|
ADVOCACY LINKS |
Grassroots Advocacy Toolkit:
Steps to Effective PTA Advocacy
Determine the Issue
Issues need to be presented in a manner that makes sense to people, thoroughly addresses their concerns, and offers a clear solution that is worth the efforts made.
For example, if you are attempting to gather community support and funding for an after-school program, it is important to make the benefits apparent to all members of the community-including those residents without school age children.
In addition, there will be times when the PTA will not be raising an issue, but will be responding to one raised by an opposing group with different ideas. Recent examples include the "65% solution," taxpayer bill of rights, tax cap initiative, and statewide private school voucher programs.
Whether you are supporting or opposing a public policy initiative, your task is the same. You must frame or define the issue in a way that appeals to your audience, whether they are members of your local school board, state lawmakers, members of Congress, or the voting public.
Check National PTA Positions & Resolutions
Any issue taken up by a local or state PTA cannot be in conflict with the national PTA Resolutions and positions.
Local board or committee approval may also be required before undertaking any PTA-sponsored or supported advocacy activity. PTA's can support or oppose existing or proposed policies when the state or the national PTA organization has no stated position on the issue. PTA's can also develop their own initiatives and advocate for them. It is important to attain consensus for action and gauge the level of support among local PTA members before engaging policy makers under the PTA banner.
Research the Issue
Framing or shaping an issue for PTA action requires continually remaining on top of the facts.
Research includes gleaning data from PTA and other child advocacy organizations, reviewing minutes of public meetings, and acquiring copies of proposed rules, regulations, or laws. While the Internet has made research much easier, remember to check the source of the information to ensure that it is an accurate reflection of the facts. Brainstorm with other PTA members or representatives of allied groups who are knowledgeable about the issue. Here are some questions to consider:
History
- What is the importance of the issue to the national PTA organization?
- Does it fit within the organization's mission and goals?
- How will it impact the education and well-being of children?
- Will it result in concrete and quantifiable improvements?
Climate for Change
- Does the issue have clarity, and will it appeal to a broad range of people and their "kitchen table" concerns?
- Will it bring your members together without alienating outside individuals and organizations?
- Does it require multiple resources, both people and money, to have make an impact persuading policy makers?
- Will the issue strengthen PTA by attracting new members or energizing current members to a greater level of support for causes that benefit children?
Factors Surrounding the Decision
- Who has the ultimate authority and responsibility for making the decision?
- Are there existing federal, state, or local laws, such as the No Child Left Behind Act, that set parameters within which the decision must be made?
Opposition
- Is there organized resistance to your cause?
- What is the size of their organization and of their bankroll?
- Do they have connections with the decision makers?
- Do they have the ability to attract media attention, such as public figures or celebrities for spokespeople?
- How determined are they to prevail on this issue?
- How do their arguments differ from PTA's position?
- Do these arguments resonate with the community or voters?
Build Your Volunteer Network
Turn Members into Advocates
- The first step is to let members know how they can participate in the advocacy process by clearly communicating the local, state, and national PTA goals.
- Identify specific issues or concerns in which PTA could be involved at the local, state, or federal levels. Make issues and goals real to members by identifying how the issues touch their lives, the lives of their children, or the community at large.
- Make it easy for members to find information on PTA advocacy efforts by devoting part of your PTA newsletter or e-mail communications to public policy information. Use your local and PTA websites to bring attention not only to current public policy issues, but to success stories of previous PTA efforts in the state or surrounding communities.
- Build an email address book to disseminate important information quickly and efficiently, particularly if you are actively engaged in a local, state, or federal public policy campaign. Participate in bulletin boards on PTA websites to share information, gather allies, and research successful strategies with other PTA members around the country.
Reach Out Beyond the PTA Circle
As a PTA unit, you cannot grow in size or power if you only "preach to the choir." In order to increase clout with decision makers, a considerable investment must be made to extend beyond your current circle of influence. The best place to start is by encouraging current active members to contact friends, neighbors, and colleagues to tell them about PTA projects and advocacy efforts. Further, approach people from other organizations with similar concerns and interests, and attend school-related and community events where a PTA presence would be welcome. PTA members can also recruit new supporters as they go door-to-door with petitions or flyers, as well as set up phone banks. No matter where you are recruiting, you must keep your goal in mind.
