Introduction to Advocacy

[Renee`]

Get started here. The link provided gives you much more for the serious activist.
http://www.api4animals.org/b2_advocacy_101.php

Renowned anthropologist Margaret Mead once said, "Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has."

Individuals have certainly made a world of difference for animals. The vision, courage, and tenacity of those devoted to ending animal abuse have led to dramatic changes in the way society views and treats animals.

True, we have a long way to go before all animals are granted the respect and kindness they deserve. But the gains animal advocates have already made are by no means inconsequential. Many companies no longer test their products on animals; veganism and vegetarianism are on the rise; the cruel "sport" of hunting is quickly losing favor; wearing fur is no longer considered fashionable by most in society; and the shocking plight of animals in circuses, on factory farms, and in laboratories has been exposed to the light of day. These momentous events would not have been possible without the efforts of thoughtful, committed citizens like you.

Whether you write letters to lawmakers to express your concern about animals, hold up a sign at a circus protest, or distribute literature about animal suffering at your state fair, know that you are improving the lives of animals.

Both seasoned and novice activists often ask us how they can get more directly involved in animal protection. To help strengthen our collective efforts, we here offer our Advocacy 101, a user-friendly manual for letter writing, working with media, broadening your base of support, and mobilizing others. We hope this guide will inspire you to continue your work on behalf of animals, give you fresh ideas for bringing about change, and assist you with your efforts. Born Free USA united with API — and of course, the animals — appreciate your determination to make our world a better place for all living beings.
-------------------------------------------------------------------------------------------------------------------------------------------------------------------------Legislative Activism
In a democracy, advocates can "take the law into their own hands" through legislative activism. By advocating for legal protections for animals at the local, state, and even national level, you can help reduce animal suffering. While the prospect of lobbying legislators or proposing laws may seem daunting, it's really a pretty simple process. Remember — a lawmaker's job is to listen to the concerns of his or her constituents. Below, Born Free USA united with API's helpful hints for getting laws and lawmakers to work for animals.

Lobbying Lawmakers
Lobbying isn't just for high-priced industry representatives; it's something anyone can do. In fact, few things impress lawmakers more than citizens willing to pay them a personal visit. Whether it's to discuss local issues or national topics, meeting with elected officials — from representatives in Congress to the state legislators or county supervisors — can influence policies that affect animals.

You don't have travel to DC or the state capitol to meet with your elected officials because they return to their home districts regularly, usually on weekends and during national holidays. In addition, legislators often hold town meetings to solicit constituent views. These are opportunities for you, as an individual or representing a group, to influence policy. If your issue is specific to your community, you can meet with local officials, such as city council members and county supervisors, to discuss how to help animals in your area.

There is no single "right" way to lobby. While following general guidelines, you should also trust your own personal style when meeting with public officials.

Your visit should accomplish both short- and long-term goals. Short-term goals may include persuading your lawmaker to vote on the pro-animal side of an issue, to co-sponsor an animal-friendly bill, or to oppose legislation that would hurt animals. Long-tem goals might include developing a relationship with an elected official and his or her staff and educating them on the issues.

When you meet with elected officials, you present two messages. The first is substantive and specific, such as: "Please support AB 202, a bill that would prevent the sale of unweaned birds in pet shops" or "Please oppose AB 396, a bill that would dramatically expand recreational hunting in the state."

The second message is more broad and political; you deliver that message simply by walking through the door. That there are constituents willing to take the time to present their views in person is a powerful message and one that lobbyists cannot hope to match, no matter how knowledgeable they are on the technicalities of an issue. While it helps to know the substance of an issue, constituents are not expected to know every detail of a piece of legislation. It's always okay to say, "I don't know the answer to that question, but I'll get back to you." In the meantime, the other message — the political message — gets delivered.

Here are a few tips on how to set up a meeting in a lawmaker's district:

Getting an Appointment:
Call the legislator's district office and request a meeting during the recess, when your legislator is home. Many lawmakers are in their districts from Friday to Monday, as well. The appointment secretary will want to know what the meeting is about. Limit your agenda to only a couple of items, or better yet, one topic. Polite but firm persistence through regular contact with the district's office is essential. If you can't get an appointment during the upcoming recess, express your disappointment — and immediately request a firm commitment for the next time the legislator is back home.

