ADVOCACY SKILLS

TRAINING

St. Paul, MN

July 22nd, 2015

About the Consumer Voice• The National Consumer Voice for Quality Long-Term Care was formed as

NCCNHR (National Citizens’ Coalition for Nursing Home Reform) in 1975

because of public concern about substandard care in nursing homes. The

Consumer Voice is the outgrowth of work first achieved by advocates working

for Ralph Nader and later for the National Gray Panthers. Elma Holder,

NCCNHR founder, was working with The Long-Term Care Action Project of

the Gray Panthers when she organized a group meeting of advocates from

across the country to attend a nursing home industry conference in

Washington, DC. At that meeting, representatives of 12 citizen action groups

spoke collectively to the industry about the need for serious reform in nursing

home conditions.

• The consumer attendees were inspired to develop a platform of common

concerns and motivated to form a new organization to represent the

consumer voice at the national level. Most of the original members had

witnessed and endured personal experiences with substandard nursing home

conditions.

Goals

To know how to:

• Craft an effective advocacy message

• Deliver the message in person

• Deliver the message through traditional and social media

• Grow, activate and support your organizational and/or

personal networks

Heart Goals

To feel:

• Supported – by all of us at Consumer Voice

• Connected – to Consumer Voice and each other

• Energized – to go back home, apply your advocacy skills,

and advocate for 24-hour RN coverage!

Overview of the Issue

Current law and regulations:

Nursing homes receiving Medicare and/or

Medicaid funding are required to have a registered

nurse 8 hours a day, 7 days a week

• Registered nurse can be handling administrative

duties

Why is this a problem?

#1: Increased acuity level, medical intensity and

complexity of residents

#2 Residents’ condition can change at any time;

only RNs can do assessment

#3: Lower RN staffing levels associated with

negative care outcomes

Put a Registered Nurse in the Nursing Home Act

H.R. 952

Congresswoman Jan Schakowsky• Would require all nursing homes receiving Medicare and/or Medicaid funding to have at least one registered nurse 24 hours a day, 7 days a week.

• Duties: • Direct care

• Assessment

• Surveillance

What in the World is a Strategy Chart?

Strategy Chart

ISSUE GOALS ORGANIZATIONAL

CONSIDERATIONS

CONSTITUENTS &

ALLIES

DECISION MAKERS &

OPPONENTS

TACTICS

Vision Now Constituents Primary Decision

Demand Then Allies Secondary Decision

makers

Fallback Opponents

Strategy Charts: What are they?

Consumer Voice Strategy Chart for 24 Hr RN

Coverage in Nursing Homes

Strategy Charts: What are they?Advocacy Planning Chart

(based upon Midwest Academy Strategy Chart)

ISSUE GOALS ORGANIZATIONAL

CONSIDERATIONS

CONSTITUENTS &

ALLIES

DECISION MAKERS

& OPPONENTS

TACTICS

Vision:

Adequate staffing for

nursing home residents

Demand: Mandate

Medicaid and/or Medicare

certified nursing homes to

provide RN staffing 24

hours a day/7 days a week

Pass HR 952, The Put

a Registered Nurse in

the Nursing Home

Act

Fallback: Mandate

Medicaid and/or Medicare

certified nursing homes to

provide RN staffing 24

hours a day/7 days a week

with waivers permitting

facilities to not have 24

hour RN coverage 7 days a

week under certain limited

circumstances

Now: -4614 dedicated

individuals in CV Action

Network

-20 national organizations

that indicated support in last

Congressional session

-114 state ombudsman

programs, local ombudsman

programs, citizen advocacy

groups and family councils

that indicated support in last

Congressional session

-Social media ability

-Skilled in using online

advocacy tool (SALSA)

-Engaged and committed

staff, Leadership Council

and Governing Board

-$207,000 for 2013-2015

staffing campaign

Then (End of 114th

Congress):

