Winning Edge

• Pennsylvania's population: grown only 10% in 50 years
• State government budget: increased over 40% in just 5 years
• Governor Shapiro's budget: crosses $50 billion mark for first time in history

• Big budget numbers are hard for voters to understand
• Few people grasp the difference between millions and billions
• Need to make numbers relatable and memorable

• Treat unfamiliar numbers like a foreign language
• Example: "The Shapiro budget is over $50 billion. To put that in perspective, that's a 40% increase in just five years."

• People remember round numbers better
• Example: "This is the first time Pennsylvania's budget has crossed $50 billion."

• Translate growth into something voters can feel
• Example: "Five years ago, the state spent about $3,000 per resident. Today, it's nearly $4,000. That's an extra $1,000 per person, without most families seeing any direct benefit."

• Pick a single number and tell a memorable story
• Focus on the feeling you want to create
• Stories stick longer than spreadsheets

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

9 Insights from the Latest PA Polling:

Governor Shapiro's Standing:

• 58% favorable, 24% unfavorable rating personally
• But voters don't like his budget

9 Key Poll Insights:

1. Cautious Optimism About PA's Direction

• 47% say state is on right track
• 39% say wrong track

2. Don't Touch the Rainy-Day Fund

• 66% call it fiscally irresponsible to drain fund for budget balancing
• Only 22% think raiding the fund is good idea

3. Stop Spending More Than You Take In

• 71% oppose approving budget without sustainable funding plan
• Just 18% support spending beyond our means

4. No Tax Hikes

• 68% want legislators to reject backdoor tax hikes like payroll taxes and energy fees

5. Transit Bailouts are a Bust

• 58% oppose Philadelphia transit bailout
• Only 33% support

6. Fix the Roads First

• 69% want focus on fixing roads and bridges before tax increases or new mass transit spending

7. Protect Safety Net with Work Requirements

• 78% say able-bodied adults must work, job-hunt, or train for welfare benefits
• Only 17% disagree

8. Fund Schools Fairly and Give Parents Choice

• 63% say if well-funded schools losing students get more tax dollars, parents in failing schools should get same funds to choose better options

9. No Corporate Subsidies, Yes to Tax Cuts

• 62% want to eliminate corporate handouts for broad-based tax relief
• Voters think Shapiro's corporate giveaways without small business/family tax relief is backward

Bottom Line: Voters want responsible government with spending restraint, work requirements, school choice, and fixing priorities with existing money.

For complete polling data and analysis, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

Historical Context:

• 1996: President Bill Clinton signed welfare reform despite internal opposition
• Signed due to political reality that the public wanted reform

Current Poll Results (Communication Concepts, May 31-June 3, 2025):

• Over 620 Pennsylvanians surveyed
• Strong support for welfare reform measures

Key Poll Numbers:

Put in the Work:

• 78% support welfare work requirements for able-bodied adults
• Only 17% disagree

Clock Is Ticking:

• 64% support restoring time limits on cash assistance
• 26% oppose

More Welfare-to-Work:

• 82% support expanding job training and placement programs
• Just 11% oppose

Protect the Safety Net:

• 77% support stricter eligibility checks for welfare 
• 16% disagree

Work Beats Deadlines:

• When forced to choose: 58% prioritize welfare work requirements over time limits
• 25% prefer stand-alone time limits

Messaging Framework:

• "Work should be part of the deal"
• "Welfare was never meant to be forever"
• "Let's expand what works"
• "Protecting welfare for those who need it"

Bottom Line: Welfare reform works politically and practically. It’s compassionate, popular, and focused on rewarding effort.

