This document summarizes the results of a survey of Canadian MPs and former MPs regarding their use of online communication tools. Some key findings include: - Four in ten current MPs share responsibility for handling constituent correspondence with their staff. Almost all collect personal information from constituents. - MPs have partially embraced social media but prefer email for hearing from constituents. Personal forms of communication like meetings and letters are given more weight than non-personal forms when motivating MPs to act. - Large numbers of communications can influence MPs, but personal contact is most effective at changing minds and priorities. The survey findings provide lessons for groups to take integrated, personalized approaches when campaigning to influence MPs.

1. the e-politics project
an in-depth consultation with parliamentarians

2. presented by:

3. methodology
the first in-depth consultation of Canadian MPs
on their uses and views of online communication
tools and grassroots campaigning.

4. methodology
In April of 2009 all Canadian MPs plus 63 former MPs who lost
their seat in the last election were sent a letter introducing the e-
politics project and asking for their participation
The introductory letter included a written endorsement of the
project from a member of the MPs caucus (with the exception of
the Bloc)
Over the span of 4 weeks, MPs were sent 3 email invitations to
complete an online/paper survey
63 current MPs and 8 former MPs participated in the survey
Current MPs: 20.5% response rate
Former MPs: 12.5% response rate
Aggregate: 19.3% response rate
2006 UK MP survey 12% response rate

5. the state of play
how parliamentarians are using online
communication tools

6. a personal touch
40.8%
Four in ten current MPs
report they share
responsibility with their
staff for handling
correspondence from
constituents.

7. data mining
94.3%
Almost all
parliamentarians are
collecting personal
information from
constituent
correspondence for
future uses.

8. technology use
web 1.0
mp website e-newsletter

9. technology use
web 2.0 - mps have only partially embraced
social media to build relationships with their
constituents

10. surfing parliamentarians
it’s about politics, news and public policy
92.5% have visited a website for a political election
campaign
71.2% have visited a news aggregator website like
bourque.com
Parliamentarians are more likely to visit a website
advocating a public policy option (81.1%) than a social
networking site dedicated to a public policy issue
(52.8%)

11. email rising
among current MPs, e-mail is the preferred
method of hearing from constituents.

12. parliamentary perceptions
how do MPs feel about grassroots
campaigning?

13. local counts
surprise, surprise
three quarters of MPs
(75.9%) place a higher
priority on communications
from constituents over non-
constituents

14. the value of email
email is given as much weight as other forms
of constituent communication.
% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

15. changing minds?
92.2%
of parliamentarians
reported that an online
campaign has never
changed their mind
on an issue.
But...

16. personal counts
Parliamentarians report
they are more motivated
to act on issues that
have been brought to
their attention through
personal communication
from their constituents
such as meetings,
phone calls and letters

17. motivating to action
when motivating an MP to act, the more
personal the approach, the better.
personal
non-personal
% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

18. motivating to action - letters
when motivating an MP to act, the more
personal the approach, the better.
% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

19. numbers count
almost all MPs compare the number of
communications they receive on issues
44% use this info to estimate
relative support
18% use this info to prioritize
time on issues
38% consider this info but
does not influence work

20. numbers count
form messages from constituents are given
almost as much weight as media attention
non-personal
% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

21. campaigning
almost half of MPs will
weigh a message that is
part of an orchestrated
campaign the same as a
“organic” constituent
message

22. campaign websites
MPs see websites for advocacy on public
policy as making a contribution to their work
51.9% - Researching for policy
51% - Learning about people/organizations supporting
an issue
45.3% - Understanding an issue
26.4% - Gauging support of an issue
21.5% of respondents report that advocacy campaign websites are not valuable
to their role as a parliamentarian
% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

23. facebook groups vs websites
MPs see Facebook as better for “gauging
support of an issue”
60
Campaign website Facebook group
45
30
15
0
Researching for policy People/orgs supporting an issue Understanding an issue Gauging support of an issue
% of parliamentarians that selected 4 or 5 where 1 was “no weight” and 5 was “very much weight”

24. campaigns
campaigns that made a POSITIVE impression
CBC issues Copyright reform
Make Poverty History Animal cruelty
Support of gun registry Environment
Grannies in Africa Hepatitis C campaign
Right to Repair Burlington Chamber of
Commerce
Rally for Canada
Obama

25. campaigns
campaigns that made a NEGATIVE impression
Pooping puffin Life Before Profit
Anti-gun registration IFAW anti seal hunt
Same sex marriage Release of murderers in
foreign prisons
“Perceived” clawback of
benefits for veterans Real women

26. 4 key lessons
for campaigning organizations to
influence MPs

27. #1 remember “kissin’ babies...”
Tools & tactics may have changed, but the
basics of politics in Canada has remained
constant. Building in-riding support is
essential.
“There are only two kinds of people
in this world... those who can hurt
you at home, and everybody else...”
~MP

28. #2 get personal. get direct.
Use new technologies to ! face to face
make constituent contact ! phone calls
with mps as personal ! personal letters
! targeted messages
and direct as possible.
The campaigns that rise
above the noise make
personal connection with
MPs.

29. #3 demonstrate visible support
BUT don’t neglect the ! form email
power of more generic ! petitions
communications when ! public opinion polls
! facebook groups
you can generate large
! campaign websites
numbers. Make sure
you track everything.

30. #4 approach from all angles
More and more
organizations have ! Grassroots/online
! Government Relations
tools for online ! Media
advocacy. The ! Research/data
groups that use an ! Collaboration
integrated approach
will be the most
effective.

31. in their own words
suggestions on how to engage MPs from MPs
themselves.
Meet face-to-face with their Member of Parliament, or send personalized
communications as opposed to a form letter.
They should correspond with them directly and forget the form letters.
Personal communication via e-mail, letter or fax stating why you feel passionate about an
issue rather than form letters.
Contact me directly, by which ever means is best for you.
Write a letter, call or send an e-mail. Don't send a generic letter.
Keep at the member - make your issue front and centre
Arrange a face to face meeting or an event
Show up; be prepared; mobilize like-minded citizens