Understanding Grassroots Advocacy

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2 Understanding Grassroots Advocacy The Power of the People with the Problem to take Collective Action for a Solution. Lawrence Clermont - PCCPTA VP Advocacy

3 Have you ever met someone who thought PTA was all about bake sales and fundraising

4 To make every child s potential a reality by engaging and empowering families and communities to advocate for all children.

5 PTA Advocacy: A Legacy in Leadership

6 PTA s Advocacy History Because of PTA, our nation has... Kindergarten as a part of our public school system Child labor laws to protect against unsafe working practices and conditions Federally funded hot-lunches that feed 26 million children today in our public schools A separate juvenile justice system so children won't be tried and incarcerated as adults Labels on music recordings to help parents know which contain explicit lyrics TV ratings to help parents evaluate programs

7 What is Advocacy? The act of mobilizing individuals to spark changes in programs and policies at the local, state, and national levels

8 advocate ad-vo-cate n [Middle English advocat, from Anglo- French, from Latin advocatus, from past participle of advocare to summon, from ad- + vocare to call, from voc-, vox voice more at VOICE.] 1: one that pleads the cause of another; specifically : one that pleads the cause of another before a tribunal or judicial court; 2: one that defends or maintains a cause or proposal; 3: one that supports or promotes the interests of another. ad-vo-cate vt-cat-ed; -cat-ing: to plead in favor of, syn see SUPPORT

9 To make every child s potential a reality by engaging and empowering families and communities to advocate for all children.

10 What is PTA Advocacy? PTA Advocacy is speaking up for every child in Schools in the Community before Government bodies that make decisions affecting children and families More than legislation! Program implementation, school improvement strategies, curriculum development, etc.

11 Steps to Effective PTA Advocacy 1. Research the issue 2. What PTAs may or may not do around elections 3. Organize around goals 4. Build our volunteer network 5. Target our efforts for maximum effect 6. Develop an appealing message 7. Evaluate results

12 Step 1: Research the Issue The better informed we are, the better our strategy Identify the problem What is the history of the issue? Who has authority over issue? Has the issue come up before?

13 WHAT PTAs MAY AND MAY NOT DO AROUND ELECTIONS PTAs are considered non-profit charitable organizations (501(c)(3)) under federal tax law. PTAs are encouraged to help educate voters about issues important to children, but with 501(c)(3) status they cannot engage in direct partisan political activity and are limited in the amount of lobbying they can do.

14 PTA Can Advocate Host a candidates forum Urge voters to support or oppose a particular ballot measure Remind members to vote Educate candidates on issues important to PTA Engage in limited lobbying, including work on ballot measures Conduct nonpartisan public education and training Canvass the public on issues

15 PTA cannot Advocate Endorse candidates or a political party for public office. Invite only one candidate or political party in an election to come speak to the PTA. Ask candidates to sign pledges on any issue Tell PTA members to only vote for a candidate who supports X position. Distribute any campaign materials on behalf of a candidate. Wear campaign buttons or t-shirts during a PTA meeting. PTA is a non-partisan organization

16 Step 2: Organize Around Goals Goals should be specific and achievable, such as: Placing an issue on the agenda of an upcoming school board meeting Convincing the principal to improve the nutritional value of the school lunch program Increasing the number of advanced placement courses offered at the school

17 Step 3: Build Our Network Start by talking about the issue Speak with parents about the importance of the issue Tell them how they can help Invite them to become involved Build a network of supporters

18 Step 4: Target Our Efforts Use our volunteers effectively, by wisely targeting our efforts Rally supporters of the issue Don t focus on changing strong opponents Focus on the undecided help them understand why they should support the issue

19 Step 5: Develop an Appealing Message A persuasive message Is short and to the point Easy to grasp and understand Gives three solid reasons for supporting the issue Gets a positive response from people

20 Step 6: Evaluate Results Evaluating our strategies and actions Provides a check and balance on our efforts Allows us to be flexible to change course if tactics aren t getting desired results Helps us know what works well Lets us build on our efforts over time

21 Ways PTA Members Make Their Voices Heard Meeting with principals to create a parent involvement plan for the school Meeting with the district superintendent to express concerns about proposed changes in curriculum Testifying before school boards about important district-wide policies Supporting a local school levy by recruiting and organizing volunteers

22 Advocacy Is Fun! Advocating for change can be a long process. We promise to Report regularly on progress to help parents and volunteers see the small wins along the way Feed our volunteers with enthusiasm, encouragement, feedback, and treats! Celebrate our success!

