1. ADVOCACY SKILLS TRAINING
St. Paul, MN
July 22nd, 2015

2. About the Consumer Voice
The National Consumer Voice for Quality Long-Term Care was formed as NCCNHR (National Citizens’ Coalition for Nursing Home Reform) in 1975 because of public concern about substandard care in nursing homes. The Consumer Voice is the outgrowth of work first achieved by advocates working for Ralph Nader and later for the National Gray Panthers. Elma Holder, NCCNHR founder, was working with The Long-Term Care Action Project of the Gray Panthers when she organized a group meeting of advocates from across the country to attend a nursing home industry conference in Washington, DC. At that meeting, representatives of 12 citizen action groups spoke collectively to the industry about the need for serious reform in nursing home conditions.
The consumer attendees were inspired to develop a platform of common concerns and motivated to form a new organization to represent the consumer voice at the national level. Most of the original members had witnessed and endured personal experiences with substandard nursing home conditions.

3. Goals To know how to: Craft an effective advocacy message
Deliver the message in person
Deliver the message through traditional and social media
Grow, activate and support your organizational and/or personal networks

4. Heart Goals To feel: Supported – by all of us at Consumer Voice
Connected – to Consumer Voice and each other
Energized – to go back home, apply your advocacy skills, and advocate for 24-hour RN coverage!

5. Overview of the Issue Current law and regulations:
Nursing homes receiving Medicare and/or Medicaid funding are required to have a registered nurse 8 hours a day, 7 days a week
Registered nurse can be handling administrative duties

6. Why is this a problem?
#1: Increased acuity level, medical intensity and complexity of residents #2 Residents’ condition can change at any time; only RNs can do assessment #3: Lower RN staffing levels associated with negative care outcomes

7. Put a Registered Nurse in the Nursing Home Act H.R. 952
Congresswoman Jan Schakowsky
Would require all nursing homes receiving Medicare and/or Medicaid funding to have at least one registered nurse 24 hours a day, 7 days a week.
Duties:
Direct care
Assessment
Surveillance

8. What in the World is a Strategy Chart?

9. Strategy Chart ISSUE GOALS ORGANIZATIONAL CONSIDERATIONS
CONSTITUENTS &
ALLIES
DECISION MAKERS & OPPONENTS
TACTICS
Vision
Now
Constituents
Primary Decision
Demand
Then
Allies
Secondary Decision makers
Fallback
Opponents

10. Strategy Charts: What are they?
Consumer Voice Strategy Chart for 24 Hr RN Coverage in Nursing Homes

11. Strategy Charts: What are they?
ISSUE GOALS
ORGANIZATIONAL CONSIDERATIONS
CONSTITUENTS &
ALLIES
DECISION MAKERS & OPPONENTS
TACTICS
 Vision:
Adequate staffing for nursing home residents
Demand: Mandate Medicaid and/or Medicare certified nursing homes to provide RN staffing 24 hours a day/7 days a week
Pass HR 952, The Put a Registered Nurse in the Nursing Home Act
Fallback: Mandate Medicaid and/or Medicare certified nursing homes to provide RN staffing 24 hours a day/7 days a week
with waivers permitting facilities to not have 24 hour RN coverage 7 days a week under certain limited circumstances
Now: dedicated individuals in CV Action Network
-20 national organizations that indicated support in last Congressional session
-114 state ombudsman programs, local ombudsman programs, citizen advocacy groups and family councils that indicated support in last Congressional session
-Social media ability
-Skilled in using online advocacy tool (SALSA)
-Engaged and committed staff, Leadership Council and Governing Board
-$207,000 for staffing campaign
Then (End of 114th Congress):
-5,000 Action Network individuals
-25 national allies supporting the bill
-150 state ombudsman programs, local ombudsman programs, citizen advocacy groups, and resident and family councils supporting the bill
-25 retweets about the bill
-$10,000 funding raised to continue the campaign
Constituents:
Long-term care consumers, family members, citizen advocacy groups, individual citizen advocates, long-term care ombudsmen, resident councils, family councils
Allies:
National Association of State Long-Term Care Ombudsman Programs (NASOP); National Association of Local Long-Term Care Ombudsman (NALLTCO); Service Employees International Union (SEIU); PHI, Older Women’s League (OWL); Alliance of Retired Americans (ARA); Coalition of Geriatric Nursing Organizations (CGNO); Public Citizen; Community Catalyst; National Committee to Preserve Social Security and Medicare
*to be reconfirmed
Primary Decisionmakers
Now: -Members of the U.S. House Energy and Commerce and Ways and Means Committees - All Members of the U.S. House of Representatives  
(Later: All Members of the U.S. Senate; Members of the U.S. Senate Finance Committee; President)
Secondary:
Now
- Staff Members of U.S. House Energy and Commerce and Ways and Means Committees
-Staff of U.S. House of Representatives Members
(Later:
-Staff Members of U.S. Senate Finance Committee -Staff of U.S. Senate Members)
Opponents:
-Leading Age
-American Health Care Association
-American College of Nursing Home Administrators
-In person trainings
-Action alert to CV Action Network
(When bill was re-introduced in February 2015)
-National Webinar on issue (May 12)
-Contact your legislator day (May 20)
-District visits
(Legislative District Work Periods: June 29th – July 3rd; August 3rd – September 4th; September 22nd – 25th)
- Action Alert to Individuals with Members Serving on House Energy and Commerce and Ways and Means Committees (Summer 2015)
-Hill visits on lobby day with American Nurses Association (July 22, 2015)
-Hill visits by CV staff
(throughout the 114th Congress)
-Hill visits during annual meeting by participants (November 2015)
Advocacy Planning Chart
(based upon Midwest Academy Strategy Chart)

