Grassroots, Media, and More

What is a

Grassroots

Network?:                              Grassroots is a system of recruiting, training and motivating individuals to make contact with decision makers to advance an organizations advocacy issues. Grassroots advocacy works when real people deliver the same message to a number of decision makers.

A grassroots network gives organization, focus, and power to a large group of committed advocacy volunteers. A good grassroots network should comprise a large number of individuals as well as a core group of key contacts. The key is to use a strategy that fits the situation. Focus on quality, not quantity.

The network should be maintained and used on an ongoing basis-it should not be a crisis response program rather it requires ongoing nurturing to strive.

         

                     A good grassroots advocacy program has four basic elements:

1.     Education. Education raises your networker’s level of expertise and the likelihood that they will respond to a call to action. Educated stakeholders are able to communicate more effectively why the issue is important and why the decision maker(s) should pay attention.

2.     Training. Training for the purposes of being able to clearly state the goal and what networkers can do to help reach that goal. This takes into account discrepancies between individual learning styles.

3.     Mobilization. This includes detailed instructions and explains how and why the request is being made. Although each action should be personalized, the request remains the same. Deviating from the basic message dilutes your power.

4.     Appreciation. Provide feedback so networkers will know the outcome of their actions. Recognize and reward networkers through a simple thank you letter or a more public recognition if appropriate.

Networker Recruitment:    The key to grassroots network recruitment is signing up as many committed, active networkers as you can.

Alerts:                               An alert is a call to action to your grassroots network. It is usually a request for networkers to write or call a particular decision maker about one of your organization’s advocacy issues. It’s critical for grassroots networkers to understand what they’re expected to do and how to do it.

         

An alert provides background information and suggested action to be taken on a given issue. The alert may identify a targeted decision maker to contact and give that individuals contact information. Dependent upon the situation, a petition or postcard may be provided. Networkers should respond to alerts within two weeks.

MEDIA ADVOCACY

Media Advocacy:               The media plays a critical role in advocacy. They not only provide information but also influence the level of public and decision maker interest in an issue. Work closely with communications volunteers and staff when implementing a media advocacy effort. Through the media we can:

• -      Change the way decision makers and community members think about issues.
• -      Create a reliable, consistent stream of publicity for our issues and activities.
• -      Motivate community members to get involved.
• -      Inform the media about who and what contributes to certain social problems.
• -      Pressure key decision makers to make policy changes.

Use the following mechanisms to communicate your messages:

• -      Media releases.
• -      News conferences.
• -      Editorial board visits.
• -      Letters to the editor.
• -      Radio call in shows.
• -      Paid advertising.
• -      Public service announcements.
• -      Flyers and hand bills.
• -      Company bulletin boards.
• -      Posters and yard signs.
• -      Bumper stickers.
• -      Marquees at banks, restaurants, etc.

Other ways to influence people:

Write a letter to the editor-A letter to the editor of your local newspaper gives you the chance to inform thousands of people about a critical local issue or piece of legislation. Many politically minded people read this section of the newspaper.


-      Keep your letter within reasonable limits.
-      Be concise and specific.
-      Sign your name and include contact information.
-      Resubmit in a few weeks if not initially published.

Write an opinion piece

Call a radio show

                                                Distribute Fliers

WHAT IS THE DIFFERENCE BETWEEN ADVOCACY AND LOBBYING?

People may use the terms advocacy and lobbying interchangeably, yet there is a distinction between the two that will be helpful for you to understand. Advocacy is when individuals are mobilized to spark changes in programs and policies that benefit the public at local, state, and national levels.

Lobbying refers to advocacy efforts that specifically attempt to influence a specific piece of legislation. The laws limiting the lobbying done by some organizations do not exercise control over activities such as rallies and volunteer efforts.