Advocacy happens at all levels, and while the news might report primarily on movements happening at the national level, much of the most important advocacy work begins at the grassroots level in individual communities. Through community advocacy campaigns, grassroots groups and other advocacy organizations can leverage their communities to tackle issues that strike close to home and make a tangible difference.
Organizations looking to start their first advocacy campaign should always start with their own community. These campaigns are far more than a stepping stone to something greater. Rather, community advocacy campaigns are valuable in their own right, focusing on what matters to individual communities and building a homegrown grassroots movement.
Of course, while community advocacy movements operate on a small scale when compared to state-wide or national campaigns, they can still get quite complex. To help your organization understand the ins and outs of community advocacy and start getting prepared to launch your own campaign, this article will explore key topics, such as:
At Grassroots Unwired, we know how important gaining and leveraging local support is, and we also know that even small organizations can take their advocacy to the next level by going digital. The strategies in this guide will go into the depths about the fundamentals of community advocacy and spotlight places where a high-tech approach can make a big difference. Let’s get started.
Advocacy is the act of attempting to influence change on behalf of another group, usually those who are directly affected by whatever issue their advocate is arguing for on their behalf. Community advocacy is when a group, in this case your organization, represents their local community for the purposes of affecting change.
Essentially, community advocacy is when you advocate for your community to policymakers. But why should your organization take up a community advocacy campaign?
Advocacy at the local level and on behalf of a specific community can result in several significant benefits, including:
In many ways, community advocacy is about creating a bridge between your community members and their local government. Your organization’s efforts can bring to light key issues and help convey them to policymakers, empowering your community and making it a better place.
Community advocacy requires the support of a wide range of people, from government officials to individual citizens. Of course, by putting your organization in the role of a community advocate, you will have quite a bit more responsibility than the average supporter.
While anyone can become a community advocate, keep in mind that there are specific skills and resources your organization’s staff should possess before you can confidently launch your campaign.
For example, leading a campaign requires strong listening, leadership, and communication skills, as you’ll need to be able to emphasize with individuals impacted by the issues you’re advocating for and convey their concerns in a persuasive manner to an elected official.
This also means that before starting a campaign, you should ensure that your organization has a strong grasp on the issues you should be advocating for in the first place. Fortunately, there are several steps you can take to learn this information and put it to effective use.
Community advocacy campaigns require a focused strategy, the right tools, and a dedicated team. With these campaigns often several lasting months, if not longer, it can be difficult to know where to start.
While every campaign is different, your community advocacy efforts will likely take you through these seven steps:
What issues does your community want to be addressed? If you’re thinking of launching a community-focused advocacy campaign, you likely already have a few assumptions about what could be improved in your community. However, before acting on these issues, you should survey and assess your community to confirm that there will be widespread support for your campaign.
Surveying your community will help your organization gain a deeper understanding of your community’s core values, beliefs, and day-to-day dilemmas. Often, community issues are complex, and gaining multiple perspectives will provide insight that can help shape your campaign’s direction.
To discover what issues your community cares about, a canvassing initiative can be useful. Canvassing allows your organization to physically cover ground in your town or city, collecting insight into what different people from different parts of your community feel about ongoing local issues.
You can improve your canvassing campaign’s effectiveness and efficiency by going digital. Rather than arming volunteers with clipboards, try using tablets with canvassing software to help your entire organization stay connected throughout your campaign. Or, if going door-to-door isn’t practical in your community, virtual canvassing allows your volunteers to set up video calls with interested community members, allowing you to gather the same information you would through in-person meetings.
After speaking with members of your community, you will likely have a wide range of opinions and feedback to sort through. To help make sense of the varying comments and thoughts, take the time to identify and categorize the information that was shared with you.
When assessing a community’s needs, the concerns expressed can usually be sorted into four categories:
While it is worthwhile to consider the needs of each community member you spoke to, you will likely also realize that there are some issues your organization will be better equipped to address than others.
Your community may have many needs, but as you have limited resources, you will need to pick and choose which to focus on. Additionally, while there may be needs that are important to address, your organization may not currently be able to adequately solve them through a community advocacy campaign at this time.
Consider your organization’s current resources and connections, as well as what type of solution each issue requires. Specifically, most needs can be resolved through one of three solutions:
Determining which of these solutions is the most plausible for your campaign to achieve will depend on the specific issue, your organization’s approach to it, and your current resources. For instance, spreading awareness to create a social environmental change will likely be more possible for an organization with a strong outreach strategy and connections to local media, whereas they may lack the political knowhow to seek a policy change.
