shrm’s member advocacy program: what role can you play?

SHRM’s Member Advocacy Program: What Role Can You Play?

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Overview of Today’s Remarks:

> Advocacy – What is it and why is it important in today’s political environment

> SHRM’s Advocacy Program – Where are the components of a successful advocacy campaign

> With regard to Member Advocacy – Where we are and where we need to be

> SHRM’s Advocacy Team Initiative

> Conclusion and Q & A

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What Is ‘Advocacy’?

According to Webster’s Dictionary, the noun “advocacy” is defined as:

“The act of pleading or arguing in favor of something, such as a cause, idea, or policy; active support.”

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“Why is Advocacy Important?”

“America is not governed by the majority, but by the majority of those who participate.”

Thomas Jefferson

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“Can You Really Make an Impact?”

“A small group of thoughtful people could change the world. Indeed, it's the only thing that ever has.”

Margaret Mead

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Anatomy of a Successful Advocacy Campaign

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SHRM’s Direct Lobbying Capabilities

4 full-time lobbyists on staff:

Mike Aitken, Director of Government Affairs (immigration reform, etc.)

Lisa Horn, Manager of Health Care (health care and workplace flexibility)

Michael Layman, Manager of Labor and Employment Law (EFCA, ENDA, paycheck fairness, etc.)

Kathleen Coulombe, Manager of Tax and Benefits (COBRA, Sec. 127 benefits)

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SHRM Partnership Activities

Washington Outreach

• Governmental– Office of Disability Employment Policy– President’s Advisory Council on Financial Literacy

• Public- and Private-Sector Entities– Congressional Management Foundation– Congressional Black Caucus Foundation– Congressional Hispanic Caucus Institute– Congressional Quarterly– National Journal – Democratic Leadership Council– Republican Main Street Partnership– Families and Work Institute (FWI)

http://en.wikipedia.org/wiki/File:WhiteHouseSouthFacade.JPG

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Example of Paid Media

http://www.shrm.org/about/awards/Documents/100779_SHRM_Quad_WorkingEnviro_8x10%205.pdf

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Example of Earned Media

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Member Advocacy

SHRM’s Greatest Advocacy Asset!

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Member Advocacy

Over 265,000 Individual Members Located in Alexandria, VA – just 7

miles from Capitol Hill 50 State Councils & Over 575

Affiliated Chapters (most with a dedicated “legislative director”)

Our members are located in every Congressional District & State

4 staff Federal lobbyists, 2 member advocacy/state affairs staff, 1 legal/regulatory affairs staff person


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Member Advocacy


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Capitol Hill Advocacy Day during SHRM’s Employment Law & Legislative Conference

SHRM’s Day Inside the Beltway (DITB) and Day Inside the District (DITD) programs

SHRM’ HR Voice Letter-writing Program (Federal & State)

HR Issues Update e-newsletter

Member Advocacy

Opportunities to Showcase SHRM’s Greatest Asset

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Member AdvocacyThen and Where We Need To Be

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Increased Effectiveness

SHRM Government Affairs Team (GAT)

Mass Letter-writing

Capitol Hill Advocacy Day During Legislative Conference

Limited Days Inside the District

Sporadic Days Inside the Beltway

District-by-District Presence

Recurring, Tracked District Meetings

Tracked District Interactions (Phone Calls, Town Halls, etc.)

Enhanced Communication Flow to Chapter / Council / Legislative Directors

Mass Letter-writing to Continue

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Using Diverse Advocacy Strategies can be More Effective in

“Breaking Through the Dam” than Focusing on Only One

E-mail campaign

Phone calls from VIPs

Constituent visit

Town hall meeting

Congressional Management Foundation 2008 Findings

The Most Influential Communications are Personal

3%

3%

3%

15%

20%

30%

34%

44%

47%

60%

0 10 20 30 40 50 60 70 80 90 100

Form Faxes

Form E-mail

Form Letters

Lobbyist Visit

Phone Calls

Individualized Faxes

Individualized E-mail

Individualized Letters

Constituent Representative

Constituent Visits

A lot of InflunceSome Influence

57%

96%

96%

94%

99%

93%

88%

91%

65%

63%

Congressional Management Foundation 2008

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SHRM Advocacy Team

Intended to build upon the successful (but mostly) ad-hoc advocacy efforts already underway across the country

Year two of five-year implementation (incremental rollout)

Informs legislators of policy impacting employers and employees in their district

Two levels of participation

1. HR Advocate – broad-based participation to engage members at he state and district level

2. “Advocacy Captains” – one per congressional district in each target state who takes a leadership role

SHRM’s Regional-Chapter structure does not necessarily align with boundaries of legislative districts

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Advocacy Captain Requirements

Must be a SHRM member in good standing

Strong preference for prior or current experience as an HR professional (HR certification highly desirable)

Must live within the congressional district he / she is representing as an Advocacy Captain

Appointment is made by SHRM with input from state councils and chapter representatives, among others

Serve a two-year term beginning the first day of January and ending the last day of December. May be reappointed for additional terms. It is advisable that an individual serves in this position for multiple terms.

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