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NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
N
Santa Clara CountyDEMOCRATIC PARTY
Call to ActionSanta Clara County Democratic Party
California Democratic Party ConventionJanuary 17, 2004
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Introduction
What is Call to Action?
History
Purpose
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Introduction
Structure of Call to Action
Volunteer
Media
Speakers Bureau
Message
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Hope Cahan
Jim Brady
Volunteer Committee
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Organizing Party activities at the grass-roots level
Recruits volunteers
Matches volunteers with activities
Manages the Precinct Captain program
Volunteer Committee
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
• Identify new, or returning, activists and potential activists
• Introduce them to Democratic Party activities Invite them to activities that interest them
• Encourage them to become more involvedClubsEventsCampaigns
Volunteer Recruitment
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
On-line Volunteer Recruitment
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Database is criticalContact information Interests/ambitionsOrganizational affiliations (Clubs, Unions, etc.)
Match events and activities with people who are interested
Volunteer Coordination
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
SCCDCC Volunteer Database
VolunteersContact Info
Topics/Issues Organizations
CalendarEvent info
Volunteer needs
Volunteers
InterestsMemberships
Subjects
Sponsor/Coordinator
(Host)
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Where do Volunteers fit in?
Taking the message directly to the people: Tabling: Voter Registration, Events Precinct walking: persuasive words to gain support for a
petition or propositionTalking points provide the ammunition
Taking the message to the people via the media: Calls to Talk Radio Writing Letters to the Editor Press Conferences/Demonstrations
Talking points and speeches provide the basis
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Precinct Captain• Study supports what we activists already know:
"We report the results of a randomized field experiment involving approximately 30,000 registered voters in new Haven, Connecticut.
"Nonpartisan get-out-the-vote messages were conveyed through personal canvassing, direct mail, and telephone calls shortly before the November 1998 election.
"A variety of substantive messages were used. Voter turnout was increased substantially by personal canvassing, slightly by direct mail, and not at all by telephone calls.
"These findings support our hypothesis that the long-term retrenchment in voter turnout is partly attributable to the decline in face-to-face political mobilization."
• Alan S. Gerber and Donald P. Green. 2000. "The Effects of Personal Canvassing, Phone Calls, and Direct Mail on Voter Turnout: A Field Experiment." American Political Science Review 94 (September): 653 63
• You can access the entire article at http://www.yale.edu/isps/publications/GerberGreen.pdf
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Precinct Captain: Organization
• Personal contact with the voter– Ideally, at least one coordinator per precinct
• >1800 in Santa Clara County– Bring the message to the people– Start with your own precinct or area
• Area Organizers facilitate and coordinate activities– Sensible geographic boundaries
• North County, South County, San Jose City Council Districts
– Provide a resource conduit to Precinct Captains
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Precinct Captain: Actions
• Get to know the voters– Introductory canvassing– Provide a communications path to AD Committee,
Central Committee, local elected officials– Carry the message door-to-door, local gatherings– Update voter registration– Encourage Permanent Absentee
• Encourage participation– Area events – invitations, carpooling, volunteer
recruitment– Local events – house/block parties, forums– Organizations – clubs, committees, boards and
commissions– Campaigns – all levels
• Get out the vote!
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
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CALL to
ACTION Media Committee
Emy Thurber
Jennifer Myronuk
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
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CALL to
ACTION Media: Overview
PRINT: Letters to the Editor
RADIO: Calling in to talk shows
WEB: Monitor web sites, blogs & online bulletins
TELEVISION: Working with corporate & community television
PUBLICITY: Media plan
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Print
Letters to the Editor Strategy:
Create a “letter writing network”
Designate a media liaison with each AD, club & organization
Liaison will monitor stories and keep track of published letters
Liaison will keep in touch with local press & create relationships with reporters.
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: PrintTwo ways to get letters written:
Use weekly message alert
Alert volunteers to monitor the media and respond immediately with letters
Newspapers to monitor:
Major newspapers
Weekly and local community newspapers
Major language newspapers
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Print
Online web tools:
Guidelines for writing effective letters
Newspaper contact information
Ability to generate letter and email from web site
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Print
Tips for effective letter writing from MoveOn.Org:
Brevity is the soul of wit
Your own words – written from the heart
Pounce on something specific in the newspaper
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Radio
• Take the “talking points” to the airwaves.
• Monitor your favorite shows
• Call in from home or from your car
• Check radio station web site for show times and topics – read the host bio and check show logs.
When calling in:
• Ask a question of the host
• Stick to one topic
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Web
• The web is revolutionizing media and communications – it is now the “first responder” for events & news.
• Many web sites publish articles, information & editorials as news happens -- and often include space for comments and letters.
• The web is an “instant archive” – comments, letters and articles are stored permanently.
