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Unleashing Digital Advocacy's Potential: Cracking the Code for Lasting Impact (feat. Jaime Peters)


In today's digital landscape, the potential for widespread outreach and transformative impact has never been more promising. But, despite the landscape of tools and methods available, the question remains: Why do so many advocacy campaigns return lackluster results? 

To answer the question we sat down with Countable’s head of client success, Jaime Peters. We pinpointed  what makes an advocacy campaign effective and walked through practical advice for creating resonant campaigns that connect and make an impact.

How to start an Effective Advocacy Campaign

Often the most daunting part of an advocacy campaign is deciding where to start. When facing this particular hurdle it is important to remember even the most impactful campaigns are built on small, achievable steps. By breaking down goals into manageable pieces, a mountain of work turns into achievable hills. When it comes to making a campaign manageable, Jaime suggests the following:

Define your goal: Take the time to clearly define what you aim to achieve. The bigger the goal, the more important is it to be clear on what constitutes a win, whether it's building awareness, stopping a policy, or changing the status-quo. By establishing a concrete objective, you lay the foundation for focused and purposeful action.

Think global, act local:  Set your sights wide, , but localize your aspirations by identifying tangible actions that can be accomplished within your influence. Being able to take a wide ranging issue and apply it to a local group not only makes the issue more salient for those involved, but inspires others to join your cause.

Utilize advocacy tools: This can be as simple as social media, but tools specifically designed for advocacy can give your campaign an added boost. Countable, for example, gives you the ability to create petitions online and give advocates the ability to send messages and videos to lawmakers and local decision-makers.

Attend meetings: Attend community gatherings, town halls, and public hearings to express your perspectives, concerns, and solutions. By making your voice heard and engaging with fellow community members, you will build a powerful network of like-minded individuals, united in their pursuit of change.

Organize other communities: Empowerment lies not only in advancing your own cause but also in cultivating change across various communities. Share your knowledge and expertise by guiding and teaching others to organize and launch their own campaigns. By catalyzing change in schools, neighborhoods, or other communities, you expand the reach and impact of your advocacy, fostering a ripple effect of transformation.

How to Get Advocates

So you’re ready to start your advocacy journey, but there's something you’re missing: advocates. Don’t panic, there are many actionable techniques available for building a network of advocates: 

Start with your inner circle: Reach out to friends and family, tapping into their networks to identify potential connections who share your passion and could contribute to your cause. By leveraging these personal relationships, you can establish a foundation of support and extend your reach within trusted circles.

Build coalitions: Broaden your campaign's horizons by reaching out to like-minded organizations and groups that align with your mission. Seek out volunteers or staff members in your local area who are willing to collaborate and work in tandem towards your shared goals. By forging alliances, you pool resources, expertise, and collective power, amplifying the impact of your advocacy efforts.

Harness the power of social media and digital advocacy tools: Use social channels to engage in direct messaging conversations. Reaching out to like-minded individuals and organizations to gauge their interest and willingness to support your endeavors. Social media can be a gateway to collaboration, enabling you to tap into a vast network of potential allies and advocates.

Use petitions: A petition can serve as powerful instrument for galvanizing support and drawing attention to your cause. Build additional awareness by sharing your petition across your social media channels. By tracking signatories, you not only gauge interest and support but also cultivate a community of individuals invested in your cause.

Effective outreach and engagement are pivotal to the success of your mission. Remember, every connection and every supporter counts, and with strategic outreach and engagement, you can cultivate a movement that reverberates far beyond your initial circle of influence.

The Power of Positive Messaging


Turning to fear tactics can be a powerful short term boost to a campaign, but can quickly turn advocates off a campaign. In the longer term, positive a positive message of change will provide a greater benefit.

Of course, striking a balance between realism and positivity is crucial. Advocacy confronts challenging and complex issues, necessitating honest discussions and an acknowledgement of the obstacles at hand. By anchoring these discussions in a positive framework that emphasizes solutions and progress, advocates can create a powerful narrative that inspires action and sustains engagement.

Use Every Tool

Success requires a deep understanding of your target audience and the tools they use to communicate. Here are some tips on how to create effective advocacy campaigns that resonate with your audience:

Use every tool at your disposal, especially the ones your target audience is already using. By identifying and leveraging the platforms your audience already frequents, you can amplify the reach and impact of your advocacy campaign.

Don't dismiss a tool just because you don't understand it. Unfamiliarity with a particular tool should never be a reason to dismiss it outright. Instead, embrace a mindset of adaptability and resourcefulness. If platforms like TikTok or Snapchat are where your target audience thrives, seek out individuals who possess a nuanced understanding of these channels. Collaborate with them to craft content and strategies that resonate authentically, harnessing the full potential of these platforms to your advantage.

Utilize free tools for fast organization and paid tools for a long-term campaign strategy. In the realm of advocacy, a combination of free and paid tools can be the key to effective campaign management. Utilize free tools for quick organization when time is critical. For a long-term campaign strategy, consider investing in paid tools that offer greater capabilities, advanced analytics, and strategic planning features.

What to Do If Your Advocacy Campaign Fails

Setbacks can be disheartening, but they shouldn't mark the end of a campaign. After a setback the question becomes: how do you keep the momentum going?

According to Jaime, the answer lies in providing your supporters with a compelling reason to stay invested, even in the wake of defeat.

Take, for instance, the scenario of a failed piece of legislation. Rather than dwelling on the defeat, use the opportunity to shed light on the impacts the policy's failure will have on people. By sharing stories of individuals directly affected and shedding light on the actions (or inaction) of state legislators in the period leading up to the next legislative session, you infuse your campaign with renewed purpose and a call to action.

Keeping your advocates engaged is not an easy task, but it is worth the effort. Even if your coalition dwindles during the off-season, as long as there are those who are still fighting for the cause, there's always the potential to rebuild and emerge stronger than ever.