I don’t know about you, but I’ve always struggled more in the creative process when I’m starting with a blank page. There’s something about a skeleton document that can at least kickstart your efforts – and that rings true for summer advocacy event planning. If you’re looking to move past that blank page, this post is for you!
Since we’re just around the corner from the unofficial start to Summer, I thought I’d help you with 5 keys to a successful event from the perspective of a congressional staffer. I’ve seen some really great, and some really bad efforts. I hope you’ll see these keys as a tool in refining your own plans for this coming events season. With any luck these can be the outline you need to get rolling.
- Have a Clear Objective
Right now, members of Congress and state legislatures are getting bombarded with requests for their July and August recess weeks. They’re filling up their calendars, with every intent to stay busy from dawn to dusk most days. During these jam-packed district periods, they maximize every moment (even those in the car). And while this presents an opportunity for more groups to engage, you have to ensure your organization will stand out from the crowd.
The sure fire way? Have an actual purpose for their visit. This seems obvious right? You would be SHOCKED to know how many times I’ve seen professional political staff walk away from one of these district visits asking the question: why did we just do that?
You’ll find it helps you stand out to deliver a bottom line up front (BLUF) in your meeting. The visiting official should hear directly from you a) what they will see; b) what it means to your organization; and c) what you’re asking them to take away from the meeting. Maximize your opportunity within their compressed schedule – deliver a BLUF.
2. Plan to Start Late and Run Short
Remember how they’re booking from dawn to dusk? Well, just like you and me, they experience hiccups along the way. Between the occasional travel delays, and the more predictable event overruns, you need to be prepared to have a compressed window within your event. You’ll never know when a frazzled staffer will ask “do you think we can make up for some lost time in our schedule?”
Here’s the deal, it’s just as hard for that staffer to ask that question as it is for you to answer in the affirmative. Do not dismiss the good will you can build by being flexible within your event timeline. The folks who’ve done that for me in the past stood out. They were able to adjust on the fly, deliver a coherent meeting AND earn the appreciation of a decision-maker. Those are pretty good wins if I do say so myself.
3. Don’t Forget That an Indoor Event is GREAT
Ya’ll it’s hot. I know that’s not news, but somehow July and August events take a turn toward the outdoors. And that would be fine IF most staffers and elected officials didn’t feel obligated to be in full business attire all day. So, if you can, stick to the air conditioned spaces.
(Side note: This is probably NOT the ideal time to invite them to tour a steel plant where temperatures soar and suits get drenched from the inside out.)
But if you must be outside for your event, communicate that to the participants and clarify the dress code. Your elected official will be grateful that the you and their staff allowed time for a wardrobe change in the day’s schedule.
4. Displays are Fine, People are Preferred
This one can’t be overstated: face to face time with real life voters is more valuable to a politician than just about anything else. Studies show that folks who meet and shake the hand of their elected official are significantly more likely to support them and actively promote them within their circles of influence. If you want to really stand out to a candidate, prioritize time within your event for them to engage with voters from their district.
This means you may need to shorten your tour of the production line and opt for a pause to allow your employees to engage in a miniature town hall. These off-the-cuff conversations (when delivered well) will absolutely stand out to the staff and official alike. Prioritizing people in your event will earn you invaluable credibility.
5. Deliver a Coherent Ask
Lastly, we’ll revisit a point from #1. Early in the event, you successfully delivered the expectations of the meeting: what will be seen, what it means to your organization, and what you’ll ask of the member. Now it’s time to bookend the meeting and reinforce that ask.
Unfortunately too many groups beat around the bush. “We’d love to have your continued support of our industry.” Ok, that sounds great – but what does it mean? Your team needs to identify a clear request. Whether it’s submitting a letter of support for a grant, co-sponsoring a specific piece of legislation or joining a caucus, you should never forfeit the opportunity to give the decision maker a clear, definable, and achievable call to action. This particular deliverable will open the door for you to follow-up with staff in the future and prevent the dreaded question: “why did we just do that?”
Organizations of all shapes and sizes can engage in meaningful in-person visits in the coming months. I hope these 5 tips can help you stand out. Need more specifics? Send me a note to luke@partofthepossible.com and I’ll be happy to give some tips and tricks.
Part of the Possible 