-5,000 Action Network

individuals

-25 national allies

supporting the bill

-150 state ombudsman

programs, local ombudsman

programs, citizen advocacy

groups, and resident and

family councils supporting

the bill

-25 retweets about the bill

-$10,000 funding raised to

continue the campaign

Constituents:

Long-term care consumers,

family members, citizen

advocacy groups, individual

citizen advocates, long-term

care ombudsmen, resident

councils, family councils

Allies:

National Association of

State Long-Term Care

Ombudsman Programs

(NASOP); National

Association of Local Long-

Term Care Ombudsman

(NALLTCO); Service

Employees International

Union (SEIU); PHI, Older

Women’s League (OWL);

Alliance of Retired

Americans (ARA);

Coalition of Geriatric

Nursing Organizations

(CGNO); Public Citizen;

Community Catalyst;

National Committee to

Preserve Social Security

and Medicare

*to be reconfirmed

Primary Decisionmakers

Now:

-Members of the U.S.

House Energy and

Commerce and Ways and

Means Committees

- All Members of the U.S.

House of Representatives

(Later: All Members of the

U.S. Senate; Members of

the U.S. Senate Finance

Committee; President)

Secondary:

Now

- Staff Members of U.S.

House Energy and

Commerce and Ways and

Means Committees

-Staff of U.S. House of

Representatives Members

(Later:

-Staff Members of U.S.

Senate Finance Committee -

Staff of U.S. Senate

Members)

Opponents:

-Leading Age

-American Health Care

Association

-American College of

Nursing Home

Administrators

-In person trainings

-Action alert to CV Action

Network

(When bill was re-

introduced in February

2015)

-National Webinar on issue

(May 12)

-Contact your legislator day

(May 20)

-District visits

(Legislative District Work

Periods: June 29th – July

3rd; August 3rd – September

4th; September 22nd – 25th)

- Action Alert to Individuals

with Members Serving on

House Energy and

Commerce and Ways and

Means Committees

(Summer 2015)

-Hill visits on lobby day

with American Nurses

Association (July 22, 2015)

-Hill visits by CV staff

(throughout the 114th

Congress)

-Hill visits during annual

meeting by participants

(November 2015)

HOW TO CRAFT AN EFFECTIVE

ADVOCACY MESSAGE

THE BIG SIX

1. Have an opening statement that includes your ask

2. Present the problem

3. Give the facts

4. Give a personal example or story

5. Connect to something your audience cares about

6. Reiterate the “Ask”

Identify the Receiver

This is the primary/secondary decision maker in your

Strategy Chart.

#1. Have an Opening Statement

• Grab their attention! Open with a statement that engages

your audience. Include your “ask” – tell them what action

you want them to take.

#2. Present the Problem

Lay out the issues:

● Why is this a problem?

● Who is affected?

#3. Give the Facts

Facts. Figures. Data.

● Provide solid evidence to support your argument.

● Provide data relevant to your audience.

● When using statistics, provide a mental picture.

#4. Provide a Personal Example/Story

Make it personal:

● Put a face to the issue

● Share observations

● Share personal experiences

● Tell a story

#5. Connect to Something Your

Audience Cares About

Do your research:

● Values

● Interests

● Concerns

● Voting history

● Self-interests

#6. Make the Ask

Reiterate what you want the audience to do.

Paramount Pictures

Be Prepared for Questions & Pushback

Try to imagine every perspective

…and every angle

Closing

Closing your conversation is just as important as your

opening.

Questions

DELIVERING YOUR MESSAGE IN

PERSON:

THE NUTS AND BOLTS OF MEETING

WITH A KEY DECISION MAKER

Three Parts to Delivery

1. Arrange and prepare for the meeting

2. Conduct the meeting

3. Follow up

Arranging & Preparing

Determine the appropriate

person to meet with.

Finding Minnesota Legislators

• Members of Congress

• www.opencongress.org

• www.house.gov or www.senate.gov

• Congressional switchboard 202-224-3121

• Members of State legislature

• www.openstates.org

• Members of Congress & State legislators

• www.votesmart.org

Minnesota Legislature / U.S.

