The Showalter Group - November 2010 Newsletter

TSG Best Practices Research - Winning Hearts and Minds 2010

Last year we asked hundreds of government relations professionals to share their best practices and “lessons learned” regarding political involvement program management. I shared the results exclusively at the 2010 Innovate to Motivate conference.

One of the questions we asked was:

"What is one piece of advice you would give to a struggling grassroots/PAC/lobbying or government relations operation?”

We segmented results according to those with 1-10 years experience, and those with 11-30 years experience. Here is the veterans (11-30 years tenure) “Top 10” list, with a few unedited quotes:

Stop, Look and Listen
“Don't stop asking. Don't stop educating. Always keep up the contact with your employees/members.”

"Study your membership and plan goals according to what they want and what they're comfortable doing. Take some time to figure this out."

2. Persuade the Big Dogs
"Gain not only financial, but verbal and visible support from senior managment. Like it or not you need them!"

3. Grit
"Stay aggressive and continue to demonstrate proof points."

4. Message Matters
"Be aware of all the messages you are sending out from all parts of your organization. Make sure there are no conflicts and make sure that the most important messages are prominent in all publications."

"Pick up the phone."

5. Priorities
"Lobby first, grassroots second, PAC third. Make liberal use of technical consultants if needed to make the case. Beware of lobbying firms promising high contacts and delivering little more than a huge monthly bill."

6. The Discipline of Discernment
"Don't try to be all things to all people. Be the expert in one or two key issues, hone your messages and communicate them to your internal and external audiences as much as you can.

"Build your PAC and grassroots programs together, and take the long view -- if one starts to slow down, shift your focus to the other program."

7. Develop Courageous Habits
"Go on the offensive. You will get no respect until you kill a high profile piece of legislation. That is what gets you a seat at the table. Not PACs, not "advocacy," not being liked. You are a lobbyist, not a diplomat.

8. Can You Hear Me Now?
"Keep the communications going even if there are no active issues."
"Communication-make sure you communicate to your recruits in a grateful but informative way."

9. Step Up
"Keep trying new approaches and keep your members/stakeholders involved in decisions and implementation."

10. Share the Dream
"Paint the picture (your vision) for how the program would work ideally, and then make a road map to get you there. Answer key questions – ‘How big is the program?’ ‘Who's doing what?’"

I made some predictions in a February 2009 Politico article http://www.politico.com/news/stories/0209/18915.html
on the sustainability of the Organizing for America movement. That led to an interview with In These Times magazine about my additional thoughts on the enthusiasm gap among Democratic voters in the 2010 election.

Bottom line? Many of the first time voters in the 2008 election want immediate gratification, and that’s not reality: http://inthesetimes.com/article/6535/minding_the_enthusiasm_gap

And now, the college students are admitting it: http://www.politico.com/news/stories/1010/44093.html

"I have spoken more than 100,000 audience members at more than 600 conferences. Innovate to Motivate stands out because Amy and her team honor the conference attendees by vigorously seeking their opinions and input during every workshop, way beyond traditional Q & A opportunities. This enhances the overall conference experience and increases learning retention."

- Sam Horn, American’s Intrigue Expert, Sam Horn Consulting and Keynotes
Author, POP!, Tung Fu, and Take the Bully by the Horns

Innovate to Motivate will be held February 8 – 11, 2011 in San Antonio at the Hotel Contessa, www.thehotelcontessa.com, an all-suite hotel on the San Antonio Riverwalk.

The final conference agenda will be posted by November 30. In the meantime, you can register online at www.innovatetomotivate.com and click on “2011 Conference Registration.”

New Conference Schedule (and new registration fee!)

We know that many busy government relations professionals can’t be out of the office for four days. . .so we are giving you options with a conference format that retains all the interaction I2M is known for, but within specific time slots so that you can determine the schedule that’s best for you. You can attend and be out of the office only 2 days that week, or 3 or 4 – it’s up to you. And, our registration fee is discounted from our 2010 rates!

Community Service Morning

Our community service morning will be held on Friday morning, February 11 with the USO, which is right across the street from the Hotel Contessa.

Conference Curriculum

This year, we have over 20 workstorm topics! Join us at Innovate to Motivate® 2011 and learn:

• How humor is used to persuade, and why (and how) you should use it to win over your internal and external audiences
• Practical application of new FEC rulings and advisory opinions on expanding the size of your restricted class and Internet solicitations
• From the Co-Founder of the Tea Party and the Field Director for the DCCC, how to “herd cats”and manage thousands of grassroots volunteers under extreme media scrutiny
• How to build online trust with your stakeholders and external audiences
• Real-world examples of how you can transform your internal culture and gain support for your PAC and grassroots programs
• Six ways to take your platform presence from dull to dynamic
• How to produce innovative, creative ideas on your own (and have fun doing it) that will propel your political involvement programs forward
• The seven things you can do in one week to take your social media outreach to the next level
• The one big thing missing from your ‘elevator speech’ and how to create several that capture attention and intrigue
• Lessons from one of the nation’s most inspiring entrepreneurs on how to take charge of your life and work to be “CEO of Self”
• Lessons for engaging younger generations for your cause, from the Executive Director of Rock the Vote
• How to take your Key Contacts from typical relationship building activities to a “Strategic Power Positioning” model of influence
• How to maximize your PAC and grassroots program results through greater coordination and synergies
• The criteria you should use to determine whether to create, join, expand, or quit a coalition
• The five things you have to consider as you develop your PAC disbursement strategy

Tuesday Evening Salon

We have an exciting new conference format that will instantly connect you with your fellow I2M conference attendees via our Salon on Tuesday, February 8 from 5-7 p.m., where everyone gets equal air time to talk about themselves, what they are working on, and to offer resources to your fellow I2M community members.

“Innovate to Motivate provides an opportunity to interact with and hear from qualified, high caliber experts in an unintimidating environment. Staff and attendees alike are very professional and willing to share their successes and shortfalls all in the spirit of helping other colleagues learn. I have never heard anyone say they wish they wouldn't have attended this conference, but I have heard many people say that they could kick themselves for missing it.”

- Carrie Schneider, PAC/Grassroots Manager, CMS Energy

Co-Chair, I2M 2011

"I attend the Innovate to Motivate Conference because I find it to be the best professional development conference to advance my skills in grassroots advocacy. After many years in this field, I’m still able to bring home new ideas to implement in my organization."

-Kari Lantos
Manager of Grassroots Outreach
NAFSA: Association of International Educators
Co-Chair, I2M 2011