By Brad Fitch

Politicians analyze requests for assistance through their own prism, asking a series of questions when considering an issue. Understanding a legislator’s thinking process is valuable in developing an Influence Strategy. Consider the following questions designed to help you look at your issue the way a legislator does, which is the first step to legislative success.

1. What do we want the legislator to do?
Identify a specific request of the legislator. It is crucial that advocates have a specific measurement by which to hold the legislator accountable.

2. What is the legislator’s history with this issue?
Politicians are slaves to consistency. They know that changing a position will result in withering criticism as a “flip-flopper” by the media and political opponents. It is significantly easier to win over an undecided legislator than to convert a committed one. Understanding your legislator’s history is the starting point for developing an Influence Strategy.

3. Why would the legislator care about our issue? Does it connect to the legislator’s goals or does it impact the legislator’s re-election?
Politicians are rather predictable creatures who behave according to their values and political instincts. By researching the legislator, their priorities, and the political make-up of the district or state, you can identify reasonable motivation for them to support certain issues.

4. What are our influence strengths? What tools/assets are most persuasive and helpful in gaining the legislator’s support?
Every constituent group has some degree of political clout. Legislators keep a mental tally (some keep a written one) of groups that are important to them politically. To become one of those groups, identify your strengths. It is important to quantify the strength through membership roles, contribution to the economy and number of VIP’s who can call the legislator or senior staff – any factor that could be used for influence.

5. What are our influence liabilities? Will the legislator need to spend political capital to support us? Could there be negative repercussions if the legislator supports us?
Legislators want constituent groups to understand their problems. Successful groups and lobbyists always appreciate the challenges and pressures felt by legislators, and seek ways to mitigate the political damage they may incur through supporting your cause.

6. Who are our allies? Are there other groups we can coordinate with to amplify our message?
Rare is the cause that does not have multiple supporters.  Identify other groups or local VIP’s who share your cause. Coordinate on timing and message delivery to enhance your strength and image.

7. What other groups are involved in this issue and how do they relate to our position? Do we have active opposition, or just competition for resources?
Every constituent group has competition, even if it is just for the legislator’s precious time and resources. Identify groups that might oppose you or may be seeking appropriations dollars from the same pot of money.

8. How do we maximize our influence strengths?
To enhance influence strengths and reinforce your supporters’ commitment to your cause, add credibility to the case with third-party endorsements, and build partnerships with other groups to demonstrate diversity of support for your position.

9. How do we minimize our influence liabilities?
To minimize liabilities that chip away at your support base, neutralize opposing arguments through a diverse communications strategy (online, free and paid media), and counter your opponents’ talking points. You need to offer the legislator some measurement that illustrates minimal impact to his/her image.

10. How best can we connect with the legislator?
When you have identified your allies, opponents, strengths, and weaknesses, you can develop the best Influence Strategy. You can pull together the ideal combination of tactics, messages, and influence factors that is most likely to win over your targeted legislator.

Brad Fitch is the CEO and co-founder of Knowlegis, a Capitol Advantage company. To learn more about Knowlegis online suite of tools, please call 703.289.9816..