Green 2012
GREEN 2012: A PLAN FOR VOTER REGISTRATION, FUNDRAISING, ORGANIZING AND CANDIDATE RECRUITMENT
Executive summary
Green 2012 is a development plan for the Green Party of California (GPCA). The plan is premised upon the idea that with more effective grassroots organizing, political development work, communications and professional fundraising, GPCA can raise sufficient funds to build the party’s membership, increase our volunteer base and elect more candidates to office.
The GPCA was founded on February 4th 1990. We have made great strides with an almost exclusively volunteer effort. More than 660 Greens have run for public office in California and 220 have been elected. 219 Greens were elected to municipal, county other local offices and one was elected to the California State Assembly in a March 1999 special election.
Over the past 10 years, however, our party has gone into decline.
- Since 2002, the number of California Greens who have become candidates has sharply declined from 81 candidates in 2002 elections to 33 candidates in the 2010 elections.
- GPCA’s voter registration totals have decreased by 32% since 2004. In 2003, there were 166,740 registered Greens. As of October 2010, there are 113,835 registered Greens.
- Our party’s volunteer base has decreased significantly from its high point between 2000 and 2003.
We can and must rebuild to accomplish our party’s mission by prioritizing our work. Although we have achieved great success relying on an almost exclusively volunteer effort, we have relied upon the same few hundred volunteers for years to the point of diminishing returns.
Green 2012 expands upon and complements our party’s volunteer base by hiring full-time highly experienced political staff to work on grassroots organizing, political development, communications and fundraising.
Green 2012 sets 6 specific main priorities for GPCA in 2011-2012.
1) Build and use a statewide voter file.
2) Register 100,000 new Greens by the end of 2012.
3) Run 15 candidates in 2011 and 80 candidates in 2012.
4) Elect at least 20 Greens in 2011-2012.
5) Raise $200,000 for the GPCA by Election Day 2012. We aim to raise $120,000 in the 2011-12 fiscal year and $130,000 in the 2012-13 fiscal year.
6) Engage our approximately 100,000 party members in grassroots organizing with persuasive messaging, positive Green spirit and creativity.
This plan is premised upon four assumptions.
1) With more persuasive messaging and a professional fundraising effort, GPCA can raise sufficient funds to pay for Green 2012.
2) The GPCA can increase the number of volunteers working to build the party.
3) There is a great deal of ‘low hanging fruit’ in terms of new Green voter registrations. Our party’s first voter registration drive from 1990-1991 was a big success. 103,000 Californians registered Green in 24 months with a combination of paid and volunteer organizers.
4) The number of Green candidates and officeholders and registrations will grow through a statewide voter registration drive, smart use of the California voter file and an energetic, expanded group of GPCA volunteers.
Key 2011-2012 fiscal year expenditures required for the implementation of Green 2012 are:
1) Hiring a GPCA executive director by May 2011 to coordinate all volunteers, committee and working group members, staff, consultants and contractors. The executive director will help GPCA working groups, committees, and county councils implement their work plans. The executive director will also lead all fundraising efforts. (Job description will be published by 3/15/2011.)
2) Hiring a GPCA field director by September 2011 to coordinate all grassroots organizing efforts on the ground, not online. (Job description will be published by 3/15/2011.)
3) Hiring a GPCA online director by September 2011 to coordinate all online organizing efforts, online website upgrades, online website publishing and management, online voter file database management, online contact management and online graphic design. (Job description will be published by 3/15/2011.)
4) Software for voter file management.
5) Software for contact management.
6) Software for website content management.
GREEN 2012 TABLE OF CONTENTS
1. GRASSROOTS ORGANIZING
Goal 1-1: Register 100,000 Greens by Election Day, November 2012.
Goal 1-2: Build a statewide Green Party registered voter file database.
Goal 1-3: Recruit, train, coordinate and energize more GPCA volunteers.
