2. Our messages are good.
Our ideas are sound.
Our commitment is solid.
What do we do next?
3.
4. Call local reporters about Early Care an &
Education, your event, your story
Suggest a story to them
Invite them to your program
Write a letter to your editor
Tell your story, the program story or a community
story
Kids always make great topics for letters.
5. oKeep it Local
oKeep it Interesting – what’s your hook?
oKeep it Relevant and timely
6.
7. Write with passion
Write clearly and concisely
Try to keep it under 150 words
Follow newspaper policy
Stick to the topic
Enthusiasm is Key!
Stick to the topic
8. If you’re responding to an anti-child letter, be
polite.
Respect those you’re responding to.
Use facts and figures to back up your points.
Include major points in first few paragraphs.
Editors tend to cut from the bottom of the text.
Don’t be shy. Tell your story it is powerful.
9. Type and double space your letter
Proofread, Proofread, Proofread!!!
Don’t be discredited by your mistakes. They lead to
unfortunate stereotypes.
Type name, address, telephone number and
sign your letter.
Include your contact information is you email the
letter.
Most papers will call you to ensure you wrote
the letter.
10. Newspapers are not the only place to write a
letter.
Don’t forget about:
Monthly magazines
Internet sites
Blogs
Social Media sources
11. After you start getting your story out there,
don’t be surprised if others take notice.
They may even start asking you questions about
your story – be yourself!
Don’t be afraid to seek help for information, if
needed!
Remember children need a voice so all your
hard work is worth it!
14. The Internet’s Role in Citizen Advocacy
Percentage of Staffs Agree
In-Person the Best 97%
Form Messages the Worst 90%
More Involved 87%
More Accountable 57%
More Knowledgeable 41%
0% 20% 40% 60% 80% 100% 120%
—From the Congressional Management Foundation:
http://congressfoundation.org/projects/communicating-with-congress/perceptions-of-citizen-
advocacy-on-capitol-hill
16. Why Social Media for Grassroots Advocacy?
Email Open Rates are Declining
According
to M+R:
Email open
rates
declined
almost
63%
between
2004 and
2008.
17. Social Network Use Is Growing
According
to Pew:
46%
of adult
Internet
users are
social
network
users – up
6x from
2005.
20. Blogging Big Picture
Central voice – can be like a website
Driven by fresh content
Consistent stream of timely fresh content
to tweet and post via FB and e-lists
Missing piece for building e-lists & driving
traffic to website and SM forums
Improves search engine results
Allows you to grow fans and followers on
SM sites
22. Grassroots Strategies
Use your organization avatar for logo
Simple design
Make resources easy to find by category
Have links to related content appear beneath each blog
post
Allow comments, moderated; encourage participation
Post regularly about advocacy campaigns
Become local hub for advocacy info
Cross-link to resources widely used by your readership
Ex: NYTimes
23. Grasstops Strategies
Invite grasstops to be guest bloggers
Regularly feature local advocacy projects on blog
Use email, Twitter, FB, to invite grasstops to visit and comment
on blog
For Legislators:
Outline the legislation you support
Link to state / national organization legislative updates
Send them to pertinent blog articles containing policy
positions of your organization
24. Facebook
Networking Big Picture
Personal Profiles
Program or Class Pages
Topic-Specific Pages
Post and tag photos
Lead and respond to discussions
* Second-most visited website worldwide!
25. Engaging Grassroots
Share links/media in status updates
Encourage conversation
Ask questions & answer every comment
Post no more than 1-2 updates/day – or less!
Do not automate content and sync FB w/other SN sites
Encourage staff/volunteers to be active on your page
Have more than one admin
Use “events” to allow people to RSVP directly on FB
Create topic specific pages
Integrate your FB page into your website, e-
newsletter, blog, print materials and TY landing pages
and emails
28. Who To Follow on Facebook
Your Legislators!
Organizations/People:
What are examples of organizations and people in
your field?