If you don't know who your congressional delegation or state lawmakers are, look in the white pages under U.S. and state government, call your public library, or go to www.firstgov.gov or www.congress.org.

Planning an Effective Meeting:
Lobbying in a small group is optimal. You may want to have at least one spokesperson represent several organizations to strengthen the impression that you speak for many constituents. Consider forming a local coalition (see Building a Coalition) with representatives from other groups and constituencies, including other animal organizations, faith leaders, and business owners.

Before the meeting, get your group together and decide who will say what. If possible, prepare a brief fact sheet about the issue and letters from your groups that you can leave with the legislator and his or her staff. Be sure to list the names, addresses, phone numbers, and email addresses of each person in your group.

Expect your meeting to be brief. Find out in advance from the lawmaker's staff how much time you'll have and be sure to cover your key points early on. Ask the legislator for specific action: "Representative Jones, we urge you to support AB 1190 to ban dove hunting in the state."

Try to find a local angle. How does this issue affect animals in your community? Divide your agenda so that everyone in your group has a chance to speak. Remind everyone to begin and end by focusing on the specific action you'd like your representative to take: "Thanks for meeting with us, Assemblymember Stein. What is your position on AB 349, a bill that would ban the use of hounds in hunting?" Ask for the legislator's business card before you leave so that you can follow up on the meeting.

Meeting Etiquette:
Be on time and dress conservatively. Whatever your feelings about the virtues of sartorial self-expression, it's just good sense to avoid distracting or detracting from your message with radical fashions while meeting with lawmakers. Best to abide by the old adage, "When in Rome, do as the Romans do."

Always remain polite while holding true to your convictions. Think of lobbying as an opportunity for you to express your perspective with integrity and passion. Remember your goal of building a long-term working relationship with a lawmaker.

Be sure to introduce yourselves at the outset of the meeting. Have your leader give a brief introduction about your organization or coalition. State up front your reasons for seeking the meeting.

Endless Pressure, Endlessly Applied:
Follow up your meeting with a thank-you letter, along with any additional information you may have promised. Take the opportunity to build rapport with your elected official and his or her staff. If you don't get the response you want, keep trying. But don't be discouraged if you can't see eye-to-eye with your legislator on every issue; there's always another issue down the road. Persistence is key.

After the meeting, write down your thoughts about it. Be sure to note any questions the lawmaker or his or her staff may have had so that you can follow up. Keep this report on file so that you can refer to it when approaching that lawmaker on future issues. Lobbying lawmakers not only gives you an opportunity to express your views, but also allows you to gather political intelligence and build relationships for the future.

Lobbying lawmakers can be an empowering experience, and is a form of grassroots activism that has helped many animals. You have clout when you make your voice heard. Remember, speaking from the heart about your commitment to animal protection is your greatest strength.
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CASE STUDY #1
Making Laws to Help Exotic Animals
Exotic animals, including big cats, bears, wolves, non-human primates, and reptiles, belong in their natural habitat and suffer when kept as "pets." By their very nature, these animals are wild and potentially dangerous and do not adjust well to a captive environment.

Nicole Paquette, as our Director of Legal and Government Affairs, spearheads efforts to protect exotic animals. In 2002, Nicole worked with a Cleveland, Ohio City Councilmember to pass an ordinance prohibiting the private possession of exotic animals.

After reading an article in the Plain Dealer newspaper about an escaped snake on the loose in a Cleveland neighborhood, Nicole contacted the councilmember who represented the ward where the snake was found and offered her assistance in passing an ordinance to restrict ownership of snakes and other dangerous exotic animals.

The council member was receptive, so Nicole drafted and worked with the city's legal counsel to finalize language for a proposed ordinance. After several meetings with interested parties on this issue, the ordinance was introduced and hearings were held to discuss the issue. Nicole testified as an expert witness and the ordinance passed unanimously.

