FOR IMMEDIATE RELEASE: Thursday, February 7, 2002

THE SHOWALTER GROUP'S 2002 POLITICAL
INVOLVEMENT AWARD WINNERS

Thanks to our 2002 Political Involvement Program Award Judges:

Cassi Baker, SBC/Ameritech
Scott Barker, Triad Communications, Inc.
Carolyn Carson, Democratic Legislative Campaign Committee
Susan Goodman, Southwest Airlines (2001 Winner)
Kathleen Mellody, MetLife
Valerie Carter, Merck
John Willey, Anthem Blue Cross Blue Shield, Inc.

Grassroots

Winner: American Healthcare Association
Program Manager: Alan DeFend

Runner up: National Committee to Preserve Social Security and Medicare
Program Managers: Nia Matthews and Pamela Squires

Runner up: Florida Citrus Mutual
Program Manager: Cara Martin

PAC

Winner: BP Corporation North America, Inc.
Program Managers: Lani Strachan and Jerry Hill

American Healthcare Association

To raise awareness of the critical shortage of registered nurses, licensed practical nurses and certified nursing aides at nursing homes, the AHCA launched a cross-country mobile petition for the summer. Over the course of 14 weeks, their efforts brought together thousands of residents, caregivers, and family members resulting in over 30,000 signatures shared between the traveling 60-foot petition and the Website. The RV made 66 stops in 31 states and gathered petition signatures from July through October.

Comments from the Judges

"The RV "mobile petition drive" campaign is not only an example of a grassroots organization doing several things "right," it is an example of an organization bucking a troublesome trend in grassroots - the rush to do everything from behind a computer. This combined with the modern component of a web site to keep people involved added to their outreach. Although petition drives of themselves are often ineffective, I don't think so in this case, as they effectively leveraged the petition drive for recruitment, visibility and direct congressional outreach."

 

"While I know a few other organizations have done this, I think the way they put the program together and their use of the roving RV to bring the issue directly to the people, educate them and get action is what grassroots is all about. They were able to bring a basic message and they were able to bring the message to people even in rural areas through a memorable method."

 

"The AHCA targeted a specific problem the group is facing. What I found most innovative was the RV/website/media coverage combination. I think this can be used by other programs."

"Using the RV was a great way to get out of the office. They used something besides pen and paper and the Internet to communicate their message."

Amy's Advisory: It's not the tools, it's how they are combined that produces results.

National Committee to Preserve Social Security and Medicare

The Annual Salute to Leaders in Aging Awards program was initiated to recognize extraordinary efforts by extraordinary people in local communities. The Salute to Aging Awards program honors and recognizes grassroots leaders and important initiatives that are effective in addressing a wide range of important public policy issues that attack seniors and their families. We showcase personal stories as critical components of advocacy and political organizing. Past awards have been given for outstanding contributions in the areas to services to seniors, elder abuse prevention, and Medicare fraud.

Comments from the Judges

"I thought the idea behind this was innovative because they were trying to uncover outstanding programs that could be replicated, as well as change public policy. They encourage people to aspire for the award, and they now have great stories for lawmakers about the good things that are going in their organization, as well as showing the need for increased resources. I love it and plan to tailor it towards my organization."

"This shows the positive effects of going on the road to be with your members. As a result, many cost effective and efficient programs that have been created to serve the needs of older citizens and their families were uncovered. These real stories are then told to public officials to demonstrate that people at the grassroots level do have answers for pressing concerns of the elderly."

Amy's Advisory: There are no "achievement orphans." Develop the habit of maximizing and leveraging your accomplishments.

Florida Citrus Mutual

Because the Florida legislature experienced unprecedented turnover during the 2000 elections, Florida Citrus Mutual, a trade association with over 11,000 members needed to strengthen its representation in the political arena. Knowing that the citrus industry was made up of different generations of family growers, FCIGN wanted to motivate growers to become politically active, yet appeal to their sense of small-town rural values.

Thus, they combined grassroots membership and political involvement by increasing communication with members through different methods, from e-mail to hard copy news clips, to periodic luncheons across the state designed to appeal to "old-timer" Florida citrus growers as well as to the younger generation of the citrus industry. FCIGN has gained many members in 2001 by word of mouth alone, and their membership is more motivated to participate in grassroots efforts than ever before.

Comments from the Judges

"I believe this is innovative because unlike many organizations which say, "let's just send an e-mail", Florida Citrus has realized that many in their organization are perhaps not yet computer savvy. What sealed my vote for them was their statement that, "initiating program ideas by using computers along with personal touches creates a long lasting, motivated membership." I wish more technology consultants would realize this truth instead of saying that computers are the complete answer to grassroots communication challenges."

"They showed great flexibility in how they educated and communicated with their members. I think this is something that any organization can adapt to their circumstances."

"Their efforts to communicate regularly via e-mail, sponsor periodic lunches, and stay in regular touch with their members is what grassroots is all about. The input from their readers indicated that their grassroots update newsletter was successful."

Amy's Advisory: Take time to find out how your members want to receive information. Then do what they ask, instead of dismissing their input. This increases trust between you and your members, and trust is the prerequisite to motivation.

Political Action Committee

Winner: BP Corporation North America, Inc.

BP was faced with a lack of resources to increase their PAC participation as well as greater demands on their time. They initiated two pilot projects to motivate political participation in their PAC and grassroots programs. This was achieved by combining PAC and grassroots recruitments and solicitations. It has resulted in 60% PAC participation, and 95% grassroots participation. By having synchronized solicitations, they educate and give employees choices on how they can help achieve legislative victories, whether via the PAC or grassroots.

Comments from the Judges

"Their high participation rate caught my attention. It is obviously innovative because it is so cost effective. They mobilized the PAC solicitation around a legislative issue and they conduct their solicitations based on a legislative issue. Combining it with a grassroots recruitment is very novel - I don't know of anyone else who is doing this and it is definitely adaptable to other organizations, depending on the organizational culture."

"Their participation rate of 95% in their grassroots program on its face is phenomenal. It suggests the public affairs profession could learn from the innovative integration of PAC and grassroots programs."

"Abe Lincoln warned us about what happens to divided houses, but when it comes to grassroots and PAC's the house has not only been divided but completely separate. Traditionally, this is for good reason, as the rules governing PAC's can be restrictive and cumbersome. Yet both have ostensibly the same goals, fight the same audience and deal in the same issue currency. At the very least it achieves cooperation and some role of integration. BP appears to be making all of the above a reality by linking grassroots and PAC programs."

Amy's Advisory: Don't use the ubiquitous "lack of resources" as an excuse to downsize your work. By doing so, you communicate that your work is not important to the organization. Find how to leverage existing programs and resources toward your goal. You may not get 100% of what you want, but you'll be further ahead than if you did nothing.

If you would like to serve on the 2003 Political Involvement Program Innovation Award Committee, please let Amy, Peter or Tony know today or send an e-mail to amy@showaltergroup.com.

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