Asae ga strategic planning - presentation
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The 2012 American Society of Association Executives Government Relations School was held in Washington D.C. We began our presentation focusing on Strategic Planning for growing a government Affairs program and also covered how to engage members in new ways
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Asae ga strategic planning - presentation
- 1. Strategic Planning for Government Affairs American Society Association Executives 2012 Government Relations School Washington DC June 25-26, 2012 Government Affairs Planning
- 2. • GA Program → Policy → Politics → Public Advocacy Government Affairs Planning
- 3. Shaping Policy • Policy Positions • Issues/Challenges → Taxes/fees → Jobs/economy → Regulations → Business
- 4. Shaping Policy • Issues/Challenges → Re-active/Pro-active → Identify priorities • Legislative Agenda → Message → Messengers → Delivery
- 5. Affecting Elections • Identify Elected Officials → Saints → Sinners → Savables • Candidate Recruitment
- 6. Electing the right policy-makers • Early Endorsements • Interviews • Endorsements • Engage members • PAC $$ • IEs Affecting Elections
- 7. Success = electing the right candidates Electing the right candidates = PAC Fundraising Affecting Elections
- 8. • PAC Fundamentals … why is it important? • Understanding your PAC – Who invests in your PAC – Why do they invest • Fundraising … program essentials – Marketing/Outreach – Individual Solicitation – Events PAC Fundraising
- 9. Fundraising Plan • Identify goal - Increase $ - Increase participation - Increase major donors • Identify audience • Determine message • Message delivery PAC Fundraising
- 10. PUBLIC ADVOCACYPUBLIC ADVOCACY Communication • Issue advocacy • Influence legislation • Developing presence • Community outreach • Member involvement Educating the Public
- 11. Target audience Policy-makers Public Members Educating the Public
- 12. Research/Surveys – Benchmark surveys – Tracking surveys – Focus groups Understand how public feels about issues, positions and messages Test messages Educating the Public
- 13. Message Development Purpose of communicating Why does your message matter Concise, Consistent, Constant Message Delivery TV, Radio, Newspaper Phone calls, Mailings, Email Internet – Website, Social Media, Banner Ads on other sites Educating the Public
- 14. Media Strategies News releases Opinion-editorials Editorial boards Letters-to-the-editor Blogs, podcasts Issue briefings, events Educating the Public
- 15. Member Communication Show value (dues) PAC fundraising Respond to action alerts Volunteer Educating the Public
- 16. GA Program • Vision/plan • Resources/budget • Committee structure/role • Member research (surveys) • Mobilizing members Association’s GA Program
- 17. GA Program • Mobilizing members → Policy → Politics → Public advocacy → Program Association’s GA Program
- 18. • Plan of Action • Timeline/implementation • Utilizing resources Goal Setting
- 19. • Policy • Politics → Elections → PAC Fundraising • Public Advocacy • GA Program Goal Setting
- 20. Successful GA Program • Policy • Politics • Public Advocacy GA Strategies helps you strategically plan for a more effective GA program Win@GAstrategies.com Government Affairs Planning
Notas do Editor
- How do you play a role? What makes an effective program? POLICY – laws, regulations (federal, state, local) that govern your industry … how you do business …you need to have a say … educate policy-makers … make sure they understand the issues and how they affect your industry. BUT … POLITICS – policy-makers make the decisions … sometimes they support your issues … sometimes not …help your cause by electing the right people. STILL … PUBLIC ADVOCACY – need to advocate for your issues … definition: “to support or speak in favor of something” … make sure they HEAR your side … create public momentum … build public support … get the media to write about your issue … make your issue a priority that policy-makers need to address. So … where do you start? Opening Session Outline 9:30Effective Government Affairs Program Identifying why it is important to have an effective Government Affairs Program What does Government Affairs mean to the leadership and how do they show that support What message is sent to the membership as a result of leadership support How can support organically grow & what exactly are you growing 9:33Policy Policy is defined by the missions of the association, its membership, and how the government interacts with those missions The membership contributes professional expertise to the impacts of policies affecting them and their clients, as well as anecdotal examples The association is able to provide the comprehensive experience of the membership with regards to policies affecting them 9:38Political Affairs Through the political arm of the association you can raise awareness, understanding and support of your policies in the eyes of elected officials Ensuring that the right candidates are elected means that you have friends to gather support for the policies affecting members Working together with broader coalitions allows the political muscle of the association to grow 9:40Public Advocacy The policies of the association often align with other interest groups and the general public The value of your policies to the broadest base allow you to gain more support Utilizing media, communications methods, and interaction, you can engage more organizations in your efforts 9:42How do we define success? First you have to have a plan that details how you are going to get where you need to go Next you need to have clear timelines to deliver on these efforts Then you must provide the necessary means for your efforts to become possible Periodically you must track what is and is not working, and make appropriate adjustments Then you compare where your efforts have made a difference, and where you can still grow
