorities
Some lessons learned
February 2007
4. Get the governance right from the beginning:– Needs to separate from business as usual (needs to accommodate new partners
and must move quickly)
– Create levels of affiliation:
– Board (financial contributors)
– Steering Group (a small tight group to make daily decisions)
– Stakeholder community
– Circle of Advisors
5. Try not to bog down your agreement to work together with too many points – agree to the minimum necessary to work together and no more. Otherwise, the coalition should be a ‘policy-free zone’
6. Document your agreement and build in a dispute resolution mechanism
Some lessons learned
February 2007
7. Dedicate staff resources (secondments work best)
8. Train the troops on the strategy, the structure and the systems
8. Establish a physical ‘war room’ and supplement teleconferences with face-to-face frequently
9. If possible, maintain separate government relations campaigns focusing on specific aspects of the policy. Use the full group if you can’t get access or to amplify support once you have won.
10. If you have not managed an advertising or PR agency, recruit someone with that specific management expertise
Some lessons learned
February 2007
11. Develop a rapid-response capacity and protocol
12. Research your opponents and yourself – be ready to respond
13. Recruit an independent fundraising committee if possible
14. Maintain detailed up-to-date accounts
15. Develop media monitoring and prepare to evaluate
16. Evaluate, evaluate, evaluate
Some lessons learned
Would your organisation benefit from a little self-reflection?
For more information, contact:
[email protected](02) 9358 6664
www.thinkinsightadvice.com