You, too, can work with your city or county on an ordinance protecting animals. We offer assistance and expert knowledge to help you through the process. For help with ordinances, lobbying, and legislation, contact us at 800-348-7387 or [e-mail].
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How to Pass a Local Ordinance in 10 (Relatively) Easy Steps
Select an animal issue on which to focus. Choose an animal issue that concerns you. It is best to pick an issue that is a problem in your city or county and that can be resolved through the adoption of an ordinance.
Become familiar with the selected issue. Learn about the issue you have selected. Gather as much relevant information as possible prior to approaching your councilperson. In order to be taken seriously, you should have at hand well-documented facts and specific incidents related to your issue. You should be able to state the reasons that the city or county should pass regulations. To that end, familiarize yourself with the animal welfare, public safety, and public health issues raised by the issue.
Research laws governing the issue. Become familiar with the state and local laws addressing your selected issue. Information will be available from your city or county clerk and the appropriate state agencies. Local libraries and law libraries may also be useful places to conduct research. API also has available summaries of local and state laws on a variety of animal issues.
Find a model ordinance. You will need a model ordinance to present to the city or county council. No need to reinvent the wheel here; simply find a sample ordinance or an actual ordinance that has previously passed in another locality. It is important that the language you submit has been reviewed thoroughly by you, by experts on the issue, and, if possible, by attorneys. API can provide model ordinances on a variety of issues and assist with wording of ordinances.
Reach out to allies. Developing a broad base of support will greatly increase the chances that your ordinance will be adopted. Look for support in the likely places, such as animal and environmental advocacy groups, state and local humane societies, shelters, veterinarians, wildlife rehabilitation organizations, sanctuaries, other grassroots activists, and well-known or influential individuals.
Know your opposition. It is essential to become knowledgeable about the people and entities that your proposed ordinance will affect. Identify and understand potential objections to the ordinance and be able to present well thought-out counter-arguments.
Introduce your proposed ordinance. Find a sympathetic council member to introduce the ordinance. Try to identify one who has introduced or supported animal-friendly legislation in the past, or ask your own councilperson to introduce the ordinance.
Start lobbying. Once you have a sponsor and a bill number for your ordinance, you should begin lobbying. Provide the city or county council members with information packets about the bill. These packets should clearly and succinctly illustrate the need for the proposed ordinance. Mobilize a group of people, including grassroots organizations and local residents, to help publicize the issue through action alerts, letters to city councilpersons, op-ed pieces, etc.
Attend a public hearing. Once the ordinance is introduced, a public hearing is likely. If a public hearing is scheduled, arrange for strong witnesses from diverse backgrounds to testify. Rally supporters to attend the hearing, as well.
Prepare for the vote. When it is time for the vote, you will want to contact your city or county councilperson via phone, fax, or mailed letter to encourage him or her to vote in favor of the ordinance. Encourage as many other residents as possible to write their legislators.

Remember that regardless of the outcome of the ordinance, you reached many people with your message. Public education is key to the success of any campaign and, over time, an educated public will effect positive changes in the lives of animals!
--------------------------------------------------------------------------------------------------------------------------------------------------------------------------Working the Media
In our media-saturated society, it is critical for activists to know how to use print and online publications, radio, television, and other forms of mass communication to further their aims.

This section of Born Free USA united with API's guide focuses primarily on promoting animal-friendly messages through newspapers, since they are, in general, more easily accessed by grassroots activists than radio or television. Advocates should also, however, investigate opportunities to reach the public in other ways, such as radio call-in shows, public service announcements, on-air editorials, community radio, or local public access cable stations.

Letters to the Editor
The "Letters to the Editor" section of your local newspaper is an ideal forum for dispersing your message. More people read this section than any other part of the newspaper, except for the front page.

Writing a letter to the editor is easy. Here are some tips to maximize your chances of getting your letter printed.

Check your newspaper or its website for specific guidelines on how to submit a letter, including information on word counts and methods of submission. Find the address of your local newspaper at the USA newspapers website: www.newspapers.com/usa_news.htm.
Keep your letter short, clear and to the point — 250 words maximum.
Limit the number of points you make, and stay on message. Avoid rambling sentences.
Localize your letter. If relevant, explain how the issue will affect animals in your area.
Writing on behalf of a local organization or coalition can give your letter more weight.
Type your letter. If possible, send via email. Newspapers prefer email letters because they don't need to be manually entered into their computer system and because they tend to be more timely than those received through postal mail.
Your letter stands the best chance of being published when it responds to something recently printed in the newspaper, such as a news story, column, editorial, advertisement, or another letter. Refer to that item as a springboard for stating your case. Your letter can support and expand on something already in the news, make a point that was omitted, or disagree with and correct misinformation.
Don't be afraid to ask for action: Tell readers what you want them to do. This includes your elected officials, whose staff read letters to the editor. By putting lawmakers' names in the letter and calling for action — a vote, cosponsoring a bill, opposing legislation — you get their attention fast.
Encourage others to submit their own, customized letters on your issue of concern.
The Op-Ed
Op-eds (which are usually published on the page opposite letters and editorials) are a great way to have your say in more detail than in a letter to the editor. If your paper editorializes on a subject and you disagree with that opinion, ask for space to publish an alternative view. Op-eds usually run no longer than 750 words.

