July’s election saw a modern record of 335 newly elected for the first time, and a further 15 returning to the green benches having been in Parliament before. Such a vast change in the makeup of the House of Commons brings a fresh wave of opportunities for charities, trade unions and other social impact organisations to influence political decision-making.
New MPs, many of whom are still finding their feet, offer an opening for organisations to make their causes known and build long-lasting relationships. The months following an election are crucial for setting the stage for successful advocacy and, this year, that period was swiftly interrupted by summer and conference recesses. With the new intake finally settled in, how should charities and trade unions go about approaching newly elected MPs now?
Do your research
The first step before reaching out to any new MP is some homework. MPs come from various professional backgrounds, with different levels of knowledge on specific issues. Some may have been involved in sectors closely aligned with your cause, while others may be entirely new to the topic. Understanding an MP’s interests, political background, and the constituency they represent is crucial.
A good place to start is looking at the MP’s maiden speech. All new MPs have to do this before they can speak in other debates. There are some conventions as to what they say in the speech but it can be a good indicator of particular issues they’re interested in or the priorities in their constituency. This way you can tailor your approach to resonate with the MP’s personal and political agenda.
Also, understand the way they like to engage. If they’re active and conversant on social media, you can start and keep engagement going there. If their last post was about the election, think of other ways to be in touch.
Personalise your approach
A generic, mass-produced letter or email is unlikely to make much of an impact. It might feel like you’ve done something, but the chances are your communication will end up in a folder of other circulars. MPs, particularly new ones, are inundated with correspondence after an election, making it all the more important that your message stands out.
Personalising your communication helps show that your organisation has taken the time to understand the MP’s unique position and interests. Be mindful if the MP holds any kind of ministerial role, as unless there’s a link to their constituency, the active support they can provide will be limited.
Address the MP by name and refer to specific aspects of their background or constituency. For example, if your charity supports youth development in deprived areas and the MP represents a region with significant youth unemployment, make sure to highlight that connection. This personal touch can help demonstrate why your cause matters both to the MP’s political goals and the well-being of their constituents.
Focus on constituency impact
MPs are, first and foremost, representatives of their constituencies. They are keenly interested in issues that affect their local communities, and organisations should leverage this fact when making their case. When approaching a new MP, it’s important to demonstrate how your cause impacts their constituents directly.
For charities, this could mean highlighting local services you provide or offering statistics on how your organisation has supported individuals in the MP’s constituency. Trade unions could focus on issues facing workers in the MP’s area, especially sector-specific challenges. MPs are much more likely to engage if they can see how an issue plays out on the ground for the people they represent.
Even better, if you can make or support an approach via one or more of their constituents, who are your members or beneficiaries, then this will lead to a response. However, this does not mean template email campaigns are the way forward. Generic emails will lead to generic responses and aren’t necessarily the way to start a relationship. Mapping who knows who and in what capacity is a good way to start this process – then you can dispatch those with the strongest connection.
Clear, concise and action-oriented
New MPs are dealing with a steep learning curve and have limited time. Therefore, it’s essential that your initial communication is clear and concise. Avoid overloading MPs with complex data or lengthy reports. Instead, provide a brief but compelling summary of the issue and your organisation’s key asks. This might include policy changes you’re advocating for, funding needs, or other forms of support.
It’s also important to be specific about the action you want the MP to take. Whether it’s asking for a meeting, requesting the MP table a question in Parliament, or inviting them to visit a project in their constituency, make sure the next steps are easy to follow. MPs are more likely to respond to requests that are practical and achievable. A generic introduction to your organisation, with no suggestion of what you’re asking for, is not worthwhile for either side.
Follow up with a personal meeting with the MP
Once initial contact has been made, a face-to-face meeting can help build a stronger relationship with the new MP. While securing a meeting can sometimes be challenging, it’s a crucial step for building rapport and explaining your cause in more depth. But before you get to that point, you should think about the relationship you build with the MP’s staff as you’ll have more contact with them, and they obviously have the ear of the person you’re trying to reach. Pick your moments when you chase things up – avoid the busiest parliamentary days.
Given diary pressures, a formal meeting may be a long time coming, so keep your eye out for other opportunities for a conversation, however brief. Where might you cross paths?
When meeting in person, it’s important to be prepared with your key, concise asks. But think of this as a two-way relationship. How could you help the MP? Is there a briefing they’re looking for? Can you facilitate an opportunity to visit a workplace or project that would generate positive media coverage? If you think about what you could do together, then there’s more chance of creating a lasting political relationship.
In conclusion
We’re over four months into the new parliament and, barring unforeseen events, there are years to go. Be strategic, be patient but be ready to seize the opportunities for engagement - and don't forget to celebrate all your successes back to your members, supporters and beneficiaries.
