Articles
Planning Your First Washington Lobby Day, Part I
By Robert E. McLean, CAE
ASAE's Government Relations, March 2003
Springtime in Washington--you can tell it's that time of year with the blooming of the cherry blossoms and the arrival of hundreds of grassroots lobbyists on Capitol Hill, many trying to decipher the room numbers in the House and Senate office buildings. Across the past decade, more and more groups have brought their legislative network members to Washington, and for good reason.
An annual Washington training seminar and lobby day is an excellent opportunity for information, motivation, and action. Participants hear the latest news on your issues and receive training tips on effective lobbying techniques, then immediately put it all to work by visiting their representatives and senators.
While these events are enormously effective, they also mean a lot of work for an association's staff. And because so many individuals and organizations now visit Capitol Hill each year, grassroots lobbyists are in fierce competition for the time and attention of the members and staffers with whom they meet.
Which organizations will be remembered? Those whose legislative activists receive clear instructions, understand the legislative process, and are trained to deliver clear, concise legislative information. The process for implementing your first lobby day is very similar to organizing a convention or training seminar. Short- and long-term planning are essential, as is focusing on your main objective: producing an event so successful that attendees will tell others about it, ensuring a bigger audience at your second annual lobby day.
Budget
How much do you have to spend on this project? The answer will help you decide whether you'll pay for any of your members' expenses, what meals and breaks you'll offer, the quality of your speakers and trainers, and the length of your event. Although we'd all like to pay for some of our members' travel costs, it's rarely feasible. Getting your members to pay some or most of their expenses, however, does have its benefits. If it's on their nickel, they will likely take the event more seriously and be more active participants. Your job is to make sure they arrive on the Hill prepared--and leave for home feeling they've contributed to your organization and its legislative cause.
When setting registration fees, follow the same practices you would for any other association event. For example, offer two tiers: one for early registrants, and a higher fee for latecomers. This technique will encourage early registration. And don't be afraid to include a cancellation fee.
Timing
Many associations like to bring their members to the nation's capital in the spring. Considering the weather this time of year, it's understandable. However, you'll also run into the highest hotel rates. If your issues are tied to the appropriations process, an event held after Labor Day may be more effective and economical. Avoid coming too early in the year--and always be aware of when Congress is in recess.
To save money and increase attendance, plan your event as far as one year in advance. When hotels know you're desperate for a location, you'll pay a premium for meeting space and room nights. More important, your members lead busy lives and have limited budgets; they need advance warning to plan their work and travel schedules.
Want to encourage strong attendance at your second lobby day? Announce the dates during your first. You'll also get better hotel rates by negotiating for two years.
Event Design
Now that you've picked the time of year, what time of the week is best for a lobby day? Little legislative business is done on Mondays and Fridays, but with most of your members flying to Washington, reasonable airfares are critical. A Saturday night stayover, required for discounted fares, also ensures that members will get to be tourists for at least one day. If grassroots lobbyists have fun on and off the Hill, they're more likely to return next year.
Leave Sunday mornings open for those who want to go to church or tour the museums. Offer a half-day of training or a networking event on Sunday (your budget will be your guide). Schedule another day or half-day of training on Monday, with Hill visits Monday afternoon and Tuesday.
The Venue
Where you hold your event has an enormous impact on your budget, but it may also influence members' decisions on whether they'll return next year. Hotels nearest Capitol Hill are usually the most expensive, so look for a location with easy access to a Metro line. Can't afford a D.C. venue? Crystal City and Rosslyn (Arlington, Virginia) offer airport accessibility, lower rates than Capitol Hill, and convenient Metro stops.
Marketing Plan
New association events usually start small, and lobby days are no exception. But a well-designed marketing plan will help you increase attendance, especially at your first lobby day. Get the message out via mail, e- mail, and at the podium during other association events.
Announcements about this inaugural event must come from association leaders. Their involvement is a clear signal that the legislative program is important, and that the lobby day is an event everyone must attend.
Making Appointments
First-time visitors to Capitol Hill will expect a lot of help from you, but one area where you must insist on their active involvement is in making appointments with their representatives and senators. Even if you have staff members who could help, don't let them. Your members must understand the environment they're about to enter, and talking with schedulers and legislative aides on the phone before they arrive on the Hill is an important part of their education.
Tell your grassroots lobbyists when to call, who to ask for, and what to say. Advise members to request meetings several weeks before their visit, and to expect voice mail and delays. Let them know that having to make follow-up calls is routine. Encourage them to confirm dates, times, and room numbers with faxed letters or e-mails. And be sure they give schedulers their cell and hotel telephone numbers. Let them know that last-minute changes and cancellations can, and usually do, occur.
The Next Step
Once you've set the budget, dates, venue, and appointments, the hardest part of the planning is complete. But there's still plenty to do: setting the agenda, creating and printing documents, inviting speakers, and tons of last- minute details.
