T 0207 426 8888 E insight@nfpsynergy.net W www.nfpsynergy.net
May 2014 Karen Barker, Andrea de Ruiter, Tim Harrison
Nine campaign tactics for charities to consider before a General Election
Nine Things For Charities to Consider Before a General Election
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Contents
Section I: Executive Summary Section II: Three easy wins for charities campaigning at the national level 1. Start talking to candidates early (like, yesterday) 2. MPs will only support campaigns that are credible 3. Be memorable Section III: You may be thinking global, but MPs think local: Three ways to give your campaign a local connection 4. Invite all candidates to local events or meetings 5. Make briefings relevant to constituency 6. Email and postcard campaigns from constituents can be effective if done the right way Section IV: Three things to watch out for 7. Dont overload or overcomplicate 8. Avoid being partisan 9. Lastly, remember: MPs are people too! Section V: Summary and conclusions
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Section I Executive Summary We have combed through the comments we received from MPs in this years Charity Parliamentary Monitor to get a sense of what campaigning tactics used by charities are the most effective. From this data, we have compiled nine things for charities to consider in their campaigns in the run-up to a General Election: 1. Talk to MPs early and often in the run-up to a General Election. If you wait until after the manifestos have been written, your chances of influencing policy are greatly diminished. 2. MPs will only support credible campaigns. You demonstrate your credibility through the quality of your evidence, showing you have the correct expertise to speak on a particular issue, and co-ordinating your message with other organisations in your sector. 3. Make sure your campaigns are innovative and/or garner a great deal of media attention as these are more likely to get support. 4. Invite all candidates to events or meetings your charity runs in their constituency. 5. Make briefings you give to MPs relevant to their constituency. This could be done by using local case studies, or including information about services your organisation provides in their constituency. 6. If you ask your supporters to email or write a postcard to their MP, encourage the writer to personalise the message. The more investment and connection a constituent displays in the campaign, the more likely it is to grab an MPs attention. 7. Avoid overly long or complicated briefings. 8. Avoid showing (or appearing to show) partisan bias. 9. Avoid failing to respond to feedback or concern from the MPs you reach out to.
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Section II Three easy wins for charities campaigning at the national level
In this section, we explore three key ingredients to effectively engage MPs with a national campaign.
1. Start talking to policy makers early (like, yesterday) If your charity is not already talking to policy makers about their policy priorities for the 2015 General Election, it should be. Work on the party manifestos is already well underway, and will be ratified at the autumnal party conferences this year. Feedback from MPs across all three main parties have made it very clear the most effective time to lobby for future national policy is during the manifesto drafting process. One Conservative MP summarised that charities should contact [MPs] long before the general election as lobbying should have been done a long time before the GE at the policy formation stage. A Liberal Democrat MP agreed that lobbying should be directed at those drafting manifestos as most other campaigning is simply too late.
Another Conservative MP commented that manifesto commitments have the best chance of action post-election. A Labour MP put it even more bluntly: If its not in the manifesto[,] parties can ignore it. The window for influencing manifesto policies is closing quickly, so the time to reach out is now.
2. MPs will only support campaigns that are credible The credibility of a campaign can be broken down in two main ways: how credible is the charity (or ideally charities) presenting the campaign and how credible is the evidence they are using to support the campaign?
The quality of your campaign and evidence is a top concern for MPs, with 20% of our total sample of MPs citing it as an effective campaigning tactic.
You must have both solid and compelling evidence to support your campaign. Depending on the campaign, this could include case studies to give a human face to a campaign and/or robust statistics. One Conservative MP said statistics back up campaign messages while a Labour MP said their use presents a context in which to frame the campaign.
Another important factor in giving a campaign context involves demonstrating clearly that you have the expertise required to be speaking on a particular issue. This may involve demonstrating that the campaign grew out of your current work Nine Things For Charities to Consider Before a General Election
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with beneficiaries or research you undertook as part of your core mission. One Conservative MP explained the best way for charities to display authenticity was to do the job well, and not just campaign as well as demonstrate that their organisation lives by the values they preach. Another Conservative MP also highlighted the importance of showing your campaign connects to your charitys expertise: Stick with the purpose for which it [your charity] was established. In other words, for a campaign to have the most resonance with MPs, it must be clear to them how it connects to, and strengthens, your core mission. Your credibility with MPs is also clearly tied to demonstrating you are effective at meeting your core mission, beyond campaigning.