Congressional Leaders• New 114th Congress Began in January

• Senators: Senator Amy Klobuchar (D), Senator Al

Franken (D)

• House Members: Tim Walz (D – 1st District); John Kline (R

– 2nd District); Erik Paulsen (R- 3rd district); Betty

McCollum (D- 4th District); Keith Ellison (D- 5th District);

Tom Emmer (R – 6th District); Collin Peterson (D – 7th

District); Rick Nolan (D – 8th District)

• State Legislature: Meets between January – May each

year; Bicameral - 201 members (67 senators, 134

representatives)

Keep in Mind

Secondary decision maker as back-up

Arranging & Preparing: Meeting

Scheduled

• Better chance of

undivided attention

• Respectful of their time

• More weight

On the Fly

• Might be your only

opportunity

• Be flexible

• Make an impression

Arranging & Preparing: Contacting

• State senator

• Call or email legislative assistant

• Congress

• Contact legislative staffer or scheduler

• Administrator

• Call directly

Arranging & Preparing: Tips

• Include information with your meeting request.

• If you don’t hear back, follow-up!

• Be on time.

• Prepare to meet anywhere – be adaptable!

Arranging & Preparing: Who Will Join

● Consumers

● Ombudsmen

● Family members

● Family council

● Resident council

Arranging & Preparing

Reviewing Your Message: Tips

• Don’t expect more than 30 minutes.

• Be prepared to shorten to 5 minutes.

• Assign speaking roles – create an agenda.

Leave Behind Kit

• Factsheet/Issue brief

• Pertinent data

• Folder

• Business card

Part II

Conducting the Meeting: Intro

Thank your audience and make an opening statement.

• Start with something positive.

• Indicate the issue.

• Make the ask.

Conducting the Meeting

Conducting the Meeting

Follow your agenda and

When Caught Off Guard

•If you’re asked a question and you don’t know the answer –

Follow up

•If you forget to mention a key point –

Follow up

•If you run out of time –

Follow up

Conducting the Meeting: Tips

•Keep your cool.

•Don’t get overheated.

•Remain focused and calm throughout the meeting.

The Ask

• Don’t forget to make your “ask”.

• Listen for a “yes”.

• Clarify.

The Wrap-up

• Ask how you should follow up.

• Leave materials and contact information.

• Thank them again for their time.

After the Meeting

Write a thank you note

• Key points

• Commitments

• Follow up

Follow Up: Again

Periodically following up keeps you and your issue fresh in

your audience’s mind.

Questions

DELIVERING YOUR MESSAGE: UTILIZING

BOTH TRADITIONAL APPROACHES AND

SOCIAL MEDIA

Traditional Approaches

Phone

Two kinds of calls:

• Short, just to communicate “the ask”

• Longer, substantive: Include Big Six

Mail & Email

Remember the Big Six

Letter to the Editor: Reasons Why

• Strategy for action

• Influence public

• Educate public

• Influence officials

thenort

hsta

rnew

s.c

om

Letter to the Editor Tips:

• Grab reader’s attention.

• Important points first.

• Give suggestions.

• 300 words or less.

• Follow publication guidelines.

• Connect the issue.

• Statistics/Stories.

• Identify yourself.

Action Alert

A message that an organization/group sends to mobilize

people to take action to influence public policy.

Writing an Action Alert

• Inform based on where campaign is

• One page or less

• Readable (12 pt font +); Avoid jargon

• Important information upfront.

• Provide a date.

• Give the tools needed.

Action Alert Example

Sending an Action Alert

Who should you send the alert to?

• People on your email lists or in your database

• Your own friends and family

What to do with an Alert:

Go to Action Page

Action Page

What to do with an Alert: Send message

Personalizing Alert Messages

• Makes the message more meaningful, gets

more attention

• To personalize: at a minimum:

• Identify yourself

• Add a personal story, observation,

experience

Samples

Your turn!

Facebook

You’re the reporter and the publication!

