Working with a completely different kind of animal:

The care and feeding of legislators and government agencies

to cultivate support foryour programs

It’s Not About You.

Pitch your idea as a team(Passion + Practicality)

• Politicians may recognize (and like) you

• But you also need the credibility of your institution’s infrastructure

– President, VP

– Government Relations Director

– Sponsored Programs Office

Perception of your ability to deliver

• Partnerships (existing and proposed)

• OMB circulars – stewards of taxpayer dollars

• PLUS weight of the offering as part of an organizational strategic plan or overall product/program

Perception of your ability to deliver (Continued)

• History of success

– Organizational

– Individuals/principals

• Where does your initiative fit within a regional approach?

• Planned evaluation/assessment

“Horses vs. Human Rights” Issues

• Nothing in a vacuum

• Solution-oriented

• Risk adverse

• Put things in perspective

– Competitive edge

– “as big as…”

– National stage?

Can they hear you?Why should they?

• Communication as a “transaction”

• Don’t make them work too hard

(It’s your job to reach them… wherever they are emotionally, intellectually, politically.)

• Speak their language

– Commonality

– Constituent interests

– Votes, political bridge-building?

Misconceptions regarding your initiative/issue

• By legislators

• By government agencies

• By your own administration

• By the public

What are the current legislative priorities?

• To a non-horse person, horses aren’t sexy.

• Quantify this sector

• “Show” (don’t just tell) why the subject should be a relevant part of current conversations.

– Jobs, Economy, Demographics, Trends

– Quality of life

– Regional collaboration

– Nascar, wine country

Talking Points

• Frame your issue. Don’t let someone else do it for you.

• Articulate why this issue is important to the legislator.

– Easily digestible components

– Spoon-feed

• Deliver in advance and also leave behind.

New York State Center for Equine Business Development

WHAT?

The New York State Center for Equine Business Development will serve as a focal point, a voice for the

industry, a vehicle that will spearhead a coordinated statewide approach to the industry’s needs, and

include the following:

Agenda building

Securing grants and other support

Organizing training programs and hosting clinics with nationally known professionals

Organizing industry trade fairs

Establishing databanks to assist members of the equine community in accessing the latest and most

accurate information related to the management and growth of their businesses

Exploring state-of-the-art methods that help the equine industry manage its most costly and

unpredictable expenses

Acting as a clearinghouse for equine business-related solutions, fostering job growth in existing

enterprises and entrepreneurial growth throughout the state

Identifying ways to improve business functionality and pinpointing ways New York State and local

governments can improve the environment that promotes sustainable equine industry growth

WHO? An Advisory Council will be formed consisting of individuals who are working in different aspects of the

equine industry (those who train, who breed, equine businesses, corporations, government). The Center will

strengthen and sustain the equine sector of the state’s economy by tapping the knowledge of equine experts

and a network of national and international advisors.

Equine businesses will serve as clients of the Center. The Center will advise its clients and assist by

responding to their needs (product, data, government assistance, agenda building, training programs or

clinics) and working collaboratively to grow and develop all phases of the equine industry.

Cazenovia College will lead/coordinate the operations of the Center. Initially, Barbara Lindberg will serve

as the Interim Director of the Center. The President’s Office (through the Offices of Communications;

Institutional Research and Assessment; and Corporate, Foundation and Government Relations) will provide

additional support.

HOW? Cazenovia College has received State funding to support the establishment of the New York State Center for

Equine Business Development. The State’s capital grant will specifically enable the College to make

investments in its facilities in order to expand the agenda of the new Center. The College is also currently

committing institutional resources to research the needs of this economic sector and survey stakeholders and

future partners. The Center will continue to seek additional program funding, which will aid in the hiring of

a director for the Center and additional staff.

New York State Center for Equine Business Development

WHEN? Now … Agenda building commenced this fall using the Equine Alley community as a way to begin

reaching out to people and businesses who are working day-to-day in the equine industry. Reaching out to

“clients” throughout New York State will also take place.

Spring 2010 – Begin implementing physical changes to the Equine Education Center. The NYSCEBD will

need more facility space to move its agenda. Examples include the installation of a heating system for the

main arena, improvement of parking and road ways, lighting, sound systems, and engineering studies for

expansion of the arena.