12. How to craft an effective advocacy message

13. THE BIG SIX Have an opening statement that includes your ask
Present the problem
Give the facts
Give a personal example or story
Connect to something your audience cares about
Reiterate the “Ask”

14. Identify the Receiver
This is the primary/secondary decision maker in your Strategy Chart.

15. #1. Have an Opening Statement
Grab their attention! Open with a statement that engages your audience. Include your “ask” – tell them what action you want them to take.

16. #2. Present the Problem Lay out the issues: Why is this a problem?
Who is affected?

17. #3. Give the Facts Facts. Figures. Data.
Provide solid evidence to support your argument.
Provide data relevant to your audience.
When using statistics, provide a mental picture.

18. #4. Provide a Personal Example/Story
Make it personal:
Put a face to the issue
Share observations
Share personal experiences
Tell a story

19. #5. Connect to Something Your Audience Cares About
Do your research:
Values
Interests
Concerns
Voting history
Self-interests

20. #6. Make the Ask Reiterate what you want the audience to do.
Paramount Pictures

21. Be Prepared for Questions & Pushback
Try to imagine every perspective …and every angle

22. Closing
Closing your conversation is just as important as your opening.

23. Questions

24. DELIVERING YOUR MESSAGE IN PERSON:
THE NUTS AND BOLTS OF MEETING WITH A KEY DECISION MAKER

25. Three Parts to Delivery
Arrange and prepare for the meeting
Conduct the meeting
Follow up

27. Arranging & Preparing
Determine the appropriate person to meet with.

28. Finding Minnesota Legislators
Members of Congress or
Congressional switchboard
Members of State legislature
Members of Congress & State legislators

29. Minnesota Legislature / U.S. Congressional Leaders
New 114th Congress Began in January
Senators: Senator Amy Klobuchar (D), Senator Al Franken (D)
House Members: Tim Walz (D – 1st District); John Kline (R – 2nd District); Erik Paulsen (R- 3rd district); Betty McCollum (D- 4th District); Keith Ellison (D- 5th District); Tom Emmer (R – 6th District); Collin Peterson (D – 7th District); Rick Nolan (D – 8th District)
State Legislature: Meets between January – May each year; Bicameral members (67 senators, 134 representatives)

30. Keep in Mind
Secondary decision maker as back-up

31. Arranging & Preparing: Meeting
Scheduled
On the Fly
Better chance of undivided attention
Respectful of their time
More weight
Might be your only opportunity
Be flexible
Make an impression

32. Arranging & Preparing: Contacting
State senator
Call or legislative assistant
Congress
Contact legislative staffer or scheduler
Administrator
Call directly

33. Arranging & Preparing: Tips
Include information with your meeting request.
If you don’t hear back, follow-up!
Be on time.
Prepare to meet anywhere – be adaptable!

34. Arranging & Preparing: Who Will Join
Consumers
Ombudsmen
Family members
Family council
Resident council

35. Arranging & Preparing

36. Reviewing Your Message: Tips
Don’t expect more than 30 minutes.
Be prepared to shorten to 5 minutes.
Assign speaking roles – create an agenda.

37. Leave Behind Kit Factsheet/Issue brief Pertinent data Folder
Business card

38. Part II

39. Conducting the Meeting: Intro

40. Conducting the Meeting
Thank your audience and make an opening statement.
Start with something positive.
Indicate the issue.
Make the ask.

41. Conducting the Meeting
Follow your agenda and

42. When Caught Off Guard
If you’re asked a question and you don’t know the answer – Follow up
If you forget to mention a key point –
Follow up
If you run out of time –

43. Conducting the Meeting: Tips
Keep your cool.
Don’t get overheated.
Remain focused and calm throughout the meeting.

44. The Ask
Don’t forget to make your “ask”.
Listen for a “yes”.
Clarify.

45. The Wrap-up Ask how you should follow up.
Leave materials and contact information.
Thank them again for their time.

47. After the Meeting Write a thank you note Key points Commitments
Follow up

48. Follow Up: Again
Periodically following up keeps you and your issue fresh in your audience’s mind.

49. Questions

50. Delivering your message: utilizing both traditional approaches and social media

51. Traditional Approaches

52. Phone Two kinds of calls: Short, just to communicate “the ask”
Longer, substantive: Include Big Six

53. Mail &
Remember the Big Six

54. Letter to the Editor: Reasons Why
Strategy for action
Influence public
Educate public
Influence officials
thenorthstarnews.com

55. Letter to the Editor Tips:
Grab reader’s attention.
Important points first.
Give suggestions.
300 words or less.
Follow publication guidelines.
Connect the issue.
Statistics/Stories.
Identify yourself.