Facebook Advocacy Examples

Facebook Advocacy Posts

H.R. 952, the Put a Registered Nurse in the Nursing Home Act, is a bill that

requires nursing facilities and skilled nursing facilities (“nursing homes”)

that receive money from Medicare and/or Medicaid to have a direct-care

registered nurse (RN) on duty 24 hours per day, 7 days per week. Current

law only requires facilities use an RN for 8 continuous hours each day,

regardless of facility size. This current practice does not ensure quality

care for our loved ones and must be changed. Click here to ask your

Representative to co-sponsor this bill!

Twitter

Microblogs of 140 characters or less called “tweets”

- Use bit.ly to shorten a URL

- URL’s are shortened to 22 characters

Twitter Advocacy Examples

• Ask Your Representative to Co-Sponsor H.R. 952, the Put

a Registered Nurse in the Nursing Home Act

http://ow.ly/AD5CG

• Round-the-clock RN coverage is critical in NHs. Ask your

Representative to co-sponsor H.R. 952 today!

http://ow.ly/AD5CG

• Nursing homes need more nurses. Support having a

registered nurse (RN) on duty 24 hours a day/7 days a

week! Click here to learn more http://ow.ly/AD5CG

TWEET STORM

HOW TO USE YOUR ADVOCACY TO

GROW, ACTIVATE AND SUPPORT YOUR

NETWORK

Assess Your Network

Organization/Program

• Who makes up your

organization, program or

coalition

• Who are your

constituents?

Personal

• Who you have contact

with: family, friends,

neighbors, people in your

faith community, etc.

•Decide which constituents you want to

“grow”

• Residents? Family members? Members

of the community?

•Set a goal

Don’t Forget Your Allies

Groups that are not necessarily going to become part of

your network, but who would support the same issue.

Growing Your Network

Social Media

Use Facebook and Twitter.

Speaking Engagements

Ask to speak about your issue at meetings, conferences,

and even local book clubs.

Outreach to Partner Organizations

• Send your informational notices about webinars, speaking

engagements, and action alerts to partner organizations.

• Ask them to share it with their network.

Tactics That Can Help You Grow

• Postcards

• Action Alerts

• Petitions

• Town Hall Meetings

Postcards

Postcard of information about the issue and a message to

legislators or a statement of support.

Action Alerts

Encourage everyone receiving an alert to forward it to other

groups and individuals as a way to gain new advocates.

Petitions

A hard copy petition:

• Captures names of new advocates.

• Allows those who don’t have computers or access to the

internet a way to take action.

• Can be circulated at meetings.

Activating Your Network

Tactics Are Not Enough

Getting people to engage is not always easy!

Make it easy for people to take action

Create a toolkit

Staffing Campaign Toolkit

http://theconsumervoice.org/betterstaffing#Toolkit

Give an Incentive

• Set a goal!

• Hold a contest with a drawing for a prize!

Essential: Follow Up & Thank You

• Follow up with your network and let them know what

became of the action.

• Thank your network: individual notes, general post to

website/social media, and newsletter.

Why Feedback Matters

People need to know that their action made a difference –

even if you were not successful.

Maintain & Support Your Network

What are some ways you can think

of to support your network?

A.R.T.

Action

• Have one action that all advocates hear about but

perhaps not all can/will participate in.

A.R.T.

Recognition

• Write one profile of an advocate in an e-newsletter.

A.R.T.

Training

• Webinar/education, updates, engaging in updating

strategy chart.

Seeking Your Advocacy Mate

And in closing….

Your Go-To People:

• Amanda Celentano acelentano@theconsumervoice.org

202-332-2275, ext. 221

• Robyn Grant rgrant@theconsumervoice.org

202-332-2275, ext. 205

• Marybeth Williams mwilliams@theconsumervoice.org

202-332-2275, ext. 225

Contact Us

Consumer Voice

1001 Connecticut Ave., NW

Suite 425

Washington, DC 20036

Ph. 202-332-2275

http://www.theconsumervoice.org

Email: info@theconsumervoice.org