#standwithCSU Advocacy Campaign
Turning Momentum into Meaningful Investment for California Students
At a Glance
- Goal: Secure an additional $100 million in state funding for the California State University (CSU).
- Outcome: CSU’s final budget exceeded the Governor’s proposal — one of the few budget increases that year.
- Engagement: 83 of 120 legislators signed bipartisan support letters.
- Visibility: The #StandWithCSU hashtag trended on Twitter for over eight hours during the campaign’s peak.
- Led by: Karen Zamarripa, architect of the campaign and strategist behind its advocacy success.
“Through the #StandWithCSU campaign, the tide finally shifted—making students and the system a real priority.”
When California’s higher education system lost one-third of its state funding in the early 2000s, the impact was severe: enrollment limits, course cuts, and reduced student services. Led by Karen Zamarripa, the award-winning #StandWithCSU campaign changed that trajectory — making the California State University (CSU) a top budget priority for the 2015–16 state budget.
Objectives
Working with the California State Student Association (CSSA), faculty, staff, and alumni, the campaign set out to:
- Secure $100 million in additional state funding.
- Inspire legislative champions to advocate for CSU.
- Build a movement policymakers wanted to join.
Strategy in Action
Targeted Advocacy:
All 120 Assembly and Senate members were engaged through consistent messaging that positioned CSU as essential to California’s future workforce.
Key Tactics:
- Clear, Consistent Messaging: Two-page briefs illustrated how new funding would serve students, strengthen the economy, and advance the CSU mission.
- CSU Impact Days: One-day Sacramento events highlighted CSU’s statewide impact in health, workforce development, and community partnership—without a policy “ask.”
- Dear Colleague Letters: Bipartisan letters circulated by CSU champions earned signatures from 83 members of the Legislature.
- #StandWithCSU Door Signs: Supportive legislators were recognized publicly, pairing student engagement with social-media visibility.
- Red #StandWithCSU Socks: A playful but powerful symbol. On June 4, legislators wore them on the chamber floor and shared “sock selfies,” making #StandWithCSU trend on Twitter for more than eight hours.
Results
The campaign didn’t just win funding—it restored momentum for higher education in California and set a model for integrated advocacy that connects data, storytelling, and community.
Outcome: CSU’s final budget exceeded the $100 million ask, securing new investments for students and campuses across the state.
Ready to rally support for your own campaign?
