What is Issue Advocacy?
• COMMUNITY: A group comes together around an issue.
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• ACTION: Together, they can affect change
Traditional Advocacy• IN THE PAST: Issue advocacy belonged to Government Relations. Only “used” when needed.
• RESULT: Siloed, centralized communication resulted in poorresults.
What’s Changed?• FRAGMENTATION: Social means bad content can be pushed
• OVERLOAD: Always-on content distracts users
• NO BARRIER: Any group can join the conversation at any time
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How Do We Turn the Tide• CONNECT: Be Genuine with stakeholders
• BUILD TRUST: Timely and informative content builds trust
• DRIVE THOUGHT LEADERSHIP: People “buy” from folks who “do good”
Step 1: Educate, Equip & Engage
EducateEquipEngage
• EDUCATE: Drive Trust through timely and on-topic content
• EQUIP: Build Thought Leadershipby giving users points they can relay
• ENGAGE: Provide next steps, actions that users can take
Timely Engagement
Right Message @ Right Time
Now Interacting, What’s Next
EducateEquipEngage
Measure,Target &Encourage
We need to understand what users are doing, group them together & ask them to do more
Step 2: Measure, Target, Encourage• MEASURE: Understand and take stock of actions and messaging
• TARGET: Segment based on history and actions taken
• ENCOURAGE: Customize content & messaging to encourage further interaction
Measure,Target &Encourage
Humanizing the Data
Measure,Target &Encourage
ConveyResults
Now gathering both quantity and quality, we need to convey those results to legislators, staff & others
Step 3: Conveying Results
• Genuine stories win out
• Legislators are looking for stories to share with others
• Union of Quantity and Quality
Case StudyWho they are:
“Main Street is a grassroots community of advocates interested in how public policy impacts commerce. Join us!”
What do they do: • Connect with ebay Sellers• Deliver News, Talking Points, Action Options• Newsletters, Insight, More• Events with Legislators
Why it works: By framing this as a small business issue, they protect their own interests.
The Full Lifecycle
EducateEquipEngage
Measure,Target &Encourage
ConveyResults
Humanize the Issue
Humanize the Data
Affect Change (?)THE HOPE: Action by your stakeholders has convinced the right people to support a specific bill / regulation / etc.
THE REALITY: You win some, You lose some.
It’s what you do next that moves your bottom line
Moving Forward
• Every (in)action is a data point
• Data points include• Issues• Timing• Actions Taken• Legislators & Districts
Translation• DISCOVERY: Find new, potential stakeholders
• ACTION: Maximize follow-up based on interaction and details provided
Move Your Bottom Line• EVENTS: Events & Event Registrations
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• CONTENT: Content Creation & Sales
• SALES & RENEWALS: Retention & Acquisition (Member, Customer, Employee)
• FUNDRAISING: More, Larger Donations
Wrap-Up: Implementation1. EDUCATE, EQUIP & ENGAGE2. TRACK, MANAGE & ENCOURAGE3. CONVEY RESULTS
Set this foundation and you will:
1. BUILD A STRONG COMMUNITY2. AFFECT CHANGE3. MOVE YOUR BOTTOM LINE
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Additional ReadingIssue Advocacy Data & Your CRM:
Learn More About Engage & Salesforce:
Issue Advocacy Best Practices:
New Issue Advocacy Professional:
Connect with Me:
bit.ly/advData
bit.ly/engageSF
bit.ly/advbest
bit.ly/advprof
bit.ly/bsfDF14
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