Tips for Starting a Chamber of Commerce Grassroots Program

Do you have a formalized grassroots program?

If not, you should.

A grassroots campaign is one of the three legged stool that makes up a strong government affairs program at your chamber.

And the other two, direct lobbying and a political action committee (PAC).

Laying the groundwork for a successful grassroots program is essential for any Chamber of Commerce.

Here are some tips to get you started:

Building a Strong Foundation:

• Define Your Goals & Priorities: Clearly identify the policy issues your chamber will advocate for. Align these with your members' interests and the community's economic well-being.
• Secure Board & Staff Buy-In: Get leadership on board with the program's importance. Allocate staff resources for effective management.
• Develop a Communication Plan: Establish clear channels to keep members informed about legislative issues, advocacy efforts, and calls to action.

Engaging Your Members:

• Identify Your Champions: Find members who are passionate about specific issues and willing to be vocal advocates.
• Educate & Empower: Provide members with information on legislative processes, effective communication with officials, and the importance of their participation.
• Utilize Technology: Leverage online platforms and social media to mobilize members quickly and efficiently.

Building Relationships:

• Identify Key Decision-Makers: Research and establish connections with local, state, and federal officials who can influence the issues you care about.
• Maintain Open Communication: Foster ongoing dialogue with elected officials to understand their perspectives and concerns.
• Highlight Member Impact: Showcase how your chamber's advocacy efforts benefit businesses and the community.

Use the above suggestions to start or upgrade your grassroots program.

3 Things to Consider When Creating a Grassroots Network

When it comes to creating a grassroots network, it’s important to keep your members involved, while having fun and know that they are making a difference for your organization.

How do you do that?

I’d suggest the following three things:

• Communication
• Activation
• Share your work/results

Communication

It’s imperative that you communicate on a regular basis with your grassroots army even when you may not have an issue that is hot.

Activation

Make sure you have an easy way to activate those grassroots participants that will go to bat on any specific issue.  Remember, you should be able to segment by issue so you’re getting the right message to the right people and that will show in their response to your call to action in a timely manner.

Share your work/results

Keep everyone apprised of the work that your grassroots army is doing on behalf of your membership and community at large.  Give them credit in your social media outlets, document that fly-in program with pictures and stories.  And celebrate the successes you’ve made.

In the advocacy business there are three elements to an effective program.  You can find that previous blog post HERE.

Advocacy: How To Write an Effective Letter-to-the-Editor

There have been a number of "How To's" on this subject matter over the years.

I'm reminded of the days I managed grassroots campaigns for corporate 500 companies and national trade associations across the country and we followed some pretty simple but effective rules.

First and foremost, the legislator's name and how you want the legislator to vote on the specific issue you're addressing must be in the first paragraph without fail.

That’s key!

Those two things in the first paragraph will get the attention of their staff and in turn it will end up on his/her desk to read, if your letter is published.

Second paragraph should talk about the issue in detail.  This is a great time to state the facts and any other information you want out in the public domain.

Close with the action item - vote for or against a piece of legislation. Again, this is key!

It's also important to put your full name and full contact information on this communication.  That's what makes it legit and hopefully published from the papers point of view!  And don't be surprised if you receive a phone call from the paper before they publish your letter-to-the-editor.

Your goal is to get your legislator to support your position. Don't let them off the hook and with the typical "I'll keep your views in mind" should this legislation come up for a vote response, if and when they reach out to you in response to your letter.

Remember, in the grassroots business, you're in the business of influencing a legislator to vote a certain way.  Once you've secured that vote, you move on to the next legislator (most campaigns are targeting multiple legislators at the same time).  That's how the successful grassroots campaigns are run.

While these are basic suggestions, it will give you a better chance of getting that letter-to-the-editor published.

And isn't that your ultimate goal?

Good luck!

Advocacy: Three Elements of an Effective Program

What role are you playing in the public policy arena on behalf of your members?

As chambers of commerce, isn't that our primary role to protect our small business members from government overregulation and help them grow their business?

If you're not in the advocacy business, you should be.

All the recent studies I've read, including the recent third edition of the Western Association of Chamber Executives (W.A.C.E.) survey from chamber members across the country are reporting that they want their chamber to play in the public policy space.  It's important to them.

I couldn't agree more.

Do you have a complete government affairs program?  Do you want to build one?  I've always talked about an effective government affairs program is like a three legged stool.

The three key elements are:

• Direct Lobbying
• Political Action Committee (PAC)
• Grassroots

Direct Lobbying

This is where you make direct contact with your legislator and talk about your issue.  The lobbyist is responsible for knowing the issue and the opposite side of the issue.  It’s important to share both sides and explain on why you’re on the right side.  Shouldn’t all issues be voted on the merits of the issue and what’s good for business?

Lobbying is about building relationships with your legislator and their key staff.  It’s just as important that they know you and ultimately check with you before voting on any legislation.  That’s a sign that you’re dialed in.

Political Action Committee

It takes money to get elected and re-elected.  PACs allow you to play an important role in supporting legislators who support your issues.  PAC money is the toughest money to raise so it’s important that you spend it wisely.

Do you have a set criteria laid out that is clear and transparent on whom you support?  If not, you should.  Chambers should be in the business of supporting legislators who support the business community.

Grassroots

While some may argue it’s the most important, rest assured you must have a robust grassroots program to allow you to be effective in the legislative process.  It shows that you have support from the business community on a specific issue.

In grassroots, we talk about key contact or broad based programs.

The key contact program is all about identifying key leaders within your organization and having them contact the legislator.  These individuals are already known by the legislator.  They already contribute to the legislator’s re-election campaign or maybe even campaign for them.

The broad based program allows you to mobilize your entire membership on a specific issue.

Both are important.

For your chamber, it's just good business being in the advocacy business!