- Quick ideas to expand your base of support
- Are you seeking to convince people to take specific action, such as voting, calling their school administrators or lawmakers, signing a petition, or attending a local PTA meeting?
- Be prepared to explain the PTA mission and how our public policy issues affect the community. Listen to people's concerns and show how PTA is helping to address them at the local, state, and national levels.
- Ask for an email address, phone number, and other contact information so new contacts can be added to your "advocacy action list."
- Assign someone to make reminder calls or send emails to reinforce your contact and the commitment to help PTA take action.
- Have a volunteer available to greet all new attendees at meetings.
- During meetings, thank all attendees for taking the first step to help all children.
Your Advocacy Network
Regular communication is essential to maintaining an advocacy network.
- Build on PTA's This Week in Washington e-newsletters by adding a local angle when you forward it to your local network members.
- Share news of successes and challenges by setting up local bulletin boards, listservs, or e-mail lists so that members can exchange information.
- Give as much advance notice as possible about informational, organizational, and action meetings, and schedule those meetings based on local norms for parent work hours and other school-related activities so that the maximum number of people can participate.
on a specific, narrow issue or a specific aspect of a larger issue. The working groups can meet more frequently and then report back to the larger group with specific tasks that need to be assigned or a concrete plan for action. In this way, volunteers can devote their time and energies to an advocacy issue or action in which they have a particular interest or expertise. This will help maintain their interest in the advocacy effort as a whole.
Provide a Variety of Ways to Help
Not all PTA members will be able to devote a lot of time or resources. By offering a variety of duties, each volunteer can pick a task that fits his or her individual situation and time constraints. Offer donors, local businesses, and community members a variety of ways to help, too, such as paying for printing costs, donating extra office supplies, providing a centralized meeting space, or contributing raffle prizes. When you need help
from a member or business leader, don't be afraid to ask.
You should always provide your volunteers with the tools they need to successfully complete their tasks. For example, if you are asking members to make telephone calls to their member of Congress, prepare a script or talking points ahead of time, give adequate background information on the issue, and provide them with a contact name and telephone number.Once a member or business leader has offered to donate time or money, it is up to you to ensure the experience is a positive one. Involve the member in specific tasks that match his or her skills and interests. And, be certain to invite donors to events that show them how their money is being used.
Finally, in a volunteer organization like the PTA, the words "thank you" take on an even more powerful meaning. Thank your members, volunteers, and donors often and in public. Write a note and present a "certificate of appreciation" to let volunteers know they make a difference and their efforts are appreciated.
Organize Around Goals
In setting your goals, assess what you ultimately seek in the long term, what can be gained while you are still trying to bring about change, and what needs to be achieved right away. Ask yourself these questions:- What is the desired outcome of your actions and activities?
- What does the PTA want the community to demand from the decision-makers?
- How will you measure your success and what will you deem a victory?
- Are there successive steps that can be identified and celebrated on your way to victory?
- Will the goals leave the PTA stronger and larger once the goal is achieved?
Short-Term Goals
These goals will lead you to achieve your intermediate goal and might include getting endorsements from the school principal, community leaders, or local or state officials. Other short-term goals could include producing a document showing the disparities between schools in the district and setting up tours for lawmakers or the media.
Intermediate Goals
These goals reflect victories that might be accomplished midway through your efforts and could ultimately lead to achieving your long-term goals. For example, you might work with a state legislator on a new plan to provide additional money for schools and districts. Because the legislative process is often slow, just getting a legislator to introduce a bill or have a legislative committee hold a hearing on an issue can be a significant achievement.
Long-Term Goals
Your long-term goals should reiterate the overall objectives of your efforts. For example, your long-term goal may be to overhaul the state school finance laws and replace them with laws that more equitably distribute funds among rich and poor districts. Part of your long-term goal might be to raise the base level funding of schools by the state and make this a statewide issue in the upcoming governor's race.
