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Grassroots Programs vs. Grassroots Networks
A grassroots program is a continuous process of educating and empowering employees or members to take action on public policy issues that impact your organization. A program is a course on which the staff leads the grassroots members as they seek to impact the legislative process. We believe that a grassroots program embodies grassroots activities conducted throughout the entire year, not just when there is a critical issue facing your organization. This is the critical distinction between a grassroots program and a grassroots network.
Virtually every organization that allocates resources to grassroots believes that they have a “program.” Yet, when I ask them about what they do to keep their members interested and energized, they usually state that because there aren’t any pertinent public policy issues to follow, they “haven’t done anything in awhile.” They may have a database of names, they may conduct grassroots campaigns, but they do not have a grassroots program.
The Program Edge
There are numerous advantages to instituting a grassroots program. The following are four of the most salient:
- It works. We have compared the public policy results of organizations that have authentic grassroots programs with those who hastily assemble a grassroots network as the need arises. Those with an organized program get a huge return on their investment in program development via their legislative victories.
- It is more cost-effective in the long term. There is less need to hire outside help to generate interest in your cause.
- It builds member knowledge about your organization that is exceedingly valuable. Your employees or members can become ambassadors for your industry beyond the legislative arena.
- It is authentic. No legislator can rightly claim that you are “brainwashing your employees” on public policy issues if you have been educating and empowering them to get involved long before the pivotal issue arises.
Program Characteristics
A grassroots program is characterized by continuity of activity and member contact. Both are critical to keeping your members interested and active. Research by volunteer management experts Rick Lynch and Steve McCurley found that organizations have a sixty-day window of opportunity to keep volunteers interested in your cause. Further, if they are not engaged in meaningful activity within six months, the research shows they will almost always leave your organization, or remain in the organization on inactive status.
Lack of member contact leads to the all too common staff lament: “ How can we revitalize our members? There’s nothing going on in the legislative process so we haven’t contacted them.” Our personal experience and research shows that the most impactful and energized programs are those that have a culture of constant issue education, legislative process education and teamwork. This cannot be accomplished on an issue by issue basis.
Start With the Proper Foundation
The way to develop a true program is to set the proper foundation and program culture. Too often, public affairs professionals approach grassroots with a “top down” methodology. Our program design services incorporate fact-finding with the people who will most impact your success—your employees or members and senior organization leaders.
We talk with real employees and association members to determine what they want from the program, and arrange the key elements of your grassroots program accordingly. This results in greater member ownership, participation, involvement, and impact, which ultimately determines your ability to effect change in the legislative process.
The organizations with an ongoing, organized grassroots program will always have an edge over those without one. We have compared the results and know the investment saves time, resources, and will help you win your legislative battles.
Copyright 2000, The Showalter Group, Inc. The Showalter Group works with corporations and associations that want to increase their grassroots and PAC effectiveness. 513-762-7668