BIPAC by Hillary Reilly

2010-2011

Market Research Report for BIPAC C h a n g i n g t h e B us i n e s s P o l i t ic a l C u lt u r e â&#x20AC;&#x201C; E m p l oy e e Awa r e n e s s At W o r k

Introduction 2010-11 BIPAC Market Research Report

inerva Marketing, LLC conducted an online survey among employees of BIPAC’s member companies around the United States, specifically those with Prosperity Project® websites. BIPAC provides participants in the Prosperity Project program with tools, strategies and infrastructure for communicating pro-prosperity

messages to employees or other constituents, such as association members. Employees from more than 25 organizations responded to the survey, which measures awareness of business issues and involvement in political activities. Organizations polled represent a variety of industries, sizes and geographies, and employ people of virtually all demographics. This report describes the results of the survey. It also features Prosperity Project “best practices” from the Education Management Corporation (EDMC) and the Associated General Contractors (AGC). Their stories bring the Prosperity Project to life and demonstrate its power to increase awareness and involvement. BIPAC is an independent nonpartisan organization whose members consist of businesses and business associations. Among other activities, it provides its members with factual information about key political issues likely to have an impact on employee and employer prosperity. In turn, members provide this information (such as voting records) to employees or constituents, usually through a government affairs website or department.

Key Findings The lessons learned from the 2010 survey include: • Employer-provided information continues to be one of the most relied-upon and credible resources for employees, with the credibility advantage over other information sources increasing compared with 2008. • Respondents rely on employer-provided information more than in 2008, with employees visiting and referring to the Prosperity Project website more often. • Heightened awareness of issues as a direct result of employer-provided information is on a steady increase even during a non-presidential election year. • The issue of most importance today is financial recovery, a shift from 2008, when health care was the top issue. • More employees cite reliance on employer information to help make voting decisions.

Sources of Political Information

Employer website

Media and employers are top web-based sources • The employer website is second only to national media outlets (such as MSNBC, CNN or Fox) and local newspapers as a source used by employees for political information. • Respondents look to the employer website as a source of political information more than political candidate websites and twice as often as political party websites. • While attention to blogs and social media has increased, respondents use the employer website more than three times as often as blogs, and more than five times the rate of social media sources (such as Facebook or Twitter).

25.1%

National media outlets

74.5%

Political party websites

11.7%

Political candidate websites

22.7%

Social media

4.5%

Blogs

8.0%

Local newspaper

48.5%

Other

21.4%

100

Internet sites used for political information

Views on Employer Activity Strong support for receiving employer information • A full 84.9 percent of respondents expressed an opinion of their employer’s ideal level of activity in generally promoting public policies favorable to industry and their economic future. • Of those responses, 94.8 percent of respondents prefer that employers maintain current levels of activity or become more active.

5.2% less active

43.5% same level

51.3% become more active

Preferred level of activity

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Credibility Employer information remains the most credible—and the credibility advantage has increased The employer is the most credible messenger of information on political issues and elections. Specifically: • The employer website is cited as the most credible source of information among respondents, with national media as second most credible, consistent with 2008 findings. • The gap in credibility between employerprovided information and other sources (such as traditional media or local newspapers) has widened since 2008. Not only is the employer considered the most credible, it is outpacing the credibility of all other information sources. The results are even more dramatic when compared with those from a national poll conducted among the general employee population: • About a quarter of employees across the country say their employer provides the most credible information on political issues and elections affecting their job. However, among employees of Prosperity Project companies that number is significantly higher. Almost 38 percent of employees in these companies indicate their employer is the most credible source for this kind of information. • Respondents from Prosperity Project companies are 65 percent more likely to trust employer provided information than employees nationally. 2

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Employer website

3.3

National media outlets

3.06

Political party websites

2.07

Political candidate websites

2.13

Social media

1.66 1.83

Blogs

2.86

Local newspaper

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

Credibility of internet sources (1 = lowest, 5 = highest)

Information Sources

USA* Employees

Prosperity Project

Political Parties

33%

9.4%

Employer

23% 37.7%

Labor Unions

13%

None

23% 39.7%

Don’t Know

* Source: Moore Information, Post-Election poll, November, 2010

Comparison with national poll: credibility of information

1.1%

17.1%

5.0

Use of Employer Website 0

At least once per quarter

Use of employer website increased 20

• Almost 3927.2% percent of respondents visit their employer 2008 – 29.6%website on a weekly or monthly basis, illustrating increasing reliance on26.9% the employer as a credible resource 2008 – 21.6%of information.

N/A – receive employer info through print or other vehicles

At least once per month

11.7%

At least once per week

26.9%

At least once per month

2008 – 21.6%

11.7%

At least once per week

2008 – 9.3% N/A – receive employer info through print or other vehicles

27.2% 2008 – 29.6%

Use of employer-provided website

2008 – 9.3%

2008 – 39.5%

Respondents report using their employer website more often than in 2008, painting a clear picture of increased reliance on and 34.2% appreciation for the tools and resources 2008 – 39.5% employers offer.

