NESO News

Advocacy Playbook

Lobby Day Planning Guide

Jeffrey Lowenstein, DMD
Legislative Correspondent

The Mass Dental Society (MDS) hosted their advocacy day on Wednesday June 4, 2025. This past January 2025 marked the beginning of a new two-year legislative cycle following the upcoming fall elections. Newly elected officials have taken office, committees re-organized and the MDS has filed an updated legislative agenda. Visiting the Statehouse early in the session allows the members the greatest opportunity to advocate for the MDS agenda at the onset of the legislative process.  The Statehouse will be active as Committees begin to meet to review legislation during the spring.

The Mass Dental Society Government Affairs Committee planned the agenda for the day. MDS members assembled at the Statehouse to hear presentations by Massachusetts Lieutenant Governor, Speaker of the House, state senators and representatives. All spoke about the impact of the dentists of the Mass Dental Society and how they’re making a difference in Massachusetts. Over 65 meetings with legislators were held throughout the Statehouse. Topics discussed included dental insurance reform, licensing and regulations, community water fluoridation, access and prevention, and dentist health and wellness.

Mass Dental Society Beacon Hill Day Agenda
Location: Great Hall Massachusetts Statehouse
10:00-10:30 am: Check in and registration
10:30-11:30 am: Greetings and morning briefing with Legislators
11:30 am – 1:00 pm: Legislative meetings with representatives
1:00 pm: Lunch (Great Hall of the State House) and closing remarks

 

Here is a step-by-step guide for planning a successful Advocacy/Lobby Day in your state.

  1. Set Clear Goals and Objectives
    • Define your purpose: Are you raising awareness, promoting specific legislation, opposing a bill, or educating lawmakers?
    • Identify key asks: What do you want legislators to do (support/oppose a bill, co-sponsor legislation, increase funding, etc.)?
  1. Build a Planning Committee
    • Include representatives from your organization, coalition partners, grassroots advocates, and policy experts.
    • Assign specific roles: logistics, communications, legislator outreach, materials, press/media.
  1. Choose a Strategic Date
    • Check the legislative calendar: Avoid holidays, recess weeks, and key budget deadlines.
    • Pick a time with maximum impact: Early or mid-session is often best.
  1. Secure Space and Permits
    • Reserve space at the Statehouse: Rotunda, hearing rooms, or lawn areas (as allowed).
    • File necessary permits: For rallies, tables, or sound systems if needed.
  1. Schedule Legislator Meetings
    • Reach out 4–6 weeks in advance to request meetings with key legislators and constituents’ representatives.
    • Prioritize leadership, committee chairs, and sponsors of relevant bills.
  1. Recruit and Prepare Participants
    • Invite advocates, partner groups, and stakeholders.
    • Create an RSVP system to track attendance.
    • Offer training webinars or materials in advance on:
      • The issue
      • How to tell their story
      • Effective lobbying techniques
      • Protocols at the Statehouse
  1. Develop Materials
    • Leave-behind packets with:
      • Fact sheets
      • Talking points
      • Bill summaries
      • Your contact info
    • One-pagers for each issue
    • Name badges, schedules, and maps for participants
  1. Coordinate the Day’s Agenda

Example:

  • 9:00 AM – Check-in and breakfast
  • 9:30 AM – Orientation and training
  • 10:30 AM – Meetings with legislators
  • 12:00 PM – Rally or press event
  • 1:00 PM – More meetings or group debrief
  • 2:00 PM – Closing remarks or networking
  1. Media and Communications
    • Prepare press releases and op-eds
    • Invite media to your rally or press conference
    • Use social media: Live tweet, Instagram stories, hashtag campaign
    • Designate a spokesperson for interviews
  1. Day-Of Logistics
    • Bring extra materials, chargers, snacks, and water
    • Have volunteers or staff stationed throughout to guide participants
    • Provide a central information/help desk
  1. Follow Up
    • Thank legislators for their time
    • Send a recap email and next steps to attendees
    • Share media coverage and photos
    • Evaluate what worked and what can improve