29. How Do I know I’m Doing This Right?
Facebook
Insights
Followers
Views
Post
Feedback
30. Twitter
Big Picture
140 Characters
Shortening your links
ReTweets and Hashtags
How to find people to follow
Searching Twitter
Ways to receive and send
tweets
34. Ways to Send and Receive Tweets
Tweetdeck
Hootsuite
35. Engaging Grassroots
Tweet 3-5 times a day
Spread tweets out throughout the day
Conversational tone, but consistent messaging across
social media platforms
Follow influential people who are likely to be
interested in your work
Reply and retweet at least once a day
Use relevant hashtags; but use sparingly
Track RTs to see what gets the most attention
36. Engaging With Legislators / Grasstops
Encourage your followers to RT / DM
Ask legislators questions
RT their content that aligns w/childcare issues;
hook to their interests.
Share information and actions from your
organization via phone / mail. Repurpose into a
tweet:
“Rep. @AnderCrenshaw: thought you might
be interested in… #childcareMN”
37. Getting Started
Go to twitter.com and set up an account.
Keep your user name consistent with your username
on other platforms like FB.
Do not protect your tweets unless you are using
Twitter to create a closed community.
Only enable tweet location if you are not tweeting
from home. + to increase exposure of your program
location.
Don’t leave background information blank. You may be
perceived to be a spammer.
38. Who to Follow
Your legislators!
Lots of great folks to follow! How to find them:
Search for hashtags; follow those who tweet
interesting content
Look at their follower list; follow some of their
followers who tweet interesting content
Search for state/national organizations whose
message you support. Follow them.
40. Getting Started
2 minutes: Get Involved.
Sign up for relevant updates.
Bookmark sites
Act on alerts
Like important organizations on Facebook.
Follow orgs on Twitter
5 minutes: Get Others Involved.
Sharefactsand alerts.
Get sample Facebook, blog, and Twitter posts you
can use to update your status.
Perceptions of Citizen Advocacy on Capitol Hill This report is based on an online survey of 260 congressional staff on their opinions and practices related to constituent communications, including social media. The survey was conducted between October 12 and December 13, 2010Key FindingsThe Internet, Participation and Accountability. Most staffers (87%) thought email and the Internet have made it easier for constituents to become involved in public policy. A majority of staff (57%) felt email and the Internet have made Senators and Representatives more accountable to their constituents. Less than half (41%) thought email and the Internet have increased citizens' understanding of what goes on in Washington.Citizens Have More Power Than They Realize. Most of the staff surveyed said constituent visits to the Washington office (97%) and to the district/state office (94%) have 'some' or 'a lot' of influence on an undecided Member, more than any other influence group or strategy. When asked about strategies directed to their offices back home, staffers said questions at town hall meetings (87%) and letters to the editor (80%) have 'some' or 'a lot' of influence.It's Not the Delivery Method – It's the Content. There is virtually no distinction by the congressional staff we surveyed between email and postal mail. They view them as equally influential to an undecided Member. Nearly identical percentages of staffers said postal mail (90%) and email (88%) would influence an undecided Member of Congress.Grassroots Advocacy Campaigns – Staff are Conflicted. The congressional staff we surveyed have conflicting views and attitudes about the value of grassroots advocacy campaigns. More than one-third of congressional staff (35%) agreed that advocacy campaigns are good for democracy (25% disagreed). Most staff (90%) agreed – and more than 60% strongly agreed – that responding to constituent communications is a high priority in their offices. But, more than half of the staffers surveyed (53%) agreed that most advocacy campaigns of identical form messages are sent without constituents' knowledge or approval.Social Media Used to Listen and Communicate. Congressional offices are integrating social media tools into their operations, both to gain an understanding of constituents' opinions and to communicate information about the Member's views. Nearly two-thirds of staff surveyed (64%) think Facebook is an important way to understand constituents' views and nearly three-quarters (74%) think it is important for communicating their Member's views.97% In-person communications have the most impact90% - Agreed that identical form message campaigns are sent w/o constituents knowing87% - Internet’s made it easier to get involved57% - Made legislators more accountable to constituents41% - Think it’s made constituents more knowledgeable about DCIts not the delivery method, but the contentMore and more legislators use social media to listen and communicate, esp. FB
Here’s the bad news:It is well documented and well-publicized that direct mail fundraising is on a slow and terminal decline.So is email.While email will remain your #1 source of online actions, including fundraising, for a long long time to come. You cannot depend on it alone to sustain you. You must meet people where they are.
