AVMA Public Policy Symposium

Move the Needle: Strategic Thinking and Effective Advocacy

Kristin A. Hellquist, MS, CAE

Director, Advocacy & Practice Affairs

American Society for Dermatologic Surgery Association (ASDSA)

Advocacy is guided by strategic priorities

• Advocacy is part of the existing strategic plan / planning process (3-5 years)

• Member buy-in / focus groups

• What’s important / prioritization

• What’s achievable• balancing aspirational values

v. opportunities to realistically influence a position

One day your ‘House’ looks like this…

The next morning this is your ‘House’…

Challenges: The Expected & Unexpected

• Expected:• Passing model legislation

• Shaping routine regulations

• Nurturing existing key relationships (and building new relationships)

• Working with mutually beneficial coalitions

• Unexpected:• Onerous legislation/regulation pops up

• Change in key contacts/legislators/regulators

• New opposition groups / adversaries form

• Shift in positions / priorities / resources

Managing Member Advocacy Expectations

‘If you are not at the table, you are on the menu.’

• Be realistic

• Focus on key issues

• Be flexible

Creating & Using Public Policy Positions Effectively

• Positions communicate the association’s values and stance on key issues

• Should be Board-approved. If applicable ‘House of Delegates’ approval

• Secure buy-in from membership: utilize committees, task forces, commissions, councils and other tools

• Bolster position by including recent data

• Guiding parameter in developing and maintaining positions: have a nexus to patient safety

The Art of Persuading Legislators / Regulators

• Its not enough to be a veterinarian or physician

• Facts and figures ‘sell’ your public policy positions

• Connections to legislators/regulators constituencies is key

• Establishes your association/members as the expert

Effective Advocacy ResourcesLeave Behinds

•One page

• Jargon-free

•No more than two ‘asks’ at a time

Bring Aheads

•Allows office to share with the right staffer in advance

•Clarifies why you are visiting

•Clear and concise

•Bring again to reinforcethe message

Social media is importantThis advocacy tool will help you!

• Follow state and federal lawmakers for news

• Obtain news on topics, including legislation that affects you

• Share thoughts about your positions on legislation and regulation your organizations care about

• Advocate a cause to a larger audience

• Engage, network and socialize with top leaders in specialty issues

• Build personal brand in advocacy community

• Use hashtags to organize and build upon key messages

Using Infographicsfor Effective Advocacy

“Pictures tell a thousand words.”

Tips on Using Infographics

• Keep it simple (avoid jargon)

• Show – don’t tell

• Forget the bar graph

• Tell a story

• Understand the data

• Research: use multiple colors, curved lines, etc.

• Use a focus group of the intended audience to make tweaks

• Most read an infographic for 3 minutes or less

Tools / mediums . . . some examples

•Canva

•Chart Gizmo

•Creately

•Easelly

•Good Labs

•Visually

• Infogram

•Online Charts Builder• Piktochart• Tableau Software• Venngage•Wordle•Many Eyes•Dipity• Also can use graphic

designers

Rewarding the Advocate

• Keep good volunteers doing their thing

• Encourage ‘new’ blood

• Inspire new and seasoned volunteers simultaneously

Questions / Comments

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