An easy way to boost the credibility of a campaign (especially for smaller or lesser known charities) may be to partner with other charities in your sector. One Labour MP said charities should: co-ordinate with other charities on one message as fragmentation weak[ens] message. The more charities you can rally to your cause, the more credibility your campaign will have in the eyes of MPs.
Lastly, to be effective a campaign needs to make clear why you are targeting MPs. This links closely with the need to have specific asks in a campaign, which we will return to in section IV.
3. Be memorable MPs are constantly inundated with information and campaigns, so anything you can do to make your campaign memorable will make it more likely to succeed. This could be done several ways: through innovative campaigning, and/or campaigning that reaches a wide audience. One Labour MP suggested that imaginative campaigning is effective because it grabs attention.
MPs across all three major parties stressed that getting coverage in local or national media could go a long way to garnering attention. Use of media, both through news coverage and paid advertising was cited by 13% of MPs as an effective tactic. This tactic was more popular with Labour MPs, with 18% advocating media use and was additionally mentioned by several Liberal Democrats.
One Conservative MP explained big media support was important as MPs are so over bombarded with charity campaigns and surveys that they take more notice of mainstream media coverage. As with any supporter, an MP is probably more likely to remember a campaign if they see it multiple times, so media coverage and advertising could be important supplements to more direct campaigning. For smaller charities that lack the resources or profile for a national campaign, getting local media coverage of your campaign can still help you get the attention of MPs especially in the run-up to an election, when they will be monitoring local news closely. Nine Things For Charities to Consider Before a General Election
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Conclusion The three key things to remember with a national campaign are: 1. Talk to MPs early and often in the run-up to a general election. Realistically manifestos will be influenced by your work in parliament over the last four years, but now is the time to hammer this home. If you wait until after the manifestos have been written, your chances of influencing policy are greatly diminished. 2. MPs will only support credible campaigns. You demonstrate your credibility through the quality of your evidence, demonstrating you have the correct expertise to speak on a particular issue, and co-ordinating your message with other organisations in your sector. 3. Innovative campaigns and/or ones which garner a great deal of media attention are more likely to get support.
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Section III You might be acting global, but MPs think local
The top choice tactic across all MPs was to ground issues in MPs and candidates constituencies, with 30% of the total sample mentioning this tactic.
What does this mean, exactly, and how can your charity do this? In this section, we consider three simple ways to ensure your charity has the local connection which will make MPs and candidates take note.
4. Invite all candidates to local events or meetings An easy way to raise your profile with current and future MPs is to invite all candidates to events in their constituency. This could be anything from inviting them to visit a project or centre your charity runs in their constituency, or an annual event you run in their local area. The key to securing candidates attendance is communicating effectively that this event will be an opportunity for them to meet constituents. Its important for you to remember, and convey, that your charity is in contact with a large number of candidates constituents in the form of your staff, supporters and beneficiaries. Inviting candidates to events is therefore a win-win. Charities are able to showcase to candidates the great work they do, and candidates gain an opportunity to meet constituents. Inviting every candidate is important for several reasons:
Engaging with candidates is vital. As one MP put it: They will be the next MPs. Candidates may have more time than sitting MPs, and will relish any opportunity to meet constituents. Other candidates attending an event may make it more likely an incumbent will make the time to attend, especially in closely contested constituencies. As explored in more detail in section IV, MPs dislike charities to appear partisan. By inviting all candidates, charities can gain valuable face time with present and potential MPs, without favouring one party over another.
If your charity is thinking of inviting candidates for a site visit or event, it is important that you ensure this event will be well-attended. This displays both that your charity is well supported by constituents, and also makes it more likely MPs will accept invitations in the future. Moreover, knowing how many constituents will attend, tells MPs exactly what influence their presence could have. As one Conservative MP commented, Do not hold public meetings unless they are going to be well attended. Because otherwise candidates will stop bothering to take an interest.
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Events that provide a photo opportunity for candidates will be all the more enticing to candidates on the campaign trail (or indeed at any time).
5. Make briefings relevant to constituency There are several key things that MPs want from briefings from your charity. Many MPs stressed the importance of keeping briefings clear and concise (for more on what that means see section IV). Secondly, MPs were keen to stress that briefings that clearly connect the work of your charity with their constituency are more likely to be well received. One Liberal Democrat MP explained that charities need to find ways in constituencies to localise what they do as the national picture can often seem distant but people become more aware if there is a local angle. One Labour MP suggested including local case studies to highlight campaigning issues, and to raise the profile of charities in the community.
