I was recently invited to be part of a panel for the Grassroots Professional Network “Data in Advocacy Summit” held at the very cool Microsoft Innovation & Policy Center in downtown Washington, DC. The Summit had probably four hundred participants from all across the advocacy space (Corporations, Non-profits, Associations, and various interest groups). It was engaging, and allowed me to focus on one area where all advocates could improve – providing advocacy information to members of Congress and their staffs through their website.
I told the group that we all need to begin thinking of websites from the perspective of congressional staff who use the Internet to search for information relating to legislation, regulation and the overall work of the federal government.
This has been clear since the publication of The Congressional Communications Report initial publication in 2012 (later work reinforced the same conclusion), “landmark research on communication methods and preferences of congressional offices, their staff and those working to influence them.” Those organizations that have not revised their website to make it easy for Hill staff to find their issues do so at their own peril.
Here are some of the issues the panel raised on maximizing the ability of influence Congress through proactive use of an issues website:
The first assumption is that getting your information to the Hill is now more competitive than ever. Capitol Hill (probably all of the nation’s capital) is cluttered with papers, research, and suggestions to improve the lives of Americans. My favorite reminders are these: there are over 72,000 associations (like the two I previously worked for, the National Beer Wholesalers Association and the National Association of Broadcasters). Virtually all the issues before the Congress; virtually all have lobbyists, and certainty they all have websites. But there are also 1.5 million non-profit organizations with legislative and regulatory agendas (think American Heart Association) trying to cut through this information clutter. America has over 93,000 units of state and local government who constantly communicate their desires and needs to Capitol Hill. Over 4,000 colleges and universities have representatives walking Capitol Hill, detailing their needs and opinions on laws and regulations as well. I could go on and on.
The point is – a lot of clutter often prevents members of Congress and staff from hearing from everyone and understanding everything being communicated. Not only that, but all these groups see the others as competition for time, attention from the Hill, and federal resources. Any strategy for an advocacy website has to make it simple and easy for the congressional staff to find, and to quickly understand. The Hill staff needs to know what has to be done to advance the specific organization’s interest.
The second assumption I shared with the group was that an organization’s Web activity must be part of a more comprehensive advocacy effort. One advocacy tool in use does not mean you have a strategy. Web sites, social media, building personal relationships with members and staff, and assorted other advocacy tools need to work together to get you legislative victory. Virtually all advocacy wins in the U.S. Congress has been based on a multi-tool use strategy.
So how then do you maximize your Web presence to advance your legislative or regulatory agenda before the U.S. Congress? Well, here are the nine steps combed from experience and research that will give you the best chance to cutting through the clutter and get the result you desire. I have also list some examples to make each point.
1. Does your organization’s web site provide legislative advocacy to Hill staff?
If it doesn’t, it should. The primary place Hill staff look for information is the Internet. You must be there. Having a place congressional staff can see your legislative issues and understand them from your perspective are invaluable. It’s 24/7 ―- so when Hill staff are working late or just received an email from their Member of Congress seeking the impact of a specific issue, the staffer can communicate with you instantly. Any advocacy organization without advocacy issues on their website are doing a significant disservice to their members or supporters. As you execute your web legislative strategy, think of the congressional staffer as you most important customer, and you will have a competitive advantage over most other groups.
2. Is the information easy for Hill staff to find?
The Hill staffer doesn’t have the time or inclination to “hunt” around your website for legislative issues. I like the “2-click rule” that allows any Hill staffer to see your legislative issue(s) after two clicks once they have found your website. Now, the number of clicks to find this type of information tragically varies. Several organizations place their legislation issues behind a membership only wall – big mistake! One organization in the Chicago area requires twelve clicks to find the impact of legislation on their members – you lost me even if I am an ally after four! A major and powerful business organization has a beautiful website but I could not find their legislative agenda at all – their effectiveness seems to be smoke and mirrors and it’s a shame for American business. The best sites have the legislative issues prominently posted and make it them easy to find.