For more polling data and messaging guidance, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The Peter Marsh Story - British Rail (1977):

• Ad executive faced challenge of marketing failing British Rail system
• Trains didn't run on time, ridership falling, public hated experience
• Marsh staged a powerful demonstration for British Rail executives
• Created filthy lobby experience to show them what customers felt
• Won the account by making them experience the problem firsthand
• Led to "Age of the Train" campaign and actual service improvements

Key Lesson:

• No ad campaign can fix a broken product
• To fix problems, go where the work is actually happening
• Experience it firsthand, not through reports or meetings

Modern Application - SEPTA:

• Operating costs up, ridership down (75% of pre-pandemic levels as of March)
• Governor Shapiro wants to redirect $300 million in sales tax revenue for bailout
• Recent safety issues (four people shot on SEPTA bus this month)
• Riders don't feel safe, experience is unreliable

Recommended Action:

• Before approving new funding, experience the service yourself
• Take a ride, walk through stations, wait on platforms
• One hour on the bus reveals more than sanitized reports
• See what riders actually experience

Bottom Line: Throwing money at problems won't fix them - you need to understand the real experience first.

For more tips on effective problem-solving through direct observation, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The Power of the Second Story:

• Jimmy Breslin's famous 1963 article about Clifton Pollard, the man who dug President Kennedy's grave
• Breslin focused on a different perspective instead of covering the main story
• This approach creates more memorable, impactful pieces

Examples of Second Stories for Memorial Day:

1. The Last Local Soldier
   • Story of Lance Cpl. Steven A. Rickerson, last Warren County soldier killed in Vietnam
   • 18 years old, killed by hostile fire in September 1969
   • Link to story
2. A Mother's Uncertainty
   • Letter from mother worried about rumor that her five sons were killed in action
   • All five sons served together on the U.S.S. JUNEAU
   • Link to mother's letter
3. Last Letter Home
   • Letter from New Castle soldier to wife before D-Day
   • Hopeful message about taking their 3-year-old daughter to first movie
   • Link to letter

Key Takeaway:

• The second story is quieter but more powerful
• It feels real and personal and is perfect for Memorial Day speeches that need to carry the weight of sacrifice

For more tips on finding compelling second stories for your speeches, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

School Choice Messaging: One Statistic, One Story, One Solution

Tailoring School Choice Messages to Different Regions:

Key Statistic:

• Pennsylvania spends nearly $22,000 per student (top 10 nationally)
• Despite high spending, test scores continue to decline

Regional Messaging Approaches:

1. Suburban Areas:
   • Emphasize that students are unique
   • One-size-fits-all system doesn't work for every family
   • Highlight families choosing alternatives when the system doesn't fit
   • Focus on: giving options to find what works best
2. Rural Areas:
   • Acknowledge pride in local schools while recognizing need for options
   • Contrast strong rural schools with struggling districts
   • Empathize with parents who can't afford to move from failing districts
   • Focus on: maintaining strong schools while helping trapped families
3. Urban Areas:
   • Address unsafe and failing schools leaving children behind
   • Point to waitlists and lotteries showing demand for alternatives
   • Frame as an urgent safety and survival issue
   • Focus on: immediate relief for students in dangerous situations

Solution for All Areas:

• Lifeline Scholarships to give families options
• Fund students directly rather than trying to fix broken systems
• Reference successful implementation in other states

Bottom Line: Keep messaging simple but resonant for your specific audience using one statistic, one story approach, and one solution.

For more tips on effective school choice messaging, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The Hand Framework for Persuasive Speeches:

1. Thumb - The Goal
   • What you want your audience to dd, and why they aren't doing it already?
   • Shapes every part of your talk
2. Index Finger - The Hook
   • Start strong to grab attention
   • Options:
     • Personal story (builds trust)
     • Problem story (sets up challenge)
     • Curiosity story (opens a loop)
     • One surprising statistic
     • One thought-provoking question
3. Middle Finger - The Hold
   • Deliver core content with clear structure
   • Use 3, 2, or 1:
     • Three steps for teaching a process
     • Two points for contrast or reframing
     • One big idea to cut through noise
4. Ring Finger - The Hurdle
   • Address why they haven't acted already
   • Common hurdles:
     • Skill Set — They don’t know what to do. Clear the fog. Give the first step.
     • Mindset — They’re afraid to act. Reframe the risk. Help them feel safe.
     • Tool Set — They lack the tools. Give them what they need—a case study, checklist, or walkthrough.
   • Show empathy and understanding
5. Pinky - The Handoff
   • Make next steps clear
   • Show impact of saying yes
   • Script the next move
   • Give something tangible to remember

Key takeaway: Don't just inform - move people to act with this simple, memorable framework.