Another Labour MP suggested it was helpful for charities to provide specific local information as MPs like to see and use information, examples and campaigns that work locally. MPs surgeries can serve as key referral points for local services, so make sure MPs (and their staff) know about programmes or resources you offer in their area which may be of use to their constituents. This gives your charity a vital referral route to potential beneficiaries, while also reminding MPs of the important work you do.
Lastly, consider asking your supporters to act as ambassadors on behalf of your charity when approaching an MP or candidate. Do you have supporters, staff or beneficiaries in an MPs constituency who would be willing to brief their MP on a specific campaign or even about your charitys local work generally? As one Liberal Democrat succinctly explained it, the most effective communication involves getting local members [of your charity] to talk to local candidates as they have [the] vote.
6. Email and postcard campaigns from constituents can be effective if done the right way Email and postcard mailings from constituents can be an effective way to raise the profile of a particular campaign. Letter, email and/or post card campaigns were mentioned by MPs from all three political parties as an effective way to campaign, with 18% of the total sample citing them as an effective tactic. This is because, as one Labour MP put it, MPs cant ignore [the] postbag. Other MPs from across all three major parties felt that a mailing campaign mounts pressure (Conservative), brings attention (Conservative) and is always noticed (Labour).
However, mailing campaigns were also one of the most often cited tactics to avoid across all parties. The difference between mailing campaigns that are seen Nine Things For Charities to Consider Before a General Election
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as effective, and those which are seen as a nuisance, seems to be the level of engagement required from constituents. The campaigns to avoid were ones where the mailings were described with adjectives such as viral, template, mailshots (Conservative), edm (Labour), mass and standardised (Liberal Democrats). One Liberal Democrat MP explained that mailings that the constituent had obviously not invested much time in were likely to be ignored: I have had plenty of Dear [fill in name of MP] emails that go on to say that I am desperately concerned by... You and your supporters are diminished by that message of thoughtlessness. It makes it very easy for recipients to be dismissive. In other words, MPs understandably feel that if your supporters cannot be bothered to write in the MPs name on an email template, they may not actually be that invested in the campaign.
The key to an effective mail campaign may rest on focusing on quality, not quantity. While you obviously want to make the process as simple for your supporters as possible, try to find ways to encourage supporters to display their engagement with the campaign. With postcard campaigns, this could be encouraging supporters to write in their own short message of support, or explaining why this campaign is important to them. In an email campaign, explain to your supporters that the more personal a message to an MP is, the more impact it will have. This could mean simply providing supporters with key points which they can convey in their own words, rather than providing them with a template.
Conclusion MPs and candidates with an eye on an election will be most concerned about issues that affect their constituents. Showing your campaign both benefits and is supported by voters in their constituencies is the simplest and best way to grab an MPs attention and claim their support. It is therefore vital that your campaign makes a local connection whenever possible. This can take many forms, from recruiting local ambassadors to brief MPs on your behalf, to using regular events as an opportunity to engage local candidates and MPs. It is also important to consider the quality of the engagement with an MP over the quantity. One constituent taking the time to attend an MPs surgery to explain why your campaign is important to them and other local people may have far more resonance with an MP than a dozen template emails.
Three ways to make the local connection are: 4. Invite all candidates to local events or meetings. 5. Make briefings you give to MPs relevant to their constituency. This could be done by using local case studies, or including information about services your organisation provides in their constituency. 6. If you ask your supporters to email or write a postcard to their MP, encourage the writer to personalise the message. The more investment Nine Things For Charities to Consider Before a General Election
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and connection a constituent displays in the campaign, the more likely it is to grab an MPs attention.
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Section IV Three things to watch out for
7. Dont overload or overcomplicate MPs are very time-poor and have stakeholders constantly competing to barrage them with information. Therefore, your charity accomplishes nothing by making briefings and campaigns over-complicated or long. Keep briefings clear and concise, both in explaining the issue and asking for specific next steps from the MP. One Conservative MP explained it thus: Lots of information given during election year. Contact needs to be short and pithy. Other MPs described effective briefings as a few simple points, short relevant and one message. Many MPs also highlighted the importance of having a clear ask. Your campaign may be compelling, but will have limited impact if MPs are unsure of what concrete actions they can take to support you. As one Labour MP explained, clear actions points are vital, as No action points harder to implement. Vague discussion [is] no use. Another Labour MP said that campaigns must be clear about what [they] hope to achieve as this will feed into programme of next government. One Liberal Democrat MP highlighted the importance of both brevity and clarity: What outcome do you want? How many words will you take to say it? Your charity needs to be crystal clear before you approach MPs about what next steps you want them to take.
