Dealing with a divisive issue or a divided community? We go beyond polling and focus groups to design public engagement processes that build awareness, insight and agreement.

Our methodology distinguishes us from more traditional forms of public consultation. Our experience has proven that the most successful public engagement strategies include real opportunities for public service, learning and problem-solving. We build these opportunities into the core of every MASS LBP project.

"It was really something when I got the letter in the mail, and even more thrilling to get the call inviting me to join the Panel. I was thankful for the opportunity to participate and give back to my community." - Halton Region Citizens' Reference Panellist

The Civic Lottery Process:

Enlisting citizens to participate is an important and progressive step towards strengthening public confidence.

MASS LBP has developed a unique 'Civic Lottery' methodology inspired by Canada's first Citizens' Assemblies in Ontario and British Columbia. A Civic Lottery is a random-representative selection process that encourages citizens to step forward and participate in a wide range of civic initiatives - most often a Citizens' Reference Panel. We believe this approach is preferable to random-digit dialling or polling. Civic Lotteries rely on a printed invitation that prospective candidates can read at their leisure and discuss with friends and family members. This process is more inclusive and invites citizens to play an expanded role in the decision-making process.

Creating a Civic Lottery 1) Crafting the Invitation

Most of us wouldn't consider going to a party without being invited. But if we received a special invitation in the mail that asked for our personal contribution to an event, we would give it some real thought.

We work closely with clients to create an invitation package that sets the stage for Citizens' Reference Panels. The letters of invitation are personally addressed, introduce the issue, describe the role of the citizens' input, and emphasize the civic responsibility involved. Candidates have several weeks to decide whether they would like to put their name forward for their chance to participate.

2) Mailing and Follow-up Calls

The letters of invitation are distributed to a minimum of 5,000 randomly selected households in a given region or catchment area. An automated follow-up phone call connects prospective participants to a dedicated 1-800 number where MASS LBP staff members are on-hand to answer any and all questions. Our goal is to put citizens at ease by providing as much information as possible while attracting the widest range of candidates.

Based on experience, the mailing and calls yield a response rate of between 4% and 10% (4 to 5 times higher than the average for direct mail). With hundreds of people saying 'yes' to the Panel, it is easy to form a representative Panel.

3) Selecting the Participants

Once the response deadline has passed, the participants are blindly selected from the pool of respondents until a given number of demographic attributes such as gender, age and geography have been satisfied. Once chosen, Panel members are personally are notified by phone.

"I want to congratulate MASS LBP on a job well done. You have succeeded in compiling a lot of information and opinions into one concise document. As you know, I had my misgivings early in the process, as I sat at a table with a nurse, an engineer, a teacher, and an appliance repairman. But as a group we managed to achieve our goal, a result due to your tenacity, as well as our own. - Northumberland Hospital Citizen Reference Panellist

Convening a Citizens' Reference Panel

A Citizens' Reference Panel draws on the capacity of all citizens to reason on behalf of their communities. A well-designed curriculum that blends personal experience, expert knowledge, and public context gives Panel members the tools they need to translate their opinions and ideas into meaningful and credible advice.

Since 2008, MASS LBP has led more than a dozen Citizens' Reference Panels in both official languages for a diverse portfolio of clients.

The Citizens' Reference Panel process brings together a group of between 24 and 36 randomly selected citizens, chosen through a Civic Lottery. The Panellists meet for a series of daylong meetings to work through a program designed to establish public priorities and make clear recommendations that decision-makers can use. Additional workshops for key stakeholders can be arranged as part of the overall engagement plan.

The Citizens' Reference Panel process includes three main phases:

Phase 1: Learning

Each MASS engagement process relies on a custom curriculum that sets out the knowledge base we want our participants to acquire. The learning phase is designed to ensure a common understanding of the key issues needed to develop informed recommendations. We have a good sense of the questions people need answered in order to get "up-to-speed" on any given topic. Panellists hear expert presentations from different perspectives, participate in site visits, and discuss their own personal experiences.

Phase 2: Meeting the Public

Once they have gained a deeper understanding of the issue, Panellists participate in a Public Roundtable Meeting to engage the broader community in a collaborative, rather than adversarial, environment. Friends and neighbours are invited to sit down with the Panelists in small discussion groups to share their concerns, exchange ideas or add different perspectives.

Phase 3: Deliberation

Each Citizens' Reference Panel produces a set of final recommendations based on extensive learning and a high-level of agreement. Working in small groups with expert facilitators, Panel members explore a range of credible options and discuss their implications. These recommendations are reviewed and ratified by the Citizens' Panel in a final plenary session and again through the report writing process.

Evaluation

We track our work through regular surveys and other evaluation tools throughout the Panel process. We share this information with our clients so that we can course-adjust, and ensure a high level of participant satisfaction. We also routinely collaborate with external evaluators who can provide additional validation for the process and its integrity.

To learn more about our work and how we can assist your organization, please contact Chris Ellis, our director of business development. chris(at)masslbp.com