Principals are well-positioned to build constructive relationships with policymakers and share how decisions impact students, staff, and school operations. Advocacy can take many forms, and this section focuses on direct engagement with legislators and policymakers. Direct, professional engagement helps ensure that education policy is informed by real-world experience.
This section provides practical guidance to help you engage effectively in a variety of settings, from informal conversations to formal testimony. Whether you are reaching out to a legislator, responding to a request for input, or inviting a policymaker into your building, these tools are designed to support clear, appropriate, and impactful communication.
In this section, you will find:
- Lobbying 101: Building relationships and communicating effectively with lawmakers
- Legislative Communication Protocols: Writing effective letters and emails, and making productive phone calls
- Committee Testimony: Preparing for and delivering effective legislative testimony
- Ways to Engage with Policymakers: Identifying opportunities to connect, communicate and build relationships throughout the year
- MASSP Advocacy Toolkit Templates: Using ready-to-customize letters, emails, scripts and other resources for effective outreach
The goal is to provide straightforward, “plug-and-play” strategies you can use as opportunities arise – without requiring extensive time or prior experience in advocacy.
To support you in this work, templates for outreach and follow-up are linked throughout the toolkit. Additionally, MASSP can serve as a resource as you engage with policymakers and we are available to provide guidance when needed, so please don’t hesitate to contact us.
1.1 Lobbying 101
Why Engagement Matters
Principals bring a perspective that policymakers often lack: current, real-world insight into how decisions affect students and schools.
You are the expert.
Policymakers rely on practitioners to understand how policies play out in real settings.
What they don’t know can have real consequences.
Many elected officials have limited recent experience in schools and their most direct knowledge might come exclusively from when they were students.
You live with the impact of policy decisions every day.
While policymakers may move on to other roles, principals and school communities experience the long-term effects of those decisions.
Relationships build trust.
Policymakers are more likely to engage with – and remember – the perspectives of people they know.
The Basic Process
Engaging with policymakers does not need to be complicated.
Identify your message
Be clear about what you want to share – an issue, a challenge, or an example from your building.
Connect with the right person
This may be through a scheduled meeting, an event, or direct outreach.
Communicate clearly
Focus on a few key points and keep your message concise.
Follow up
Reinforce your message and maintain the relationship over time.
Crafting Your Message: The Elevator Pitch
An effective message is clear, concise, and easy to understand.
Keep it brief and focused
An “elevator pitch” should take about 30-60 seconds, the length of a typical elevator ride. A clear time limit helps you prioritize what matters most.
Start broad, then narrow
Write out everything you want to say, then identify your 2–3 most important points.
Use a simple structure
Think of it as a five-paragraph essay in five sentences: a brief introduction, key points, and a clear conclusion.
Make it relatable
Use real examples, anecdotes, or analogies from your school to illustrate your point.
Use data strategically
Facts and figures can be helpful, but they should support – not replace – your message.
Be ready for questions
A strong message invites conversation. Be prepared to clarify or expand as needed.
Core Principles for Effective Engagement
Be a teacher, not a know-it-all
Approach policymakers the same way you would approach a student – with patience, clarity, and a focus on helping them understand. It is easy to become frustrated or assume bad intent, but that mindset can shut down productive conversation.
Maintain professionalism
Be respectful, honest, and solution-oriented. Credibility is one of your most valuable assets.
Engage across perspectives
Build relationships regardless of political affiliation or prior positions. Today’s conversation may lead to tomorrow’s opportunity.
Relationships evolve over time
Positions and partnerships can change. A policymaker who is not aligned with you on one issue, or at one point in time, may become a valuable partner in the future. Avoid closing doors or personalizing disagreements.
Be open to progress, not perfection
Policy change often happens incrementally. Finding common ground can be more effective than holding out for a complete solution.
Stay appropriately engaged
Consistent, thoughtful communication over time is more effective than one-time outreach.
Making the Most of Your Interaction
Preparation and approach can make even brief interactions meaningful.
Do a little homework
Know who you are meeting with and any relevant connections to your school or community.
Start with connection
A brief introduction or shared point of interest can help establish rapport.
Have a conversation, not a presentation
Keep the tone conversational and allow space for dialogue.
Focus on your key points
Avoid overloading with information – clarity is more effective than volume.
Avoid jargon
Use plain language and avoid acronyms to ensure your message is easily understood.
