Transcript Member Advocacy in 2010 Regional Council Summit • Michael P. Aitken, SHRM • February 26, 2010

Member Advocacy in 2010
Regional Council Summit • Michael P. Aitken, SHRM • February 26, 2010
Member Advocacy in 2010
Overview
 Overview of Today’s Remarks:
 Advocacy – What is it and why does it matter
 SHRM’s Advocacy Program – Where we are and
where we need to be, and
 Plan for 2010 - What’s the plan and how are we
going to get there.
©SHRM 2007
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Member Advocacy in 2010
Elements of an Advocacy Campaign
Direct
Lobbying
Partnership
Activities
Member
Advocacy
Public
Policy
Issue
Paid Media
©SHRM 2007
Earned
Media
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Member Advocacy in 2010
Government Affairs Staff Congressional Office Visits
Civil Rights Issues
52
60
50
40
52
Employment and Labor
Issues
45
39
Employment VerificationImmigration Issues
40
30
Health Care Issues
11
20
Tax & Benefits
10
0
Workplace Flexibility
2009 SHRM Staff Meetings by Issue
Total Meetings in 2009: 239
©SHRM 2007
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Member Advocacy in 2010
Government Affairs Staff Congressional Office
Visits
239
180
2007
193
2008
©SHRM 2007
2009
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Member Advocacy in 2010
Congressional Staff Perspective
If your Member/Senator has not already arrived at a firm decision on an
issue, how much influence might the following advocacy strategies
directed to the Washington Office have on his/her decision?
©SHRM 2007
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Member Advocacy in 2010
Examples of Effective Member Advocacy
 Examples of effective member advocacy programs:
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AARP
National Federation of Independent Business
National Realtors Association
National Rifle Association
American Breast Cancer Association
Move On.Org
Tea Party Movement
©SHRM 2007
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Member Advocacy in 2010
Previous Member Advocacy Strategy
Currently our Advocacy Strategy Can Be Likened to the
“Carpet Bombing “Technique Used in Past Wars
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Member Advocacy in 2010
HRVoice Letters
©SHRM 2007
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Member Advocacy in 2010
Future Member Advocacy Strategy
To Be More Effective in Our Advocacy Efforts, We Also Need
to Use “Precision Targeting” in Our Advocacy Efforts
©SHRM 2007
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Member Advocacy in 2010
Visits by SHRM Members
DITB & DITD Activity
38
40
35
31
30
25
23
20
Days Inside the Beltway
20
15
10
11
6
6
2006
2007
Days Inside the District
8
5
0
2008
©SHRM 2007
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Member Advocacy in 2010
The Potential
 SHRM has over 250,000 Individual Members.
 Located in Alexandria, VA – just 7 miles from Capitol Hill.
 50 State Councils & Over 593 Affiliated Chapters (most
with an identified “legislative director”).
 Our members are located in every Congressional District
& State.
 Last year, 10,000+ members completed the HR Advocacy
Questionnaire.
 Over 15,000+ SHRM members sent messages to
legislators through HR Voice.
©SHRM 2007
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Member Advocacy in 2010
The Potential
 Nearly 250 HR professionals participated in Hill visits
during the 2009 Employment Law and Legislative
Conference.
 Over 200 members conducted Hill visits on Thursday in
conjunction with the Leadership Conference.
 This year, we conducted 11 Day Inside the Beltway events
for state councils/chapters.
 Over 38 Day Inside the District events have taken place
across the country, with more planned for 2010.
©SHRM 2007
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Member Advocacy in 2010
California Example
 With just HR Advocate Questionnaire respondents,
here’s what we found:
 Of the over 10,000+ SHRM members responding,
592 are located throughout California,
 Respondents are dispersed throughout each of
California’s 53 congressional districts – the most
(38) located in Duncan Hunter’s district (R-52nd)
and the fewest (1) in Xavier Becerra’s and Lucille
Roybal-Allard’s districts (D-31st and 34th),
respectively, and
 The No. 1 issue of interest for CA members –
Comprehensive Health Care Reform (188),
followed closely by EFCA (144).
