tww campaign building webinar 11.15.12
tww coalition building webinars Fall 2012 AFWA/NWF Thursday Webinar Series 1. Coalition Building 2. Campaign Plan: Today Components of a Campaign Plan Exercise Components of TWW Campaign 3. Messaging: Dec 6, 12-2pm eastern Polling Message Triangle Pitch Exercise 11.15.12
agenda 1:00 Welcome, Introductions, Purpose 1:15 Components of Campaign Planning 1:25 Questions 1:30 Exercise 2:00 Components of TWW Campaign Planning 2:45 Questions 3:00 Adjourn 11.15.12
introductions Mary Pfaffko, Association of Fish & Wildlife Agencies Naomi Edelson, National Wildlife Federation Ian Evans, National Wildlife Federation On-the-phone 11.15.12
tww campaign planning webinar President s Task Force on Wildlife Diversity Funding Short-term Recommendation #2 Maintain an organized and engaged TWW coalition to advocate for wildlife diversity funding. The 6,300+ organizations and businesses that make up the TWW coalition represent the largest and most diverse coalition ever created on behalf of wildlife diversity conservation. Outside of a few core organizations, however, the vast majority of coalition members are not active advocates. Although each state has designated a TWW coalition leader, few states regularly meet with or communicate with their coalition. A few states such as Missouri work closely with a partner (i.e., Conservation Federation of Missouri) to inform, engage, and activate their coalition. This model should be shared with other states. We recommend that the Association facilitate and support the states work to engage their coalitions through regular communication, training, and outreach to begin transitioning from a paper coalition to a strong advocate for funding. The Association can help facilitate this effort by offering training, guidance, and resources to state agency staff and their coalition partners. 11.15.12
tww campaign planning webinar Goal Dedicated funding for state wildlife diversity conservation, recreation, & education $$$ Timeline 11.15.12
tww campaign planning webinar Potential Dedicated Funding Vehicles 1. Excise tax 2. Oil & gas revenue 3. Cap & trade 11.15.12
tww campaign planning webinar Strong and Strategic Campaigns Campaign Goal Lay of the Land Strategies Campaign Communication Tactics and Timeline Resource Management 11.15.12
components of campaign planning Key Strategies and Tactics Generating Grasstops Engagement Identifying/Educating/Mobilizing Phone calls/lobbying/fly-ins/letter writing Testimony/Comments Birddogging/Flyering Events Editorial Board Outreach/LTEs/Op-eds Radio/TV/Blogging Roundtables/Beer Summits Press conferences / Telepresses / Report Release Building Partnerships Sign-on letters / Coalition Building Generating Grassroots Postcarding / Tabling Rallies / Phonebanking Teletown halls 11.15.12
components of campaign planning Campaign Goal Conservation goals What are the short, medium, and long term goals? What do we want the target to do or deliver on? What will be the victory Organizational goals How will this campaign strengthen NWF? How will it help recruit more members, activists, grasstops, and new partners? How will we measure success? 11.15.12
components of campaign planning Issue Focus What is the main focus of your campaign? What problem are you trying to address? 11.15.12
components of campaign planning Lay of the Land Organizational strengths and weaknesses Allies and opponents 11.15.12
components of campaign planning Strategies Strategy vehicle How will we win? What is the political venue (pass a bill, change a regulation, create consumer demand)? Targets Primary: decision-makers Secondary: influentials, grasstops, diverse partners Audience 1. How will TWW constituencies (members, activists, grasstops) be involved in the campaign? 2. To whom outside of TWW are you messaging? (location, demographics, constituents) 11.15.12
components of campaign planning Campaign Communication Message/slogan Story Villains, victims, heroes, problem, solution Is it compelling? Media outlets 11.15.12
components of campaign planning Tactics and Timeline What actions will you take to put pressure on your target to get what you want? How will you get media coverage? What is the sequence? What are the measurable? 11.15.12
components of campaign planning Resource Management Staffing Donor management/fundraising Volunteer and activist recruitment and stewardship Staffing Donor management/fundraising Volunteer and activist recruitment and stewardship 11.15.12
components of campaign planning Next Steps First draft of campaign plan with budget Fundraising draft plan Internal and external partner outreach First follow up meeting 11.15.12
WHAT WE WANT: To have our man on the moon moment and win. To win, very simply, you have to plan to win.
Start Strong: SET A CLEAR, MEASURABLE GOAL
The Viable, Vague, and Vaguest Viable: Enact federal legislation by November 2013 that requires all U.S. employers to provide paid sick time to their employees. Vague: Get legal counsel for more people who can t afford it when accused of a crime. Vaguest: Stop genocide.
Can you win? Proactive or reactive campaign? Do you have a solution to a known problem? Are you the right group? Is this the right time? Are you ok with compromise?
Consider Alternatives to Win
What are the big milestones along the way? CHART YOUR COURSE
Questions to chart your course Which option is fastest? Easiest? Which option do you know the most about? Can you use inertia in your favor? Which option has the fewest dependencies?
ANTICIPATE CONDITIONS
Questions to assess conditions
Questions to assess conditions Who is for you? Who is against you? Who is your competition? Is there an external timeline driving you? What assets do you have to use? What is truly standing in your way?
Questions to assess conditions Do not end up in a cul-de-sac of despair!
Examples of campaign 1 Milestones Got widespread exposure of problems that happen when people who are accused of a crime don t get legal counsel. Audience milestones 2 Recruited prosecutors (5) & they spoke out publicly for reform. 3 Champion introduced state bill. 4 10 co-sponsors joined the bill. 5 Activated Latinos, legal scholars & mothers to pressure legislators. 6 Votes committed to pass.
Who is essential to engage
Examples of audiences 1 Milestones Got widespread exposure of problems that happen when people who are accused of a crime don t get legal counsel. Audience Social justice voters; law and order community 2 Recruited prosecutors (5) & they spoke out publicly for reform. Prosecutors See worksheet 3 4 Champion introduced state bill. 10 co-sponsors joined the bill. Champion and her kitchen cabinet 15 potential co-sponsors 5 Activated Latinos, legal scholars & mothers to pressure legislators. Latina mothers and legal scholars 6 Votes committed to pass. Swing votes in legislature
KNOW HOW TO MAKE HEADWAY
Questions to make headway What main activities do you think will make each step happen?
Consider: How will you make headway and, therefore, what bucket of activities do you need to be ready to do? Grassroots Social media Earned media Intellectual property (e.g., release reports) Public opinion surveys Government relations Policymaker education Advertising
Our path to victory: Campaign Plan Milestone Audience Main Activities Benchmarks Got widespread exposure of problems that happen when people who are accused of a crime don t get legal counsel. Social justice voters, criminal justice nonprofits and communities with a high crime-rate. Release report Media relations Social media Briefings with policymakers & target constituency groups Cultivate grassroots network
Our path to victory: Milestone Audience Main Activities Benchmarks Recruited prosecutors (5) & they spoke out publicly for reform. Campaign Plan 10 possible Prosecutors Recruit meetings Create opportunities for speaking out Support via media & social media Ads featuring 5 in targeted outlets
How will you know movement = progress? Motion Progress 100 letters generated Chamber called to request meeting
Our path to victory: Campaign Plan Milestone Audience Main Activities Benchmarks Recruited prosecutors (5) & they spoke out publicly for reform. 10 possible prosecutors Recruit meetings Create opps for speaking out Support via media & social media Ads featuring 5 in targeted outlets 8 meetings with prosecutors 5 events organized for prosecutors to speak out One positive editorial
Making mid-course corrections