Developing
Campaigns for
Issues and Projects
Brenda Clement, Executive Director
Citizens' Housing and Planning Association
National Housing Council Conference, September 17, 2013
Agenda
• home@last: 2005
• Protect Affordable Housing
Massachusetts:2009
• Vote “No” on 2: 2010
• Welcome Home: 2012
home@Last: 2005
Protect Affordable Housing
Campaign: 2009
Vote “No” on 2 Campaign
Vote “No” on 2 Campaign
Accomplishments
• Over 3,000 volunteers sent “dear friend” messages, displayed
a campaign sign, staffed an information table at a community
event, phone banked, or participated in an online “Rapid
Response” Team.
• 4,500 lawn signs and 1.2 million palm cards were distributed.
• Volunteers covered 650 polling locations in more than 150
cities and towns.
• Direct outreach was made to more than 50,000 residents of
affordable housing.
• 145 letters to the editor were published in 47 newspapers,
op-eds were published in 45 newspapers, and 62 newspapers
editorialized in support of No on 2.
Lessons Learned
• Have consistent, concise messages
• Public opinion polling is critical
• Build diverse coalition early; capitalize on existing
Relationships
• Maintain close, in-house staffing of campaign
• Use data to support claims made to the media
• Involve real people as voices and faces of campaign
• Different messages for different audiences
Welcome Home
• On November 2, 2010, Massachusetts voters soundly
defeated the repeal of the state’s affordable housing law,
known as Chapter 40B. In response, CHAPA launched
Welcome Home Massachusetts in early 2012.
• Over the course of three years, Welcome Home
Massachusetts will: (1) increase the amount of affordable
housing in urban, suburban and rural communities, and
(2) provide support to local groups so they can advance
affordable housing initiatives in their communities.
Welcome Home Massachusetts focuses on three
primary strategies:
Communications and Messaging:
• Statewide messaging and media campaign highlighting the need for affordable housing.
• Written and online materials tailored to build local support for affordable housing among
municipal officials, town meeting members, civic leaders, and local media.
• Resources such as the “faces and places” of affordable housing and the connection between
affordable housing and a vibrant economy.
• A statewide “call to action” will elevate awareness of affordable housing needs and solutions
in every city and town.
Education and Information:
• A new web site features an extensive online guide to implementing local housing strategies.
• Other features of the web site will include: fact sheets on the importance of affordable
housing; photos and descriptions of exemplary developments; short videos of residents living
in affordable housing; connections to an active statewide network of supporters (including
use of social media); localized housing and census data for every municipality; updates on
local activities and meetings; a resource directory of local housing committees and
partnerships; a blog on successful initiatives; and an “ask the experts” section staffed by
housing professionals.
Local Support:
• A steering committee will select up to 15 diverse communities across the state (5 per year) to
receive in-depth assistance so that these groups can achieve local affordable housing goals.
Assistance may include funding a local organizer, assisting with a media strategy, or
developing educational materials.
• We will evaluate the progress of these local campaigns to determine what strategies have
been most successful.
Brenda Clement
Executive Director, Citizens' Housing and Planning Association
bclement@chapa.org
Citizens’ Housing and Planning Association
18 Tremont Street, Suite 401
Boston, MA 02108
t. 617-742-0820 f. 617-742-3953
www.chapa.org