EDUadvocates Using Web 2.0 to Build Stronger Government Relations and Advocacy Programs Mike Dean Tipping Point Strategies
Agenda The Power of the Internet Integrating the Internet into your advocacy program Two Case Studies The Launch of EDUadvocates Q & A
Challenges Facing Higher Education Increased pressure for limited state resources Cost of higher education continues to rise (health care and energy costs put a strain on budgets) Oversight increasing from the Legislature, Governor, and Federal Government
An Explosion Online
An Explosion Online
The Future is Now Americans spend more time on the Internet than any other activity Number of hours Americans spend on these media activities: 3.6 Internet, 2.5 - TV, 1.3 Radio, 1.3 - Telephone OMD, a New York based media services company, November 2006 An increasing number of people now believe that the web can give them more political power; USC Annenberg School, December 2005
Why the Internet Matters 1. It is where people are going to get information 2. Becoming harder to reach out to people through traditional means 3. It is more interactive 4. Can get involved anytime and anyplace Source: Pew Internet & American Life Project
Its Where People go
Why the Internet Matters 1. It is where people are going to get information 2. Becoming harder to reach out to people through traditional means 3. It is more interactive 4. Can get involved anytime and anyplace Source: Pew Internet & American Life Project
The Three Legs of Government Relations Lobbying Media Grassroots Without all three legs the stool falls over
Why is Grassroots Advocacy is Necessary? Legislators listen to constituents Educates and empowers major constituents Unfiltered communication with audiences It has become much easier to develop a network of supporters Everyone else is doing it
Grassroots Advocacy in Higher Education
Benefits of Grassroots Programs Grassroots members can more effectively distribute messages into their community Helps create a sense of community behind the institution Creates a personal face Alumni can be more likely to give financial support
Online Advocacy Can Drive Online Fundraising Success Average Annual Online Fundraising Total Orgs with Online Advocacy Program No Online Advocacy Program $343,000 $113,000 On average, orgs with an online advocacy program and an online fundraising program raise 303% more money online than orgs that are only doing online fundraising Results from an online survey of the broader nonprofit community (to which 85 organizations responded)
Integrate the Internet in your Advocacy Program Because 1. Easy for people to participate 2. Increase loyalty of supporters 3. Improves speed and efficiency at which information can get out 4. Save time and money 5. Can evaluate it 6. Can target impact
5 Ways You Should Use the Internet 1. E-mail 2. Video 3. Micro-Organizing 4. Search 5. Social Networks
Key Principles of Success 1. Be Interactive and Empowering 2. Create Engagement Pathways 3. Develop and Nurture Evangelists 4. Integrate! Integrate! Integrate! 5. Create Community 6. Provide a Service
Friends Action Network Case Study
FAN - Getting Started Create Internal buy-in Develop structure Launch communication plan Develop web site Launch petition Send every 2-4 weeks Provide Meaningful activities
Case study U of M stadium campaign Build grassroots organization to educate legislators about U s proposal Use passion of alumni and boosters to build support. Created contests to encourage people to spread the message free things. Spoke to them in their language Empowered them to become political
The Building Blocks for Successful Use of Technology 1. Develop a plan 2. Collect email addresses 3. Establish regular interactions 4. Personalize and customize messages 5. Create a theme 6. Make people act, participate 7. Integrate online and offline activities 8. Test and follow what works
Email Marketing Schedule JAN. FEB. MAR. APR. MAY JUNE JULY AUG. SEPT. OCT. NOV. DEC. Appeals 2 2 2 0 1 1 2 3 3 1 0 0 e-news Renewal Upgrade 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Collect Email Addresses
Pyramid of Engagement Organization Supporter enewsletters Action Alerts Interactive/Informative Advocacy website Petitions Receiving enews Visiting Advocacy website Learning about issues Tier 4 Tier 3 Tier 2 Tier 1
Pyramid of Engagement Organization Targeted and personalized emails based on participation, legislative district, etc. Additional information about possible events for advocates to participate in Tier 4 Tier 3 Supporter Visiting advocacy website with purpose Writing letter to legislator Letting their voice be heard Tier 2 Tier 1
Pyramid of Engagement Organization Continued targeted and personalized emails based on participation, legislative district, etc. Asking advocates to join you for a legislative event Asking them to place a call on the organization's behalf Tier 4 Tier 3 Tier 2 Supporter Continued Advocacy on University s behalf Event participation Calling a legislator Very engaged advocate at this point Tier 1
Pyramid of Engagement Organization Continued targeted and personalized emails based on participation, legislative district, etc. Hosting events and going on trips to the Capitol Sending advocates on missions; e.g., meet with Senator Anderson and discuss this issue Tier 4 Tier 3 Tier 2 Supporter Continued Advocacy on organization s behalf Further Event participation Calling a legislator Visiting with a legislator Advocate feels that they are making a difference in the organization s efforts Tier 1
Establish Regular, Personal Interactions 8,000 140,000 120,000 New Members by Day 6,000 4,000 2,000 100,000 80,000 60,000 40,000 Total New Members 20,000 0 0 6/1/2003 6/15/2003 6/29/2003 7/13/2003 7/27/2003 8/10/2003 8/24/2003 9/7/2003 9/21/2003 New Members by Day Email message sent Total New Members
Personalize and Customize Send your message from an individual, not from an organization Address the person by name Include personal data and legislator contact information in the body of the email Sign the message with your name and organization
Create a Theme UMN s Successful Bring Gopher Football Back to Campus Campaign Victory!! Sample emails from their 3 year campaign
Integrate Online and Offline
Lessons Learned From These Case Studies Have a balanced approach Technology makes it much easier Quality vs. Quantity Use a theme to build excitement and support Provide Inside Information Engage supporters year-round The more you put in the more you will get out
The Challenges Creating internal buy-in across different groups It is hard to give up control It takes time
Next Step - EDUAdvocates.org
What is EDUadvocates.org? Regular blog posts with timely tips Links to relevant news stories about technology, higher education and government relations A Toolbox of useful resources A quarterly newsletter Ask the Experts section
What is EDUAdvocates.org?
Question and Answer