When you care deeply about a cause or desperately want to fix a problem, it is frustrating and demoralizing to watch your grassroots campaigns fizzle and fail to motivate action. When that happens, it’s not because your cause isn’t compelling. It’s because you haven’t taken all the steps you need to design a grassroots marketing strategy that really works. At Votility, we spend a lot of time thinking about what it takes to run a successful grassroots advocacy campaign. Here’s what we’ve learned:
Large numbers and loud voices—not required!
A lot of people think that the success of a grassroots campaign rests on large numbers and loud voices. But it isn’t the amount of money or the number of members that make or break a grassroots campaign. It’s the design. If you start from the bottom, build a strong base, andgrow from there, you will be off to a great start. But how, exactly, do you design a grassroots campaign that really, really, works? Let me explain.