2. POLITICAL DEVELOPMENT
Goal 2-1: Recruit and help qualify for the ballot at least 15 candidates for 2011 non-partisan office, at least 50 candidates for 2012 partisan office by April, 2012 and by August 2012, at least 80 candidates for all 2012 offices.
Goal 2-2: Develop effective messaging.
Goal 2-3: Provide training and political support to Green Party candidates.
Goal 2-4: Promote a high profile, inclusive presidential primary process.
3. COMMUNICATIONS
Goal 3-1: Increase quantity and quality of earned media coverage.
Goal 3-2: Update the GPCA website.
Goal 3-3: Build larger and more vibrant online communications networks.
4. FUNDRAISING
Goal 4-1: Raise funds effectively, efficiently and in compliance with the law.
Goal 4-2: Develop major donor program.
Goal 4-3: Develop telemarketing program.
Goal 4-4: Develop fundraising events program
Goal 4-5: Develop online fundraising program
Goal 4-6: Develop direct mail program
Goal 4-7: Develop merchandising program
Goal 4-8: Role of Treasurer
5. TIMELINE FOR KEY ACTIONS
6. FISCAL YEAR 2011-2012 EXPENSE PROJECTIONS
7. STAFFING REQUIREMENTS
1. GRASSROOTS ORGANIZING
Goal 1-1: Register 100,000 Greens by Election Day 2012.
Tactics
(1) Register 10,000 new Green Party members through volunteer efforts.
(2) Register 90,000 new Green Party members with paid organizers.
(3) Develop “Why Register Green” flyer.
(4) Analyze statewide Green voter registration list to determine make up of current party members
Goal 1-2: Build statewide Green Party registered voter file database.
Tactics (1) Research and select database software or application for voter file management.
(2) Obtain current voter files from each county.
(3) Develop system to regularly update the voter file.
(4) Train county correspondents in use of data base/data base management.
(5) Develop protocol for internal party member access to different parts of the voter file.
(6) Provide reports and targeting recommendations to GPCA county councils and candidates based on voter file data.
(7) Include donor and volunteer contact history in database.
(8) If statewide voter file database cannot also manage volunteer and donor contact information, then research and select contact management system for it as well.
Goal 1-3: Recruit, train, coordinate and energize more GPCA volunteers.
Tactics (1) Develop “How to Volunteer Green” flyer.
(2) Recruit and train campaign managers for GPCA candidates.
(3) Recruit and train webmasters for GPCA candidates.
(4) Recruit and train campaign treasurers for GPCA candidates.
(5) Recruit and train webmasters for every county council.
(6) Recruit, train and manage online content publishing team for GPCA website and social network pages.
(7) Recruit and manage graphic design volunteers.
(8) Develop a broad-based membership event component for bi-annual GPCA General Assemblies and/or Gatherings.
(9) Develop a calendar of GPCA internal and external events and political deadlines and ensure the capacity for county council members and other interested party members to receive this information.
2. POLITICAL DEVELOPMENT
Goal 2-1: Recruit and help qualify for the ballot at least 15 candidates for 2011 non-partisan office, at least 50 candidates for 2012 partisan office by April 2012 and at least 80 candidates for all 2012 offices by August 2012.
Tactics
(1) Cultivate relationships with Green Party activists and leader, including past and current elected and appointed Greens, Green candidates, campaign managers and volunteers, county council members, Greens active in state and national party committees and working groups, and other party members involved in green movement work.
(2) Candidate recruitment by phone and in person.
(3) Develop candidate recruitment materials.
(4) Run online campaign for people to ask others to run Green.
(5) Consult with the Campaigns & Candidates Working Group on these tasks.
Goal 2-2: Develop effective messaging.
Tactics
(1) Develop persuasive messages and effective messaging strategies to generate and mobilize GPCA support.
(2) Review all GPCA materials to promote messaging, provide fact checking and ensure accuracy.
(3) Provide messaging training to GPCA supporters and volunteers.
