Printable Version Email to a Friend The Adoption Network Cleveland Dolls Rep. Todd Platts speaking at a July Project 1200 event

Nonprofits often struggle with innovative ways to increase attention to their campaigns with limited funding. However, with creativity, many groups have proven that a little money can go a long way. Similar to business marketing strategies, nonprofits across the country are using props in advocacy to increase visibility with consumers, youth advocates, and elected officials.

Adoption Network Cleveland

Background

This year, The Adoption Network Cleveland, a nonprofit educational, advocacy, support and search group for people affected by adoption in Cleveland, Ohio has begun an innovative form of advocacy with an effective form of messaging. Expanding upon traditional lobbying techniques, Matt Carter, outreach and membership coordinator, along with other staffers, have begun incorporating marketing skills into their lobbying. Under the Adopt Cuyahoga's Kids Initiative, the Adoption Network Cleveland is working to reduce the number of children living in foster care, while improving the rights and lives of those waiting for adoption and to increase funding for transitional living for those who turn 18 while in foster care. In February of 2005, Adoption Network Cleveland staffers and volunteers handed out dolls to elected officials in the Ohio General Assembly that represent a child waiting for adoption.

The dolls were hand delivered, allowing time for Adoption Network Cleveland staffers and volunteers to meet with elected officials and discuss the campaign. A volunteer based organization, Adoption Network Cleveland had many volunteers educated on the issues and willing to attend lobby sessions. One volunteer even made sleeping bags for each of the dolls, which provided additional space for literature about Adoption Network Cleveland and the Adopt Cuyahoga's Kids Initiative. Using the props created stronger relationships with elected officials and they were more likely to remember the organization when they followed up. It is very beneficial for groups to strengthen relationships with elected officials to further the impact they can have on a campaign.

The Adoption Network Cleveland keeps in contact with legislators by updating them quarterly on the status of their "child". Recently, the Adoption Network Cleveland contacted at least 15 legislators with information that their child had either turned 18 or been adopted. For those representatives whose children were not adopted they received letters notifying them that nothing had changed. Regardless of the message for legislators, these were effective methods for the Adoption Network Cleveland to increase correspondence with legislators. According to Carter, maintaining communication with elected officials is beneficial for an organization and its issues, in any manner.

Success Stories

Throughout their lobby visits, the Adoption Network Cleveland felt positive reactions from many legislators. Although there have been other groups to use dolls as a prop while lobbying, the Adoption Network Cleveland is the first to make them resemble real children. They felt their campaign was especially successful when they found out that one representative even carried a doll with him on the floor of the Ohio General Assembly.

They also sent out press releases to local media in preparation of the lobby event. They had a successful turnout and were featured on two television shows and local papers. According to the Adoption Network Cleveland, since 60 percent of Americans have been affected by adoption, they feel these issues should receive a lot of attention with the public.

Lessons for the Future

Although there is no current legislation that Adoption Network Cleveland is directly working on, they have continued to support legislation regarding openness in adoption. However, their continuous work with elected officials has kept them even more connected with possible upcoming legislation including potential laws to restrict gay and lesbian couples from adopting children. By using dolls that directly resemble the children, Adoption Network Cleveland was able to create and maintain a stronghold of concern not only in the offices of elected officials, but in their hearts.

Campaign for Tobacco Free Kids

Background

During the summer of 2004 marketers, foundations, and nonprofits began a new wave of advocacy: the wristband. Beginning with the Lance Armstrong LIVESTRONG Bracelets, whose proceeds go directly towards the fight against cancer, the wristbands have allowed consumers to feel their direct connection and impact on an issue, while also making a fashion statement. Many other groups have also started to increase outreach, awareness and advocacy through wristbands. The Campaign for Tobacco-Free Kids in Washington, D.C. was one of the first groups that began this campaign last summer. With effective timing, the Campaign for Tobacco-Free Kids has been able to increase attention and funding towards their 1200 campaign.

The 1200 Wristbands represent the number of people that die a day from tobacco use and second hand smoke. The bands also include the Campaign for Tobacco-Free Kids website so anyone can find out more information about the campaign. Proceeds go directly towards the Campaign for Tobacco-Free Kids and the many programs they work on.

Success Stories

Leisl Bradford, associate of direct marketing, helped coordinate the campaign. Bradford noted the importance of timing when launching a huge campaign. Because they were among the first groups to start selling wristbands to profit a cause, they received a lot of attention from media, consumers, and activists. The group kicked off the campaign during the summer of 2004 at the Marine Corp Marathon, where over 25,000 wristbands were put in participants take-home bags. The Campaign for Tobacco-Free Kids also attended the following expo, where they sold the wristbands.

Along with Capitol Hill visits, Bradford and staff have promoted the wristbands in many forms. They have worked together with other tobacco control groups to encourage education. Campaign for Tobacco-Free Kids also has a youth action center that encourages youth activism throughout the country, including Congressional Hill visits, where the wristbands are often handed out. The wristbands are also used to promote other big events, such as their national Kick Butts Day an annual celebration of youth leadership and activism in the fight against tobacco use. The wristbands are a cost effective form of publicity for the organization that can reach far beyond other forms of advertising.

They have also been great educating tools for schools. Educators have found positive reactions from youth - not only can the bracelets educate students about the effects of tobacco, but they allow youth, who sometimes feel powerless because of their age, a voice and an inexpensive way to show their concern and desire to make a difference.

Public Citizen

Background

While some groups don't always have the funding or time to shape an entire campaign with a prop, groups like Public Citizen in Washington, D.C. have been able to use make-shift props and visual displays to emphasize their campaign. Public Citizen is a national, nonprofit consumer advocacy organization that represents consumer interests in Congress, the executive branch and the courts.

Laura MacCleery, council for auto safety and regulatory affairs at Public Citizen, has developed many different types of effective advocacy strategies. As a part of their auto safety campaign, MacCleery and staff delivered clever visuals with informational briefings to different targeted offices in Congress that work on fuel economy issues. To illustrate the dangers of gas guzzling cars, MacCleery glued smashed up matchbox cars to white cardboard, illustrating effects of an accident. Emphasizing the importance of auto safety, they pointed out what could go wrong if rollbacks in auto safety and fuel economy continue.

Success stories

Although the visual was not the main part of the campaign, but rather an additional way to catch legislators attention, MacCleery felt they were able to add a little more to the campaign and the lobby visit. Even though many nonprofits have little funding, MacCleery and staff proved that creativity can stretch a few dollars a long way. By keeping props cost effective they can be very powerful tools for advocates.

MacCleery emphasized the power a prop can have within congress. If a legislator were to bring a prop that a group brought in, on the Capitol Floor, it could gain tremendous attention.