Things to consider when starting a program

When launching a grassroots advocacy program it is important to first develop a strategy and goals for the program. For this reason, it is difficult for a program to make a tremendous impact in the first year of creation because much time will be spent creating the internal buy-in and developing the infrastructure for the program.

Internal buy-in - This is the most critical aspect of starting a program and can sometimes be the most difficult to accomplish, depending on the campus climate. Meeting with leadership in the administration of campuses and colleges, communication/alumni staff, and student, faculty and staff leaders is one of the first steps in creating the buy-in for your program. Giving all these groups an opportunity to hear about the program from you can help reduce barriers to developing a successful program.

Next, outreach should be done at the grassroots level. First, even before you engage the grassroots, it will be important to develop a web site for the program and an advocacy campaign. Attend as many staff, department, alumni chapter and student group meetings as possible. This person-to-person interaction can help inspire the evangelists that are key to the success of the program.
Advocacy campaigns engage grassroots supporters for the purpose of educating elected officials about the value of your institution. These normally consist of petitions or letters/e-mails to elected officials. This tactic plays an important role in engaging and recruiting a grassroots audience it allows individuals to participate without having to become a member of an organization. Many people are willing to contact elected officials if they feel the advocacy campaign will make a difference.

Infrastructure - Deciding which office will coordinate the grassroots effort is the first important decision. There are three options - Government Affairs, Alumni Association, or University Relations/Public Affairs. The challenge is that this type of program straddles all three areas. The ideal place tends to be a hybrid between the Alumni Association and University Relations/Public Affairs.

The Alumni Association is a good location because it already engages one of the best constituencies for a grassroots program - alumni. The passion and enthusiasm that alumni possess for the institution is a critical ingredient in moving them to action. In addition, most alumni associations use a chapter model, which engages alumni throughout the state. These chapters provide a geographic diversity that is needed for effective advocacy at the state capitol. In addition, an important issue to consider when developing any grassroots program is whether legislators question the possibility of state money going to lobby legislators. While most grassroots programs don't lobby, this can be a perception that you may have to address. Thus, it may be easier to house the grassroots advocacy program in the alumni association. Most alumni associations are quasi-independent and this can create enough distance between the program and the institution that keeps legislators at bay.

Even if the program is run through the alumni association it is still critical to coordinate with the University Relations/Public Affairs office. Grassroots members will need to receive the information and messages that are developed in that office. This is but one area where the grassroots members can help institutions more effectively deliver their messages into the community. These advocates will help educate their communitues about the benefits of your institution if you effectively engage them and provide them with useful information an messaging. That type of information can only come from a Public Affairs office.

Government Affairs offices are normally not a good place to coordinate a grassroots program because the staff needs to be focused on the legislative process. The grassroots staff will need to have up-to-date information from the government relations staff, but grassroots activities are more of a public information effort than a direct lobbying effort.