Advocacy Campaign Clinic Bringing citizens, elected officials, and business groups on the 100% RE road trip

Community or Issue Mapping A process of gathering important and relevant information about a particular community. This information will help you get started in developing a comprehensive engagement or outreach plan. It will help you determine who you have relationships with and who you may need to build them with as you initiate an inclusive city-wide planning for a transition to 100% renewable energy. **Rate increasing toward renewable energy as 8+ on 1-10 scale of priority but not combating climate change

Why Do Community Mapping? To identify partnerships and stakeholders To be strategic and inclusive when launching new initiatives To identify resources, knowledge and community assets that can contribute to your goals To map key contacts and networks To connect your initiative with the interest and needs of the community To identify key groups that can help shape your plan or spread the message To identify core constituents, allies and potential opposition Analysis by the Sierra Club’s Beyond Coal campaign, supported by Bloomberg Philanthropies, shows that U.S. coal retirements and new clean energy through 2025 will reduce U.S. carbon dioxide emissions by at least 437 million metric tons. This is equivalent to 60% of the gap between the U.S. pledge under the Paris Agreement and the economy-wide emissions in 2025 projected by the U.S. government in its 2016 biennial submission to the UN Framework Convention on Climate Change. Additional actions already underway by leading U.S. cities, states and businesses, will close the rest of the gap. According to C40 analysis, actions taking place in the 12 C40 cities alone can deliver up to 131 million metric tons of CO2 savings by 2025.

A successful community mapping process Defines a community – not always defined by geography Involves research, both qualitative and quantitative Is initially done within a specific time frame – knowing that maps are fluid and the process on-going Is turned into a tool for others to see and use Is used to develop strategy Happens in the community Involves community members

Timeline New map slide Identify people, leaders, existing relationships, potential relationships Prioritize outreach efforts Identify right set of engagement activities Use input – adjust strategy and goals Maintain and develop relationships

QUESTIONS?

Community Mapping Exercise Table introductions (5 minutes): Name, affiliation/community One characteristic that really defines your community Use community mapping worksheet at table to map your community (15 minutes) Share with the person next to you (5 min each)

Sample Categories Elected Officials Businesses Churches/Faith Organizations Youth Groups/Colleges Workers/Labor Unions Non-profits/Community Groups Neighborhood Associations Parks and Recreations/National Parks and Public Lands

Values-based Messaging Why develop strategic communications? Your message is an extension of your vision To reach new audiences, build awareness, or make an issue relevant to key stakeholders To shine a light a problem or challenge facing the community To build personal conviction that inspires people to change behaviors or take actions that lead to collective change To enlist people to help or support you

Values-based Messaging A message is a clear, compelling short narrative that connects a person’s existing values to an issue. Give your audience a reason to care about your issue by appealing to their values and addressing their concerns Describes a threat and suggests who is responsible for the problem Provides a solution and describes what specific action will help solve the problem A message contains the core argument and rationale of a campaign, and frames the language and tone for overall communications

Values-based Messaging Key questions What resonates? How many people do we really reach? Does our language turn some people off unnecessarily? Are we using strong moral arguments that appeal to many different audiences? Who are we trying to reach with our message? Are we using the right language with each audience?

Values-based Messaging Example Health & pollution, followed by cost and legacy Note: maybe most important slide Note: among swing, independence joins the top three as important, but not among activation targets

Recommended Messages for 100% RE The primary message is: Health and Pollution Secondary messages are: Cost and Legacy, as well as Energy Independence for some audiences Articulate both tangible personal benefits as well as broader societal benefits In addition to seeing the larger benefits for society and future generations, people need to understand that they and their family will benefit directly, primarily through better health and lower costs Demonstrate that this goal is feasible by providing evidence that clean and renewable energy is already working. Use examples of the progress of other cities, states and countries 14

Problem Solution Call to Action Benefit Message Box Problem Solution Call to Action Benefit

Make America Great Again Trump Campaign The System is Broken Drain the Swamp It’s Rigged Make America Great Again

Obama Campaign ‘08 Hope Unity Yes We Can Change

Dirty Energy Makes Us Sick Go 100% Renewable Energy Ready for 100 Dirty Energy Makes Us Sick Go 100% Renewable Energy Help your community move to 100% Renewable Energy Clean Air & Water, Healthy Communities