3. Is the legislative information continually updated?
The Congressional Communications Report pointed to the fact that Hill staff acted like information vacuums. Members of Congress depend on their staff for the most up to date information available on a subject. That obviously tells us that our legislation issues posted on our web sites (and, for that matter, printed and delivered separately to Capitol Hill) need to have the most current date so Hill staff knows it is latest information available. One very prominent capital investment association dates their legislative issues to September 29, 2015, more than a year old. The Hill staff that finds the issue for the group says to him or herself, “I’d better find something more current” and this group misses the opportunity to have their information used or have it influence the U.S. Congress. This is a huge missed opportunity! Please keep the material updated, even if that means reminding yourself every quarter on your calendar.
4. Do you provide a point of contact in case there are legislative issue questions?
As a Hill staffer, I visit your site and want to rely on your information, but have some question about the posted material? Do you have an individual I can either email or call to get a quick answer? Enough should be said. But most organizations I recently visited did not have a specific ‘go to’ person to answer a question. This does not make it easy for the Hill staffer. The person then moves on to the next search link. It is a missed opportunity.
5. Do you allow the content be to copied?
My member of Congress needs a speech in the next five minutes on topic X. I go to your website and see your views align with the member and want to ‘cut and paste’ your research and give you credit in this speech. But I can’t. It is in a PDF file. I then search another place for information I can manipulate so the speech can get done. Besides the speech, I might need copy the information for constituent letters, House or Senate floor debate, or Dear Colleagues Letters (communications between members of Congress). There are dozens of ways information can be used by the Congress. Make it easy for the Hill staff to advance your agenda. Let them cut and paste and give you the credit you deserve – your organizational leadership and members will think highly of your advocacy.
6. Do you direct the staff to your particular position?
Many advocacy organizations tell great stories on their websites, especially with respect to legislative or regulatory initiatives. But remember, I am a Hill staffer in my mid-twenties, staying in my job for about three years, loaded down with work, and I could be very unfamiliar with why your issue is important. Guide me. Explain to me succinctly the issue, the reason why I should take your side, what the steps are for success, and who do I contact to add my Member as a supporter to your introduced bill or action you desire.
One small business organization does a terrific job directing Hill staff to the correct small business position, but could even further, including specifics like to particular piece(s) of legislation that moves the issue forward. If you don’t have a legislation answer, then get one even if it means recruiting a Member of Congress to become your issue champion. Just describing the problem does nothing to advance a solution.
7. Does the organization provide extra information (co-sponsors, letters from the organization to the Congress, favorable editorials or statements)?
Including PDF material can be exceptionally helpful to staff. If your organization sends official letters to the Congress on legislative or regulatory matters, testimony before Senate and House Committees, or empirical research, make it available on your website to those on the Hill. One national insurance association provides these types of documents to give Hill staff additional content in which to make the right congressional decisions that impact their members.
8. Do you pro-actively and continually communicate to Hill staff so they know the information exists?
Ask yourself this question as an advocate, “how does the Hill staff know our organization has our legislative or regulatory issues on our website?” This is a challenge with all the information clutter coming into the Congress. It requires focus and determination. It requires creative thinking. It requires determination. I have always found that email reminders to staff, cross-branding where legislative issues can be found on other organization communications, and differentiating your communication is what makes it happen. The important thing is that it needs to be systematic and interesting
9. How to you incorporate website advocacy directed to the Hill into your overall strategy?
Often, when I ask an advocate about their website advocacy strategy, the person often responds by saying “we are redoing our website.” Even if it is true, it is not a good answer. If we know that Internet search is the first and foremost place Hill staff go to find information, we need to make website advocacy a top priority of our organization. These days, it isn’t that much work or expensive to have a robust website advocacy strategy. Following these nine steps will place you in the top quartile of all organizations advocating before Congress. Once your site includes the ideas here, it can be leveraged to move your agenda forward. Consider that several top advocacy groups provide Hill staff list of cosponsors of their important legislative information so Hill staff can see the momentum and strength of the legislative agenda.
I would encourage you to go to a search engine and type in random names of associations or those you are familiar with to see how they compare to the points raised here. You’ll no doubt see the good, the bad, and the ugly. But you will also find great examples of ideas that can work for you to give your web site legislative strategy an edge in the competitive marketplace of advocacy organizations in the nation’s capital.