MACEMidwest Association of Chamber Executives

November 10, 2016

SURPRISE!!!PRESIDENT ELECT DONALD TRUMP

Webster’s Dictionary defines lobbying as:To conduct activities aimed at influencing public officials and especially members of a legislative body: To promote or secure the passage of legislation by influencing public officials: to attempt to influence or sway towards a desired action.

So, lobbying is just influence peddling, right?

Wrong!

The true art of lobbying is the ability to make it easy for the decision-maker to make the decision you want them to make.

GUIDELINES FOR SUCCESSFUL LOBBYING

#1 The MOST IMPORTANT Lobbying Rule:

• Anything other than a YES is a NO.

#2 Clearly define your legislative objective first

“Define your win”• Are you trying to pass a specific piece of legislation

that will be helpful to your members?• Are you trying to kill a bill or rule that will be

harmful to your members?

#3 Create a campaign plan to achieve your objective• Not all bills/rules are created equal. Your strategy

and tactics should factor the degree of difficulty of the issue, and, or political environment, into the plan.

• Relationships are a tactic, not a strategy.

#4 Hire experts to help you win!• Yes, that’s a shameless pitch from a contract lobbyist, but

very important nonetheless.• You may need a General Consultant or Campaign Manager

to assist in drafting the plan and building the team. • Other potential resources include pollsters, PR consultants

and 3rd party validators to provide expert analysis on your issue.

#5 Establish the “need” for action• You must start by defining the problem that decision-makers

need to solve. Be prepared to push back on others that challenge your narrative.

• Make your case inside and outside the Capitol.• All messaging should be easy to understand, and ,whenever

possible, data-driven.

#6 Build a strong coalition!• Chambers can easily add allies from other business

related organizations. Also, consider allies from non-traditional groups such as academia and unions.

• Identify key influencers in your state and attempt to bring them into your coalition.

#7 Identify and assess your potential opponents• Once you create a list of potential opponents, then

determine if there are tactics that may neutralize or convert them to your side.

• If your opponents are ideologically opposed to your issue, then overwhelm them with data-driven facts in favor of your position.

#8 Identify champions on both sides of the political aisle• Having the Governor as your champion is Position A• You absolutely MUST have strong champions in the

majority party in both chambers, but you also need support from minority party members if possible.

#9 Consider your strengths and weaknesses• Recognize when it is best to play lead or step back

and play a support role.• Can business be the lead if you have a Democrat

Governor and Legislature?

#10 Measure your progress• Polling• Media: Earned media and Paid Media• Vote Count (by public statements by decision-

makers)

#11 Be nimble• You need to know when it’s time to make a deal.

There may be more than one way to achieve all, or a good share, of your objective.

• Just because you didn’t think of it, doesn’t mean it won’t work.

#12 Do the math• You need X votes to pass a bill in the house and Y

votes to pass it in the Senate. Keep a real-time scoresheet.

• Once you pass the bill through both houses you need to make sure you can get it past the goalie… or the Governor.

#13 A. B. C. − “Always be closing!”• You need X votes to pass a bill in the house and Y

votes to pass it in the Senate. Keep a real-time scoresheet.

• Once you pass the bill through both houses you need to make sure you can get it past the goalie… or the Governor.

#14 Be patient• Controversial issues often take more than one

session to accomplish.

#15 Win and lose gracefully• The butt you kick today may be the one you are

kissing tomorrow!

A Wisconsin Case Study: Transportation Funding

DRIVEStatewide campaignBusiness associationsEconomic development orgsCreate political support

Just Fix ItGrassroots movement built at the local levelOrganic growth through social mediaPro-transportation groupsLocal units of government

ACTION PLAN | Objective Secure an additional $750 million per year in new long-term funding for the Wisconsin Transportation Fund

#2 Clearly define your legislative objective first“Define your win”

ACTION PLAN | Goals Educate the public on the need for full funding of transportation, maintenance, repair and expansion

Create a favorable political climate for Governor Walker and conservative Senate Republicans to support new revenues for transportation

Reframe the debate with conservative media infrastructure in Wisconsin

#3 Create a campaign plan to achieve your objective

ACTION PLAN | Solution The solution for the transportation funding problem in Wisconsin requires the skilled management of a coordinated, cohesive, and consistent organizational platform.

Drive messaging in a directed and impactful package of advertising, media, grassroots and lobbying.

Deliver clear and convincing public support for transportation funding and the political momentum for a new long-term funding source.

ACTION PLAN | StrategyThe day to day business of the campaign will be managed by the WTBA-led oversight committee and Capitol Consultants 

An executive committee led by high profile political figures will be focused on promoting our key messages on a statewide basis

Professional polling, grassroots advocacy, social media, paid and earned media

#4 Hire experts to help you win!

Strategy | Message Development/DeliveryTo achieve our objectives and desired outcomes, the campaign must answer three questions:   Who are our targeted audiences to help us reach our desired

outcomes?

How will we reach our target audiences?

What do we say to our targeted audiences to inspire them to action?

#5 Establish the “need” for action on the issue

Strategy | Message Development/DeliveryWho are our target audiences to help us reach our desired outcomes?We have preliminarily determined four primary target groups: • Statewide 2016 presidential election voters in general.• Southeast Wisconsin (WOW Counties) 2016 presidential election voters.• Business associations, transportation dependent businesses, local

governments.• Legislative incumbents, candidates and their staffs

Sometimes you catch a break

#6 Build a strong coalition!

#7 Identify and assess your potential opponents

#1 Governor Scott Walker#2 Conservative talk radio#3 AFP-WI#4 MacIver Institute#5 Conservative Senators

Good data helps

#8 Identify champions on both sides of the political aisle

#9 Consider your strengths and weaknesses

#10 Measure your progress

#11 Be nimble

#12 Do the math

#13 A. B. C. − “Always be closing!”

MACEMidwest Association of Chamber Executives

November 10, 2016