Close the loop
Thank them for their time, restate your key point if appropriate, and follow up with a brief note or email.
Building Relationships Over Time
Strong relationships are built through consistent, professional engagement.
Invite policymakers into your building
Seeing your school in action provides valuable context that cannot be replicated in a meeting.
Share updates and successes
Periodic communication helps keep your school visible and reinforces your role as a resource.
Be responsive
When policymakers or their staff reach out, timely responses build trust and credibility.
Express appreciation
A simple thank-you, especially after a visit or meaningful conversation, goes a long way.
1.2 Ways to Engage with Policymakers
There are many ways to engage with policymakers. You do not need to do all of them; choosing a few approaches that fit your comfort level and schedule can be highly effective.
The options below provide a range of entry points, from quick interactions to more formal engagement. Each connects to additional guidance and tools within this toolkit.
Direct Communication
Send an email or letter
Share your perspective on an issue, highlight an impact on your school, or introduce yourself as a resource.
→ See Section 1.3 Legislative Communication Protocols and Section 1.6 Legislative Templates
Make a phone call
A brief, focused call can be effective, especially for time-sensitive issues.
→ See Section 1.3 Legislative Communication Protocols
Follow up after interactions
A short thank-you or recap helps reinforce your message and build relationships
→ See Section 1.6 Legislative Templates
In-Person Engagement
Schedule a meeting
Meet with your legislator in-district, virtually, or at your school to share perspective and build a relationship
→ See Section 1.6 Legislative Templates
Attend local events (e.g., coffee hours)
Many legislators host informal, in-district events. These are often lightly attended and provide valuable opportunities for one-on-one conversation
Invite a legislator to your building
Hosting a visit allows policymakers to see firsthand how decisions impact students and staff
→ See “Events in a Box” resources
Participate in regional events
Legislative breakfasts, forums, or education-focused meetings can provide additional opportunities to engage
Formal Advocacy
Testify before a legislative committee
Share your expertise directly with policymakers considering specific legislation
→ See Section 1.4 Testifying in Committee and Section 1.6 Legislative Templates
Relationship Building
Stay in touch throughout the year
Periodic communication helps maintain visibility and trust
Share updates and successes
Highlight positive stories from your school to provide context beyond policy discussions
Express appreciation
Thank policymakers for their time, visits, or support; this is often overlooked but highly impactful
Public and Digital Engagement (Use with Discretion)
Engage on social media
Acknowledge visits, share school highlights, or reinforce messages in a professional manner. Ensure your district media policy allows for this type of interaction on social media sites.
Use text communication (when appropriate)
Once a relationship is established, texting can be an efficient way to communicate brief updates or time-sensitive information
Getting Started
If you are new to advocacy, consider starting with:
- Attending a local event or coffee hour
- Sending a brief introductory email
- Inviting a legislator to visit your school or attend an upcoming school event
Small, consistent actions over time can lead to meaningful relationships and greater impact.
1.3 Legislative Communication Practices
Most communication with policymakers happens through email or brief phone calls. Occasionally, legislators also engage through text messages and social media platforms. In all cases, clarity, professionalism, and brevity are essential. Your goal is to communicate your perspective in a way that is easy to understand, relevant, and respectful of the recipient’s time.
Use the same principles outlined in your elevator pitch (see Section 1.1 Lobbying 101) – focus on a few key points, use real examples, and keep your message concise.
NOTE: It is common practice for communications to be routed through legislative staff, so don’t be put off if you don’t speak directly with your elected official. Communicating with staff is valuable and can sometimes be more valuable than speaking with the elected official since staffers can be more knowledgeable on the details of an issue.
Written Communication (Email and Letters)
Email is the most common and effective way to communicate with policymakers. Traditional letters may still be appropriate in some cases, but the same core principles apply.
Be clear and direct
State your purpose in the opening sentence. If referencing specific legislation, include the bill number when possible.
Keep it brief
Focus on one issue and limit your message to a few short paragraphs.
Use your elevator pitch
Highlight 2-3 key points and support them with a relevant example from your school.
Make it relevant
Local context is powerful. Explain how the issue affects your students, staff, or school operations.
Maintain a professional tone
Be respectful and solution-oriented, even when expressing concern or disagreement.
Include your information
Identify yourself by name, role, and school. This helps establish credibility and context.
