Communicating Third-Party Messages in a Two-Party World Brant Skogrand MBC Final Project December 15, 2004

Reasons for Research Green Party of Minnesota has seen significant increase in members and supporters Party’s impact has been low Is party’s message getting through to supporters so they can exercise political clout? We need to know if party is meeting information needs of two different audiences

Green Party of Minnesota (GPMN) Is one of two “other” political parties gaining clout in Minnesota Has approximately 4,000 people committed to the organization Gained a great number of supporters and members in the 2000 election

Current Communication Methods Web site: Listserv Mailings The Sunflower newspaper Group meetings

Members vs. Supporters Difference is level of commitment Members: signed a membership form officially stating that they are committed members Supporters: contributed to the party financially, but are not members

Research Question Is the communication of the Green Party of Minnesota meeting the communication needs of its members and supporters?

Methodology Survey consisted of 39 questions Surveys distributed to 16% of members and 26% of supporters to obtain representative samples Most surveys were Web-based; some by postal mail

Results Response rate of 26% for members and 19% for supporters achieved Overall 22% response rate achieved

Information Members Prefer and Receive from Green Party of Minnesota 1. Invitation to GPMN membership meeting 2. GPMN’s stance on issues 3. Information about environmentally- related events 1. Invitation to GPMN membership meeting 2. Information about environmentally- related events 3. Request for money PreferReceive

Information Supporters Prefer and Receive from Green Party of Minnesota 1. GPMN’s stance on issues 2. Candidate information 3. How to get involved 1. Invitation to GPMN membership meeting 2. Request for money 3. Information about environmentally- related events PreferReceive

Requested Information from Members and Supporters 1. Invitation to GPMN membership meeting 2. GPMN’s stance on issues 3. Information about environmentally- related events 1. GPMN’s stance on issues 2. Candidate information 3. How to get involved MembersSupporters

How Members Prefer and Receive Information 1. (50%) 2. Postal service (30%) 3. Web site (6%) 4. The Sunflower (4%) 5. Phone call (3%) PreferReceive 1. Postal service (83%) 2. (61%) 3. Phone call (41%) 4. The Sunflower (33%) 5. Other (4%)

How Supporters Prefer and Receive Information 1. Postal service (49%) 2. (34%) 3. Web site (9%) 4. The Sunflower (3%) 5. Phone call (3%) PreferReceive 1. Postal service (64%) 2. (48%) 3. Phone call (36%) 4. The Sunflower (32%) 5. Other (4%)

Do you consider yourself a member of the Green Party of Minnesota? YesNo Members73%28% Supporters33%67%

Have you visited the Green Party of Minnesota’s Web site in the last 12 months? No Members50% Supporters64%

Do you currently subscribe to the Green Party of Minnesota’s listserv discussion group? Yes Members7% Supporters0%

Would you be interested in having The Sunflower available online? Yes Members74% Supporters61%

Is the communication of the Green Party of Minnesota meeting the communication needs of its members and supporters? Answer: No

Recommendations Align communication being sent out with needs Turn supporters into members Explore opportunities for online delivery Transfer resources devoted to listserv Tie requests for money with desired information

Questions?