23 Creating Your Grassroots Advocacy Campaign Step 1: Identify the problem. Step 2: Turn the problem into an issue campaign. Step 3: Create your strategy. Step 4: Advocate by taking action!

24 Identify the Problem

25 Turn the Problem Into an Issue Campaign

26 Create Your Strategy Five Basic Elements of Strategy Goals Organizational Considerations Constituents, Allies, & Opponents Targets Tactics

27 Use Your PTA Strategy Chart GOALS The victory you want to achieve. ORGANIZATIONAL CONSIDERATIONS What you have to put into the fight (time, money, etc.), and what you want to get out of it organizationally (how will others perceive you/the PTA). CONSTITUENTS, ALLIES, OPPONENTS Who else cares about this problem enough to join in doing something about it? Who will not agree with you on this issue? Who does it impact? TARGETS Those who can give you what you want. Always a person. TACTICS The things that you and your constituents and allies must do to get the decision-maker(s) to make the decisions that will allow you to achieve your goal.

28 Strategy Development: Goals Goals are the victories that you want to achieve. Long-term Intermediate Short-Term (Partial Victory)

29 Strategy Development: Goals Long Term May extend beyond this particular campaign Healthy Children, Healthy Future Prevent addictive behaviors in youth Strengthen the Family Smoking Prevention and Tobacco Control Act Get a federal/state/municipal ban on the sale and marketing of flavored tobacco products including non-cigarette smoked tobacco products and smokeless products. Intermediate - What you want to win now Get retailers to voluntarily restrict the sale of flavored tobacco products. Short Term A step toward your intermediate goals Raise awareness regarding the dangers of flavored tobacco products including non-cigarette smoked tobacco products and smokeless products.

30 Strategy Development: Organizational Considerations What will your organization invest in the campaign? Resources Talent, Time, Treasure How will the organization be stronger as a result of the campaign/effort? Organizational Gains new members, greater community profile, return to our advocacy mission

31 Strategy Development: Constituents, Allies and Opponents Constituents Who cares about this issue. Allies Be clear why. Why would the target be concerned about this group? Who/which orgs would support this issue, but would not be members? Opponents Who will oppose you? Be clear why. How will you prepare for this opposition?

32 Strategy Development: Targets Targets are always a person, not a board or group. Targets are always decision-makers who have the power to address your concern with certainty. Primary Targets Generally, these are elected officials. But that depends on your community and your issue/intermediate goal. He/she is the ultimate decision-maker. Secondary Targets These individuals can influence or direct the primary target to act in your favor. Consider their power as leverage.

33 Strategy Development: Tactics Tactics are what the constituents (and sometimes the allies) use to influence the targets. Tactics are assigned to a specific individual or organization. They are creative. They demonstrate your organization s power.

34 Use Your PTA Strategy Chart

35 Activity

36 Federal Public Policy Priorities Special Education Early Childhood Education Education Funding Child Health and Nutrition Juvenile Justice and Delinquency Prevention Family Engagement and General Education School Safety

37 State Policy Priorities Funding Early Childhood Education Voucher Funded School Accountability Assessment and Testing Support of Health & Wellness to Reduce Childhood Obesity Child Trafficking Response to Sexual Harassment & Sexual Violence Reform of School Policies Regarding Zero Tolerance

38 Visit PTA.org to stay connected! Site map for our programs, tools and resources Social media (Facebook, Flickr, Instagram, LinkedIn, One Voice Blog, Pinterest, Twitter, YouTube)

39 Policy Updates and Resources Federal Legislative Chairs (FLC)/State President listserv Bi-monthly FLC conference calls Federal Policy Action Alerts PTA Takes Action Newsletter Florida PTA and PCCPTA Newsletters PTA Social Media Issue-specific webinars on Public Policy Agenda National PTA Legislative Committee Government Affairs Staff Special Education: Elizabeth Rorick General Education, Education Funding, Family Engagement, Children s Health and Nutrition, Early Childhood Education, Juvenile Justice, School Safety: Jessica Seitz jseitz@pta.org Grassroots Advocacy: Matthew Evans mevans@pta.org Florida PTA Legislative Chair: Angie Gallo legislative@floridapta.org PCCPTA VP, Advocacy: Lawrence Clermont advocacy@pccpta.org

40 You Can t be Heard, Unless You Speak! The motion is made and seconded that we stick our head in the sand.

41 Each day that you fail to advocate, Each day that you ignore an act of discrimination, Each day you accept another injustice, You accept a society that is going to kill your children. - William L.E. Dussault

42 Questions?

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