You need to have a good grasp of your issue before writing an op-ed. You can expect the paper to exercise considerable editorial control, not only on length, but on style and, to some extent, on content. Be sure to follow its guidelines, including deadlines for submission.

Sometimes, national organizations such as Born Free USA united with API can provide you with sample op-eds on a particular issue. You can use these as a stepping-off point in writing your own piece.

You may also want to "ghost write" an op-ed piece for someone in your community who has significant stature. For example, you might ghost write an op-ed about the cruelty of trapping and ask a religious leader to submit it under his or her name. Some newspaper readers may be more open to an opinion expressed by someone who is not affiliated with an animal advocacy group.

Newspaper Editorials
The editorial page is one of the most important sections of the newspaper. Influencing or responding to editorial opinion is key to any effective campaign. You generally will find editors interested in your viewpoint, even if they disagree with it. And editorial writers are always looking for ideas and facts. By providing your editorial writers with information on your issue, you are helping them do their jobs.

Editorials educate the papers' readers on important topics of the day, shape public attitudes, can make or break electoral candidates, and affect policy at the local, state, and national level. Lawmakers are especially sensitive to editorial opinion published in their district's newspapers. Editorials that highlight animal rights causes, such as promoting legislation to ban veal crates, encouraging residents to take steps to prevent conflicts with wildlife, or educating readers about the cruelty of circuses and rodeos, are valuable resources in the fight to protect animals.

As part of any successful media strategy for your campaign, getting editorials published that support your position should be a priority. Once a paper has editorialized on a subject, good or bad, it's difficult to reverse that opinion. Therefore, it makes sense to get the kind of editorial you want early in your campaign.

Large papers have an editorial "board." Each of the two or more editorial writers on the board may develop specialties or a group of topics about which he or she writes. Find out which editorial writer covers the issue you are interested in. Most small, local papers have only one editorial writer.

Meeting with your editorial writer or board may be easier than you think. Here are a few tips for making your meeting a success:

When you call for an appointment, let the secretary know who will attend and what you wish to discuss.
If you don't go by yourself, keep your group small. There are a number of ways you can put together a group: have several members of your local animal protection group attend; invite a few community leaders from other organizations who share your viewpoint; or ask individuals who can speak to a specific facet of the issue, such as. educators, scientists, or religious leaders.
Meet amongst yourselves first to decide who will say what. As in a meeting with an elected official, you should decide who will be the spokesperson for the group and make sure you introduce all the members.
Make your case early in the meeting, and then let the editorial writer ask questions. Remember that the purpose of the meeting is to provide the writer with information about your issue so that he or she will consider doing an editorial from your point of view.
Take materials — including fact sheets, supporting documents, photographs, or even video — with you to the meeting. It's likely the writer will want to consider some of the material later, as well as gather information from those with opposing views.
Never embellish facts or speculate on points you are not sure of. Guard against false statements, even ones made innocently. It's better to say, "I don't know," then follow up later with the answer. An advocate's credibility is his or her most precious asset.
Be sure to leave the names and telephone numbers of your group members in case the paper has questions later.
When the meeting is over, let the writer know you think the issue is an important one and worthy of an editorial from the newspaper.
Follow up with a letter thanking the editorial writer for the meeting. Add any information you promised and repeat your offer to make yourself or members of your group available for additional information.
If you can garner a positive editorial on your issue, you've accomplished a great deal. If the editorial really makes the case for your cause, photocopy it and add it to your portfolio of media clippings. Send it with a cover letter to elected officials. Use it to recruit other groups to your coalition.

