Webinar Recap: The Digital Strategies You Need to Win Legislative Battles This Session | February 26, 2019

It’s no secret the face of issue advocacy is changing. Traditional lobbying tactics still matter, but increasingly, issue campaigns are won or lost based on the groundswell of support your cause gains online. Lawmakers contemplating tough decisions expect to hear from your supporters through the feedback you’re generating online–activism garnered through social ads, compelling microsites and landing pages, petitions and calls to action, and beyond.

Whether it’s playing defense by reacting quickly to a bill that crops up overnight on the Hill or laying the groundwork for a state or local issue campaign, having a comprehensive digital strategy to accompany your lobbying efforts is a must.

In this webinar, attendees heard from industry experts including Tyler Brown  (President at Hadron Strategies) and  Lucy Caldwell (EVP; Chief Strategy Officer at Crowdskout) on how to execute meaningful digital in your legislative battles across the country. With a new Congress in session and with many state legislatures already underway, attendees made sure their digital strategy is set up for success in 2019.

Tyler Brown’s Lessons:

1. The format of lawmaking has changed. There is now more access to lawmakers and lower barriers of entry to be able to contact them.
2. Strategically, it’s more important to create communication channels that operate together. All channels should be integrated–earned media opportunities, digital effort, etc.
3. The timing of an engagement can be more important than the scale of an engagement.
4. Understanding the way people handle news is extremely important. Spend time on this. Prioritize relationship-building between you and your audience.
5. “This issue is important to you—the user.” This is important to keep in mind because people typically have selfish behavior when it comes to societal issues. The individual wants to understand how the information is going to affect them.
6. Build a virtuous cycle of outreach to your supporters. Make sure to cultivate your audience in the off-season as well.

Lucy Caldwell’s Lessons:

1. Many legislative offices say that personalized emails have a large impact on decision packing. As few as 30 posts, if delivered at the right time, can be huge for voter decision making.
2. Lawmakers want to hear from supporters of your cause rather than your contact lobbyist.
3. Money is being deemphasized in campaigns. Legislative offices are truly relying on what you’re putting in front of them to decide their focus.
4. Driving true, organic contact is key.
5. Don’t get hung up on making all your news perfect. Figuring out how to best get news to your supporters is more important.
6. Commit to message testing. This will help you find the best timing for engagement as well as the messaging that will make a difference.

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