8. Avoid being partisan Campaigns that could be perceived as partisan were strongly advised against by Conservative MPs, and were also mentioned by a Liberal Democrat. Interestingly, this was not mentioned by any Labour MPs, which may mean this is more of a concern for members of sitting governments than those in opposition. Amongst Conservatives, partisan arguments or campaigns came out as one of the top tactics to avoid with various MPs advising charities to not be political as it puts people off or not be obviously politically biased as it causes a great deal of resentment. A Liberal Democrat MP was also concerned that engaging in party politics damages their [charitys] independence. These concerns may be yet another reason for charities to ground campaigns in constituencies. By making it clear that a campaign has grown from supporters concerns, not a partisan agenda, charities can demonstrate their local connection to MPs without damaging their independence. These concerns also highlight again the importance of inviting all candidates in a local election to charity events or site visits, as this is a simple way to demonstrate your cause is party-neutral.
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9. Lastly, remember: MPs are people too! An important thing to remember in any interactions with MPs is that in many ways, they are like any other potential supporter. If they are going to lend support to your charity or campaign, they need to know you are credible, reliable and cost-effective. If a media story affects wider public perceptions of your charity or charities in general, MPs will also likely be aware of it. One example of this is illustrated by a Conservative MPs concern that charities need to be accountable: People generally appreciate charities aims, but many worry that their money will be wasted on CEO salaries and bonuses. Charities need to be as honest and accountable as they can to attract money.
Like supporters more generally, MPs were keen for charities to demonstrate they were spending their money wisely. It is vital that charities understand that many MPs perceive campaigning techniques that they feel are ineffective to also be a waste of money, which further alienates them from the cause.
Some MPs were also keen to highlight the importance of matching the message to the correct audience. As one Liberal Democrat MP explained it: MPs (and candidates) are not all clones or drones, nor do they all have the same values. They ARE all good at spotting dross, and, swamped by stuff, will weed ruthlessly if material fails to engage. Show some sensitivity in your communications. Another Conservative MP echoed the sentiment: Dont waste my time or their money if I have no obvious interest/constituency issue. As with any supporter, it is important for your charity to listen and respond to the feedback you receive from MPs you engage with. This may sometimes mean recognising when an MP is unlikely to ever support your campaign or cause, in order to focus your limited resources where they will have the most impact.
Conclusion Three simple things to avoid are: 7. Overly long or complicated briefings. 8. Showing (or appearing to show) partisan bias. 9. Failing to respond to feedback or concern from the MPs you reach out to. Nine Things For Charities to Consider Before a General Election
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Section V Final thoughts
What do MPs think the ideal campaign would look like? From feedback from MPs, it is possible to imagine what their ideal campaign looks like: a coalition of cost-effective, non-partisan charities asking MPs to implement a particular policy that isnt going to cost anything, but will benefit their constituents. If your charity currently has a campaign idea that fits this profile, congratulations! More likely, your campaign will have some of these characteristics, but not all. It is important to keep this ideal in mind, in order to stress the aspects of your campaign MPs are likely to find the most compelling to overcome the aspects they may find more worrying (in the current climate, this may often be the cost of new policy interventions!).
Remember these tips beyond the General Election While this report has been tailored for charities considering their campaigning strategy before the 2015 General Election, these tips are good to keep in mind when engaging MPs at any point in the parliamentary cycle. Clear, concise, credible briefings to MPs are good practice at any time, as is an emphasis on the local connection of your work. Concerns raised by MPs about partisanship and lack of transparency by charities will also endure past the election. All of our tips are based on feedback from MPs across the three main parties, so no matter who finds themselves in power after 2015, our advice should stand your campaigns in good stead.
Focus on the local The importance of stressing the local connection may not seem possible to some charities, as tailoring the approach to every MP is obviously more time- and resource-consuming. However, as we have attempted to highlight throughout this report, there are low-cost ways to display your local connection. Inviting MPs and candidates to events your charity would be doing anyway in their constituency is probably the easiest and simplest way to do so. Charities should also not be afraid to utilise the passion and first-hand experience of their volunteers and beneficiaries as advocates on behalf of your campaign.
We feel all nine tips are important to keep in mind, but if you were to take away only one point to remember from this report, it is the one summarised by a Labour MP, echoing the sentiments of dozens of other MPs in the run-up to a general election: All politics is local.
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