I2M's blog

The way to develop a true program is to develop the proper foundation and program culture. Too often, public affairs professionals approach grassroots with a “top down” methodology. Our program design services incorporate fact-finding with the people who will most impact your success – your employees or members and senior organization leaders.

Amyism #37
The Grassroots/PAC Brand: “Just like any company is known by the quality of its customers, so too is a government relations department known by the quality of its grassroots or PAC customers. Potential PAC and grassroots members are attracted to reliable, successful brands. If you aren’t happy with the quality of your customers, you need to alter your brand.”

Through the last decade of leading a highly esteemed grassroots program, I have fielded many questions and concerns regarding grassroots programs. Here are the most frequently asked questions.

1. How often should we ask our members/ employees to contact their legislators?

I hear the lament every time I speak before a group of government relations professionals, specifically lobbyists: “What happens if we ask our grassroots to contact their legislators and they say the wrong thing?” or, the ever-popular, “How can we trust them to say the right thing?” It is sometimes used by the unenlightened government relations professional as an excuse for not engaging in grassroots activity. No matter what the rationale, it’s a spurious reason to ignore your grassroots potential.

Effectively handling objections is largely based on what we do before, rather than in, the moment the objection surfaces. Government relations professionals tend to fall into one of three groups along a dimension of increasing sophistication.

Frequent voters are most responsive to GOTV (Get Out the Vote) requests. This is a critical finding for organizations with ballot issues and elections in non-presidential election years.

Brad Fitch joined CMF in 2001 as Deputy Director. In addition to assisting in the management of CMF, Brad conducts consulting sessions with congressional offices, leads training programs, and coordinates press inquiries. In addition, he was the managing editor of the 108th edition of Setting Course.

 Anytime we are attempting to increase grassroots involvement or PAC participation, we need to be (if you are doing it correctly) aware of change management principles. Although we think of change management as gargantuan programs promoted by senior management, new PAC and grassroots initiatives also fall into this category.

Let’s talk about how to get members to stay on message when giving legislative testimony or meeting with the media.

There is a lengthy answer to this that I shall try to distill into three main reasons:

1. “You need to give to the PAC because campaigns are expensive.”

2. “We will communicate with you when we need you to contact your legislators.”

3. “Out lobbyist needs PAC money to do his/her job.”

4. “Email is the best way to communicate with legislators.”

5. “PAC money gives us access.”

6. “The CEO wants everyone to join the PAC.”