1. Developing Your Group’s Advocacy Strategy: Practical Tips and Examples for You to Use Today NCSS Summer Leadership Institute July 8, 2013 Washington D.C. Michelle M. Herczog, Ed.D. NCSS President Elect (562)

2. 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.

3. 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!

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

5. 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

6. 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)

7. 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!

8. 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)

9. 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.

10. 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)

11. 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

12. 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.
DISTRIBUTE COPIES OF AJR 39 AND ASK AUDIENCE TO DECONSTRUCT “MESSAGE”

13. 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

14. 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.)

15. 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.

16. 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.

17. NCSS 10-Step Advocacy Plan
AJR 39
Resolved
That the National Governors Association and the Council of Chief State School Officers replicate the process used to develop English-language arts and mathematics common core state standards to now develop common core state standards for social studies and science;
DISTRIBUTE COPIES OF AJR 39 AND ASK AUDIENCE TO DECONSTRUCT “MESSAGE”

18. 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!

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

20. 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

21. 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)

22. NCSS 10-Step Advocacy Plan
Identify An Advocacy Challenge or
Opportunity

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

24. NCSS 10-Step Advocacy Plan
Find Out what Those Audiences
Currently Know or Perceive

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

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

27. NCSS 10-Step Advocacy Plan
Step 6: Define Message Points for Each Audience
DISTRIBUTE COPIES OF AJR 39 AND ASK AUDIENCE TO DECONSTRUCT “MESSAGE”

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

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

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

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