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Moving Online Activists Offline – the Tobacco Free Action Network (TFAN). Diane Pickles Tobacco Free Mass Shelly Kiser Tobacco Free Ohio Beverly May & Lori Fresina Campaign for Tobacco-Free Kids. TFAN Pilot Project states. 1 year pilot project began August 1, 2003 in these 4 states:
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Moving Online Activists Offline –the Tobacco Free Action Network (TFAN) Diane Pickles Tobacco Free Mass Shelly Kiser Tobacco Free Ohio Beverly May & Lori Fresina Campaign for Tobacco-Free Kids
TFAN Pilot Project states • 1 year pilot project began August 1, 2003 in these 4 states: • Massachusetts • Nebraska • New Hampshire • Ohio
Over-arching TFAN Goals • Solidify CTFK activist commitment through interpersonal relationships with state coalitions. • Build political “movement” through powerful grassroots pressure online and offline at the local, state and federal levels. • Move online activists to offline activities. • Intensify grassroots power relationships through better understanding of who E-Champs are and how they are motivated
TFAN’s Key Features • Substantial database of tobacco control activists • State-of-the-art technology for engaging and managing online activists • Training on using e-activism and latest trends in grassroots organizing • Technology and grassroots assessment and plan • Assistance in implementing campaigns
TFAN - What’s in it for the states? • Full access to the list of TFK e-Champions in their state. • Detailed needs assessment & state action plan. • Grassroots Multiplier to manage email lists and create interactive Web sites. • Phone numbers for e-Champions if available. • State-of-the-art technology for engaging and managing online activists. • Training on using e-activism best practices and latest trends in grassroots organizing. • Assistance in implementing campaigns using online and offline actions. • A $10,000 grant to cover grassroots education and organizing at the state and local level.
TFAN - What’s in it for CTFK? • Measurable way to assess if grassroots capacity building at state level should be larger part of TFK repertoire. • Begins to build base of advocates for federal legislation. • Interpersonal offline relationships in the states will increase number of advocates who make up the “passionate core”. • Enhances credibility with national partners. • Movement building.
Lessons learned coalition grassroots efforts • State coalitions have a very small pool of their own activists to draw from, relying, instead, on partner organizations. • Duplication of effort abounds. • Tracking of online and offline activity almost nonexistent. • States are hungry for this new “TFK “product” offering. • Their fantasies mirror ours. • Technology can help drill down to find information upon which we can build relationships.
What we’ve learned overall • In all of the TFAN states, tobacco-control legislation has been impacted by the involvement of the E-Champions. • The success of TFAN directly corresponds to the investment that the partnering coalition makes to the project. • Offline events are an excellent way to more deeply engage E-Champions in tobacco-control issues. • TFAN partners have become more effective online and offline organizers.
Tobacco Free Mass & Campaign for Tobacco Free Kids Tobacco-Free Action Network pilot project
How we’ve utilized the TFAN project to both expand and strengthen our grassroots power • What we had versus what we have now • Improved online action alerts • Development of offline activities • Different utilization of grassroots advocates
Dear friend, We want to meet you - and we’re even willing to drive to your area and feed you! We are hosting a meeting in your area for you and others who care about reducing tobacco use. This is a great way for you to meet your fellow activists, to meet us, and learn a little more about our efforts to keep kids from smoking, protect bar and restaurant workers from secondhand smoke, and how you can help. Our meeting in Milton will take place on March 30, from 6-8pm at the Milton Central Library at 476 Canton Ave. A light dinner (pizza) will be served and children are welcome. Please RSVP by clicking the link below to our website, where directions are available. http://massachusetts.grassroots.com/031504
Mary Laux and husband Fred Mauriello of Billerica write Letters to the Editor to their local papers at a community forum in Lowell, MA.
Smoke-Free Bill Signing Y’all come! Hear?
Surveying E-Champions • Willing to meet with a legislator in the district: 35 • Willing to meet with a legislator at the statehouse: 26 • Willing to write a letter to the editor: 49 • Willing to talk to a reporter: 32 • Willing to contact advocates in their area: 33 • Willing to distribute information to friends: 44 • Willing to assist with fundraising: 16
Future plans for offline activities • Follow ups to survey respondents • Culling emails to legislators and Voices Against Tobacco stories for “nuggets” • District coffee hours with legislators in targeted districts
Lessons Learned in MA • The power is in the depth of relationships, not the breadth • Lots of time and effort required • Realistic expectations • “High touch” • Make it easy • They may not act the first time • Persistence and patience • Can’t get discouraged by the numbers! • Just asking for offline activities may increase online activity
Tobacco Free Ohio & Campaign for Tobacco-Free Kids Tobacco-Free Action Network pilot project
Tobacco-Free Ohio enters the e-advocacy biz • Local clean indoor air campaigns • Statewide prevention and cessation budget • Tobacco tax • SmokeFreeOhio
Volunteer requests (Columbus literature drop and always put check box)
Email to public officials with specific requests (Cincinnati mayor)
Statewide campaigns • Email your legislators (cigarette tax) • Volunteer to collect signatures (Smoke-Free Ohio)
TFO & TFAN - Results • We’ve added a new important component to our advocacy strategy. • We have especially seen impressive results in our local campaign and small cities. • People feel more engaged with our campaign because we can communicate with them on a more frequent basis. • We can react quickly to the changing political environment. • TFK’s list has added many new advocates for our cause.
TFO & TFAN – Results (cont) • The success rate of this list is much higher than ALA, ACS, or AHA lists because it’s focused solely on tobacco. • It’s allowed us to identify our strongest advocates. • Public officials notice what we do and who we are. • It has helped us with our grant applications; grant reviewers are impressed with technology. • We’ve successfully converted online advocates to offline advocates. E-mails alone don’t do it; you need people doing offline action to make things happen.
What we’ve learned • Capture emails everywhere--health fairs, meetings, coalition members’ offices; really encourage people to give them. • Email is a cheap, fast way to communicate and keep advocates engaged. • E-alerts to decision makers can be one more important tool in pressuring them to take a specific action. • Contact them offline also for more difficult asks—attending events, letters to the editor, letters to calls to public officials; appearing in ads. • When writing e-alerts, capture their attention, localize as much as possible, think about how you can stand out. • Make it a simple, easy ask that appeals to people’s self interest.
What we’ve learned (cont) • Figure out what your strong messages are and use your strong messages for difficult asks (protect children for cigarette taxes). • Make e-advocates feel important and crucial to the process. • Don’t expect earth-shattering results from email alone. • Make a personal contact with strong supporters; figure out who are your strongest supporters in your community; they can be your strongest advocates. • Ask people why they care about the issue; you’ll learn who your supporters are and feel inspired (anti-hate mail).