At least once per quarter

34.2%

Perception of Information Employer information provides a welcome perspective • Respondents generally have a positive view of information received from employers. • This information gives them a useful perspective on the issues they would not otherwise receive. • A total of 89.1 percent of respondents are satisfied with or want more information from their employer. • Respondents rely even more on employer-provided information as an added resource to help make voting decisions and are turning to the website more frequently.

50.8% I am satisfied with the amount of information I receive from my employer 38.3% I want more information from my employer

10.9% I do not want to receive information from employer

Views on employer-provided information

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Awareness Employee awareness continues to increase As a direct result of receiving employerprovided information, 47.8 percent of respondents indicate that awareness of policy issues impacting employers has “somewhat” or “strongly” increased on these topics. These increases are surprising in a mid-term, non-presidential election year.

8.7% strongly increased (8.1% in 2008) 0.2% strongly decreased (0.4% in 2008)

39.1% somewhat increased (36.3% in 2008) 52% stayed the same (63.1% in 2008)

Increase in awareness of political issues as a result of employer-provided information

Survey Quotes Comments from respondents are positive

“My employer provides a different perspective on issues, better understanding of economic impacts resulting from legislation, and better understanding of a given issue.” “I was looking for a way to increase awareness without adding additional time. The information provided to me is quick and easy to follow.” “As a long-time employee, I wish to see our company remain viable and strong. By electing officials affecting that strength in a positive manner I feel I’m protecting my family.” “I am better armed with information directly relating to my job and my company, which is important to my livelihood.”

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Top Priority Issues Top issues shifted from 2008 Financial recovery is the issue of most importance to respondents (34.4 percent), followed by health care for employees (20.1 percent) and competing in a global economy (17.4 percent). In 2008, the top priority was health care, followed by sources and uses of energy (the latter dropped to sixth in priority in 2010).

Sources and uses of energy

3.8% 2008 – 25.6%

Unemployment issues 7.1% Healthcare for employees Workplace elections

20.1% 0.9%

2008 – 29.9%

2008 – 0.4% 34.4%

Financial recovery Defense issues Competing in global economy Tax policy

1.8% 17.4%

2008 –14.5%

12.5%

Research and development

2008 – 19.1%

2008 – 7.0% 2.0%

Most important issue

Awareness of Specific Issues Awareness levels are highest in competing in a global economy and health care for workers Respondents indicate employer-provided information makes them “somewhat” or “much more” aware of several issues affecting jobs and the economy.

Sources and uses of energy

41.5%

Unemployment issues

34.5%

Healthcare for employees Workplace elections

56.7% 22.9% 55.6%

Financial recovery Defense issues

17.8%

Competing in global economy

66.5% 50.6%

Tax policy Research and development

35.0%

Awareness of issues based on employer-provided information

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Voting Decisions Employees rely on employer information to help make voting decisions Of the respondents, 56.1 percent indicate employer-provided information “frequently” or “sometimes” helps them make voting decisions, a jump from 47 percent in 2008. In addition, 23.8 percent indicate employerprovided information motivates them to vote more or somewhat more often.

Frequently helps me make voting decisions

10.9% 2008 – 9.2%

Sometimes helps me make voting decisions

45.2% 2008 – 37.9%

Makes me vote more or somewhat more often

23.8% 2008 – 20.8%

Impact of employer-provided information on voting decisions

Voting Trends & Early Voting Voting remains strong—and early voting is an emerging trend Respondents indicate a very high level of voting in recent presidential elections, with 92.3 percent stating they voted in the 2008 election. In addition, 95.7 percent of respondents planned to vote in the 2010 general election (the survey was conducted before Election Day) and 17.9 percent of respondents planned to vote early. This new finding and national trend toward early voting makes continued, ongoing communications even more important and impactful.

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“The company’s viewpoint provides another source to evaluate information at my leisure vs. the media and the ‘sound bite’ commercials.” “I am now more knowledgeable about important developments and issues that affect my job.”

Political Action Committee Activity Awareness is moderate: endorsement is high Of those aware their employer has a PAC, nearly seven times as many employees “strongly” or “somewhat” agree with their employer’s political candidate endorsements and financial contributions, compared with those who disagree. PAC-related findings include: • Awareness of an employer PAC – 44.4 percent of respondents • “Unsure” whether employer has a PAC – 37.9 percent Note: PACs are the only legal way organizations can contribute to federal candidates. Corporations can only solicit a certain group of employees (the “restricted class”). Responses reflect those of all employees, not just the restricted class, so employees may not be aware of the PAC because they are not solicited.