56. Action Alert
A message that an organization/group sends to mobilize people to take action to influence public policy.

57. Writing an Action Alert
Inform based on where campaign is
One page or less
Readable (12 pt font +); Avoid jargon
Important information upfront.
Provide a date.
Give the tools needed.

58. Action Alert Example

59. Sending an Action Alert
Who should you send the alert to?
People on your lists or in your database
Your own friends and family

60. What to do with an Alert: Go to Action Page

61. Action Page

62. What to do with an Alert: Send message

63. Personalizing Alert Messages
Makes the message more meaningful, gets more attention
To personalize: at a minimum:
Identify yourself
Add a personal story, observation, experience
Samples
Your turn!

64. Facebook
You’re the reporter and the publication!

65. Facebook Advocacy Examples

66. Facebook Advocacy Posts
H.R. 952, the Put a Registered Nurse in the Nursing Home Act, is a bill that requires nursing facilities and skilled nursing facilities (“nursing homes”) that receive money from Medicare and/or Medicaid to have a direct-care registered nurse (RN) on duty 24 hours per day, 7 days per week. Current law only requires facilities use an RN for 8 continuous hours each day, regardless of facility size. This current practice does not ensure quality care for our loved ones and must be changed. Click here to ask your Representative to co-sponsor this bill!

67. Twitter Microblogs of 140 characters or less called “tweets”
- Use bit.ly to shorten a URL
- URL’s are shortened to 22 characters

68. Twitter Advocacy Examples
Ask Your Representative to Co-Sponsor H.R. 952, the Put a Registered Nurse in the Nursing Home Act
Round-the-clock RN coverage is critical in NHs. Ask your Representative to co-sponsor H.R. 952 today!
Nursing homes need more nurses. Support having a registered nurse (RN) on duty 24 hours a day/7 days a week! Click here to learn more

69. TWEET STORM

70. How to use your advocacy to grow, activate and support your network

71. Organization/Program
Assess Your Network
Organization/Program
Personal
Who makes up your organization, program or coalition
Who are your constituents?
Who you have contact with: family, friends, neighbors, people in your faith community, etc.

72. Decide which constituents you want to “grow”
Residents? Family members? Members of the community?
Set a goal

73. Don’t Forget Your Allies
Groups that are not necessarily going to become part of your network, but who would support the same issue.

74. Growing Your Network

75. Social Media
Use Facebook and Twitter.

76. Speaking Engagements
Ask to speak about your issue at meetings, conferences, and even local book clubs.

77. Outreach to Partner Organizations
Send your informational notices about webinars, speaking engagements, and action alerts to partner organizations.
Ask them to share it with their network.

78. Tactics That Can Help You Grow
Postcards
Action Alerts
Petitions
Town Hall Meetings

79. Postcards
Postcard of information about the issue and a message to legislators or a statement of support.

80. Action Alerts
Encourage everyone receiving an alert to forward it to other groups and individuals as a way to gain new advocates.

81. Petitions A hard copy petition: Captures names of new advocates.
Allows those who don’t have computers or access to the internet a way to take action.
Can be circulated at meetings.

82. Activating Your Network

83. Tactics Are Not Enough
Getting people to engage is not always easy!

84. Make it easy for people to take action
Create a toolkit

85. Staffing Campaign Toolkit

86. Give an Incentive Set a goal!
Hold a contest with a drawing for a prize!

87. Essential: Follow Up & Thank You
Follow up with your network and let them know what became of the action.
Thank your network: individual notes, general post to website/social media, and newsletter.

88. Why Feedback Matters
People need to know that their action made a difference – even if you were not successful.

89. Maintain & Support Your Network

90. What are some ways you can think of to support your network?

91. A.R.T.
Action
Have one action that all advocates hear about but perhaps not all can/will participate in.

92. A.R.T.
Recognition
Write one profile of an advocate in an e-newsletter.

93. A.R.T.
Training
Webinar/education, updates, engaging in updating strategy chart.

94. Seeking Your Advocacy Mate

95. And in closing….

96. Your Go-To People: Amanda Celentano acelentano@theconsumervoice.org
, ext. 221
Robyn Grant
, ext. 205
Marybeth Williams
, ext. 225

98. Contact Us Consumer Voice 1001 Connecticut Ave., NW Suite 425
Washington, DC 20036 Ph