Articles

Size Wise: Getting Members Involved in Grassroots Lobbying

ASSOCIATION MANAGEMENT, April 2005

Are you having a hard time getting your members to dedicate time to your programs? Perhaps you haven't created the right one. One of the easiest programs to create, even when working on a shoestring budget, is a grassroots lobbying program.

Every association has a group of individuals who follow their state legislatures, Congress, or the current elections. A grassroots lobbying program offers an outlet for this interest and a way to help the association at the same time.

The specific type of grassroots program you establish will depend on your financial and human resources. The easiest kind of effort to launch is an informational program, offering legislative and regulatory news to members.

No matter the scope of your grassroots lobbying program, you'll need to invest time and resources to educate your members about the way the program works and what you hope to achieve. The following steps are key:

1. Refresh their memories. Help those members who have lots of interest, but need a refresher course on the basics of the legislative and political processes--and perhaps even your specific issues.

2. Communicate your goals. Explain the barometers for success in your program. Temper member enthusiasm by explaining the process and the players, how you'll define success, and how long that may take.

3. Teach them how to be good grassroots lobbyists. Make sure they know how to communicate with legislators and staffers who may be inexperienced and have little, if any, knowledge about your industry or your issues.

4. Explain any limitations your association's nonprofit status might impose. Based on your status, your grassroots network volunteers may have to limit their activities to education only. Organizations with 501(c)(3) or 501(c)(4) status can only conduct limited lobbying, while 501(c)(6) groups can lobby and contribute to political campaigns.

A grassroots lobbying program can engage those members who need a new reason to get involved and provide another reason for membership renewals. You can create a small program quickly and easily and help your association achieve its long-term strategic goals. What more could you ask of a new program?

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. ASAE's core purpose is to advance the value of voluntary associations to society and to support the professionalism of the individuals who lead them.