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Television
• Television continues to be the most dominant form of mass communication.
• Local media vs. national media
• Important to watch local political and community affairs show. Get to “know” political & community reporters.
• Important to call in, write or email comments to the station.
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Television
Community Access Television
• Over 2500 hundred stations nationwide.
• Several award winning stations in the Bay Area – over 50 stations in CA.
• Every county should have a local Democratic show – train volunteers & host shows of local relevance.
• Santa Clara County: Straight Talk TV & D-TV
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Media: Publicity
• Create “Media Kit”
• Keep press releases “Newsworthy”
• Know audience (news editors, reporters, buzz-generators)
• Create “targeted” press release based on audience
• Event Media: Print, Radio, Television?
• Find a local angle – will get covered
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Speakers Committee
Janice Naymark
Ron Naymark
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Two Basic Elements:
Speakers
Opportunities to Speak
Speakers Bureau
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Two types of Speakers:
Active Volunteers
Expert speakers and County leadership
Speakers
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Speakers Bureau
Opportunities to Speak:
Requested
Created
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Request for Speakers Who is the audience-age, attitudes, gender?
What size is the audience?
What is the format (individual talk, panel, debate)?
Specific topic
Time allotted
Speakers Bureau
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Speakers Bureau
“Create an event” process You need an anchor
a. A famous speakerb. A famous datec. An interesting case studyd. A breaking news story
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Ana Maria Rosato
David Cohen
Message Committee
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Development of message used by other committees -- the “missing piece”
Allows creation of common themes and unified message
Ensures that talking points and messages are accurate and official
Message Committee
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Talking points
Bumper stickers sayings
“Elevator speeches”
“Message of the week” - all party activities
Provide content for speeches, letters to the editor, brochures, and walk pieces
Message Products
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Harder to get people to focus on writing issue-based talking points than perform tasks such as voter registration
People want to air their pet issues
Without focus, can become a discussion group
Message Challenges
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Find a small, dedicated group
Understand resources available for research web, newspapers, books
Drill down information to key points
Find source material to back up talking points
Vetting process necessary for quality control and to ensure our credibility is solid
Message Structure
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Creating thorough, complete set of talking points is a lot of work for small group
Since most issues will be relevant anywhere in the state, we recommend sharing the effort
Santa Clara County Democratic Party will have all our talking point documents posted on our website (sccdp.org). Feel free to use them for your local Call to Action activities.
Coordinated Efforts
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION Call to Action Case Study
Only 1000 Jobs Created *
Two Million Jobs LOST!
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
U.S. Companies Added Few Workers in DecemberBy KENNETH N. GILPIN
Published: January 9, 2004
Employers added only 1,000 new workers to the nation's payrolls last month, the Labor Department reported today, providing further evidence that the economic recovery is continuing to elude the labor market.
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Call to Action: Message
Message Issue
•Volunteer Database•Issue Database•Web Presence
Issue or
Event
Research – frame the issue
• Develop talking points
• Develop “canned” text
• Distribute•Message of the week•Web Archives
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
•Identify potential audiences
•Develop specialized speeches
•Add topic to other speeches
•Identify or create events
Call to Action: Speakers
Message Issue
Speakers Bureau
Event
•Volunteer Database•Issue Database•Web Presence
Issue or
Event
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Event idea: A Speak-a-thon •Goals: Media Exposure of Economic Failings•Image: People, Children, Drain•Message: Throwing Money Down the Drain•Mechanics:
•Participants/Attire•Location•Choreography
•Added Exposure: Similar events in multiple counties on the same day!
Creating an Event
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
•Identify media markets
•Newspaper•Radio•Television
•Develop marketing strategies
•Alert the media
Message Issue
Media
Speakers Bureau
Event
•Volunteer Database•Issue Database•Web Presence
Press Release/ Publicity
Issue or
Event
Call to Action: Media
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
• Match volunteers to interests
• Support Actions:
•Researchers•Writers •Coordinators
• Precinct work•Inform•Invite
Actions
Message Issue
Volunteer
Media
Speakers Bureau
Event
•Volunteer Database•Issue Database•Web Presence
LettersLetters
Phone banking
Precinct Work
Press Release/ Publicity
Issue or
Event
Call to Action: Volunteer
Saturday, January 17, 2004
Call to Action Workshop sccdp.org
NSanta Clara CountyDEMOCRATIC PARTY
to
CALL to
ACTION
Actions
Press
Message Issue
Volunteer
Media
Speakers Bureau
Event
•Volunteer Database•Issue Database•Web Presence
LettersLetters
Phone banking
Precinct Work
Press Release/ Publicity
Issue or
Event
Call to Action: Results
• Media Coverage of Event
• Message in front of the public
• Inspired electorate