Developing Your Group’s Advocacy Strategy: Practical Tips and Examples for You to Use Today NCSS Annual Conference December 1, 2011 Washington D.C. Michelle M. Herczog, Ed.D. NCSS Board of Directors Past President, California Council for the Social Studies (562)

Introductory Comments An Advocacy Plan for an individual is different than for an organization looking for long range advocacy and sustainability. This presentation will focus primarily on organizational advocacy and mobilization.

Organizational Advocacy Plan Needs Do you have… a bona fide organization with a Board of Directors/Effective Leadership local councils/representatives Mobilized grassroots membership an infrastructure to conduct real work in real time maintain effective lines of communication recruit and retain a viable membership demonstrate LEADERSHIP!

Organizational Advocacy Plan Needs Do you have… A Mission Statement and Position Statements to define, guide, and drive your work??

Organizational Advocacy Plan Needs Do you have… Legislative Advocate to establish a policy presence because: “70% of life is just showing up” – Woody Allen A Legislative Advocate is necessary to move your message Visit staff offices and establish relationships of trust Speak at various policy hearings Shape legislation (drafting, amendments, analyses) Influence the outcome of your bills or other bills. Accessible resource to policymakers looking for advice/input Communicate with leadership and membership to mobilize

Who can be an Advocate? Options: Retain a part time contract lobbyist (who has established contacts/relationships in Capitol). Assign organization’s leader or key member who lives close to the Capitol and has time (i.e. retired teacher, volunteer)

NCSS 10-Step Advocacy Plan Step 1: Identify An Advocacy Challenge or Opportunity Common Core State Standards Initiative Don’t leave social studies behind! Remind policymakers of the core placement of our discipline. The time to act is NOW!

NCSS 10-Step Advocacy Plan Step 2: Determine the Key Audience NATIONAL (primary audience): National Governors Association (NGA) and Council of Chief State School Officers (CCSSO) CALIFORNIA (secondary audience): State Legislators Social studies organizations (i.e. geography, economics, history, civics and government) Coalition Partner organizations (i.e. CA Science Teachers Association, and indirectly, their industry partners)

NCSS 10-Step Advocacy Plan Step 3: Find Out What Those Audiences Currently Know or Perceive CALIFORNIA State Legislators, Social Studies allies and Coalition Partners Needed to be educated about the Common Core State Standards Initiative and the consequences of overlooking the core disciplines outside ELA and Math.

NCSS 10-Step Advocacy Plan Step 4: Determine How Each Audience Receives Its Information. NATIONAL: NGA and CCSSO CALIFORNIA: State legislators Our established presence with the State Legislature enabled us to easily communicate to this audience State Assemblyman Tom Torlakson received the CCSS Legislative Leadership Award, was a speaker at Annual Leg Breakfast, and attended our first CCSS Common Core State Standards Initiative Task Force Common Core State Standards Initiative Coalition Meeting informed allied social studies organizations Outreach to Coalition partners (i.e. CSTA)

NCSS 10-Step Advocacy Plan Step 5: Establish Measurable Objectives for Each Audience CALIFORNIA: AJR 39 became our vehicle to communicate our message to NGA and CCSSO through the State Legislature. NATIONAL: Develop Common Core State Standards for Social Studies and other core disciplines

NCSS 10-Step Advocacy Plan Step 6: Define Message Points for Each Audience Assembly Joint Resolution 39 (Torlakson, et al.) Task Force developed mission statement for initiative that became text for AJR 39. AJR 39 was unanimously adopted by State Assembly and State Senate.

NCSS 10-Step Advocacy Plan Step 7: Determine the Communication Activities To Deliver Those Messages CALIFORNIA Fred Jones let’s us know when he needs our help to speak at public hearings, send letters, mobilize, etc. Reach out to Coalition partners and others to support AJR 39 and other efforts. Reach out to Social Studies partner organizations (i.e. invited them to join Task Force, follow-up with letters of support) NATIONAL CCSS Leaders utilize passage of AJR 39 with NGA & CCSSO

NCSS 10-Step Advocacy Plan Step 8: Decide What Resources Are Necessary To Complete Each Activity Leg Advocate (monitored the bill, helped with ongoing amendments, lobbied efforts to support it, communicated progress to organization) Govt. Relations Committee, Executive Committee and CCSS Secretary (letters of support, post info to web site, etc.)

NCSS 10-Step Advocacy Plan Step 9: Establish a Timeline and Responsible Party for Each Activity CALIFORNIA: Leg. Advocate worked to move AJR 39 forward CCSS (Secretary, Govt. Relations Committee) communicated message with NGA, CCSSO, NCSS, CCSS membership and all partners.

NCSS 10-Step Advocacy Plan Step 10: Evaluate Whether You Have Reached Your Objectives CALIFORNIA: YES!! AJR 39 was passed unanimously by the California State Legislature But Time…and YOUR personal involvement … will tell if we reach the NATIONAL objective for NGA and CCSSO to establish Common Core State Standards for Social Studies You are invited to go to and click on “Legislative Advocacy” for resources and sample letters.

Now it’s YOUR Turn! Do you have… a bona fide organization with a Board of Directors/Effective Leadership local councils/representatives Mobilized grassroots membership an infrastructure to conduct real work in real time maintain effective lines of communication recruit and retain a viable membership demonstrate LEADERSHIP!

Organizational Advocacy Plan Needs Do you have… A Mission Statement and Position Statements to define, guide, and drive your work??

Organizational Advocacy Plan Needs Do you have… Legislative Advocate to establish a policy presence because: “70% of life is just showing up” – Woody Allen A Legislative Advocate is necessary to move your message Visit staff offices and establish relationships of trust Speak at various policy hearings Shape legislation (drafting, amendments, analyses) Influence the outcome of your bills or other bills. Accessible resource to policymakers looking for advice/input Communicate with leadership and membership to mobilize

Who can be an Advocate? Options: Retain a part time contract lobbyist (who has established contacts/relationships in Capitol). Assign organization’s leader or key member who lives close to the Capitol and has time (i.e. retired teacher, volunteer)

NCSS 10-Step Advocacy Plan Step 1: Identify An Advocacy Challenge or Opportunity

NCSS 10-Step Advocacy Plan Step 2: Determine the Key Audience NATIONAL ? and/or STATE ? and/or LOCAL ?

NCSS 10-Step Advocacy Plan Step 3: Find Out what Those Audiences Currently Know or Perceive

NCSS 10-Step Advocacy Plan Step 4: Determine How Each Audience Receives Its Information

NCSS 10-Step Advocacy Plan Step 5: Establish Measurable Objectives for Each Audience

NCSS 10-Step Advocacy Plan Step 6: Define Message Points for Each Audience

NCSS 10-Step Advocacy Plan Step 7: Determine the Communication Activities To Deliver Those Messages

NCSS 10-Step Advocacy Plan Step 8: Decide What Resources Are Necessary To Complete Each Activity

NCSS 10-Step Advocacy Plan Step 9: Establish a Timeline and Responsible Party for Each Activity

NCSS 10-Step Advocacy Plan Step 10: Evaluate Whether You Have Reached Your Objectives