Engagement Edge: The Science & Practice of Political Involvement

Do you know the IQ (Influence Quotient) of your priority legislators, particularly those who will be meeting with your advocates? In our second biennial GRIP® (Grassroots Influence Pulse) research, my colleague, Dr. Kelton Rhoads, had an insight that was superb, true, and vital for advocacy professionals and those they serve. One of the questions we asked was whether the organization’s relationships with elected officials was better or worse than the previous year. A majority responded that they were having better relationships, although they would also cite that legislators were less accessible, so I’m not sure how that squares, but they felt that the relationships were getting better. They also reported that legislators were voting in favor with their issues less frequently than in the past. One of the reasons our advocate training is advanced training, is because we live in Realville. We teach advocates that the lawmaker constituent conversation is a two way influence street. It’s not a simple exercise where you fill the legislator’s empty brain (although I’m sure that is true at times) with information and they make a decision based on the volume of identical information they receive. We may wish it was that easy, but it’s not.

During a recent CEO Update event, a group of prominent association CEO's agreed that one advocacy outcome of the COVID-19 pandemic is that associations need to, "upskill, reskill and future-proof", the skills of their advocates. I was delighted to hear that, because we are not content for our clients to 'do the advocacy limbo', instead of raising the advocacy bar. My research for The Underdog Edge uncovered over 50 skills advocates who change a lawmaker's mind utilize...which one is particularly relevant in the virtual advocacy environment? To find out, listen in.

As I think more about the challenges advocacy and PAC professionals have with establishing proper program metrics, I realized that they cannot be solved with the same level of thinking that created the elementary, volume-oriented metrics commonly used. So, presto! A new Amyism.

“Despite declarations to the contrary, no dramatic PAC or advocacy program transformation happens with one tactic. When building an influential advocacy program or large PAC, there is no single event, no grand video, no solitary viral tweet, no “killer app,” no single meeting that transforms your program. Rather, it occurs through consistent thinking, testing and honest evaluation. That consistency produces momentum that leads to transformation.”

Amyism #63 - PAC Objections “There are no new PAC objections known to mankind. The crime is not in the objection, but in us not being prepared to welcome, validate, and have a dialogue about them...and to remember that we are answering a person, not a question."

Our year-end issue intentionally does not include any reflections or “lessons learned” from 2020, as you are probably reading enough of those missives, and I trust you have had enough time to reflect and learn from the many adjustments 2020 handed to us. I do wish you and yours a wonderful holiday season, however it may look for you this year.

Since we are all inundated with electoral politics right now, I am intentionally sharing with you non-electoral politics information! I believe it will help you make better decisions as you consider tactics for your next influence campaign, as well as for your internal advocacy and PAC engagement.

I read something a few days ago that spurred, yes, a new Amyism on the importance of original messaging, and how you damage your brand when you "cut and paste" your way to engagement. Amyism # 85: Original PAC and Advocacy Messages “It’s intellectually lazy to appropriate materials and messages from other advocacy and PAC campaigns. The sloth is compounded when the messages are deemed as “new,” “original,” or, God forbid, “disruptive.”  Superior political engagement professionals devote earnest thought, effort and exertion into their engagement strategies and messages. Those who copy and paste their way to engagement via the thought leadership of others puts their professional brand as an expert clearly up for grabs.”

Authenticity engenders trust, which leads to influence. In this audio recording, I share highlights from my recent presentation at ASAE's 2020 Annual Virtual Conference on the importance of personal and advocacy authenticity. In today's cancel culture, is there a risk to being authentic? Which generation considers authenticity to be one of their top ten values? Empathy is an element of authenticity---what does the research reveal (so far) to be the empathetic leader archetype? Tune in to find out!

Our Grassroots Influence Pulse research asked respondents to share, based on their grassroots success and reputation, the  "most admired advocacy organization," and why they are admired. The #1 reason?  "Discipline of their followers." The top three organizations (in no particular order) the AARP, the National Association of REALTORS and the National Rifle Association representatives shared their insights with me.  How do they encourage advocate discipline? They spend less time on a common activity and more time on something you should be doing.

