By Brad Fitch

One of the greatest complaints we hear from grassroots organizers is: “My people won’t act when we ask them.” If I may play the role of drill sergeant for a moment, my reply is, “And whose fault is that…yours or theirs?”

Grassroots advocacy has been transformed since 1997 when Capitol Advantage introduced the first online congressional directory and database tool. Today every organization has at least some level of grassroots network. The question organizers face now is this: How good are our supporters? The winners of the legislative battles of late 2008 and 2009 will be those with sophisticated, skilled advocates.

These are the key challenges you’ll face in transforming your advocates from Cub Scouts to Navy Seals, and how to overcome them:

Problem #1: Competition for Advocates’ Attention.
When your advocate belonged to just one association, you could get their attention with a single e-mail. However, now we all belong to dozens of online communities and groups – all with an advocacy agenda. You have to break through that information clutter to get results.

Solution: Tie Your Message to the Off-Line World.
One method is to not rely solely upon online media. When a news article, Internet story, or TV segment touches on your issue, react immediately. Your members might see a story and get motivated. Play on that emotion by offering supporters an opportunity to get involved.

Problem #2: Advocates Don’t Understand the Issue’s Relevance.
Organizers often complain, “I sent them an e-mail and said it was important.” Yeah, but so did 50 other groups on 50 other issues. Why is your issue more important than the others?

Solution: Localize Your Message.
In an over-communicated world the better, more targeted communications win attention. Localize the data, telling advocates that their individual Senator needs to cosponsor a bill or their House member just voted against their interests.

Problem #3: Organizers Don’t Know Their Own Networks.
Who in your network can get a phone call returned from a member of the key congressional committee who regulates your industry? If you don’t know, then you have a problem.

Solution: Knowledge Management Network.
Capwiz·XC and  Knowlegis have simple tools to allow you to track advocacy
and relationships in your network. If you are unaware of those relationships, you are unable to activate key supporters when necessary. A client recently told me they had supporters who could get a Member of Congress to return a phone call in one hour. When I asked how many supporters like that they had, they responded, “You mean, how many in each district?” That is the future of advocacy.

Problem #4: Advocates Think Their Voice Doesn’t Matter.
Cynicism is widespread in the US, promulgated by negative news coverage and warped Hollywood scripts. Professional organizers know that citizens are the most important factor in the advocacy process, but you’re up against a wave of negativity.

Solution: Success Stories.
Bread for the World is a nonprofit that seeks to alleviate hunger worldwide. One of their supporters, Connie Wick, sent a letter to her senator asking for help, and the letter was discussed by the senator during a Rose Garden bill signing ceremony with President Bush.  Recognizing the power of one letter, one voice, Bread for the Word created a video of Connie’s story and posted it on YouTube. You need just one story to begin to crack the wall of cynicism and remind your advocates that their voice can change the world.

Brad Fitch is CEO of Knowlegis. For upcoming advocacy seminars, including Grassroots Boot Camp, visit our Webinar page.