Modifications to the College’s facilities will allow more public access for the purposes of conducting

research, workshops, clinics, training, networking, and so forth.

WHERE? The new Center will be housed at Cazenovia College’s nationally recognized Equine Education Center, in a

geographic area tagged as “Equine Alley” because of the high concentration of horse farms and equine-

related businesses that contribute to the State’s economy and support a growing percentage of the region’s

workforce. As a matter of fact, Central New York is home to nearly 25% of the state’s newest equine related

businesses. The region surrounding Equine Alley represents 16% of the state’s equine activity.1 In Central

New York, there are over 40 equine events and shows annually, including national and international

competitions. In addition, Cazenovia College annually hosts approximately 10 intercollegiate equestrian

competitions.

WHY? Equine-related businesses now directly account for $2.4 billion of New York State’s annual economic

activity, nearly a 100% increase in the last 18 years.2 The industry directly supports approximately 12,500

jobs in New York State and accounts for approximately $170 Million in wages annually – representing

nearly a 100% increase in just 5 years.3 Moreover, the value of investments in equine-related assets currently

exceeds $10 Billion in New York State. Nationwide, the equine industry is as big as Hollywood, but it can

also be a volatile economic environment because equine entrepreneurs and horse farm owners often struggle

to keep their businesses operating successfully, despite their excellent technical skills.

WHAT’S NEXT?

1 NYS Dept. of Agriculture & Markets, New York Equine Survey 2005

2 NY Agricultural Statistics Service, 2005 Equine Survey

3 Id.

Tell your story early & often

• In many venues, regardless of legislative connection

– Nothing happens without collaboration

– Get yourself invited into conversations (Governor’s Task Force on Industry/Higher Education Partnerships)

– Media support (public conversation)

Tell your story (continued)

• Revolving staffer door • “Schumer years”

• Understand/respect what they’re committing to the journey… and why (unlike stereotype of a civil servant)

• Parties/events where there are ‘friends of friends’

• Get others to tell your story too

Tell your story (cont.)

• Logos

• Pathos

• Ethos

Political donations

• Non-profit status

• Lobbyist approach vs. common good

General advice:

• Everyone loves a good party

• No one gets on the train until it’s ready to leave the station

• Regardless of government level, same issues apply

– People are motivated by personal connections and individual priorities

– Process may be different, but players are similar

Your journey to a federal appropriation request

• Begins very early, often a year or more in advance of deadline– Need support from both House and Senate

– Bi-partisan is better

– Need state support as well

• Federal process

• Roadblocks? Surprises?

Your journey (cont.)

• Letters of commitment (not just letters of support) from collaborators

• Get legislator to visit you!

• Make personal appearances in Washington, DC (with teams of support)– Your administration

– Village board,

– Students/consumers,

– Convention and visitors bureau

– Economic development agencies

Steps to federal funding success

• Get staffers’ attention first!– Regional– DC

• Prepare appropriation requests– Due dates– E-application

• Make funding requests to members of congress• Member advances your request to the Appropriations

Committee• Secure an earmark in legislation• President signs bill with your earmark into law

What could go wrong?

• The appropriations committee could, for whatever reason, decide not to fund

• Possibility that no earmarks are included in bills in a given year

• Earmarks are included, but stripped out at a later point

• Individual senators target specific earmarks to be stripped while a bill is on the floor

Tips

• Find a way to answer the questions that are not asked– Forms are limiting

– Find a way to convey your key message

• Highlight the area of need– Make sure you’re highlighting a need that is of

particular interest to the legislator

– Research legislator’s priorities (different for each region)

Tips (cont.)

• Very competitive

– Only one chance to make a first impression, but…

– Appropriation request had better NOT be the first contact with your legislator

• Complete the form completely and properly

– Font size, margins, deadlines

– Reflection on your institution’s ability to comply with regulations after funding

Context (federal disclosure rules)

• Transparency in legislative process– Legislators put their names next to your request

– Must provide statement describing the purpose

– Earmark requests advanced by legislator must include certification that it will not benefit lawmaker or spouse

– Bills must be available to read 48 hours before vote

– Legislators must post earmark requests, even if not funded

Questions?

• Matthew Clark, JD

Director of Corporate, Foundation & Government Relations

Instructor, Communication Studies

Cazenovia College

(315) 372-9594

meclark@cazenovia.edu