Advocacy can’t be done alone, especially when you are acting on behalf of an entire community. To collect data about your target issue, gather resources, and effect change, you’ll need to identify relevant stakeholders and create a strategy for how you will engage with them.
Your key stakeholders will depend on the specifics of your campaign, but in most cases, you will at least need to engage with the following groups:
Before approaching any of these stakeholders, be sure that you can describe the fundamental elements of your campaign, such as the issue you are targeting, why it matters, your proposed solution, and why your solution is the right one. Having clear answers to stakeholders’ questions will help your campaign come off as more professional and make your message more persuasive.
An effective community advocacy campaign should get your whole community involved, which means you’ll need to spread the word. To start gaining support, consider how you can best reach out to potential supporters, whether it’s through posting on social media, sending direct mail, or hosting awareness events.
The most effective outreach materials grab your target audience’s attention. The details will vary depending on your campaign, but many advocacy groups can benefit from crafting promotional materials by:
As mentioned, consider what channels you will use to share your messages. To get in touch with people in your community, you might partner with local organizations or host in-person gatherings, or if you’re seeking wider support from outside your community, you may focus primarily on digital marketing and communication.
In any case, creating the right marketing materials will increase your campaign’s visibility and strengthen the impact of your messages. Let’s explore a few materials you might create for your advocacy campaign.
This will be the core place you drive people to learn more about your campaign. Create a website that communicates how you’re paving the road for change and how people can join the journey.
When designing your website, keep these core elements in mind:
The online space opens up a world of prospective advocates. Creating a catch-all resource like an advocacy campaign site will help you connect with these motivated supporters.
Campaign videos are incredibly impactful assets to your advocacy work. Perfect for the digital world, they’re incredibly shareable and a great way to tell a story about a cause that advocates are passionate about — from women’s rights to climate change. However, they may be time-consuming to produce and difficult to get right without professional help.
When it comes time to shoot a video for your campaign, keep these tips in mind:
Even if you’re working on a tight budget, sticking to these tips will help you create a shareable video that stands out. All you really need is an inspiring story to tell.
As an advocacy campaign leader, you have one of the most powerful tools at your fingertips: the share button. Social media is an incredible driving force for digital advocacy, so carefully plan out your posts. Here are a few tips to create inspiring social media posts:
Social networking is nonnegotiable if you want to survive in today’s competitive environment. Pay attention to which types of posts supporters interact with, adjust as needed, and watch your advocacy campaign marketing efforts thrive!
Once you know your specific issue, have taken your community’s pulse on the subject, and started gathering initial support, you can begin launching your major campaign activities. The goal of your community mobilization efforts should be to draw more support and get the attention of key stakeholders, specifically relevant local government officials.
Whether you’re planning a march, a protest, or a series of informational gatherings, make sure to constantly keep your supporters informed. After all, a community can only mobilize on an issue if they know where to go and what the campaign activity’s purpose is.
While it can be difficult to measure whether a specific event was successful when you’re still in the lead up to actually presenting your issue to officials, set goals for each of your activities. These can be how many people attended, how many supporters took an action such as donating to your cause after the event, or if your campaign received any additional coverage or had anyone from your local government get in touch with your organization.
By effectively bringing your community together and raising awareness about your core issue, you may be able to gain a face-to-face meeting with a local policymaker. If this happens, you will be able to present your campaign’s core problem and proposed solution to them directly through a policy brief.
A policy brief is essentially an overview of a specific issue that attempts to explain its significance and persuade lawmakers to adopt the proposed policy recommendations. Your policy brief should include an executive summary describing the main issue you’re hoping to solve, background information about the problem, supporting graphs and images, and your specific and actionable recommendations for solving the issue.
In general, these are short documents, but you can make your point effectively in just a few words by:
If this is your first time writing a policy brief, you can start your research process by looking up past successful examples. Doing so will help you determine how to best format your brief while also providing insight into what arguments and strategies are likely to be the most persuasive.
Change rarely happens overnight, but with the support of your community behind you, you can begin making a meaningful difference right at home. Community advocacy campaigns succeed when they accurately reflect the wants and needs of the community behind them, engage with passionate local leaders, and explain their cause well to elected officials.
Community advocacy campaigns can’t be planned overnight, but there are a variety of resources organizations can leverage to make progress quickly when outlining the direction of their campaign.
To help your organization understand and assess what tools are available, review these additional resources: