As the 2020 Democratic convention draws closer (Milwaukee: July 13-16), it’s important to step back from the dizzying field of candidates. The growing risk-averse corporate consensus is to pass on 2020 convention engagement altogether given the reluctance to have a presence at President Trump’s convention in Charlotte. Companies with more risk-reward foresight, however, understand the significance of Milwaukee and how corporate participants can benefit from what will be a historic event with unprecedented policy implications.
Both parties use conventions as a critical springboard into the fall, while also allowing stakeholders to define priorities for the next two to four years. Conventions have become a powerful venue for companies and NGOs to enhance their position as thought leaders among 50,000 policymakers, journalists, academics, donors, and community leaders.
Why is Milwaukee 2020 engagement particularly important? With no clear frontrunner heading into the Iowa caucus (February 3rd) or none likely coming out of South Carolina (February 29th), the likelihood of a brokered convention is the greatest we’ve seen since 1952. Under this scenario, no candidate will have secured the nomination before the convention, meaning the nominee will be selected in Milwaukee, a volatile scenario in which it’s even more critical for executives to be engaged. The challenge for corporate affairs planning will be timing: by the time it’s apparent (in May) that the convention will be contested, the first movers will already be well-positioned to execute or pass on their convention plans.
Forward-thinking companies see this as more than a mere financial-giving opportunity. With public mistrust of all institutions near an all-time high – increasing scrutiny of corporate business practices and real socio-political uncertainty – these companies are developing high-impact stakeholder engagement programs around the conventions. Innovative convention programs leverage their own intellectual capital to influence policy formation and position themselves before the next administration and Congress.
Components of a thoughtful convention program include co-sponsored events with partners, competitors or clients, meetings with industry thought leaders, and brand names in the academic and non-profit fields, topped off with background sessions with key journalists. These efforts will help emphasize business perspectives as stakeholders unpack some of the most complex policy challenges facing the U.S. in 2020 and beyond.
The following are two particularly noteworthy examples of corporate convention activities:
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In 2016, the Democratic National Convention Committee partnered with Google to host a series of workshops leading up to Philadelphia. The first event, attended by over 100 local entrepreneurs, covered strategies to increase the likelihood of their businesses being found via Google Search or Google Maps. This was an impactful partnership as local businesses prepared for an influx of 50,000 people, many of whom were visiting Philadelphia for the first time and needed places to eat, drink, shop, and explore.
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Microsoft was an official innovation provider of the 2012 Democratic convention, which built on the company’s long-term partnership with the City of Charlotte to provide youth new opportunities through education, skills development, and support. As part of Microsoft’s engagement, the company partnered with National Journal and The Atlantic to host a “Conversation with the Next Generation.” The discussion, which was mirrored at the 2012 Republican National Convention, featured young Americans in a dialogue on the critical issues that they face.
This year there is a great deal of uncertainty surrounding the 2020 Democratic primary. This primary has all the signs of the race dragging into the summer convention: a large field of candidates, check; no clear frontrunner, check; a new primary schedule, check; and, arguably most important, a new convention balloting process that will go largely unnoticed until May, check. The longer a winner remains unclear, the greater the attraction is to the deciding event.
While all conventions provide opportunities for corporate planning, this summer’s convention in Milwaukee will be uniquely historic and it’s imperative that companies recognize the significance of this event and plan forward-thinking engagement programs.