Developing a Successful Grassroots Campaign
Having a grassroots component in you advocacy plan is always a good idea, but how do your make it happen? What does it take to get people excited about the issues and motivated to do something about it?
Though there’s no “Miracle Gro” for your grassroots campaigns, focusing on the advocates, issues, venues, and organization will allow you to have maximum impact on your elected officials.
ADVOCATES
Effective grassroots campaigns are composed of a myriad of elements, but the most crucial by far are the actual people who advocate on the issues. All of the planning and researching in the world is useless without passionate people to present the message.
- Identifying
The first step is to identify the people who care about your issues. Use an Internet search to seek out likeminded coalitions, and ask current members, to help find new individuals. Ask them to recruit five new members, or offer a prize for the most referrals. Then, learn as much as you can about your advocates by asking them what they think the key issues are; conduct a free online survey at www.zoomerang.com.
- Motivating
Post as much information as you can on your website to make it easy for your grassroots advocates to get involved. Then get creative. Enlist the help of an elected official to let your advocates know the difference they are making. Ask him/her to write an article for your newsletter or speak at an advocates’ meeting to explain how constituents are the most important people in a lawmaker’s office.
- Activating
When your advocates are jazzed about the campaign, it’s easier to set them into action. Provide plenty of opportunities for them to get involved. Send out urgent action alerts when you need them to contact their elected officials, and ask for a commitment of three alerts and one site visit or meeting per year.
The best time to make an impact is during the weeks preceeding a vote, but it’s important to stay on your elected officials’ radar screens throughout the year by sending article clippings or other useful information about your organization.
ISSUES
Once you have a dedicated group of advocates, your next step is to provide them with a good message. The development, expression and defense of your issues must be well researched and presented.
For developing campaign positions, consider your desired action status (proactive, reactive or both), how your views are generally received by elected officials, how strong are your enemies and your grassroots support, and how to best incorporate various views and advocates in the issue/policy development process.
To express the positions you eventually develop, keep in mind that elected officials, in particular, look for position statements that express both a specific problem and a clear and doable solution that will benefit their constituents. Be sure to address both sides of your issues (acknowledge your opposition) and provide facts, case studies or anecdotes to back you up.
VENUES
Now that you have advocates and a message, you need to decide where your voice can be best heard. In a grassroots campaign, venues refer to the legislative, executive and media scenes in which your advocacy effort could possibly play out.
Legislative venues, which are generally reserved for changes in law, are built upon the principle of “representation” elected officials care about the people that elect them. Hence, your goal is to demonstrate a district or representational connection.
Executive venues, which are generally reserved for implementing laws, are built upon the principle of effective “administration” (read “budgets”). Hence, your goal is to demonstrate why a particular approach makes sense administratively and may serve to increase an agency’s budget.
Finally, remember that all officials pay attention to the media, so you must get them to cover your issues! Maintain personal relationships with journalists and then relate your issue to current events happening in the readers’ communities.
ORGANIZATION
Thinking about advocates, key issues and venues is a great start, but without integrating your ideas into the framework of your organization, your thoughtful planning will never come to fruition.
- Institutionalizing Advocacy in Your Organization
Everyone should be thinking about how advocacy fits into the overall mission of the organization. Maintain top-down support demonstrated through funding, inclusion in the organizational mission and specific board involvement. Identify who will be responsible for key aspects of advocacy by creating “advocacy job descriptions” and policy committees at the staff, board and member levels.
- Planning for Advocacy in Your Organization
Without the proper tools it is impossible to keep track of your advocates and motivate them to take action (all those Congressional deadlines? Forget it!).
Build a database of advocates with a fancy software program or a simple Excel spreadsheet and include categories to help you identify personal relationships, Congressional districts and Committee assignments of the legislators that represent your advocates. It won’t always be necessary to activate your entire grassroots network, so knowing where your advocates live vis-à-vis key lawmakers can help you focus your efforts.
When there is no vote or pressing decisions being made on your issue, stay on your advocate’s radar screens by sending out an e-newsletter. Even if they don’t read it, which many won’t, they will see your name in their inbox and keep you fresh in their minds.
- Implementing Your Plan
Once you've put the plan together, it's time to get rolling! As you’re carrying out your ideas, you'll want to find a way to figure out what's working and what isn't in terms of getting advocates motivated and getting elected officials to do what you want. One way to do so is to ask your advocates to send the responses they get from elected officials or ask them to fill out a quick "online survey".
When all is said and done, remember to thank your advocates, and show them your appreciation by recognizing and rewarding their efforts. Set up a system whereby your most active advocates receive recognition not just from your government affairs people, but the organization at large.
Stephanie Vance, the Advocacy Guru, is author of “Government by the People: How to Communicate with Congress” and a former Capitol Hill veteran. She lives and works in Washington, DC, offering workshops and advice on effective advocacy. Find out more at www.advocacyguru.com.
