What is a Grassroots Advocacy Campaign?
An organized group, whether it is a trade association or corporate group, is created in order to solve a particular problem or to fulfill a need. 
As problems evolve or are remedied and needs are fulfilled an organization must adapt in order to remain in existence. Change is inevitable for an organization, but effective change can become quite difficult, as humans by nature prefer consistency and stability. A grassroots advocacy campaign solves the issue of promoting change in an organization while focusing on the group that will be most affected by change.
Understanding the Grassroots Approach
A ground level approach to building up an advocacy campaign is referred to as grassroots. As the name suggests, a grassroots approach starts at the roots of the problem and develops to involve all applicable parties. So, while most organizations start with the higher channels in terms of advocating for a new approach or program in an organization, a grassroots approach starts with the group that will be affected by the change. Instead of having the upper level execs or even mid level management involved in implementing a change through doling out orders, the people who would be most affected by the change have the most involvement through an advocacy campaign. This provides more substance and passion for a cause as the people whom will be most affected directly have a voice and better understanding of why the change must be made.
What is Involved in a Grassroots Advocacy Campaign
Unlike traditional campaigns that focus on promoting an outcome of a goal, the grassroots method includes all involved parties throughout the goal setting and implementation process. In a grassroots advocacy campaign there are a series of steps that must be incorporated. The grassroots approach will theoretically ensure a more successful advocacy campaign that is accepted by a greater number of individuals and groups within an organization in comparison to the more traditional advocacy campaign model.
- Management concludes that there is a need for change. For instance, the change may be informing members of pending legislation will directly affect them and encouraging them to act on the legislation.
- All groups involved in the change must have an open platform for voicing ideas and offering suggestions in relation to the goal. Not only will the groups who will be most affected by change have some semblance of control, but these groups will most likely be able to address prominent issues that will arise in the completion of a goal that the upper level execs or management would not foresee or consider an issue.
- Continuing to listen to all groups involved and working through any issues that arise will alleviate most concerns. The majority of the time, if a group has the chance to voice their opinion, while they may dissent from the majority, the opportunity to express their feelings helps to relieve any underlying tensions. These tensions would certainly disrupt the achievement of a goal.
- In the case of a positive change, such as the expansion of an organization, keeping all groups involved in the implementation increases the social cohesion of the organization, which is vital for the continued success of any organization.
- The final goal for the change must be clearly identified, as well as any steps that must be taken to reach the goal. Finally, the goal should be promoted with passion and consideration for all parties involved.
- Advocacy for the goal should involve all parties or groups involved in the outcome of the goal. Open lines of communication and a clear definition of the goal must be present throughout the implementation process.
While organizations can be found in almost every sector in every market, the common factor is the inclusion of human beings. In order to be a successful and thriving organization, campaigning for advocacy is essential for making changes so to evolve an organization's purpose.
Grassroots Advocacy Software
At Votility, organizations can promote grassroots advocacy campaigns using software focused on legislation and other issues related to any specific group. By encouraging open lines of communication and the recognition of all people involved in keeping an organization functioning, Votility helps to improve the well being of organizations and its members.
