asae ga strategic planning - presentation

Strategic Planning for Government Affairs

American Society Association Executives2012 Government Relations School

Washington DCJune 25-26, 2012

Government Affairs Planning

• GA Program→ Policy→ Politics→ Public Advocacy


Shaping Policy

• Policy Positions

• Issues/Challenges→ Taxes/fees→ Jobs/economy→ Regulations→ Business

Shaping Policy

• Issues/Challenges→ Re-active/Pro-active→ Identify priorities

• Legislative Agenda→ Message→ Messengers→ Delivery

Affecting Elections

• Identify Elected Officials→ Saints→ Sinners→ Savables

• Candidate Recruitment

Electing the right policy-makers• Early Endorsements• Interviews• Endorsements• Engage members• PAC $$• IEs

Affecting Elections

Success = electing the right candidates

Electing the right candidates = PAC Fundraising

Affecting Elections

• PAC Fundamentals … why is it important?

• Understanding your PAC– Who invests in your PAC– Why do they invest

• Fundraising … program essentials– Marketing/Outreach– Individual Solicitation– Events

PAC Fundraising

Fundraising Plan• Identify goal

- Increase $- Increase participation- Increase major donors

• Identify audience• Determine message• Message delivery

PAC Fundraising

PUBLIC ADVOCACYPUBLIC ADVOCACYCommunication• Issue advocacy• Influence legislation• Developing presence• Community outreach• Member involvement

Educating the Public

Target audience Policy-makers Public Members


Research/Surveys– Benchmark surveys– Tracking surveys– Focus groups

Understand how public feels about issues, positions and messages

Test messages


Message Development Purpose of communicating Why does your message matter Concise, Consistent, ConstantMessage Delivery TV, Radio, Newspaper Phone calls, Mailings, Email Internet – Website, Social Media, Banner

Ads on other sites


Media Strategies News releases Opinion-editorials Editorial boards Letters-to-the-editor Blogs, podcasts Issue briefings, events


Member Communication Show value (dues) PAC fundraising Respond to action alerts Volunteer


GA Program• Vision/plan• Resources/budget• Committee structure/role• Member research (surveys)• Mobilizing members

Association’s GA Program

GA Program• Mobilizing members

→ Policy→ Politics→ Public advocacy→ Program

Association’s GA Program

• Plan of Action• Timeline/implementation• Utilizing resources

Goal Setting

• Policy• Politics

→ Elections→ PAC Fundraising

• Public Advocacy• GA Program

Goal Setting

Successful GA Program• Policy• Politics• Public Advocacy

GA Strategies helps you strategically plan for a more effective GA program

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asae ga strategic planning - presentation

Government & Nonprofit