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CASE STUDY #2
Using the Media to Expose Circus Cruelty
Linda Faso, a Las Vegas animal rights advocate, teamed up with Born Free USA united with API's then–Program Coordinator Sharie Lesniak to expose the harsh realities of the circus. Linda paid to have our anti-circus billboard put up right next to the Orleans Hotel-Casino, where the Ringling Bros. and Barnum & Bailey Circus was soon scheduled to perform. The billboard, produced by Born Free USA united with API, shows elephants trying to break free of their shackles and urges viewers to stay away from "The Cruelest Show on Earth."

Once the billboard was posted, several people wrote letters to the editor about it, further raising awareness about circus cruelty. One letter read, "While driving east on Tropicana ... I saw a billboard that made me sad and yet glad it was there for us to see. It was an anti-circus message that made my family and I decide NOT to buy tickets to the upcoming circus ... The message and picture was all we needed to realize that we are done going to circuses with animals."

These letters, in turn, piqued the interest of a local newspaper reporter, who published a story entitled, "Billboard targets upcoming circus." The article included Linda's concerns about the cruelty of circuses — for example, the use of bullhooks, whips, and electric prods on animals — and noted that several people said they would no longer go to Ringling Bros. after seeing the billboard. "From now on I'm just gonna take my kids to Cirque du Soleil" one person told the newspaper, referring to a renowned animal-free circus.

If you think the cost of a billboard is prohibitive, think again! We provide free billboards to activists, and billboard space can be rented relatively cheaply as non-profit Public Service Announcement (PSA) space.

For help with media advocacy, or to learn how you can put up a Born Free USA united with API billboard and campaign against animal circuses, contact us at 800-348-7387 or [e-mail].
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Organizing and Outreach
In grassroots activism, it's critical both to "gather the troops" and to keep them rallied. If you are active in animal advocacy in your community, chances are you're not alone. You may be part of a loosely-defined network or a thoroughly-established local group. Either way, once you have gathered a group of concerned, committed individuals, you must find ways to make it simple for people to take action, and to stay involved with the cause.

Using effective communication tools and developing partnership with other local groups are also helpful in furthering animal protection at the grassroots level. Below are some tips on creating effective, dynamic community groups and coalitions.

Group Communication
Communication tools such as the telephone, the Internet, and email can make networking a breeze for community-based groups, and can improve the efficacy of animal protection campaigns.

Phone Trees:
Perhaps the single most important step an activist network can take to prepare itself for a campaign is to create a phone tree. Sometimes, all it takes is just a dozen phone calls or a handful of letters to change policies for animals.

What Is a Phone Tree? A phone tree is a network of individuals who agree to make a couple of phone calls, usually one to an elected official, and one or two more to others on the phone tree. Phone trees can also be used to alert activists about urgent issues, such as legislation moving to a vote, a public hearing on an animal protection issue, or a protest against a circus performing in town.

There are different ways to construct a phone tree. Usually, one person is designated the tree coordinator, while everyone involved in the issue identifies and recruits potential phone tree participants. People who have expressed an interest in an issue but who don't have time for regular meetings are often happy to be part of a phone tree.

Typically, when a phone tree is utilized, the coordinator contacts one or more activists in the network and conveys information about the action that needs to be taken (for example, "Please call Senator Rodriguez and urge her to support the bill that would ban canned hunts. After you place your call to the Senator, be sure to call the next two members of the phone tree"). Each activist calls others until everyone in the network has been reached. The last contacts on the phone tree then report back to the coordinator to ensure he or she knows the process has been completed. This "loopback" mechanism is important, as is regular updating of contacts in the tree. If a phone tree is missing "branches," you may have the illusion that action is being taken when, in fact, your message is not getting out.

Make telephone work fun. Instead of calling it a "phone tree," you might consider naming your network of callers the Animal Rapid Response Team or Animal Action Network.

Keeping Informed: Make it easy for phone tree participants to keep up to date with issues. The more information you can provide the people on your phone tree on national, regional, state, or local issues, the better informed and more confident your callers will be when it is time to get phones ringing.

Encourage callers to log onto a website, such as Born Free USA united with API's (www.bornfreeusa.org), that contains information about particular animal issues. Another useful source of information for grassroots networks are the Action Alerts put out by our Action Alert Team. Individuals can join the Action Alert Team online, or by calling our office.

