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Running an Effective Advocacy Campaign: A Conversation with Countable's VP of Client Success, Jaime Peters

Full Interview:

 

I (a mere Marketing Associate) had the honor to sit down with Jaime Peters, Countable's VP of Client Success and Operations to get into the nitty gritty of advocacy campaigns, covering everything from protesting in the halls of congress to starting a campaign from scratch. 

(Conversation has been edited for clarity)

Dylan : What do you need to start an effective advocacy campaign? What tools,  strategies and methods should you be thinking about?

Jaime: To start an effective advocacy campaign, the first thing you need to do is figure out what you want to accomplish. Advocacy campaigns usually emerge from people's reactions to local, national, or global events, which can be either positive or negative. Once you know your goal, whether it's supporting or opposing a particular issue, you can break it down into smaller, achievable tasks.

The saying "think global, act local" is helpful when planning advocacy campaigns. While you might have a significant goal, focusing on smaller, manageable tasks can help you make progress. This is where advocacy tools become crucial.

For example, if you want to support a piece of legislation, like getting more electric buses for schools in California, that's your end goal. What's a small piece of that that you can, you know, break off to start this kind of campaign? You might create a petition using a platform like Countable, which allows you to easily create and share your petition with your community.

As your campaign gains traction, you can take further steps, like attending local PTA or school board meetings, and using other online tools such as lawmaker messaging platforms to connect with decision-makers. By focusing on smaller, local goals and gradually building up, you can work towards accomplishing your larger objectives in advocacy campaigns. This approach is at the heart of grassroots campaigning and advocacy.

Start by thinking global: What's the big thing I want to accomplish? Then start local. What's my real goal right here, right now? And how can I move up the ladder to accomplish the big goal eventually?

Dylan: Would you say that's why certain advocacy campaigns fail? Because their goal is too high level and they're not thinking about the small steps they could start taking?

Jaime : It's interesting that you bring it up. I believe that all forms of advocacy are needed to create change. Sometimes a different method of advocacy helps to create a solution, and other times, it takes a combination of approaches to make a difference. A great example of this is the Sunrise Movement. Many people didn't know about them until they staged a protest in the halls of Congress, demanding action on climate change. They made a significant impact with their approach, even though other organizations like the National Resources Defense Council, the Environmental Defense Fund, World Wildlife Federation, Sierra Club, and Rainforest Action Network have been working on these issues for decades.

The Sunrise Movement's approach was disruptive, but it garnered attention and support, including from Representative Alexandria Ocasio-Cortez. While their protest didn't result in a specific piece of climate change legislation, it did raise awareness and encouraged the use of digital tools in advocacy campaigns. These newer methods were then adopted by more established organizations, creating a more effective and united front.

So, it's not necessarily about a campaign failing because its goal is too high level; it's about understanding what has worked in the past, what hasn't, and how a combination of methods might be the key to success. Advocacy efforts should be adaptable and open to learning from one another to create the most significant impact.

Dylan: So would you recommend, for an organization that has an idea of a cause they want to advocate for, that maybe it would be good to see what's been done historically and what's worked? And see how they can incorporate that or change that?

Jaime: Yes, I think that's a great idea. It's important to listen to the people who are involved in the movement with you. Movements often gain traction when like-minded individuals come together and share their passion for a cause.

When planning an advocacy campaign, it's helpful to look at the history of what's been done, what has worked well, and what can be replicated. However, don't be afraid to try something new just because it hasn't been done before. Sometimes, introducing a fresh approach is what's needed to create momentum in a movement that has become stagnant over time, as the Sunrise Movement demonstrated.

Dylan: What happens if a group doesn't have as many supporters as they'd like? But they know that many people care about this issue. How do they get people to know about it or become their advocates?

Jaime : Building a coalition to help get the work done is essential. Start with your friends and family, and reach out to them to figure out who they know and who could help you build this movement. You can grow your network by circles, starting from those immediately around you.

Sometimes, posting on social media can lead to influencers picking up your cause, giving you a sudden boost in support. Although this doesn't happen frequently, it can be very impactful when it does.

