Grassroots Advocacy 101June 4, 2015

Impact Public Affairs: We Wrote the Book on Association AdvocacyIn 2010, Impact was asked to author the third edition of the Canadian Society of Associations Executives' Guide to Government Relations.

This publication illustrates how a wide variety of organizations have succeeded with government at all levels.

Current Political ContextShaping up to be the most competitive – and unpredictable –

election campaign in a generationVote most likely to be October 19Three parties have realistic chance at victoryCoalition/governing agreement scenarios possible to imagine

– especially if there’s a narrow Conservative victoryHealth care always high on the agenda in generalParties have not made many specific commitments yet thoughSitting MPs will be very receptive to any policy

recommendations they see as helping them to get re-elected in October

Current Health Policy ContextFederal transfer growth will shrink from 6 to 3 per cent in 2017

– but transfers still growingCurrent federal government said to be “disengaged” from

health careNiche issues – mental health, dementia, autism,

compassionate care, food safety, etc. getting federal attentionProvinces are responsible for direct control of health systemsHowever Ottawa plays an important roleAll parties “committed to health care” – but what does that

mean going into an election?

Lobbying: A Developing HistoryBackroom deals

Perceptions of lobbyists

Lawyers

Growth of political professionalism

More campaign focused than ever before

Consumer and voter are king

Competitive Political Landscape:Many competing for limited government resources.

Interest groups are taking more proactive role to gain government attention.

Decision-makers have more than one decision to make.

Groups that are not proactive risk being marginalized.

How do you break through the clutter?

Stakeholder-Based Grassroots Advocacy: What Works“Real people, delivering real local stories with real local issues.”

Local leaders working with the local politicians.

Using originality to break through the clutter!

A sustained and coordinated approach.

Stakeholder-Based Grassroots Advocacy: Why it WorksResearch is clear that associations that distanced members

from advocacy work stumbled.

Stakeholder based advocacy involvement is more effective and more targeted!

Grassroots lobby approaches build member and stakeholder involvement and commitment.

Grassroots Concepts:Best approach involves educating and sensitizing decision-

makers over time.

Need to frame the issue before government does.

Position association or sector as a resource to government.

Starting early ultimately saves money in the long run. Lobbying as an afterthought is less effective!

Purpose and Objectives:Raise awareness and champion the values of your members

Develop and nurture relationships with your local MPs from all parties.

Get your policy issues on the national agenda!

Contacting Your Local MP:• Effective and powerful email

• Delivers speed but lack of investment• Important to signal you are a constituent• Subject line – “Message from Red Deer”• Personalize request• Avoid Spam

• Compelling MP Calls• Best used when time is a factor• Identify that you are a constituent• Provide your mailing address• Brief their staffer – Great source of information and action• Ask for a return call by MP• Do not call on every issue – reserve the political capital

Contacting Your Local MP:Effective Grassroots Letters to MPState that you are a constituent at the beginningProvide a street address in the ridingLead with your requestSpeak from the heartOne core argumentDo not send big packages of informationRepeat the requestTyped or hand writtenCopy your association

Meeting Your Local MP:Conversations That MPs WantWhat are the local statistics?

Real life stories and examples that illustrate the case in the riding.

Your visibility and potential profile in the riding.

Remember to Remain Human! Avoid the desire to sound like lawyer, lobbyist, debate team captain

or statistician.

Your role in local life gives you all the expertise and background needed.

Meeting Your Local MP:Unsuccessful TacticsConfrontational style that harasses or insults politician.

Lack of preparedness.

Too rehearsed and artificial.

Not listening is biggest, most common mistake.

Meeting Your Local MP: How to be Effective Face to FaceMaximum three key arguments.

Tell a personal story (very short).

What your concern (s) is/are.

Why an MP should support it/them.

Have a specific request.

Send a thank you note.

Who are you and where are you from?

Paint a mental picture!

What is your concern?

Why should an MP support you?

What action are you requesting from them?

Meeting Your Local MP: The Elevator Pitch

How a Meeting Unfolds:Most MPs will generally afford only 15-30 minutes

The meeting may be delayed (be prepared to wait) and/or cut short

You may need to change your comments depending on the level of knowledge of the MP

Often there is an assistant attending with the MPP

Be prepared to “elevator pitch” key messages: be clear about what it is you would like and what they can do

Share personal anecdotes or “war stories” to reinforce points

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Meeting Scenario:Typical Questions asked by an MPPWhy are you here?

What is it that you do? How will it help my constituents?

What can I do to help you?

What are you asking for?

Do you have any statistics in my riding?

Who else have you talked to about your issues?

Are there other groups that feel the same way?

Specific information/statistics/concrete facts and numbers.

Depending on current situations heard and seen in the media, questions can be brought up about how CCSN is affected, etc.

Meeting Scenario

Introduction: Introduce self and members of your group (if any)

i.e.: “Hello, my name is (insert name), and I am a (insert role) in (insert city). I’d like to thank you very much for taking the time to meet with me today.

Explain why you wanted to meet with the MP today State that you are meeting as part of CCSN’s overall advocacy initiative.

Key messaging and policy recommendations

Always have an answer to the question: what can I do for you?

Wrap-UpAsk the MP if he or she requires any further information or

if CCSN can help in any way.

Thank the MP, leave behind a concise information package and follow-up with the MP.

Ask if an assistant can take a photo (if you feel comfortable doing so).

Let CCSN know if any additional follow up is required.

Helpful Hints:Know your issues: Carefully review any materials from CCSN

Localize your issues: Tell CCSN’s and your own story using experiences and examples relevant to you and your audience.

Prioritize your issues: Limit discussion to a manageable number of priority issues.

Organize your presentation: Ensure that time is allowed for questions and comments from the MP.

Take your time – don’t rush: Pause before answering a question.

Don’t force anything: If you don’t know the answer to a question, let them know that you will get back to them with the information they are looking for.

Thank You!

Michael Hatchmhatch@impactcanada.com

613 233 8906