Developing a Public Policy Message

Whether a foundation chooses to be partisan or neutral, and whatever the framework it chooses, it still must design the policy message it wishes to convey. A recent survey by Susan Rees (1998) asked lawmakers in Washington which organizations they consider to be the most successful at affecting public policy. Twelve organizations, ranging in ideology from the Brookings Institution to the Heritage Foundation, rose to the top, and Rees then studied the methods of these organizations. She discovered that for the most part they tended to reach out to both Democrats and Republicans, worked in coalitions, and focused resources on one or two top policy priorities. They also approached policy as a two-way street and involved policymakers on their own advisory commissions.

Rees discovered that all twelve organizations use similar methods when developing a public policy message. Not all of the twelve use exactly the same methods, but there was enough overlap for Rees to identify ten that they all used from time to time. Although these methods were created specifically by nonprofits, no foundation could go wrong by following the “top ten” methods listed here:

1. Eliminate inflammatory or empty rhetoric and loaded words.
2. Define the problem or situation in terms that make it appear manageable.
3. Give lawmakers data on the issue that you compiled in their state or district.
4. Take account of public attitudes through polling or focus groups in framing the message.
5. Comb through official data to make the case.
6. State facts and arguments in brief bulleted points.
7. Use economic arguments, such as increased efficiency and job and revenue growth.
8. Call on government to establish fairness and level the playing field.
9. Appeal to democratic, constitutional, and historic principles, as well as to congressional precedent.
10. When sending a message that is controversial, target known supporters first.

It might be objected that these top ten methods simply describe commonsense ideas. This is true, but it is surprising how often attempts to influence policy violate such commonsense approaches. It is very easy, for example, to provide such an exhaustive analysis of the problems connected with an initiative that the problems appear completely insurmountable. If a foundation carefully follows the methods given here, it should be able to craft highly effective public policy messages.