Keeping It Simple: When calling legislators, keep your message simple (for example, "Please oppose reinstating bear hunting in New Jersey"). Lawmakers' offices will tally these calls, just as they do letters, as either "pro" or "con" on an issue. Check with your congressional delegation or state legislators to see if they have district offices in your area or a toll-free number. Both of these options can save your callers money.

Get the Word Out: Don't forget to thank your callers whenever appropriate. If possible, use the phone tree to alert your callers to the outcome of an issue; they'll appreciate knowing that their work paid off. Don't overuse your phone tree, but don't let your callers get rusty either. Using the network once or twice per month is a good average.

The telephone is a well-established, speedy tool for getting messages out. Many volunteers find it easier to make a phone call and voice their opinion than to write and mail a letter.

Electronic Organizing:
Used properly, email and websites can be powerful tools for outreach and advocacy. With a few simple keystrokes, you reach thousands of people, almost instantaneously. Virtually all of the written materials that your local group produces can be adapted for electronic distribution via email and/or a website.

When planning to develop an online presence or an electronic networking strategy, here are some important issues to consider:

Start with a clear understanding of what you want to accomplish and whom you want to reach. Is your constituency online? If not, are you trying to expand your base of support?
Make sure you have the resources to maintain an online presence, and determine who will be responsible for answering email. Once you create a website or launch an email newsletter or discussion list, who will manage it?
Collect email addresses from your members, supporters and volunteers, the media, your contacts in lawmakers' offices, your donors, and anyone else with whom you communicate regularly. Include a space for email addresses in your membership sign-up forms, newsletter subscription forms, and fundraising reply cards.
If your community group has a website where visitors can sign up to volunteer, to subscribe to a newsletter or action alert, or to donate money, be sure to ask for an email address as well as other contact information.
If your group has a table at a conference, rally, or other event, include space for an email address on your sign-up sheet.
Use email to communicate with media and with staff consultants in legislative offices.
Establish and promote an email list. These lists, which can be created on software or via websites, allow you to send an email to a large number of individuals and to maintain an email contact database. Email lists can be used to alert grassroots activists about meetings, to distribute action alerts, or to host discussions.
Preparing Effective Email Alerts: Before the Internet was widely used, activists and advocacy organizations distributed action alerts by mail and fax. Preparing an email action alert is a similar process. But since email has the potential to reach a significantly larger audience, there are some special considerations. Here's a simple checklist to use when preparing action alerts for electronic distribution:

Keep the text short and focused. It may be tempting to provide a detailed analysis, but if your goal is to motivate people to action, get right to the point.
Write a subject line that's compelling or provocative.
Keep in mind that the subject line is the first thing the recipient will see. The more compelling you make it, the more likely it is that the message is going to be read.
Identify yourself. Remember to include all your contact information: phone, address, fax, email, URL if you have a website. You'll have far more credibility — and will probably get better results — if you clearly identify yourself, your group, and your cause.
Include contact information for decision-makers. You'll get better results if you include the telephone, fax, and postal address of the decision-makers you are asking people to contact. Research indicates that emailed messages to corporations and public officials are less effective than other forms of communication. Whenever possible, urge activists to mail a letter or send a fax instead of or in addition to email.
Compile and maintain a list of the newsgroups and email lists you post to. Once you've identified the best places to post your alerts, keep the addresses on hand for future use. If your email allows you to set up individual mailboxes, create one for these addresses so you can send them in a single message. (Use the "Bcc" field if mailing to multiple addresses, to protect recipients' privacy.)
Send a test message before sending out alerts. Always send a copy of the alert to yourself or to a colleague before distributing it. Check the format to make sure there are no broken lines or other problems. Check any URLs that you include in the alert to make sure they work properly.
Many websites offer detailed technical information about effective use of the Internet. A particularly useful resource is "The Virtual Activist 2.0," an online guide produced by NetAction (www.netaction.org).

[Linda]

Ahhh! This is very good.
Thanks for putting this up Renee, I am sure a lot of us members can sure use this information. This is very helpful.

[Renee`]

Thanks, Linda. It's a LOT to absorb. There is a lot more, but you'll have to go to the website for that. LOL!!! This is VERY lengthy as it is.