Invite a response
When appropriate, ask for the policymaker’s perspective or a follow-up.
Follow up
A brief thank-you or acknowledgment, especially after a response or action, helps reinforce the relationship.
Templates for committee testimony are available in Section 1.6 – Legislative Templates
Phone Calls
Phone calls can be an effective way to communicate quickly, particularly on time-sensitive issues.
Expect to speak with staff
Legislative staff often handle calls and play an important role in communicating messages to the policymaker.
Identify yourself
Share your name, role, and school or community.
State your purpose clearly
Briefly explain why you are calling and, if applicable, reference the specific issue or legislation.
Keep it focused
Limit your message to 1-2 key points. Too much information can dilute your message.
Use real examples
A short, relevant example from your school can help clarify your point.
Be professional and courteous
Tone matters, especially in brief interactions.
Request follow-up if needed
If you are seeking a response or additional information, make that clear.
Say thank you
Always thank the person for their time and assistance.
Additional Communication Methods
Once a professional relationship has been established, other forms of communication may be appropriate.
Text messaging (use with discretion)
Texting can be an effective and efficient way to communicate with policymakers you know well. It is best used for brief updates, quick questions, or time-sensitive communication – not for initial outreach or complex issues.
Social media engagement (case-by-case)
Some policymakers engage through social media platforms. While direct engagement in this space varies greatly between legislators, it can be useful for:
- Acknowledging visits or events
- Sharing positive updates from your school
- Reinforcing messages publicly in a professional manner
NOTE: Maintain professionalism and be mindful of your role as a public employee in all public-facing communication.
General Communication Tips
Regardless of the method you use, the following principles apply:
Be concise
Policymakers and their staff members are managing a high volume of communication. Clear, focused messages are more likely to be read and remembered.
Lead with your main point
Don’t build up to your ask – state it early, then briefly explain why it matters.
Use real-world examples
Specific examples from your school are often more impactful than broad statements or extensive data.
Stay professional and respectful
Even when you disagree, tone matters. Professionalism builds credibility and keeps the door open for future engagement.
Focus on one issue at a time
Trying to cover too much can dilute your message and reduce its effectiveness.
Be timely
Communication is most effective when it aligns with when an issue is being considered.
Follow up when appropriate
A short thank-you or acknowledgment helps reinforce relationships and keeps communication lines open.
1.4 Testifying Before a Legislative Committee
Testifying before a legislative committee is one of the most direct ways to share your perspective with policymakers. While the setting may feel formal, the goal is the same as any other interaction: Communicate clearly, focus on real-world impact, and maintain professionalism.
If you are planning to testify, MASSP encourages you to connect with us in advance for personalized guidance and coordination. We can help you prepare testimony, meet you at committee meetings, guide you through the process, and support your advocacy with follow up afterward.
Before You Testify
Preparation is the most important part of effective testimony.
Start with a clear message
Identify 1-2 key points you want the committee to remember. Everything in your testimony should support those points.
Keep your message concise and focused
Most testimony is limited to 2–3 minutes. Prioritize clarity over volume.
Write it out in advance
Preparing written remarks helps ensure you stay on message.
Structure your remarks intentionally
A simple structure is most effective:
- Brief introduction
- 1-2 key points
- Clear closing
Use real examples
Stories and examples from your school are often more memorable and impactful than data alone.
Use data sparingly
Include only facts that directly support your message.
Prepare written testimony (if submitting)
If you are going to submit a copy of your spoken remarks as written testimony, they should be formatted as a formal letter addressed to the committee chair and a copy should be emailed to the committee clerk if possible.
Keep it brief
Aim for no more than 1-2 written pages.
Proofread carefully
Written testimony may become part of the official legislative record.
Templates for committee testimony are available in Section 1.6 – Legislative Templates
During Your Testimony
The goal is to clearly communicate your message and engage professionally.
Be patient and prepared
Committee schedules can be unpredictable. You may need to wait, and there is no guarantee you will be called.
Thank the committee
A brief acknowledgment sets a professional tone.
Introduce yourself clearly
State your name, role, and school or community.
Stick to your key points
Focus on what matters most rather than trying to cover everything.
Speak clearly and at a measured pace
Whether reading or summarizing, clarity is more important than delivery style.
Be ready for questions
Answer honestly and concisely.
Do not guess or speculate
If you do not know the answer to a question, it is appropriate to say so and offer to follow up. Providing inaccurate information can undermine your credibility.