(4) Consult with a GPCA Messaging Group established to advise this process on these tasks. The Messaging Group shall include members of the Media and Finance Committees, Platform Working Group, California Green Officeholders Network and GPCA spokespersons.
Goal 2-3: Provide training and political support to Green Party candidates.
Tactics (1) Organize weekly skills trainings.
(2) Provide phone consultations to candidates and their campaign staff.
(3) Advocate for inclusion of Green candidates in political polling and debates, and develop a strategy to promote a public dialogue about polling and debate inclusion.
Goal 2-4: Promote a high-profile, inclusive presidential primary process
Tactics
(1) Work with local Greens to organize a Green presidential primary debate in Northern CA and Southern CA in January 2012.
3. COMMUNICATIONS
Goal 3-1: Increase quantity and quality of earned media coverage.
Tactics
(1) Cultivate relationships with CA and national political reporters.
(2) Organize news events to earn media.
(3) Write and edit news releases.
(4) Recruit op-ed authors.
(5) Organize letter-to-the-editor campaigns.
(6) Develop quarterly messaging talking points. Present for review to the Messaging Group.
(7) Ensure that news releases and other media communications are in synch with party’s overall messaging strategy.
(8) Review existing GPCA media database, upgrade as necessary.
(9) Develop and implement a process to share GPCA media database with county Green Parties, with counties having access to update information for their areas.
(9) Participate in CA political events as a GPCA representative.
Goal 3-2: Update the GPCA website.
Tactics
(1) Update/redesign information architecture. Create new universal navigation bar and sub-navigation menus.
(2) Update graphic look and feel of website
(3) Redesign design template using CSS stylesheets.
(4) Research and select content management system for website. Content management system must include options to build online action and sign up forms.
(5) Content management system must provide WYSIWYG.
(6) Develop standard GPCA template for county Green Parties to use if they want.
(7) Develop templates for campaign websites for GPCA candidates. Provide design support to candidates endorsed by their county Green Party or the GPCA, where applicable.
(8) Address the issue of county web sites that are significantly out of date.
(9) Review all existing web page on the GPCA website for accuracy.
Goal 3-3: Build larger and more vibrant online communications networks.
Tactics (1) Research and select an email distribution system with the capacity to reach large numbers of GPCA members efficiently and effectively.
(2) Review existing GPCA email listserv management system, recommend changes as necessary.
(3) Review existing GPCA statewide announcement email lists, recommend changes where necessary.
(4) Develop protocol for GPCA members to opt-in/opt-out of GPCA email lists.
(5) Write and send email news/announcement at least twice each month to GPCA members who have opted in.
(6) Explore ‘constant contact’ model.
(7) Expand GPCA Facebook network.
(8) Expand GPCA Twitter network.
(9) Expand GPCA YouTube channel.
(10) Expand GPCA Flickr account.
4. FUNDRAISING
The estimated income for Green 2012 fundraising is $250,000. We should aim to raise $120,000 in the 2011-12 fiscal year and $130,000 in the 2012-13 fiscal year.
Goal 4-1: Raise funds effectively, efficiently and in compliance with the law.
Tactics
(1) Review existing GPCA donor database application, research and make changes where necessary to ensure management functions such as financial reports, de-duping of records and easy online data entry.
(2) Review and learn applicable federal, state and local political law.
(3) Organize periodic FPPC trainings for GPCA members in coordination with FPPC staff.
Goal 4-2: Develop major donor program.
Tactics
(1) Conduct phone and in-person meetings with all major donors.
(2) Re-solicit all major donors by phone or in-person.
(3) Ask all major donors to identify new major donor prospects.
(4) Conduct phone and in-person meetings with GPCA Greens who can help identify new major donor prospects.
(5) Develop “Why donate?” flyer for major donors.
Goal 4-3: Develop telemarketing program.
Tactics
(1) Research, interview, hire, train and manage telemarketing firm that uses predictive dialing.
(2) Develop telemarketing materials
(3) Consult with Messaging Group regarding these tasks.
