Grassroots Advocacy

Research
Grassroots program managers are under increasing pressure to grow and activate their networks. But while expectations within our organizations are on the rise, it's becoming more difficult to earn our advocates' attention and rally them to action. National Journal's research team helps you strengthen your network with practical tools, case profiles of industry-leading tactics, and events with other leading practitioners.

Focus Areas

Advocate Engagement
Advocate Mobilization
Advocate Training
Grasstops Programs

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Common Questions

Do you have fly-in resources?

Yes, we do. We have white-label slides from the Presentation Center that you can put in your own presentations. And we have worksheets and tools to help your advocates add value to the fly-in experience: Meeting Checklist Listening Guide Advocate Pledge Story Sharpening Checklists Action Calendar Read More

How do I encourage my advocates to speak up – without them “going rogue”?

If we want our advocates to speak authentically on our behalf, we need to let go of control. But just because someone raises their hand doesn’t make them the right steward of our message or our brand. So leading organizations are separating their advocates into two groups. The first group ... Read More

What models are there for building a grasstops program?

We’ve seen 4 grasstops program models that stand above the rest. Click through to see example case studies. Captain’s Model: advocates recruit their peers back in the district. Utility Player Model: each advocate has a different job description that caters to the skills that individual brings to the table. Storyteller ... Read More
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