Amyism #84: Developing Your Advocacy and PAC Leader's Evangelism Quotient "Government relations staff cannot, and should not, serve as an organizations' primary advocacy and PAC evangelists. Every one of your advocacy and PAC leaders has a "why" regarding their engagement. It's our job to find it, bring it to life, and teach them how to communicate it in a compelling way." It's always been essential to have credible, motivated advocacy and PAC leaders at the local level. In today's emphasis on virtual stakeholder engagement, limited staff travel and physical distancing, it's irresponsible to neglect the development of your "ground forces." Here's the story behind the story on my newest Amyism.

All breeds of fundraisers, specifically PAC fundraisers, are facing challenges due to uncertainty brought on by the COVID-19 virus and the blistering economic conditions. It’s not unlike previous conditions (the September 11 terrorist attacks, the great recession) that caused PAC professionals express angst at the daunting task of asking people for personal money, for a political cause, that has no immediate return on their investment.  Add to the current economic challenges a highly divided electorate where every behavior is interpreted through a political lens, and, well, you have “a situation,” don’t you?  But let not your heart be troubled - for those who are intellectually curious and are willing to do the extra work, there is light (and money) on the other side.

I was honored to be asked to contribute to an e-book published by the Advocacy Association: Virtual Advocacy During COVID-19 and Beyond: Best Practices. You can order the e-book on Amazon today. Proceeds from downloads will go to the American Red Cross. The e-book includes articles from Mike Fulton, Joshua Habursky, Patrick Martin, David Lusk, Matthew Zablud, Stephanie Vance, Matthew Wright, & Anthony Shop. My take? Don't let the need for virtual advocacy take your focus off the need for virtual advocacy credibility. I share three risks to your credibility, and four ways to improve your online credibility quotient.

In this episode, I discuss my thoughts on why your grassroots influence past is prologue, and how to take what’s happening now and leverage it to improve your future grassroots influence capacity.

Remember you only develop grit and character (and hence, the ability to help others) when you go through difficulties. It's OK to feel angry, scared and sad at the situation you are in. Embrace it by acknowledging it, then flick it off your shoulder, stomp on it, and move on. Allow yourself to worry for a limited time, then get on with it. And, remember how you came through OK when dealing with previous challenges. Maybe you were not "OK," but you learned something that allowed you to help others, which to me, is the light on our path. Don't waste the pain. Your pre-virus work projects may have lost momentum. If that’s your “new normal,” this podcast episode outlines my top 12 tips and suggestions for making the most of this time while your typical work has been decelerated.

Amyism #80 The Purposeful PAC®: “Every PAC should have a purpose beyond the transactions of collecting and distributing money. A Purposeful PAC® drives emotion, emotion drives commitment, and commitment drives contributions. Is your PAC a Purposeful PAC® or a transactional PAC?” What happens when Amy discovers her new client is leaving out the best part of their Purposeful PAC® story? Listen in to find out!

In this episode, Amy speaks about why good enough, isn't good enough anymore - especially for political action fundraising.

Regardless of the organization or cause, there are principles for successful grassroots advocacy programs. "Programs" being the operative word ----- a program is different from a campaign, because it (should) be integrated into an organization's culture.  If you lead a grassroots program, and/or lead volunteers who are charged with leading their fellow volunteers, request a copy of The Canon of Grassroots Advocacy Programs. Do you have a grassroots principle you live by that has contributed to your grassroots program's success? Share it with me and I'll feature it in a future Roots of Success: Amy@ShowalterGroup.com

There are several new findings in the third iteration of our GRIP research. An important, yet little talked about topic in our profession, are the nuances between successful and unsuccessful advocacy professionals. Do successful practitioners look at life differently than less successful practitioners? Yes, in fact, they do. Listen here: You can request your copy of the GRIP report here: https://showaltergroup.com/free-resources/what-does-our-biennial-grip-research-tell-you-to-prioritize/

In this edition of Amy Live & Uncut, I'll share the most important aspect of the GRIP research: the variables that predict legislative success. Things have changed slightly since the last biennial report, but some truths are immutable. To get a copy of the report, go here:  https://showaltergroup.com/free-resources/what-does-our-biennial-grip-research-tell-you-to-prioritize/