Goal 4-4: Develop fundraising events program
Tactics
(1) Create annual Bay Area fundraising event.
(2) Create annual Los Angeles fundraising event.
(3) Create annual events program for county councils.
(4) Develop event invitation template.
Goal 4-5: Develop online fundraising program
Tactics
(1) Develop quarterly email solicitations.
(2) Develop online fundraising materials.
(3) Consult with Finance Committee and Messaging Group regarding these tasks.
Goal 4-6: Develop direct mail program
Tactics
(1) Write quarterly donor re-solicitation letters.
(2) Write annual donor prospect letter.
(3) Develop direct mail materials.
(4) Consult with Finance Committee and Messaging Group regarding these tasks.
Goal 4-7: Develop merchandising program
Tactics
(1) Design and sell GPCA button.
(2) Design and sell GPCA sticker.
(3) Design and sell GPCA t-shirt.
(4) Explore prospects for bi-lingual materials; consider shopping bags.
Goal 4-8: Role of Treasurer
Tactics
(1) Revise scope of GPCA Treasurer and Assistant Treasurer’s roles to accommodate increased scope of fundraising.
(2) Allocate a monthly stipend to the GPCA Treasurer, allocate funds for data entry and other support staff work to the Treasurer.
5. TIMELINE FOR KEY ACTIONS
January – April 2011
"Fundraising' Develop fundraising materials for donors. Conduct major donor solicitations by phone and in person. Research and select contact database management system. Write and send one fundraising prospect email to all GPCA registered members with emails in the GPCA voter file. Write and send quarterly donor re-solicitation letter if funds are available. Make 2011-2012 budget recommendations based on intensive fundraising tests conducted between January – April 2011. Assist the Finance Committee in preparing a 2011-2012 budget proposal.
Political development Research and select application to manage voter registration database. Begin to build voter registration database by obtaining voter lists from county and state offices. Design candidate recruitment drive and candidate recruitment materials. Present draft 2011-12 Plan to regional GPCA strategy sessions in January and February for input.
Grassroots organizing Personal outreach to all GPCA volunteers, county council members and leaders by phone and in person. Develop initial volunteer voter registration drive materials.
Communications Launch GPCA announcement listserv. Write and send monthly email blast to GPCA announcement listserv. Draft plan to redesign the GPCA website. Research new content management system for website.
May – June 2011
Political development Launch candidate recruitment drive. Organize trainings on fundraising, voter registration, online communications and how to run for office.
Grassroots organizing Begin volunteer voter registration drive.
Communications Launch new GPCA website. Research new content management system for website. Write and send monthly email blast to GPCA announcement listserv. Organize Bay area press event to kick-off voter registration drive. Organize LA press event to kick-off voter registration drive.
Fundraising Hold Bay area fundraising event to kick-off voter registration drive. Hold LA area fundraising event to kick-off voter registration drive. Write and send quarterly e-solicitation. Write and send quarterly donor re-solicitation letter. Develop prospect lists
July – September 2011
Political development Recruit candidates Organize fall General Assembly meeting to determine which presidential candidates appear on our 2012 primary ballot. Organize trainings on fundraising, voter registration, online communications and how to run for office.
Grassroots organizing Begin paid voter registration drive. Continue volunteer voter registration drive.
Communications Launch new 58 GPCA county websites. Write and send monthly email blast to GPCA announcement listserv.
Fundraising Write and send quarterly e-solicitation. Write and send quarterly donor re-solicitation letter. Write and send annual prospect letter.
October – December 2011
Political development Recruit candidates Organize trainings on fundraising, online organizing, online communications and how to run for office.
Grassroots organizing Design statewide volunteer recruitment drive. Conclude and review voter registration drive. Determine if volunteer and paid voter registration drives should continue.
Communications Launch websites for every GPCA candidate. Write and send monthly email blast to GPCA announcement listserv.
