Articles

After the Lobby Day: Building on that New Relationship

By Robert E. McLean, CAE
ASAE's Government Relations

Association grassroots lobbying programs across the country are full of one-time wonders: grassroots lobbyists who come to Washington, attend a training class, get their picture taken with a Member of Congress, and never do another thing to support the legislative agenda until time for next year's trip to DC.

How does this happen? Often the source of the problem begins with the DC training class, when the government relations staff fails to stress often enough the need to follow-up back home, after the lobby day. The problem gets worse when we fail to talk early and often with our grassroots network members and track their progress in achieving their grassroots goals. Our job is to remind them—in letters, emails, newsletters and during local and regional meetings and conventions—that coming to Washington is only Step 1 in a long, multi-step relationship-building process.

Raise the GR Department's Profile

Keeping the spotlight on your legislative agenda and your grassroots lobbyists engaged after the Lobby Day requires that you keep their attention. To do that you need to raise the profile of your Government Relations Department and the association's agenda. Start with emails to each lobby day participants, thanking them for their participation, and reminding them of the work yet to be done. Letters (yes, the old-fashioned kind) from your national officers to the grassroots network leaders will also help ensure their continued participation. Recognize and reward all of your network participants often—and pay special attention to your local, state or regional network leaders.

During your lobby day you told your network members about your legislative agenda. Now use your newsletters and magazines to keep them informed of changes to the agenda. Keep a scorecard of cosponsors of that bill you endorsed. Report on hearings and your testimony. Talk about the meetings you've had with key committee members and leaders. And ensure that your legislative agenda is on the agenda of every local, state and regional meeting—even if only for a few minutes.

Set Goals—And Reward Those Who Reach Them

Another part of your DC training was explaining the need to follow-up back home. Help your network leaders structure and monitor those activities by asking the network members (not telling them) to set grassroots goals like these:

• How many emails and phone calls will you send to the LAs responsible for your issue in the office of your representative and both senators?
• How many times and when will you meet with you representative and both of your senators back home before next year's meeting in Washington?
• How many site visits will you schedule for all three members or their staffers?
• How many letters to the editor or op-ed pieces will you submit to your local newspaper?
• How many new grassroots network members will you recruit for the program?

Once you get your leaders to set their own goals, periodically ask for progress reports. Your members have busy, complicated lives that always compete for time and attention. An occasional reminder from you that their work for the association is important can help ensure that your goals get done. As important, when someone achieves those goals, let other know about it. Ask your best activists to stand and be recognized at meetings or conventions. Give them a plaque, special lapel pin or other physical recognition of their hard work.

Share Success Stories

Some grassroots network members need proof that persistence pays off—so give it to them. When you hear about how one of your activists got a meeting with a member of Congress or persuaded that representative or senator to cosponsor a bill, tell your network members about it in your monthly or quarterly network newsletter or your column in the association magazine. Here's another opportunity to recognize and reward your network members and to show others that they too can help you achieve your legislative goals.

Robert E. McLean, CAE, is president of REM Association Services, an association management company located in Arlington, VA (near the nation's Capitol). He is a former member of the leadership of the AMC Institute and is currently in a leadership role with the American Society of Association Executives. McLean is a registered lobbyist who trains more than 5,000 grassroots lobbyists annually. REM manages numerous nonprofits, including national associations, societies, and foundations. The AMC also has several consulting clients, frequently facilitating strategic planning programs.