Building an Effec.ve Advocacy Campaign

Transcription

1 Building an Effec.ve Advocacy Campaign August 27, 2014 Bob Palmer, Policy Director Housing Ac7on Illinois Liz Kuoppala, Execu7ve Director Minnesota Coali7on for the Homeless

2 TYPES OF CAMPAIGNS Public Bodies/Government Appropria7ons and Budget Legisla7ve Administra7ve Private Targets Long- Term/Mul7 Year Short- Term

3 EXAMPLES OF CAMPAIGNS Housing Ac2on Illinois Securing $130 million for affordable housing in2009 state capital budget. Servicer Accountability Ini7a7ve ( ) to get mortgage servicers to bemer respond to homeowners facing foreclosure in an accurate and 7mely manner and provide more and bemer loan modifica7ons. Restora7on of a 52% cut, equaling $4.7 million, to the Emergency and Transi7onal Housing Program in the fiscal year 2012 state budget. Passage of state version of federal Protec7ng Tenants in Foreclosure Act in Advoca7ng for provisions affirma7vely furthering fair housing in 2015 State of Illinois Qualified Alloca7on Plan (QAP) for Low Income Housing Tax Credit program (ongoing).

4 EXAMPLES OF CAMPAIGNS Minnesota Examples $100 million for housing in state s bonding bill (2014) Elimina7ng 7me limits on educa7on for moms and dads on public assistance (2014) 24% increase in housing funding; 42% increase in homeless funding (2013) Increased welfare cash grant by $110/month housing allowance (2013) Repealed Family Cap on public assistance (2013) $37 million for housing in state s bonding bill (2012) previous average ranged from $0 - $8 million

5 CUTTING THE ISSUE Is there a problem we re trying to address? Is there a solu7on? Will the solu7on help people? Does joining them add value? Is there any one else working on these goals? Can the solu7on be broken into achievable goals?

6 ANALYZE STRATEGICALLY Can you build a coali7on to work on these goals? Does working on these goals build movement strength? Is the goal big enough to challenge and inspire?

7 GO, FIGHT, WIN! Develop a case (research, fact sheets) Build a coali7on (grassroots and grasstops) Develop ac7on plans for each team

8 CAMPAIGN PLAN BASICS Build evalua.on into your plan Outreach Number of engaged par7cipants, percent of regions engaged, endorsements, pe77ons signed Public Policy Policies changed or introduced, level of support, appe7te for issue Communica7ons Social media, news coverage, public opinion, media reach

9 POWER MAPPING EXERCISE Who are the primary and secondary change- drivers? Power Access/Influence

10 CAMPAIGN PLAN : COMMUNICATIONS Tailor to Your Audience How do they prefer to get their informa7on? Ex: Fact sheets, experts, cons7tuents, trusted allies, concrete examples, broad theories How do they prefer to make decisions? Ex: Head (objec7vely) or heart (personal or group values)?

11 CAMPAIGN PLAN : COMMUNICATIONS Understand Frames Frameworks Ins7tute Spimire Strategies Don t Think of an Elephant by George Lakoff If a lens doesn t work with your issue, it s 7me to reframe the issue Don t reinforce a frame that doesn t work Reframe by changing your words, your antude, and narra7ve

12 CAMPAIGN PLAN : COMMUNICATIONS Keep it Simple Avoid the curse of knowledge Made to S7ck by Chip and Dan Heath SUCCESS Simple Unexpected Concrete Credible Emo7onal Stories

13 CAMPAIGN PLAN : COMMUNICATIONS Keep it Simple Case Study Homes for All supports $100 million in bonds for housing. Housing is the founda7on for stable families, strong communi7es, and a compe77ve state. In the last decade Utah quietly decreased homelessness by 78%. Lawmakers knew it was a dollars and cents issue: inves7ng in housing is cost effec7ve. A Winning Message for Minnesota Lawmakers We lead with the most important informa7on Housing is framed as a common- sense community issue. It s accompanied by an unexpected story

14 CAMPAIGN PLAN : COMMUNICATIONS Make Media Work for You Tradi7onal Media Have coffee with reporters who cover your issue Send news statements Social Media Use TwiMer be respecmul, credible, and 7mely Build an Echo Chamber Stay on message, bring in new and unexpected messengers

15 CAMPAIGN PLAN : COMMUNICATIONS Plan and Evaluate Use your campaign goal to guide communica2ons ac2vi2es. Crap and test your message. Share the message with allies to create an echo chamber. Build rela7onships with reporters, editorial boards. Use reports, anniversaries, ground- breakings, and ribbon cunngs for media opportuni7es. Link to campaign goal. S7ck to your message. Freshen it with new facts, stories, and messengers.

16 WORKING IN COALITION Obvious allies Make it easy to join Focus on areas of agreement Iden7fy & u7lize strengths > 2 Unlikely allies or community partners Iden7fy self- interest Make them look good U7lize their knowledge & connec7ons Move forward respecmully

17 RESOURCES The Lobbying and Advocacy Handbook for Nonprofit Organiza7ons by Marcia Avner Advocacy Progress Planner (Julia Coffman, Center for Evalua7on Innova7on) Advocacy Capacity Tool (Sue HoeschsteMer, Alliance for Jus7ce) What Makes an Effec7ve Coali7on? (California Endowment, March 2011)

18 STAY IN TOUCH