Fundraising Organize Bay area fundraising event. Hold LA area fundraising event. Write and send quarterly e-solicitation. Write and send quarterly donor re-solicitation letter. Launch merchandising program. Hold 2nd Bay area fundraising event to fund voter registration drive. Hold 2nd LA fundraising event to fund voter registration drive.
January – March 2012
Political development Recruit candidates Organize Bay area presidential primary debate. Organize LA area presidential primary debate. Organize trainings on fundraising, voter registration, online communications and how to run for office. Focus on qualifying for the ballot
Grassroots organizing Launch statewide volunteer recruitment drive.
Communications Organize Bay area press event to announce GPCA candidate slate. Organize LA area press event to announce GPCA candidate slate. Write and send monthly email blast to GPCA announcement listserv.
Fundraising Write and send quarterly e-solicitation. Write and send quarterly solicitation letter. Send annual prospect letter.
April – June 2012
Political development Recruit candidates Organize trainings on fundraising, voter identification drives, online communications and how to run for office.
Grassroots organizing Continue to focus on statewide volunteer recruitment drive.
Communications Organize Bay area press event to announce GPCA candidate slate. Organize LA area press event to announce GPCA candidate slate. Write and send monthly email blast to GPCA announcement listserv.
Fundraising Hold Bay area fundraising event. Hold LA area fundraising event. Write and send quarterly e-solicitation. Write and send quarterly donor re-solicitation letter.
July – September 2012
Political development Organize trainings on fundraising, online communications, voter identification drives, and GOTV (get-out-the-vote) drives.
Grassroots organizing Launch voter identification drives for endorsed candidates.
Communications Write and send monthly email blast to GPCA membership announcement listserv.
Fundraising Write and send quarterly e-solicitation. Write and send quarterly donor re-solicitation letter.
October - December 2012
Political development Organize trainings on GOTV drives. Organize election debriefings. In-person and written and conference call
Grassroots organizing Launch GOTV (Get-Out-The-Vote) campaigns for every GPCA candidate.
Communications Write and send monthly email blast to GPCA announcement listserv.
Fundraising Organize Bay area fundraising event in early October. Organize LA area fundraising event in early October. Write and send quarterly e-solicitation. Write and send quarterly donor re-solicitation letter.
6. FY 2011-2012 EXPENSE PROJECTIONS
$120,000 total
IT = $8,600
Voting file management software ($100 x 12) $1,200
Contact management system software/donation processing and tracking ($200 x 12) $2,400
Content management system installation, migration, design $5,000
STAFF = $60,000
Executive director = $40,000 $3,000/month x 8 months (May - Dec 2011) $4,000/month x 4 months (Jan - Apr 2012)
Field director = $10,000 $500/month x 4 months (Sep - Dec 2011) $2,000/month x 4 months (Jan - Apr 2012)
Online director = $10,000 $500/month x 4 months (Sep - Dec 2011) $2,000/month x 4 months (Jan - Apr 2012)
Bookkeeping/Clerical position $250 per month stipend (May 2011 - Apr 2012)
ORGANIZING AND VOTER REGISTRATION = $50,000
Materials (design and printing) = $10,000 Organizers = $40,000
FUNDRAISING = $1,400
Fundraising events, donor prospecting materials, postage and travel costs
7. STAFFING REQUIREMENTS
Consultant position 20 hours per week from January 1, 2011 – April 30, 2011.
Executive director position 30 hours per week from May 1, 2011 – December 31, 2011. 40 hours per week from January 1, 2012 – April 30, 2012.
Online organizer position (reports to Executive Director) 10 hours per week from September 1, 2011 - December 31, 2011. 40 hours per week from January 1, 2012 – November 30, 2012.
Field organizer position (reports to Executive Director) 10 hours per week from September 1, 2011 - December 31, 2011. 40 hours per week from January 1, 2012 – November 30, 2012.
Bookkeeping/Clerical position (reports to Treasurer and Executive Director) $250 per month stipend from May 1, 2011 - April 30, 2012.
There is crossover between the responsibilities of the Executive Director and Media Secretary positions.
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