Digital media offers neighborhood bankers a platform for advocacy, and ICBA’s Digital Advocacy Primer particulars how one can put it to work.

How can a neighborhood banker greatest join with a member of Congress? With the rising variety of digital choices—whether or not it’s e mail, social media or video calling—neighborhood bankers can bridge the hole and advocate for the trade’s greatest pursuits, whether or not that’s cannabis-related enterprise financing, small and rural enterprise credit score, or credit score unions’ unfair benefit.

After COVID modified how all of us do enterprise, senators and representatives have expanded their presence throughout know-how by livestreaming on social media, posting Q&As and operating e mail or telephone campaigns. In line with a 2020 Congressional Administration Basis report, constituents reported their consultant and/or senator used on-line platforms both “extra” or “considerably extra” because the pandemic started.

So, how will you benefit from this strengthened media connection?

Lay out a plan

ICBA’s Digital Advocacy Primer explains how neighborhood bankers can use digital choices to take grassroots motion for the advantage of the trade. With these social and digital platforms, you might have new factors of contact in your consultant.

Earlier than making contact together with your consultant, first ask your self why. What’s your finish purpose? Are you attempting to boost consciousness a couple of sure coverage or invoice affecting neighborhood banks? Are you attempting to forestall it from being handed?

After you have that purpose in thoughts, schedule a digital assembly. Discover the consultant’s or senator’s scheduling course of on their official web site and comply with each step.

Your assembly request ought to cowl:

• Your plan (both a tour or a assembly)
• The topic of the assembly and the precise subject you’re discussing
• The members (together with zip codes)
• Background data relating to the topic (studies, one-pagers, and so on.)

After making the request, name the member’s workplace to debate and finalize the size of the assembly and any software program preferences (corresponding to what digital platform you’ll use for the assembly). Wait every week for a response after which comply with up if vital by telephone, Fb message and/or Twitter direct message. When you hear a response, thank them and notify any financial institution employees who will likely be concerned.

Be thorough about preparation

Earlier than the assembly, examine up in your Congress member by trying by way of web sites, newsletters, information alerts and social media. Be certain that different assembly members out of your financial institution do the identical. You possibly can even rehearse amongst yourselves to make sure the assembly is concise, informative and private.

It’s additionally vital to check out the assembly’s technical parts, together with the software program platform (Zoom, Microsoft Groups, GoTo Assembly, and so on.), lighting and sound. You could need to put money into an exterior mild and/or microphone. Having a high-quality setup will assure that your message will get throughout and will assist you to stand out from the gang.

Earlier than the assembly, take quarter-hour to work out any of those technical kinks and supply everybody with a backup plan if the software program fails (corresponding to utilizing a telephone line).

If you be part of the scheduled assembly, thank your member of Congress utilizing their correct title. Give them the what, why and the way:

• What would you like them to do? (Solely cowl one or two points)
• Why is that this vital to you?
• How will this have an effect on the native space, district and voters?
• Present a transparent, direct and achievable request

Monitor your assembly’s runtime. Preserve it concise, however don’t neglect to go away time for questions. Afterwards, draft your follow-up and thank-you emails (see the ICBA template on our web site).

As an professional locally banking trade, make certain you utilize a tone that represents that.

Two days after the assembly, give your self half-hour to finish the follow-up. Solely 8% of constituents comply with up in a well timed, useful means, based on Hill employees. By following up, you reinforce the significance of the problem.

Keep updated

When you efficiently meet and discuss together with your Congress member, use these strategies to maintain up with their present occasions and updates:

• Arrange Google information alerts
• Go to your officers’ web sites and join their newsletters
• Comply with them on social media (Fb, Twitter, Instagram, and so on.)
• Attend digital city halls

ICBA needs to listen to about your advocacy efforts, too, and might help help you. Electronic mail John Coleman, ICBA’s director of advocacy, at john.coleman@ICBA.org relating to your conferences with Congress.

—Rachel Hatcher