At the same time…Back in February of 2005, just 8% of adult internet users had used a social network site. That percentage had risen to 16% by August of 2006, and as of Oct 2009 stands at 46% of online adults. There’s even higher use among the younger set.---79% of American adults used the internet in 2009, up from 67% in Feb. 2005 46% of online American adults 18 and older use a social networking site like MySpace, Facebook or LinkedIn, up from 8% in February 2005. 65% of teens 12-17 use online social networks as of Feb 2008, up from 58% in 2007 and 55% in 2006. As of August 2009, Facebook was the most popular online social network for American adults 18 and older. ---Of adult SNS users:73% have a Facebook account 48% have a MySpace profile 14% have an account on LinkedIn 1% each on Yahoo, YouTube, Tagged, Flickr and Classmates.com10-12% are on “other” sites like Bebo, Last.FM, Digg, Blackplanet, Orkut, Hi5 and Match.com
Meet people where they are…and where are they? On Facebook.FB is the second-most visited website in the world. If you are already on FB and are comfortable using it, start here.If you want the quickest way to get on the radar of influentials and policymakers, start with Twitter and adopt FB as part of a long term 21st century outreach program.
If your program does not have a presence on FB, then it does not exist to hundreds of millions of people worldwide, and its through FB Pages that programs can best tap into the power of FB and make themselves available to the FB masses.-- Stats for GED test takers on FB – email Cassandra: what do we know about GED test takers and Facebook?FB Pages most important way for programs to raise awareness of adult education on FB.Next time you’re logged in to your personal account, go to fb.com/pages and select Create Page. From there, select Company, Origanizasiton, or Institution and select Nonprofit from the dropdown.Spell out full org name to optimize search engine resultsYou cannot change the name of your FB page later, make sure you do it right the first timeDo not create a cause for your org; those are better for campaigns like save the whales or save adult edDon’t need a personal account to create a pageGo to FB.com/pages, select Create Page, and follow instructions except when prompted select the I do not have a FB account option and complete process.In past, many not aware you could create a page w/o a personal profile, so they created a personal profile for an org which FB prohibits.If that is you, to to HELP center and search “converting your profile into a page” to locate the “business page migration appeal form.”When you complete your page you can create a vanity URL after 25 likes so ask people to like your page so that you can do that asap.
90% of power of FB Page is in the status updates. #1 priority should be to find out what kind of content from your org do your fans want to read and engage with. Always share a link, pix, or vidoe in status updatesPost no more than 1-2 updates/day – or less!Do not automate content and sync FB w/other SN sitesSend updatres 1-2 xs per monthEncourage staff/volunteers to be active on your pageHave more than one adminUse “Favorites” function“Tag” other pages to build partnershipsIntegrate your FB page into your website, enewsletter, blog, priint materials and TY landing pages and emailsIntegrate into mobile campaignsAdd share or like fxn to website or blogExperiment w/adsUse “events to allow people to rsvp direcly on FBYou’ll know when you start getting comments and likesTest diff tones of voiceAdd personalityShare links to your flickr slide shows or YouTube vidoesAsk questions using FB questions
Like” other relevant FB pagesLeave comments on other Groups & Pages that link back to your pagePost relevant content“Tag” other pages to build partnershipsPost about federal and state level advocacy campaignsComment on NCL’s FB pages and inform federal level advocacy work!
Some legislators have FB pages but using FB to engage w/them can be difficult. Better known political figures often have more activity, so posting on their walls may go unnoticed amidst other posts. Combat this by:Like pages of any policymakers you intend to interact with.Interacting at first with more local policymakers w/less page activity.Focus your message to them around specific legislation (as you would when writing a letter or meeting in person). Make adult education as relevant to them as possible. Hook into their interests.Ask your followers to post messages to the policymaker’s wall to voice support or concern.Thank leaders by tagging them in your wall post w/a TY note.
Engage with policymakers and partner organizations where existing relationships exist, or where there is potential for relationship building.Go to “What to say and how” for sample hooks: http://www.ncladvocacy.org/tksay.html