For more tips on creating persuasive speeches, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

Applying "One Statistic, One Story, One Solution" to Education Reform:

One Strong Statistic:

• $22,000 in funding per student in Pennsylvania
• Supporting number: Nearly $7 billion in school district reserves

One Compelling Story:

• Pennsylvania's education system story arc:
  • More funding, more teachers, more programs
  • Yet outcomes keep getting worse
  • Enrollment down, spending up
  • Test scores declining despite investments
• Reframes the narrative: "You weren't wrong to want to fund schools, but it's time to try something different"

One Clear Solution:

• Fund students, not systems
• Let money follow the child
• Lifeline Scholarships as a specific policy example
• Give families in lowest-performing schools freedom to choose better options

Message Framing Considerations:

• Acknowledge positive associations with local schools/teachers
• Address negative feelings about the overall system
• Show how system-level fixes have failed
• Highlight growing alternatives (charter schools, homeschooling, private schools)

Key Takeaway: "Instead of sending money to a system that's failing, we send it to the student—so they don't have to wait for the system to change."

For more tips on messaging education reform, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The 10 Call Rule: How 1 Hour a Week Transforms Fundraising

• Zig Ziglar's principle: "You don't have to be great to start, but you have to start to be great"
• Persistence matters more than perfection in fundraising
• Problems with delaying fundraising until election years:
  • Skills get rusty
  • Missed opportunities to build a war chest

The 10 Call Rule:

1. Block one hour each week specifically for fundraising
2. Commit to making 10 phone calls during that hour

Implementation Strategy:

• Start with previous donors
• Update them on legislative session
• Make a specific ask
• Pause and wait for response
• Process donation immediately or follow up

Benefits of Consistency:

• Hundreds of calls completed over the year
• Steady building of campaign funds
• Stronger donor relationships
• No last-minute fundraising scramble

Action Step:

• Block one hour next week for making 10 calls
• Set as recurring event
• Try for 10 consecutive weeks
• Protect this dedicated time

For more fundraising strategies and tips, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.

The Noun Exercise - Finding the Right Story:

• Challenge: Identifying compelling stories that illustrate policy impacts
• Solution: Use the "Noun Exercise" from Kindra Hall's book "Stories That Stick"

Three-Step Process:

1. Identify the People
   • List individuals affected by the policy (e.g., fracking workers, small business owners)
   • Look for specific individuals who come to mind
2. Identify the Places
   • Consider locations impacted (e.g., diners near gas sites, small town main streets)
   • Specific places often trigger memories of stories
3. Identify the Things
   • Focus on tangible objects (e.g., idle trucks, utility bills, hard hats)
   • Small details help paint vivid pictures

Building the Story Structure:

• Normal Life: Situation before disruption
• Explosion: Change or challenge appears
• New Normal: Outcome or impact

Example: Small trucking company owner considering expansion

• Normal Life: Owner ready to buy second truck and grow business
• Explosion: RGGI creates uncertainty about energy industry
• New Normal: Owner delays expansion, no new truck, no new job created

Connect to Bigger Picture:

• Pennsylvania's emissions reductions through market forces
• RGGI threatens progress by adding costs and uncertainty
• Call to action: Continue reducing emissions through innovation, not mandates

For more tips on crafting compelling policy stories, refer to the accompanying one-page PDF.

Winning Edge gives you the tools you need to lead and influence in the political and policy arenas. Every other week, Winning Edge releases short (approximately 5-minute) spots—or “snacks”—focused on one of four areas: fundraising, media, policy, or persuasion.

For more, visit our website: www.thecommonwealthpartners.com.