Moving Online Activists Offline Moving Online Activists Offline ––

the Tobacco Free Action Network the Tobacco Free Action Network (TFAN)(TFAN)

Diane PicklesTobacco Free Mass

Shelly KiserTobacco Free Ohio

Beverly May & Lori FresinaCampaign for Tobacco-Free Kids

TFAN Pilot Project statesTFAN Pilot Project states

1 year pilot project began August 1, 2003 in these 4 states:

• Massachusetts

• Nebraska

• New Hampshire

• Ohio

Over-arching TFAN GoalsOver-arching TFAN Goals

Solidify CTFK activist commitment through interpersonal relationships with state coalitions.

Build political “movement” through powerful grassroots pressure online and offline at the local, state and federal levels.

Move online activists to offline activities. Intensify grassroots power relationships

through better understanding of who E-Champs are and how they are motivated

TFAN’s Key FeaturesTFAN’s Key Features

Substantial database of tobacco control activists

State-of-the-art technology for engaging and managing online activists

Training on using e-activism and latest trends in grassroots organizing

Technology and grassroots assessment and plan

Assistance in implementing campaigns

Co-branded Action Alerts, Co-branded Action Alerts, Microsites & E-NewslettersMicrosites & E-Newsletters

TFAN - What’s in it for the states?TFAN - What’s in it for the states? Full access to the list of TFK e-Champions in their state.

Detailed needs assessment & state action plan.

Grassroots Multiplier to manage email lists and create interactive Web sites.

Phone numbers for e-Champions if available.

State-of-the-art technology for engaging and managing online activists.

Training on using e-activism best practices and latest trends in grassroots organizing.

Assistance in implementing campaigns using online and offline actions.

A $10,000 grant to cover grassroots education and organizing at the state and local level.

TFAN - What’s in it for CTFK?TFAN - What’s in it for CTFK?

Measurable way to assess if grassroots capacity building at state level should be larger part of TFK repertoire.

Begins to build base of advocates for federal legislation.

Interpersonal offline relationships in the states will increase number of advocates who make up the “passionate core”.

Enhances credibility with national partners.

Movement building.

ResultsResults

E-Champion growthE-Champion growth

State Initial state list

Initial TFK list

List size after 1 year

Combined growth

MA 435 5,493 9,277 63.89%

NE 2,736 1,473 4,951 85.01%

NH 255 1,327 2,396 66.02%

OH 3,753 8,281 19,152 62.83%

Lessons learned Lessons learned coalition grassroots effortscoalition grassroots efforts

State coalitions have a very small pool of their own activists to draw from, relying, instead, on partner organizations.

Duplication of effort abounds. Tracking of online and offline activity almost

nonexistent. States are hungry for this new “TFK “product”

offering. Their fantasies mirror ours. Technology can help drill down to find information

upon which we can build relationships.

What we’ve learned overallWhat we’ve learned overall

In all of the TFAN states, tobacco-control legislation has been impacted by the involvement of the E-Champions.

The success of TFAN directly corresponds to the investment that the partnering coalition makes to the project.

Offline events are an excellent way to more deeply engage E-Champions in tobacco-control issues.

TFAN partners have become more effective online and offline organizers.

Tobacco Free Mass Tobacco Free Mass & &

Campaign for Tobacco Free KidsCampaign for Tobacco Free Kids

Tobacco-Free Action Network pilot projectTobacco-Free Action Network pilot project

How we’ve utilized the TFAN project to both expand and strengthen our

grassroots power

What we had versus what we have nowImproved online action alertsDevelopment of offline activitiesDifferent utilization of grassroots

advocates

          

     

                  

       

                          

     

            

     

Dear friend,We want to meet you - and we’re even willing to drive to your area and feed you!We are hosting a meeting in your area for you and others who care about reducing tobacco use. This is a great way for you to meet your fellow activists, to meet us, and learn a little more about our efforts to keep kids from smoking, protect bar and restaurant workers from secondhand smoke, and how you can help.Our meeting in Milton will take place on March 30, from 6-8pm at the Milton Central Library at 476 Canton Ave. A light dinner (pizza) will be served and children are welcome.

Please RSVP by clicking the link below to our website, where directions are available. http://massachusetts.grassroots.com/031504

Mary Laux and husband Fred Mauriello of Billerica Mary Laux and husband Fred Mauriello of Billerica write Letters to the Editor to their local papers at a write Letters to the Editor to their local papers at a

community forum in Lowell, MA.community forum in Lowell, MA.

