issue advocacy, data & salesforce: affect change and move your bottom line

What is Issue Advocacy?

• COMMUNITY: A group comes together around an issue.

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• ACTION: Together, they can affect change

Traditional Advocacy• IN THE PAST: Issue advocacy belonged to Government Relations. Only “used” when needed.

• RESULT: Siloed, centralized communication resulted in poorresults.

What’s Changed?• FRAGMENTATION: Social means bad content can be pushed

• OVERLOAD: Always-on content distracts users

• NO BARRIER: Any group can join the conversation at any time

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How Do We Turn the Tide• CONNECT: Be Genuine with stakeholders

• BUILD TRUST: Timely and informative content builds trust

• DRIVE THOUGHT LEADERSHIP: People “buy” from folks who “do good”

Step 1: Educate, Equip & Engage

EducateEquipEngage

• EDUCATE: Drive Trust through timely and on-topic content

• EQUIP: Build Thought Leadershipby giving users points they can relay

• ENGAGE: Provide next steps, actions that users can take

Timely Engagement

Right Message @ Right Time

Now Interacting, What’s Next

EducateEquipEngage

Measure,Target &Encourage

We need to understand what users are doing, group them together & ask them to do more

Step 2: Measure, Target, Encourage• MEASURE: Understand and take stock of actions and messaging

• TARGET: Segment based on history and actions taken

• ENCOURAGE: Customize content & messaging to encourage further interaction

Measure,Target &Encourage

Humanizing the Data

Measure,Target &Encourage

ConveyResults

Now gathering both quantity and quality, we need to convey those results to legislators, staff & others

Step 3: Conveying Results

• Genuine stories win out

• Legislators are looking for stories to share with others

• Union of Quantity and Quality

Case StudyWho they are:

“Main Street is a grassroots community of advocates interested in how public policy impacts commerce. Join us!”

What do they do: • Connect with ebay Sellers• Deliver News, Talking Points, Action Options• Newsletters, Insight, More• Events with Legislators

Why it works: By framing this as a small business issue, they protect their own interests.

The Full Lifecycle

EducateEquipEngage

Measure,Target &Encourage

ConveyResults

Humanize the Issue

Humanize the Data

Affect Change (?)THE HOPE: Action by your stakeholders has convinced the right people to support a specific bill / regulation / etc.

THE REALITY: You win some, You lose some.

It’s what you do next that moves your bottom line

Moving Forward

• Every (in)action is a data point

• Data points include• Issues• Timing• Actions Taken• Legislators & Districts

Translation• DISCOVERY: Find new, potential stakeholders

• ACTION: Maximize follow-up based on interaction and details provided

Move Your Bottom Line• EVENTS: Events & Event Registrations

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• CONTENT: Content Creation & Sales

• SALES & RENEWALS: Retention & Acquisition (Member, Customer, Employee)

• FUNDRAISING: More, Larger Donations

Wrap-Up: Implementation1. EDUCATE, EQUIP & ENGAGE2. TRACK, MANAGE & ENCOURAGE3. CONVEY RESULTS

Set this foundation and you will:

1. BUILD A STRONG COMMUNITY2. AFFECT CHANGE3. MOVE YOUR BOTTOM LINE

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Additional ReadingIssue Advocacy Data & Your CRM:

Learn More About Engage & Salesforce:

Issue Advocacy Best Practices:

New Issue Advocacy Professional:

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