Maintain professionalism
Tone and demeanor are critical, even when discussing challenging issues.
After Your Testimony
Follow-up helps reinforce your message and build relationships.
Provide written testimony if requested
Committees often accept written materials for the record.
Follow up with a thank-you
A brief note to the committee chair or members reinforces your appreciation and message.
Restate your key point
A short follow-up can help ensure your message is remembered.
Be available as a resource
Policymakers or staff may reach out with additional questions or requests.
Key Reminder
You are there as an expert.
Your role is not to have every answer, but to help policymakers understand how decisions affect students and schools through your experience and perspective.
1.5 MASSP Advocacy Toolkit Templates
1. Email / Letter to a Lawmaker Template
Subject: [Brief, Clear Topic – e.g., Impact of [Bill Number] on [Your School/Students]]
Dear [Senator/Representative Last Name],
My name is [Your Name], and I am the [Your Title] at [School Name] in [City]. I am writing to share my perspective on [issue or bill number, if applicable].
[State your main point clearly in 1-2 sentences. Example: I am writing to express concern about … / I am writing to support …]
[Provide 1-2 key points. Keep this concise.]
- [Key point #1 with brief explanation]
- [Key point #2 with brief explanation]
[Include a brief, real-world example from your school to illustrate impact.]
I would appreciate your consideration of this perspective as you review [issue/bill]. Please feel free to contact me if I can provide additional information or context.
Thank you for your time and your service.
Sincerely,
[Your Name]
[Title]
[School Name]
[Contact Information]
2. Phone Call Talking Points Template
Before calling, jot down:
- Your name, role, and school
- The issue or bill you are calling about
- 1-2 key points
- One brief example from your school
Suggested Script:
“Hello, my name is [Your Name], and I am the [Your Title] at [School Name] in [City]. I’m calling regarding [issue or bill number].
I wanted to share that [brief main point]. In our school, [short example].
I would appreciate knowing the [Senator/Representative]’s position on this issue. I’m happy to provide any additional information if helpful.
Thank you for your time.”
3. Committee Testimony Template
[Date]
The Honorable [Chair Full Name]
Chair, [Committee Name]
[State Legislature Name]
Dear Chair [Last Name] and Members of the Committee:
My name is [Your Name], and I am the [Your Title] at [School Name] in [City]. Thank you for the opportunity to provide testimony on [bill name/number or issue].
I am writing to [support/express concern about/oppose] [bill or issue].
[State your main message clearly in 1-2 sentences.]
[Key Point #1]
[Brief explanation with context]
[Key Point #2]
[Brief explanation with context]
[Optional: Short, specific example from your school that illustrates impact.]
Thank you for your time and consideration. I would be happy to serve as a resource or provide additional information as needed.
Sincerely,
[Your Name]
[Title]
[School Name]
[Contact Information]
4. Thank You / Follow-Up Template
Subject: Thank You
Dear [Senator/Representative Last Name],
Thank you for taking the time to [meet with me / visit our school / speak with me] regarding [issue/topic]. I appreciate the opportunity to share my perspective as the [Your Title] of [School Name].
As a brief follow-up, I wanted to reiterate [your key point in 1-2 sentences].
Please feel free to reach out if I can provide additional information or serve as a resource.
Thank you again for your time and your service.
Sincerely,
[Your Name]
[Title]
[School Name]
5. Meeting Request Template
Subject: Meeting Request – [Your School Name / Topic]
Dear [Senator/Representative Last Name],
My name is [Your Name], and I am the [Your Title] at [School Name] in [City]. I would appreciate the opportunity to meet with you to share my perspective on [brief topic or issue].
As a school leader, I can provide insight into how [issue/topic] is affecting students, staff, and day-to-day school operations in our community.
I would be happy to meet at your convenience, either in your district or at [School Name]. I would also welcome the opportunity to host you for a visit to see our school in action.
Please let me know if there is a time that works for your schedule. I appreciate your consideration and your service.
Sincerely,
[Your Name]
[Title]
[School Name]
[Contact Information]
Notes for Users
- Keep all communication concise and focused
- Use real examples from your school whenever possible
- Maintain a professional and respectful tone
- Do not guess or speculate – offer to follow up if needed
These templates are intended as starting points. Adapt them to reflect your voice, context, and specific situation.