TRACK 4: EVERYTHING POLITICAL

Political Messaging: Strategy and Tools

Jo Shaw - Public Zone

Lizzie Cook - Breakthrough Breast Cancer

Introducing us

Jo Shaw Head of Client ServicePublic Zone - Worked in parliament for 4 years- Launched MyMP iPhone App in Feb 2010- Work with clients on their campaigning and

political engagement strategies

Lizzie Cook Senior Local Engagement OfficerBreakthrough Breast Cancer- Project manages Breakthrough’s ecampaigning

activity- Coordinated General Election online campaign- Provides expertise to inform the focus of our

campaigning with members of Breakthrough’s Campaigns & Advocacy Network (CAN), maximizing opportunities to make an impact.

Start by understanding your audience

• Parliamentarians receive between 200 - 750 email per day

• 50+ letters per day

• 2 permanent staff, 3 - 6 part time/volunteers/interns

• 2 offices, one in Westminster, one in the constituency

• Most casework administered in the constituency

• In constituency most Fridays and Mondays

• Have 3 motivations - constituents, career progression and

personal interests

Make it relevant

• Target certain MPs

• Show you have done your research

• Explain to each MP the difference their support could make

• Personalise all communication

• Do not overload with information

• Make sure your email makes it through the ‘intern filter’

Time it right

• Consider their parliamentary calendars

• Consider policy developments

• Use multiple channels

• There is never a perfect time

• Be patient, most responses can take 3 - 6 weeks

Decide what you want them to do

• Be brief and get to the point

• Give them something useful so they are more likely to

reciprocate - local stats work well

• Give them something to talk about so they spread the word

• Don’t be scared to be creative

• Make it easy for them and their office staff

• Cater for less high tech offices

Ask their opinion…

• Seek advice from carefully targeted MPs in advance

• Gain all-party support to leverage campaign

• Pre-warn MPs about your campaign

• Don’t forget the House of Lords

Report back

• Thank the MPs and report back achievements

• Send them press release templates, photos etc

• Tell them if you have any local activity coming up in their

constituency

MyMP - the iPhone app for MPs

Using e-activist to engage with MPs

Some examples of engaging MPs with a demo e-activist action:• Re-direct and filtering• Dynamic content• Mencap example

Case Study - Mencap

• Campaign for more Changing Places toilets

• Over 1000 emails sent to MPs

• 800 emails sent to local newspapers leading to more than 140 articles in the local press

• 51 MPs attended parliamentary reception

Case Study - National Autistic Society

• I Exist Campaign - Launch email sent to MPs/MSPs/AMs

• 1,844 supporters contacted their MP

• 94% supporters personalised the emails they sent

• 182 MPs signed Early Day Motion 861 supporting the campaign

Case Study - Breakthrough and the 2010 General Election

We established an integrated lobbying strategy using our full range of communication channels, with Breakthrough’s website acting as the main hub for communicating and promoting our general election campaign activities

We developed an e-campaigning opportunity, utilising Political Exchange, asking local candidates to pledge their support to breakthrough breast cancer.

As a result we were able to reach and engage a wider audience including other Breakthrough supporters and members of the public.

Case Study - Breakthrough and the 2010 General Election

Over 100 of the 560 prospective candidates that supported our campaign calls were subsequently elected

The pledge helped us identify the interests and motivations of candidates which has helped us recruit parliamentary champions on specific campaigns and also refreshed the membership of the APPG on Breast Cancer

During the General Election campaign, a total of 255 e-campaigners took part, taking a total of 680 actions. This makes for an average of 2.66 actions per campaigner.

The e-campaign action contacted 489 Prospective Parliamentary Candidates from 403 different constituencies. Candidates were contacted through other means, with 560 PPCs signing up to the pledge in total.