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The Showalter Group’s 2004 Political Involvement Innovation Award Winners
Each year, I partner with my Innovate to Motivate colleagues Peter Kennerdell and Tony Kramer to produce our annual Innovate to Motivate Conference for political involvement professionals. One of the highlights of the conference is when we recognize the most innovative PAC, grassroots and technology applications.
- Lani Strachan, Associate Director, Government Affairs, BP North America
- Kristen Smith, Director, Grassroots and Legislative Services, NFIB
- Joni Shenck-Flynn, Assistant Vice President, Government Affairs, Pennsylvania Bankers’ Association
- Dan Eckstein, Manager, Political Affairs, Capitol One
- Corey Kerr, Director, Government Relations, Cardinal Health
- Ashley Basquin, Director, Government Affairs, Burlington-Northern Santa Fe Railway
And the winners are. . .
Pfizer, Inc. Freshman Initiative
Program Manager: Karen Boykin-Towns
Pfizer created a freshman legislator outreach program. The goal of the program was to initiate an exchange of information about issues of concern to Pfizer, the role of Pfizer in the elected official’s state or district, and to welcome the new legislator to public service.
Pfizer felt that key information about its community and philanthropic efforts were not known among lawmakers. Further, in debates about Medicaid and Medicare reform, access issues are often overlooked. Pfizer saw an opportunity to introduce this aspect of the debate early in a newly elected official’s career.
Pfizer recruited retirees and employees to write letters. The letters to the freshman legislators included: the number of employees at the specific Pfizer site, Pfizer philanthropic contributions in the state or district, and a one paragraph description of Pfizer’s critical legislative issues.
From the Judges:
“I liked that Pfizer not only included employees, but retirees in this effort.”
“While we recognize the importance of communicating with legislators all year, the timing of this initiative (when new legislators were beginning their legislative careers) has made it more impactful.”
Amy’s Advisory: “It’s too late to educate a lawmaker about your issues and your contributions to the community when you are asking for a vote. Timing is everything. Communicate early and often.”
American Heart Association – Grassroots Values Research
Program Managers: Renee Smith, Kelly Kennai, Sue Pechilio Polis
The American Heart Association wanted to grow its advocacy network. The AHA has many different audiences, and needed to ascertain what motivated each audience to participate in the AHA’s advocacy efforts. The research results were incorporated into training workshops for AHA staff across the country. The research allowed AHA staff to cater recruitment and mobilization messages to specific audiences.
From The Judges:
“While I would have liked to see the results of this program, I do think it deserves major points for innovation. It sounds like it will produce great results for them, and I would like to know what will happen in the next year or two.”
Amy’s Advisory: “Relying on statistics to motivate our advocates many times doesn’t produce results. To make our requests more compelling, we have to incorporate the values of our audience.”
Capitol Advantage – Message Hand Delivery
Program Manager: Bob Hansen, CEO
Capitol Advantage entered into a joint venture with Western Union to assure hand delivery of critical, high impact advocacy messages to Congress. Since Western Union’s Capitol Hill office is inside the tight security boundary, access is ensured and delays are prevented. Mail to Capitol Hill is subject to delays and irradiation, and overnight and courier services were not going to the Hill.
From the Judges:
“I’m big on the distinction between effort and results. When I read this, I thought that hand delivering a message might not be the most innovative thing I have ever heard of, but it certainly was an innovative, effective solution to a problem the grassroots community faced at that particular time.”
“Finding solutions that keep a program in motion and achieving results is innovative. Instead of resigning to the constraints du jour, this organization introduced a method to keep their client’s programs running at a time when others did not.”
Amy’s Advisory: “Be nimble and adjust your tactics to the environment. Resist wailing and gnashing of teeth, and adjust your particular constraints to the environment.”
Public Affairs Support Services, Inc. (PASS)
Program Manager: Mary O’Reilly, Vice-President Sales and Marketing
The PASS online management system was started at the request of their clients who loved having PASS do the administrative and compliance work for their PACs. These same clients wanted online access to their information rather than having to call their account executive every time they needed account information.
This innovation eliminates a paper-based system that is prone to error with duplicate forms, faxes and e-mails, as well as forms being lost, and approvals forgotten. This also creates an electronic paper trail that will show any changes that were made to the initial request and the individual making the changes.
Thanks to all of the organizations who submitted nominations and our 2004 Political Involvement Award judges.
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