- REALTOR® issues Real estate business/ transactions (sign codes, etc.) Taxes (real estate transfer taxes, property taxes, business taxes, etc.) Housing (affordability, availability, land use, permits, regulations, vacant properties, foreclosures, etc.) Jobs/Economy (local economic development incentives, infrastructure, small business support, education, red tape, job retention/business attraction programs, etc.) Policy Session Outline – 9:45am – 10:30am Current Issues/Challenges – 9:45Membership Survey Begin with an overview of the issues that the members identified in the membership survey Impress that this is an important benchmark as the membership sees these as the biggest problems 9:48Categorize Member Issues Local issues affecting property transactions Local issues affecting property owners & property rights Local issues affecting development & taxes 9:52Additional Policy Issues of Note What other issues are affecting the industry & community? What has been communicated to the membership on these other issues? What kind of feedback has the membership provided? Do these issues need to be addressed as well? 9:55Assess the Political Reality Which of these issues are even possible to change? What is the current landscape for the politicians on these issues Can you see success into the future, and what will it take to get there?
- REALTOR® issues Real estate business/ transactions (sign codes, etc.) Taxes (real estate transfer taxes, property taxes, business taxes, etc.) Housing (affordability, availability, land use, permits, regulations, vacant properties, foreclosures, etc.) Jobs/Economy (local economic development incentives, infrastructure, small business support, education, red tape, job retention/business attraction programs, etc.) Policy Session Outline – 9:45am – 10:30am Current Issues/Challenges – 9:45Membership Survey Begin with an overview of the issues that the members identified in the membership survey Impress that this is an important benchmark as the membership sees these as the biggest problems 9:48Categorize Member Issues Local issues affecting property transactions Local issues affecting property owners & property rights Local issues affecting development & taxes 9:52Additional Policy Issues of Note What other issues are affecting the industry & community? What has been communicated to the membership on these other issues? What kind of feedback has the membership provided? Do these issues need to be addressed as well? 9:55Assess the Political Reality Which of these issues are even possible to change? What is the current landscape for the politicians on these issues Can you see success into the future, and what will it take to get there?
- Benchmark policy-makers Saints (support your issues) Savables (could go either way) Sinners (oppose your issues) … may differ from issue to issue, so don’t burn bridges Recruit candidates Identify members/affiliates Campaign training Endorse candidates Support those who support you … set up procedures to endorse friendly candidates (check with your state about established policies and procedures … colleagues about best practices to improve) Politics Session Outline - 10:45 am – 11:30 am Elections – 10:45Local Government Elections What is the current sentiment on REALTOR® issues How persuadable are those on the council for your issues Where can you best find agreement 10:50REALTOR® Involvement in Elections Are REALTORS® involved in the community in any current capacities – Elected, or Appointed to a position within government Involvement in community organizations such as the Chamber Involvement in service organizations Involvement in Homeowners Associations Are those individuals involved in the association Can they become better engaged Are there opportunities to get more REALTORS® involved in those arenas Understanding the elections What are the schedules and timelines for the next elections What opportunities exist with the next election Can you shift the philosophical makeup on the council Will there be any issues on the next election Are there opportunities to bring issues forward
- Elect endorsed candidates Mobilize members … valuable resource Member communication … regular … over and over … you may be tired of hearing/reading/writing about it, but many of your members probably still haven’t received the message … Member voter registration … every vote is needed … make sure your members are registered to vote (at least give them the opportunity) Member GOTV … remind members to vote … double-check if they’ve returned their ballots Candidate contributions … $$ and support - key to success Independent expenditures … help candidates … promote your issues … promote your organization 10:55Evaluating & Supporting Candidates How does the association currently identify and support candidates What is the process Questionnaires, Interviews, etc. How is support given Endorsement, Donations, Events, Communication to members / public Do you prioritize the communities the association engages What different ways could you engage the election 11:00Influencing Elections - Breakout Sessions Candidate Recruitment Campaign Schools/Training Interview/Endorsement Process Supporting Endorsed Candidates 11:25 PMReconvene and report findings
