Member Advocacy in 2010

1. Member Advocacy in 2010 Regional Council Summit • Michael P. Aitken, SHRM • February 26, 2010

2. Member Advocacy in 2010 Overview • Overview of Today’s Remarks: • Advocacy – What is it and why does it matter • SHRM’s Advocacy Program – Where we are and where we need to be, and • Plan for 2010 - What’s the plan and how are we going to get there.

3. Member Advocacy in 2010 Elements of an Advocacy Campaign

4. Member Advocacy in 2010 Government Affairs Staff Congressional Office Visits Total Meetings in 2009: 239

5. Member Advocacy in 2010 Government Affairs Staff Congressional Office Visits

6. Member Advocacy in 2010 Congressional Staff Perspective If your Member/Senator has not already arrived at a firm decision on an issue, how much influence might the following advocacy strategies directed to the Washington Office have on his/her decision?

7. Member Advocacy in 2010 Examples of Effective Member Advocacy • Examples of effective member advocacy programs: • AARP • National Federation of Independent Business • National Realtors Association • National Rifle Association • American Breast Cancer Association • Move On.Org • Tea Party Movement

8. Member Advocacy in 2010 Previous Member Advocacy Strategy Currently our Advocacy Strategy Can Be Likened to the “Carpet Bombing “Technique Used in Past Wars

9. Member Advocacy in 2010 HRVoice Letters

10. Member Advocacy in 2010 Future Member Advocacy Strategy To Be More Effective in Our Advocacy Efforts, We Also Need to Use “Precision Targeting” in Our Advocacy Efforts

11. Member Advocacy in 2010Visits by SHRM Members

12. Member Advocacy in 2010 The Potential • SHRM has over250,000 Individual Members. • Located in Alexandria, VA – just 7 miles from Capitol Hill. • 50 State Councils & Over 593 Affiliated Chapters (most • with an identified “legislative director”). • Our members are located in every Congressional District • & State. • Last year, 10,000+ members completed the HR Advocacy • Questionnaire. • Over 15,000+ SHRM members sent messages to • legislators through HR Voice.

13. Member Advocacy in 2010 The Potential • Nearly 250 HR professionals participated in Hill visits during the 2009 Employment Law and Legislative Conference. • Over 200 members conducted Hill visits on Thursday in conjunction with the Leadership Conference. • This year, we conducted 11 Day Inside the Beltway events for state councils/chapters. • Over 38 Day Inside the District events have taken place across the country, with more planned for 2010.

14. Member Advocacy in 2010 California Example • With just HR Advocate Questionnaire respondents, here’s what we found: • Of the over 10,000+ SHRM members responding, 592 are located throughout California, • Respondents are dispersed throughout each of California’s 53 congressional districts – the most (38) located in Duncan Hunter’s district (R-52nd) and the fewest (1) in Xavier Becerra’s and Lucille Roybal-Allard’s districts (D-31st and 34th), respectively, and • The No. 1 issue of interest for CA members – Comprehensive Health Care Reform (188),followed closely by EFCA (144).

15. Member Advocacy in 2010 California Example • Of the 53 California Members of the House of Representative, a Sizeable Number Have a Direct Impact on HR Public Policy Issues: • 8 members sit on the House Judiciary Committee, • 6 members sit on theHouse Education and Labor Committee, • 6 members sit on the House Ways & Means Committee, and • 8 members sit on the House Energy and Commerce Committee

16. Member Advocacy in 2010 California Example • Key California Legislators with a Direct Impact on HR Public Policy Issues: • Rep. Nancy Pelosi(D-8th), Speaker of the House, • Rep. George Miller (D-7th), Chairman of the House Education and Labor Committee, • Rep. Henry Waxman (D-30th), Chairman of the House Energy and Commerce Committee, • Rep. Lynn Woolsey (D-6th), Chairwoman of the Workforce Protections Subcommittee (FMLA, Healthy Families Act, etc.), and • Rep. Zoe Lofgren (D-16th), Chairwoman of the Immigration, Citizenship, Refugees, Border Security, and International Law Subcommittee.

17. Member Advocacy in 2010 SHRM’s Strategic Plan • “SHRM’s strategic plan will concentrate on six key areas:  • Developing more world-class research and knowledge-based content for a growing core membership; • Continuing to operate as a financially-sustainable organization to fulfill its mission; • Expanding its advisor and advocacy roles worldwide; • Attracting and engaging senior HR executives and other business leaders; • Engaging and serving the HR needs of non-HR professionals; and • Continuing to grow as a global organization in emerging markets, such as India and China.”  SHRM Press Release – August 27, 2009

18. Member Advocacy in 2010 SHRM’s Strategic Plan Expanding its advisor and advocacy roles worldwide • “Create a new member advocacystrategy by 12/31/2010 that will allow SHRM to be effectively engaged in public policy issues of importance to our members. (Global Communications & External Affairs) • Effort will focus on the development of a member advocacy presence at the local and state level . • A key element will be identifying a key contact in each congressional district that will facilitate the organization of our members at these levels.

19. Member Advocacy in 2010 Key Plan Dates • Launch plan at the 2010 Employment Law and Legislative Conference to our State Legislative Directors. • Program will encourage participation in all 50 states but will focus our efforts with an initial 10 states in 2010 and a pilot program in one, California. Program will phase-in to all 50 states over a five-year period. Key target states in 2010: • AL NY • AR RI • FL WA • KA WI • ME CA • NE

20. Member Advocacy in 2010 Key Plan Dates • Begin roll out of the education and training materials for the program by April 30, 2010. Key components include: • Member engagement and recruitment of key contacts in target states • Training of key contacts • Development of collateral materials • Development of web-based materials and training information • Develop use of social media • Facilitate meetings .

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24. March 2010 Legislative Conference

25. March 2010 Legislative Conference Regional Challenge • Remember, we pay the hotel and lodging costs for state legislative directors to attend the conference and provide education and training to attendees. • Currently, we have 38 of the 50 state legislative directors registered to attend the conference. We would like to have all 50 in attendance. • Additionally, we have 520 folks registered to attend but would like to see even greater participation. • So, we will offer up 5 Government Affairs presentations, one for each region, to those states that have the greatest number of attendees.

26. March 2010 Legislative Conference Northeast Region • Maryland 40 Southeast Region • Virginia- 71 registrants North Central • Illinois- 21 registrants Southwest Central • Colorado- 8 registrants • Utah- 8 registrants Pacific West • California- 22 registrants

27. March 2010 Legislative Conference CONTACT: Mike Aitken – mike.aitken@shrm.org 703-535-6027