harnessing passion through grassroots
TRANSCRIPT
Harnessing Passion through Grassroots Deryck Spooner | April 2015
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1220 L Street, NW • Washington, DC 20005-4070 • www.api.org 2
Intense, driving, or overmastering feeling or conviction
What is passion?
Intense, driving, or overmastering feeling or conviction
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It will drive you to take action…
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To take to the streets…
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Even make a fool of yourself…
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n Our opposition has it. How do we get it? And harness it?
By showing the importance of oil and natural gas in our everyday lives…
And understanding the political and issue landscape that tells us where and
how grassroots passion can have an impact for our industry.
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Some are forgone conclusions, others will be bitter fights.
US Presidency – Not a national election, 51 mostly winner-take-all state races.
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Presidential Primary Process: Up Close and Personal
New Hampshire
Iowa
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US Senate – 54 Republicans, 44 Democrats, 2 Independents.
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US House – 245 Republicans, 188 Democrats, 2 Vacancies
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US Governors – 31 Republicans, 18 Democrats, 1 Independent
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Governors Play Critical Role
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Gridlock in Washington, combined with broader support for natural gas, has caused our opposition to—smartly—refocus their efforts on state legislatures and local and state ballot initiatives.
Industry’s Added Challenge: Federal, State and Local
FEDERAL • Increased regulations
on fracking • Ozone regulations • Offshore drilling 5-
year program • Approval of KXL
STATE • Statewide fracking bans
• Infrastructure battles • Severance tax fights
LOCAL • Local Control
• Community Bill of Rights
• Fracking bans • Infrastructure battles
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The Answer? Effective Grassroots Advocacy
• Constituents Hold the Power: Key to re-election is a “happy” constituency
• Power in Numbers: The more legislators hear from their voters on a particular issue, the more likely they are able to support or change their position
• Air Cover: Showing strong grassroots support is the most effective way to provide “air cover” to influential legislators
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Grassroots Research
Building an Effective Program
Take the time to research and identify the strengths and liabilities of the issue in your community.
Issue Analysis
Determine the assets, operations, historical issues and impacts stakeholders have had in the community.
Stakeholder Analysis
Learn about the regional demographics and geography that will impact your grassroots campaign.
Community Assessment
Assess the political environment, the make-up of registered voters, influential leaders and voter turn-out.
Political Assessment
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Building an Effective Program
Engagement
Face to Face
Meetings Interaction
Campus Organizing Lobby Days
Congressional Testimony
Political Family Intercepts
Social Networking
Blogs Twitter
Facebook LinkedIn
Targeted Communications
E-News
Phone Calls Letters Email
Petitions
Event Media
Endorsements Press
Conferences Briefings
Tours Town Meeting
Testimonials Rallies
Earned Media
Letters to Editor Radio Interviews
Television Interviews
Web Chat Rooms Message Boards
Paid Media
Direct Mail Print Ads
Radio Ads TV Ads
GRASSROOTS TOOLS
Recruit
Educate & Train
Motivate & Activate
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API Program Model
Increased Access to Oil & Natural Gas
Resources
Increased Shareholder
Value
Increased Energy
Production
More Jobs
ENERGY NATION
ENERGY CITIZENS
ENERGY FORUM
Environmental Performance & Integrity
Economic Growth & Employment
Affordable & Reliable Energy
Labor Groups
Veterans
Affinity Groups Business Groups
Women
Conservation & Outdoor
Retirees
Employees & Families
Vendors & Suppliers
Royalty Holders
Registered Voters
Micro-Targets
Energy Security
Investors
EXPANDING THE ENERGY BASE
Native Americans
Engage & Educate
Motivate Activate
General Public Industry Employees Non-Traditional Strategic Partners
Stakeholder Groups & Interests
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API Assets: National, State, and Local Reach
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Maximize value by reaching outside of Capitol Hill to build key, long-term ally relationships relying on the principle that conditioned allies are likely to be better advocates and be willing to underscore implications on Election Day.
