Tuesday, October 27, 2009

Best Practices in Online Advocacy for Associations, Nonprofits, and Corporations

Best Practices in Online Advocacy for Associations, Nonprofits, and Corporations Capitol Advantage

By Brad Fitch
Vice President, Grassroots & Government Relations Resources
Roll Call Group

The surge of online advocacy since 2002 has transformed how legislators interact with constituents. In 1995 the House of Representatives created uniform e-mail addresses for members of Congress; by 2000 web sites integrated interactive features, such as online polls; by 2004 congressional web forms required advocate organizations and vendors to adapt their technology in order to deliver messages; and 2009 saw the introduction of social media tools, such as Facebook and Twitter, as yet another avenue for the governed and the governing to interact.

This myriad of options combined with the speed of their introduction has left grassroots and government relations practitioners without clear guidance as to which strategies, tactics, or technologies to employ, and which are most effective. This White Paper seeks to capture and explain best practices for online advocacy. It will outline examples of online public affairs advocacy, reference research connected to practical advocacy campaigns intended to influence policy, and offer guidance for influencing governmental decision-making. This paper is based on research and practical examples offered by 2,500 customers of the Roll Call Group’s online products.

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