Another way to gain support is by building a petition using free tools or platforms and sharing it on social media. Reach out to organizations working in your field and ask if they know anyone in your area who might be interested in working with you. Connect with like-minded social media accounts, follow them, and start messaging them to see if they're willing to help.

The power of the internet can be harnessed for organizing, and your success will depend on the effort you put into it. Utilize social media, petitions, pledges, emails, and personal connections to build coalitions. If you have the budget, paid advertising could also be an option to consider.

Dylan: Let's say you have a lot of supporters and you start your campaign, and you get people to message lawmakers or sign a petition. There's a lot of support, but it doesn't get the outcome you want. How do you come back from that? How do you make sure you don't lose people or ensure you can make change in the future?

Jaime: Not getting the outcome you wanted happens often, and it's tough. It's important to recognize that nobody always wins, and sometimes you'll have to regroup and try again. Keeping everyone engaged and fighting in the movement is a challenge every organizer faces. There's no one-size-fits-all answer, but it's essential to give people a reason to stay and easy ways to stay involved.

During the time between legislative sessions, focus on the impact of the policy not passing and how it affects your community. Share stories of those directly impacted and keep people informed about what's happening. Providing reasons for people to stay engaged and re-engage is crucial.

Maintaining momentum isn't easy, but even if your group shrinks, it's okay. As long as there are people still fighting, you can rebuild or build your coalition again when the time is right. The key is to stay committed to your cause and keep pushing for the change you want to see.

Dylan: Is it in a way good to have a moment of not hearing about a cause so that when it comes back again, you're like, "Oh yeah, this. We need to make changes and fix why we weren't successful last time."

Jaime : Yes, it's essential to take a break and recharge. After working tirelessly on a cause or piece of legislation, taking a step back to rest and rejuvenate is crucial. This downtime allows you to reset your expectations and heal from any setbacks or losses. Then, when you're ready to start fighting again, you'll be better prepared to make changes and learn from your previous experiences.

Dylan: When momentum starts again, what is a good timeline? How much planning should start before the movement and how much before should it start?

Jaime: Some things can be planned well in advance, like election campaigns. For example, knowing there's a presidential election in 2024, people may declare their candidacy in 2022 to start fundraising and building a coalition. In these cases, giving yourself at least a year to plan is helpful.

For civic engagement, brands can also plan a year out from Election Day, ensuring employees are registered to vote, informed about the process, and have the necessary tools to participate.

However, sometimes you have to act instantly, without any prior planning. Events like school shootings are tragic, unexpected moments that can spur people into action. In these cases, you need to be ready to act at a moment's notice with rapid response tools or strategies.

For smaller organizations or individuals, social media platforms and group direct messages can be the heart and soul of organizing. People can use WhatsApp, Signal, DMs on Instagram, or even Snapchat to organize mobilize people quickly. So, while it's great to have ample time to plan, sometimes you just have to work with the tools you have and be ready to respond when needed.

Dylan: Are there things across the board that you see with successful advocacy campaigns, like themes, tactics, or strategies?

Jaime: Successful advocacy campaigns tend to use positive messaging, which focuses on storytelling and real people. Although negative messaging can work in the short term, long-term success comes from uplifting stories of hope, survival, and success. So it's important to keep messaging positive.

Another key element is to listen to everyone around you, as the best ideas can come from unexpected places. Make sure your team is diverse and inclusive, and that everyone has a voice.

Thirdly, use every tool at your disposal, especially those that resonate with your target audience. If you're trying to reach younger people, for example, you should focus on platforms like TikTok or Snapchat rather than Facebook. Use free tools to organize quickly and paid tools when you can, as they allow for better community building and long-term growth.

These are just my opinions, and others may have different perspectives. It's essential to stay up-to-date with new tools and approaches, be open to feedback, and adapt your strategies as needed. Remember, just because something has worked in the past doesn't mean it's the only way to do things, but it also doesn't mean we should disregard it entirely.