Getting the Most Out of Your Grassroots Advocates
The old 90/10 rule: 90% of the work is done by 10% of the people. Oh, how true it can be. So if you know that going in, then how do you get your grassroots advocacy effort off the ground? When we talk about engaging your advocates, less needs to be more!
A critical first step is developing a true “corps” of your most engaged supporters. These are the folks who always open emails, always press send on campaign asks, and always go above and beyond. At DCS, we like to call these folks “Super Advocates” because they just get it.
Rather than fearing the 90/10 rule, embrace it: you have to strategically maximize the impact of your most engaged supporters. Here, we share our recommendations when it comes to deploying and using the drive and energy of your Super Advocates most efficiently:
Meet them where they are: Even the most passionate folks may not know the fundamentals of the legislative process. Ask your Super Advocates what, if any, advocacy experience they have – and let them know there’s no right or wrong answer. Their energy has brought them this far, you can train them to do the rest.
Make them feel important: When advocates understand the significance of the issue and their role in its success, they are more likely to stay engaged and continue to take action on behalf of your issue.
Keep them up to date: An easy way to make advocates feel comfortable talking to policymakers is keeping them informed. Make sure they know who the legislation’s cosponsors are, when meetings are scheduled, and what your lead talking points are. It’s vital to ensure folks impacted by a piece of legislation aren’t just at the table – they’re at the forefront.
Ask aspirational yet achievable (AND timely) actions of them: Asking too much, too quickly of even your most dedicated folks can wear them down. Instead, make sure you leave each meeting with 1-2 achievable goals, building your way up from easier to more difficult asks. For example, to start, ask them to sign your petition. Then, to recruit one or two friends to the next Super Advocate meeting. Next, provide them with sample language and ask them to email their local legislator informing about their strong support of the legislation. You need to build up trust and confidence first – don’t just ask advocates to meet face-to-face with a legislator on Day One.
Have fun: Anyone that’s joining to advocate on behalf of an initiative is pretty dedicated, but someone taking time on top of their already busy week needs a reason to stay motivated! Keep it lighthearted, build a community, and make sure folks are comfortable, welcoming, and always on the lookout for new opportunities to advocate. (Bonus tip: open advocate meeting with some fun, low stakes trivia and/or a quirky prize!)
Did you know Denny Civic Solutions specializes in Coalition Management and Development? Read more about Our Services here, and Contact Us if you want to talk about growing your own advocacy coalition.