55.7% neutral/no opinion/ don’t know

38.6% agree

5.7% disagree

Level of agreement/disagreement with employer political candidate endorsements and financial contributions

Involvement

Employees remain motivated Employer-provided information is still motivating people to act. More than 25 percent of respondents indicate their involvement increased as a direct result of employer-provided information. Specific actions include: • Register to vote – 13.4 percent • Send a letter to a legislator – 55.6 percent • Donate money for any political reason – 18.3 percent

Send a letter to legislator

55.6%

13.4%

Donate money for any political reason

18.3%

Not vote

1.9%

Vote for a particular candidate

51.5%

Action as a result of employer-provided information

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Issues Gap

Awareness matches issues of importance The top three issues of most importance to respondents matched those where respondents report an increase in awareness. This indicates the disparity between issues of importance to employees and employers is shrinking. Further, employers may be doing a better job of responding to areas of employee interest, or finding more effective ways of bringing issues of importance to life with employees.

“The information provided (particularly when a bulletin or an e-mail is received) reminds me to pay attention to the issues. It also makes me aware of legislative issues I would otherwise never know about.” “It expanded the range of issues I am following.”

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Associated General Contractors – Getting Members Involved and Active

Education Management Corporation – Mobilizing on a Key Issue

wareness and involvement are the Associated General Contractor’s (AGC) goals for its members, and both have increased with the help of its website. In 2009 alone, AGC realized a jump of more than 200 percent in member correspondence generated through its BIPAC Prosperity Project website. AGC attributes this astonishing increase to three things: the number of legislative issues of importance to its construction industry members, the Prosperity Project website’s ease of use and effectiveness, and members becoming more comfortable with the technology.

Conclusion

•

2003 AGC has used its website to mobilize its 33,000 members—generating letters to Congress as well as federal agencies and state organizations, increasing voter

Rely on employers more often to provide a Use the employer website as an important source for political and election information, ahead of political campaigns and party websites;

•

Increasingly find their employers a credible source of information;

• Are motivated to act as a direct result; • Are overwhelmingly interested in receiving the same amount or even more information

registration, and conveying voting records on incumbents on specific issues.

messages is having a significant impact.

fresh perspective on issues; •

legislators, and the website gives them the tools to get Communications & Congressional Relations. Since

BIPAC’s method of employer-driven

Prosperity Project employees:

“Members want to do what they can to reach out to their voices heard,“ says James Young, Director, Strategic

he survey results continue to indicate

from their employer; and • Support employers maintaining current or increasing levels of activity in the political and policy arena.

DMC is facing a troublesome and contentious ruling by the U.S. Department of Education (ED) that would render most of its constituents (proprietary,

for-profit colleges and universities) ineligible for Title IV assistance, federal support that is the lifeline for many

Prosperity Project employees rely on employers more often to provide a fresh perspective on issues, increasingly find employers to be a credible source of information, and are motivated to act as a direct result.

students in the United States. EDMC used the power of its BIPAC Prosperity Project technology to mobilize students,

BIPAC and its members should continue to:

faculty, staff and others to speak out, generating nearly

•

Address the trend toward early voting,

17,000 out of 90,000 comments to the proposed ruling,

which underscores the importance of

more than ED has received on any other issue within the

maintaining the balance between providing

past two years. Through their Prosperity Project website,

ongoing communication and overwhelming

participants easily learned about the issue and sent letters—first to their legislator and later to ED, copying their legislator. The word is still out on the ruling, although more than 90 Members of Congress urged ED to delay action due to the unprecedented number of comments. EDMC already considers the grassroots effort a success, and at least five other affiliated institutions are using BIPAC because of its ability to help quickly and effectively mobilize constituents.

employees; and •

Keep employee messages fresh, unbiased and informative.

The survey results clearly indicate progress toward changing the political landscape. BIPAC’s employer-based messaging and information are positively impacting the way its members’ employees view the political culture of business— and employees welcome the change.

About BIPAC

About Minerva Marketing

BIPAC has been preeminent in powering business political

Minerva Marketing, LLC, a marketing and communications

success during challenging times since its creation

firm, is based in Washington, DC. The firm specializes in

in 1963 as the nationâ&#x20AC;&#x2122;s first business political action

service industries, translating complex or technical client

committee. Enhancing member policy influence remains

services into cohesive marketing and communications plans

the BIPAC vision. BIPAC enables more effective business

and tools that are effective in reaching target audiences.

participation in the political process. It provides the

Minerva Marketing helps organizations of all sizes in a

political strategy and tools to help its members reach their

wide range of industries including financial services, human

election and public policy goals. BIPAC takes an integrated

resources, education, health care, technology, energy

approach to political involvement, combining grassroots

and environmental consulting and other professional

advocacy and PAC resources, all directed by nationally

services. Projects include creating or refining marketing

recognized political analysis. An independent, nonpartisan

or communications plans, conducting market and trend

organization, BIPAC is supported by several hundred of

research, branding and messaging, and developing fresh

the nationâ&#x20AC;&#x2122;s leading employers and business associations.

and compelling marketing and sales materials.