Smoke-Free Smoke-Free Bill SigningBill Signing

Y’all come! Hear?

Surveying E-ChampionsSurveying E-Champions

Willing to meet with a legislator in the district: 35

Willing to meet with a legislator at the statehouse: 26

Willing to write a letter to the editor: 49

Willing to talk to a reporter: 32

Willing to contact advocates in their area: 33

Willing to distribute information to friends: 44

Willing to assist with fundraising: 16

Future plans for offline activitiesFuture plans for offline activities

Follow ups to survey respondents

Culling emails to legislators and Voices Against Tobacco stories for “nuggets”

District coffee hours with legislators in targeted districts

Lessons Learned in MALessons Learned in MA

The power is in the depth of relationships, not the breadth

Lots of time and effort required Realistic expectations “High touch” Make it easy They may not act the first time Persistence and patience Can’t get discouraged by the numbers! Just asking for offline activities may increase online

activity

Online invitations to offline actionOnline invitations to offline action

Tobacco Free Ohio Tobacco Free Ohio & Campaign for Tobacco-Free Kids& Campaign for Tobacco-Free Kids

Tobacco-Free Action Network pilot projectTobacco-Free Action Network pilot project

Tobacco-Free Ohio’s Tobacco-Free Ohio’s electronic strategy electronic strategy

pre-TFANpre-TFAN

Tobacco-Free Ohio enters the Tobacco-Free Ohio enters the e-advocacy bize-advocacy biz

Local clean indoor air campaignsStatewide prevention and cessation

budgetTobacco tax SmokeFreeOhio

E-advocacy for E-advocacy for local clean local clean indoor air indoor air

campaigns in campaigns in OhioOhio

Email your city council person Email your city council person (Findlay example)(Findlay example)

Tell us your story Tell us your story

Diane JonesDiane Jones – – Cleveland E-ChampCleveland E-Champ

Tell a friend (Cincinnati example)Tell a friend (Cincinnati example)

Invitations combined with RSVPs Invitations combined with RSVPs and phone callsand phone calls

Volunteer requests Volunteer requests (Columbus literature drop and always put check box)(Columbus literature drop and always put check box)

Vote for or against initiatives Vote for or against initiatives (Toledo)(Toledo)

Sign up to support (Cleveland)Sign up to support (Cleveland)

Email to public officials with specific Email to public officials with specific requests (Cincinnati mayor)requests (Cincinnati mayor)

Statewide campaignsStatewide campaigns

Email your legislators (cigarette tax)

Volunteer to collect signatures (Smoke-Free Ohio)

TFO & TFAN - ResultsTFO & TFAN - Results

We’ve added a new important component to our advocacy strategy.

We have especially seen impressive results in our local campaign and small cities.

People feel more engaged with our campaign because we can communicate with them on a more frequent basis.

We can react quickly to the changing political environment.

TFK’s list has added many new advocates for our cause.

TFO & TFAN – Results (cont)TFO & TFAN – Results (cont)

The success rate of this list is much higher than ALA, ACS, or AHA lists because it’s focused solely on tobacco.

It’s allowed us to identify our strongest advocates. Public officials notice what we do and who we are. It has helped us with our grant applications; grant

reviewers are impressed with technology. We’ve successfully converted online advocates to

offline advocates. E-mails alone don’t do it; you need people doing offline action to make things happen.

What we’ve learnedWhat we’ve learned Capture emails everywhere--health fairs, meetings,

coalition members’ offices; really encourage people to give them.

Email is a cheap, fast way to communicate and keep advocates engaged.

E-alerts to decision makers can be one more important tool in pressuring them to take a specific action.

Contact them offline also for more difficult asks—attending events, letters to the editor, letters to calls to public officials; appearing in ads.

When writing e-alerts, capture their attention, localize as much as possible, think about how you can stand out.

Make it a simple, easy ask that appeals to people’s self interest.

What we’ve learned (cont)What we’ve learned (cont)

Figure out what your strong messages are and use your strong messages for difficult asks (protect children for cigarette taxes).

Make e-advocates feel important and crucial to the process.

Don’t expect earth-shattering results from email alone.

Make a personal contact with strong supporters; figure out who are your strongest supporters in your community; they can be your strongest advocates.

Ask people why they care about the issue; you’ll learn who your supporters are and feel inspired (anti-hate mail).

Grassroots success =Grassroots success =high tech + high touchhigh tech + high touch

Q & AQ & A