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Harnessing the Power of Purpose-Built Coalitions

Harnessing the Power of Purpose-Built Coalitions. Australasian Society of Association Executives – Leaders Symposium September 2012. Everything we do begins with research…but we are not a market research agency.

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Harnessing the Power of Purpose-Built Coalitions

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  1. Harnessing the Power of Purpose-Built Coalitions Australasian Society of Association Executives – Leaders Symposium September 2012

  2. Everything we do begins with research…but we are not a market research agency THINK: Insight & Advice works with leaders in the public and not-for-profit sectors who need to influence the opinions of multiple stakeholders. Everything we do begins with research insights but carries through to advice on communications, policy and strategy. Increasingly, we are asked to help boards and their staff to reflect and learn through the evaluation of campaigns, policies and organisations.

  3. The power of coalitions was demonstrated by the 2007 Election result

  4. The power of purpose-built coalitions proven

  5. The Power of purpose-built coalitions proven Mining Super Profits Tax (2010) – Keep Mining Strong • Led by Minerals Council of Australia but joined by: • Chamber of Mines and Energy of Western Australia • NSW Minerals Council • Queensland Resources Council • Reportedly included funding from BHP Billiton and Rio Tinto • $20 million budget (estimate) including broadcast, online, print • Direct campaign against proposed tax as job killing Mineral Resources Rent Tax (2011 – 2012) – This is our Story • Similar coalition remains intact but with less participation from BHP and Rio • ‘To promote success of employment in Australian mining’

  6. ‘You will be known by your creative and your slogan’

  7. Cheap copies began to proliferate Mineral Resources Rent Tax (2011 – 2012) – Keep Australia Afloat • Astro-turf campaign led by shell Association of Mining and Exploration Companies and backed by: • Gina Rinehart • Clive Palmer • Andrew Forest

  8. Competitor campaigns began to pop up

  9. If you play with fire…

  10. The NFP weapon of choice for the battles of the day

  11. We’ve evaluated two recent campaigns • Client: Price on Pollution 2011 Coalition • Date: 2011 • Members: • Australian Conservation Foundation • Australian Council of Trade Unions • Australian Youth Climate Coalition • Climate Action Network Australia Environment Victoria (on behalf of all State Councils) • GetUp! • Greenpeace • The Climate Institute • WWF • Client: Australia Council for the Arts • Date: 2008 • Campaign partners: • Australian Major Performing Arts Group (28 member peak body) • Live Performance Australia • Media and Entertainment Alliance

  12. Some lessons learned • The most effective campaigns involve a ‘voter contact’ or ‘field’ component – a natural advantage for NGOs and charities • The number and diversity of organisational members communicates who you are and what you stand for • Ultimately, you will be known by the creative and the slogan • The number of members of member organisations gives coalitions credibility – Astroturf groups are quickly unmasked • Members need to develop trust at the most senior levels to sustain the organisation when things go wrong. Prior to joining, all members should be open and transparent about: • Reasons for joining • Ability to contribute in cash AND in-kind • Competing priorities

  13. Some lessons learned 4. Get the governance right from the beginning: • Needs to separate from business as usual (needs to accommodate new partners and must move quickly) • Create levels of affiliation: • Board (financial contributors) • Steering Group (a small tight group to make daily decisions) • Stakeholder community • Circle of Advisors 5. Try not to bog down your agreement to work together with too many points – agree to the minimum necessary to work together and no more. Otherwise, the coalition should be a ‘policy-free zone’ 6. Document your agreement and build in a dispute resolution mechanism

  14. Some lessons learned 7. Dedicate staff resources (secondments work best) 8. Train the troops on the strategy, the structure and the systems 8. Establish a physical ‘war room’ and supplement teleconferences with face-to-face frequently 9. If possible, maintain separate government relations campaigns focusing on specific aspects of the policy. Use the full group if you can’t get access or to amplify support once you have won. 10. If you have not managed an advertising or PR agency, recruit someone with that specific management expertise

  15. Some lessons learned 11. Develop a rapid-response capacity and protocol 12. Research your opponents and yourself – be ready to respond 13. Recruit an independent fundraising committee if possible 14. Maintain detailed up-to-date accounts 15. Develop media monitoring and prepare to evaluate 16. Evaluate, evaluate, evaluate

  16. Would your organisation benefit from a little self-reflection?For more information, contact:randall.pearce@thinkinsightadvice.com.au(02) 9358 6664www.thinkinsightadvice.com

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