©SHRM 2007
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Member Advocacy in 2010
California Example
 Of the 53 California Members of the House of
Representative, a Sizeable Number Have a Direct
Impact on HR Public Policy Issues:
 8 members sit on the House Judiciary
Committee,
 6 members sit on the House Education and
Labor Committee,
 6 members sit on the House Ways & Means
Committee, and
 8 members sit on the House Energy and
Commerce Committee
©SHRM 2007
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Member Advocacy in 2010
California Example
 Key California Legislators with a Direct Impact on HR
Public Policy Issues:
 Rep. Nancy Pelosi (D-8th), Speaker of the House,
 Rep. George Miller (D-7th), Chairman of the House
Education and Labor Committee,
 Rep. Henry Waxman (D-30th), Chairman of the House
Energy and Commerce Committee,
 Rep. Lynn Woolsey (D-6th), Chairwoman of the
Workforce Protections Subcommittee (FMLA, Healthy
Families Act, etc.), and
 Rep. Zoe Lofgren (D-16th), Chairwoman of the
Immigration, Citizenship, Refugees, Border Security,
and International Law Subcommittee.
©SHRM 2007
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Member Advocacy in 2010
SHRM’s Strategic Plan
 “SHRM’s strategic plan will concentrate on six key areas:
 Developing more world-class research and knowledge
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based content for a growing core membership;
Continuing to operate as a financially-sustainable
organization to fulfill its mission;
Expanding its advisor and advocacy roles worldwide;
Attracting and engaging senior HR executives and other
business leaders;
Engaging and serving the HR needs of non-HR
professionals; and
Continuing to grow as a global organization in emerging
markets, such as India and China.”
SHRM Press Release – August 27, 2009
©SHRM 2007
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Member Advocacy in 2010
SHRM’s Strategic Plan
Expanding its advisor and advocacy roles worldwide
 “Create a new member advocacy strategy by
12/31/2010 that will allow SHRM to be effectively
engaged in public policy issues of importance to our
members. (Global Communications & External Affairs)
 Effort will focus on the development of a member
advocacy presence at the local and state level .
 A key element will be identifying a key contact in each
congressional district that will facilitate the organization
of our members at these levels.
©SHRM 2007
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Member Advocacy in 2010
Key Plan Dates
 Launch plan at the 2010 Employment Law and Legislative
Conference to our State Legislative Directors.
 Program will encourage participation in all 50 states but will
focus our efforts with an initial 10 states in 2010 and a pilot
program in one, California. Program will phase-in to all 50
states over a five-year period. Key target states in 2010:
 AL
 AR
 FL
 KA
 ME
NY
RI
WA
WI
CA
 NE
©SHRM 2007
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Member Advocacy in 2010
Key Plan Dates
 Begin roll out of the education and training materials for the
program by April 30, 2010. Key components include:
 Member engagement and recruitment of key contacts in
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target states
Training of key contacts
Development of collateral materials
Development of web-based materials and training
information
Develop use of social media
Facilitate meetings
.
©SHRM 2007
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Member Advocacy in 2010
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Member Advocacy in 2010
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Member Advocacy in 2010
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March 2010 Legislative Conference
©SHRM 2007
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March 2010 Legislative Conference
Regional Challenge
 Remember, we pay the hotel and lodging costs for state
legislative directors to attend the conference and provide
education and training to attendees.
 Currently, we have 38 of the 50 state legislative directors
registered to attend the conference. We would like to have all
50 in attendance.
 Additionally, we have 520 folks registered to attend but would
like to see even greater participation.
 So, we will offer up 5 Government Affairs presentations, one
for each region, to those states that have the greatest number
of attendees.
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March 2010 Legislative Conference
Northeast Region
• Maryland 40
Southeast Region
• Virginia- 71 registrants
North Central
• Illinois- 21 registrants
Southwest Central
• Colorado- 8 registrants
• Utah- 8 registrants
Pacific West
• California- 22 registrants
©SHRM 2007
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March 2010 Legislative Conference
CONTACT:
Mike Aitken – [email protected]
703-535-6027
©SHRM 2007
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