Program Approach
Policymakers
Community-based value proposition of the industry through elected officials and staff, business leaders, small-business owners, community leaders, media.
Local Influentials
Industry, fact-based expertise and perspective to the policymaking process.
Industry Voices
Empower rank-and-file constituent and industry voices to demonstrate widespread support and communicate the personal/community impact of industry and energy policy.
Energy Voters
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National Reach
Leadership, Access, Environment, Tax
Leadership
McConnell (KY-R) Hatch (UT-R)
Energy & Resources
Murkowski (AK-R) Cantwell (WA-D)
Coats (IN-R) Stabenow (MI-D) Franken (MN-D) Shaheen (NH-D) Capito (WV-R)
Portman (OH-R) Corker (TN-R)
Gardner (CO-R) Hoeven (ND-R) Heller (NV-R)
Johnson (SD-D) Manchin (WV-D) Franken (MN--D) Baucus (MT-D) Johanns (NE-R) Heinrich (NM-D)
Alexander (TN-R) Gillibrand (NY-D)
Commerce
Sullivan (AK-R) Boozman (AR-R) Gardner (CO-R) Nelson (FL-D) Rubio (FL-R)
Klobuchar (MN-D) Blunt (MO-R)
McCaskill (MO-D) Ayotte (NH-R) Udall (NM-D) Heller (NV-R)
DeMint (SC-R) Thune (SD-R) Prters (MI-D)
Warner (VA-D) Manchin (WV-D)
EPW
Boozman (AR-R) Sullivan (AK-R) Fischer (NE-R) Merkley (OR-D)
Gillibrand (NY-D) Alexander (TN-R)
Appropriations
Murkowski (AK-R) Boozman (AR-R) Capito (IWV-R)
Shaheen (INH-D) Durbin (IL-D)
Kirk (IL-R) Blunt (MO-R) Tester (MT-D)
Hoeven (ND-R) Nelson (NE-D) Brown (OH-D)
Graham (SC-R) Johnson (SD-D)
Alexander (TN-R)
Joint Deficit
Baucus (MT-D) Portman (OH-R) Toomey (PA-R)
Joint Economics
Coats (IN-R) Klobuchar (MN-D) Bingaman (NM-D)
Casey (PA-D) Toomey (PA-R) DeMint (SC-R) Warner (VA-D) Webb (VA-D)
Joint Tax Grassley (IA-R) Baucus (MT-D) Conrad (ND-D)
Rockefeller (WV-D)
Budget
Grassley (IA-R) Kaine (VA-D) Nelson (FL-D)
Stabenow (MI-D) Ayotte (NH-R) Conrad (ND-D) Portman (OH-R) Toomey (PA-R) Graham (SC-R) Thune (SD-R) Warner (VA-D)
Finance
Grassley (IA-R) Nelson (FL-D)
Stabenow (MI-D) Brown (OH-D) Bennet (CO-D)
Schumer (NY-D) Burr (NC-R)
Wyden (OR-D) Thune (SD-R) Casey (VA-D)
McConnell (KY-R)
Paul (KY-R) Wyden (OR-D)
Merkley (OR-D)
Merkley (OR-R) Wyden (OR-D)
Wyden (OR-D)
Influence with Key Committee Members 68 U.S. Senators 275 U.S. House of Representatives
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State Reach
• State and Local Influence • 34 Governors • Thousands of County Officials • Thousands of Mayors • 10’s of Thousands of
Townships, City/Municipal officials
Ohio
Individual campaigns address ongoing State and Local challenges
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Allies and Strategic Partner Recruitment
Grow High Impact
Partnerships for Maximum Influence
Minority Outreach
African Am Native Am Hispanic
Asian
Veterans Outreach
State Veteran Ldrs Vet Org Partners
Demo-graphic
Seniors Women Students
Strategic Outreach Academia Agriculture Chambers
Labor Outreach
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API Mobilization Program At Work
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Energy Forum in 23 states State Petroleum Councils in 34 States Energy Nation = 260,000 Energy Citizen = 1.5 million API Microtargets = 32.8 million Total Mobilization Resources: 34.5 million
Mobilization Program Today
Thank You
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CASE STUDY: LNG – Public Pressure Through Online and Offline Actions
• Situation: March 2014 – Uphill approval battle on LNG export facility in Cove Point, MD; possible precedent-setting national decision on LNG facilities.