- Elect endorsed candidates Mobilize members … valuable resource Member communication … regular … over and over … you may be tired of hearing/reading/writing about it, but many of your members probably still haven’t received the message … Member voter registration … every vote is needed … make sure your members are registered to vote (at least give them the opportunity) Member GOTV … remind members to vote … double-check if they’ve returned their ballots Candidate contributions … $$ and support - key to success Independent expenditures … help candidates … promote your issues … promote your organization
- Political Action Committee Fundraising … essential to building your PAC … make it part of your organization’s culture … investment in business (not contribution) Marketing/outreach (air support) Website Articles Email Mailings Videos Infrastructure/solicitation (ground) Ask Peer-to-peer Develop team, delegate responsibilities Office visits, phone calls, etc. Events Discourage EXCEPTION: Major donor solicitation Political Action Committee $ = power, recognition … more $$ you have available, the more respect you command Reasons people contribute Believe in cause Recognition Asked Show impact on bottom line … constantly promote successes … tie your legislative success to PAC “investments” … quantify victories so they know the impact … what’s in it for me! PAC Protects Your Interests Legislative success starts with a strong PAC Elect people who support your issues Improves your ability to promote key issues It’s an investment …
- Public Advocacy Session Outline - 11:30 am – 12:15 pm Communications – Public Advocacy … Influence the process … How? Communicate Who (Who do you want to reach?) … What/Why (Why? What do you hope to achieve?) … How (How develop a presence? How do you contact your audience?) 11:30Developing a presence with the Members, Government and Public What is the current perceptions of REALTORS® and REALTOR® Government Affairs Efforts with: The Membership Elected officials Public Opinion Leaders The General Public How persuadable are those on the council for your issues Where can you best find agreement 11:35Issue Advocacy What are the current issues your membership cares about Research on membership and public What are the messages that resonate with membership and general public What do you need to compile in order to address the issues you have to encounter What resources are currently available to you on these issues What partners and organizations can you engage in a coalition What resources do they have What communication vehicles do you have available Media Non-traditional media Direct communications What resources do you have to communicate your message What relationships do you have with elected officials / decision makers How can you develop relationships with those you don’t have a relationship with 11:40Addressing What Needs to Change Identify how perceptions of the association need to change Address categories of places to change What solutions can you suggest on these changes including – What is the important messages that need to come out How can you craft that message What opportunities exist to build support with the groups What are the priorities 11:45Advocacy Agenda - Breakout Sessions Advocating to Policy Makers Advocating to the Public Advocating to the Membership and the Association 12:10 PMReconvene and report findings
- Target audience (what communication do you currently utilize? Who do you communicate with currently? How?) Policy-makers Create attention for your position Undecided … pressure to support your issue Public Supporters … urge ACTION Undecided … shape public opinion, convince Media Means to end … but need to understand how to communicate, why/how they respond Members Urge ACTION Show importance of GA
- Public Opinion Surveys Benchmark Tracking Focus Groups Understand how public feels about issues, how they respond to positions and messages Test arguments Help identify how others feel about issues, positions and messages. Provide an opportunity to test arguments on both sides of an issue. Find critical target audiences for success.
- Message Development: Know your goal raise public awareness (increase attention on issue) shape public opinion (improve image) take action (vote, support candidate/issue, contact policy-maker) Role target audience plays Frame your issues (why important to public … supporting/defending best interests of public) Utilize public opinion Concise and pertinent (show value, what’s in it for me, why do I care?) Repetitive Marketing Strategies Message delivery: Internet / online: Website, Email, Banner ads, Social media / networking: Association Site: Government Affairs Advocacy Site: Policy / Issue Specific Sites: Email: Convio Social Networking: (Facebook, Twitter and YouTube) Newsletter: Association/GA newsletters (email, print) Mailings: Over-sized post cards Brochures / Handouts: Displays: Phone / Text: Media: News releases, Opinion-editorials, Editorial boards: Marketing: TV / Radio / Print / Signage Issue Papers: policy-makers
- Media Strategies News releases Opinion-editorials Editorial boards Letters-to-the-editor Blogs, podcasts Issue briefings, events
- Member Communication Show value (dues) … tie their job to politics (and vice versa) … show direct relationship to paycheck PAC fundraising Respond to action alerts Volunteer
- GA Program Member Involvement Current activities What works? How improve? Mobilizing Members POLICY POLITICS PUBLIC ADVOCACY PROGRAM
- GA Program Member Involvement Current activities What works? How improve? Mobilizing Members POLICY POLITICS PUBLIC ADVOCACY PROGRAM
- Setting Priorities Policy Politics Elections PAC Fundraising Public Advocacy GA Program
- Setting Priorities Policy Politics Elections PAC Fundraising Public Advocacy GA Program