1. SHRM’s Member Advocacy Program: What Role Can You Play?

2. ©SHRM 20072 SHRM’s Member Advocacy Program: What Role Can You Play? Overview of Today’s Remarks: > Advocacy – What is it and why is it important in today’s political environment > SHRM’s Advocacy Program – Where are the components of a successful advocacy campaign > With regard to Member Advocacy – Where we are and where we need to be > SHRM’s Advocacy Team Initiative > Conclusion and Q & A

3. ©SHRM 20073 What Is ‘Advocacy’? According to Webster’s Dictionary, the noun “advocacy” is defined as: “The act of pleading or arguing in favor of something, such as a cause, idea, or policy; active support.”

4. ©SHRM 2007 “Why is Advocacy Important?” “America is not governed by the majority, but by the majority of those who participate.” Thomas Jefferson 4

5. ©SHRM 2007 “Can You Really Make an Impact?” “A small group of thoughtful people could change the world. Indeed, it's the only thing that ever has.” Margaret Mead 5

6. ©SHRM 20076 Anatomy of a Successful Advocacy Campaign

7. ©SHRM 2007 SHRM’s Direct Lobbying Capabilities 4 full-time lobbyists on staff: Mike Aitken, Director of Government Affairs (immigration reform, etc.) Lisa Horn, Manager of Health Care (health care and workplace flexibility) Michael Layman, Manager of Labor and Employment Law (EFCA, ENDA, paycheck fairness, etc.) Kathleen Coulombe, Manager of Tax and Benefits (COBRA, Sec. 127 benefits) 7

8. ©SHRM 20078 SHRM Partnership Activities Washington Outreach Governmental – Office of Disability Employment Policy – President’s Advisory Council on Financial Literacy Public- and Private-Sector Entities – Congressional Management Foundation – Congressional Black Caucus Foundation – Congressional Hispanic Caucus Institute – Congressional Quarterly – National Journal – Democratic Leadership Council – Republican Main Street Partnership – Families and Work Institute (FWI)

9. ©SHRM 20079 Example of Paid Media

10. ©SHRM 200710 Example of Earned Media

11. ©SHRM 200711 Member Advocacy SHRM’s Greatest Advocacy Asset!

12. ©SHRM 200712 Member Advocacy  Over 250,000 Individual Members  Located in Alexandria, VA – just 7 miles from Capitol Hill  50 State Councils & Over 575 Affiliated Chapters (most with a dedicated “legislative director”)  Our members are located in every Congressional District & State  4 staff Federal lobbyists, 2 member advocacy/state affairs staff, 1 legal/regulatory affairs staff person SHRM’s Greatest Advocacy Asset!

13. ©SHRM 200713 Member Advocacy SHRM’s Greatest Advocacy Asset!

14. ©SHRM 200714  Capitol Hill Advocacy Day during SHRM’s Employment Law & Legislative Conference  SHRM’s Day Inside the Beltway (DITB) and Day Inside the District (DITD) programs  SHRM’ HR Voice Letter-writing Program (Federal & State)  HR Issues Update e-newsletter Member Advocacy Opportunities to Showcase SHRM’s Greatest Asset

15. ©SHRM 2007 Member Advocacy Then and Where We Need To Be 15 Increased Effectiveness  SHRM Government Affairs Team (GAT)  Mass Letter-writing  Capitol Hill Advocacy Day During Legislative Conference  Limited Days Inside the District  Sporadic Days Inside the Beltway  District-by-District Presence  Recurring, Tracked District Meetings  Tracked District Interactions (Phone Calls, Town Halls, etc.)  Enhanced Communication Flow to Chapter / Council / Legislative Directors  Mass Letter-writing to Continue

16. ©SHRM 2007 Member Advocacy 16 SHRM Letter-Writing Activity SHRM Letter-writing Trends Over the Past 7 Years

17. ©SHRM 2007 Using Diverse Advocacy Strategies can be More Effective in “Breaking Through the Dam” than Focusing on Only One E-mail campaign Phone calls from VIPs Constituent visit Town hall meeting Congressional Management Foundation 2008 Findings

18. The Most Influential Communications are Personal 57% 96% 94% 99% 93% 88% 91% 65% 63% Congressional Management Foundation 2008

19. ©SHRM 200719

20. ©SHRM 2007 About the A-Team 20 Available to Stakeholders in All 50 States Web-based Trainings Materials 10 State Focus Each Year of Launch Year 1: AL, AR, FL, KS, ME, NE, NY, RI, WA, WI, CA* Year 2: DE, IL, NV, NM, OH, OR, PA, TX, VA, WV Advocacy Captain RecruitmentLocal Trainings Evergreen Member Advocacy Program 50 States 435 Congressional Districts

21. ©SHRM 2007 SHRM Advocacy Team Intended to build upon the successful (but mostly) ad-hoc advocacy efforts already underway across the country Year two of five-year implementation (incremental rollout) Informs legislators of policy impacting employers and employees in their district Two levels of participation 1. HR Advocate – broad-based participation to engage members at he state and district level 2. “Advocacy Captains” – one per congressional district in each target state who takes a leadership role SHRM’s Regional-Chapter structure does not necessarily align with boundaries of legislative districts 21

22. ©SHRM 2007 Advocacy Captain Requirements Must be a SHRM member in good standing Strong preference for prior or current experience as an HR professional (HR certification highly desirable) Must live within the congressional district he / she is representing as an Advocacy Captain Appointment is made by SHRM with input from state councils and chapter representatives, among others Serve a two-year term beginning the first day of January and ending the last day of December. May be reappointed for additional terms. It is advisable that an individual serves in this position for multiple terms. 22

23. ©SHRM 2007 WI NE KS NY ME WA FL 2010 Target States Training Activities AL AR CA Volunteers Identified: 185 (120 Districts)States with Advocacy Captain Vacancies: California, Florida, New York, Washington SHRM Members Trained: 440 RI

24. ©SHRM 2007 IL NM PA NV OR 2011 Target States Total Congressional Districts: 114 DE OH TX WV VA

25. ©SHRM 200725 SHRM’s Greatest Advocacy Asset

26. ©SHRM 2007 “All Politics is Local” President Ronald Reagan with Former House Speaker Tip O’Neill (D-MA) 26

27. ©SHRM 2007 Sharing Some Quality Face Time with HR 27 Who better to share the HR perspective on an issue than you?

28. ©SHRM 200728 SHRM’s Member Advocacy Program: What Role Can You Play?