• Execution: Over 3 months, engaged online and turned online advocates into champions – utilizing them for rallies, hearings and third party letters: – Online Activation: Drove over 120,000 comments in support of Cove Point to 3 local
regulatory agencies. – Offline Activation: Turned out attendees and speakers for hearings and rallies.
Generated third party letters in primary and battle ground states to Governor O’Malley.
• Results: Thanks to public pressure, the LNG Cove Point facility was approved by necessary state and federal agencies.
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CASE STUDY: Youngstown, Ohio
• Execution: By engaging in aggressive voter outreach which included direct mail, phone banking, neighborhood canvassing, church outreach, community meetings, building a diverse coalition and more, the API-led coalition established a successful framework for industry success in other communities.
• Results: Defeated a ballot measure in four consecutive election cycles that would have banned virtually all oil and natural gas activity in Youngstown, Ohio.
• Situation: In Youngstown, Ohio, activists have mounted four separate attempts to ban virtually all oil and natural gas activities within city limits, through the so-called “Community Bill of Rights.” Consistent polling indicated our industry was poised for defeat in this predominantly African-American and Democratic stronghold.
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CASE STUDY: South Portland, Maine
• Execution: Built an API-led coalition of industry members, business groups, small business owners, workers, and families that would have been negatively impacted if the working waterfront was shut down. The campaign centered on advanced voter micro-targeting and direct contact with voters, with volunteers personally visiting 13,000 voters in the last 96 hours of the campaign.
• Results: Following the model built in Youngstown, API and its allies were able to narrowly defeat the Waterfront Protection Ordinance by 198 votes.
• Situation: API faced long odds at the ballot box in South Portland, Maine during the fall of 2013. Environmental activists successfully put the “Waterfront Protection Ordinance” on the ballot, which would have prevented our industry from transporting Canadian oil sands through the city’s working waterfront.
2014 Priority Issues
Mission Critical Work Work / Monitor
Taxes Oil Spill Prevention, Response & Liability Energy Markets
Fuels Climate Change International
Unconventional Resource Development / Hydraulic Fracturing
Financial Reform and Transparency Implementation
Waste & Remediation
Energy Infrastructure Development1 Water
Access and Development Endangered Species / Marine Mammal Protection
Air / NAAQS Natural Gas Markets
Safety and System Integrity Health & Product Stewardship
Security
Oil Sands2
1Moved from Work 2Moved from Mission Critical
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Energy Forum/Entity
PR Firm?
Campaign Manager (SPC)
• Overall campaign director • Connecting Global to
Grassroots • Communications/Advertising • Budget • Communication to API
members • Messaging for earned media • Directing Public Forum Traffic • Press inquiries
Consortium Building • Allied Oil & Gas Assoc. • Non-traditional ie EMS,
churches, etc • Traditional ie. Chambers,
labor, etc. • Forums/Public speaking • Group Listening Sessions • Communications
networks • Educate elected officials
Targeted Groups in Communities
• Regional Groups • Hook & Bullets • Local Electeds • Local Business Groups • Civic Groups • Ethnic Groups
• Advocacy databases • Subject matter
experts/speakers • National Third party
groups/contacts • External Mobilization
tools • Communications Depts
Internal/External • PR Firms • Social media
resources • KEF Web design/host
API Member Companies • Provide experts for legislative/regulatory
testimony, speakers bureau • Site visits
Hydraulic Fracturing Campaign