The key to effective advocacy efforts is to engage a community of real people who share a passionate interest in your issue.
How do you find those particular people? That’s question number one.
“Who” is more important than “what.”
Effective advocacy messaging is:
- Hyper-targeted to individuals who matter;
- Engaging; and
Compare that to traditional advertising:
- Expensive; and
- There’s no way of knowing if the right people caught a glimpse of your message.
It’s easy to ignore a television ad or highway billboard made for the general public. In contrast, with targeted digital and mobile advertising, the specific audience of your choice will be effectively engaged and that interaction will be tracked and measured to produce a better overall ROI.
Organizations and brands that build strong communities position themselves for further growth and success.
With “stay at home” orders, the number of constituents searching the news and streaming video has skyrocketed. This presents a unique opportunity to build new audiences, to grow and collect new followers, and to have meaningful conversations during a time of crisis.
If you have something that people care about, they will engage with you now even if they don’t purchase a product – people are listening.
Internet use will continue to rise, video chats will become more common, and audiences will continue to expand their digital sources for news and entertainment.
At Majority Strategies, our Community Architect program allows us to create a community of real people who share an interest in your issue – individuals who will become an advocate for your issues.
Marc Klein serves as Majority Strategies’ Vice President, Data and Digital Advocacy Solutions. Most recently, Klein was the Vice President of Microtransit Government Partnerships at Chariot Transit, Inc., which is owned by Ford Smart Mobility LLC, where he focused on improving sustainability, accessibility, and automobility options for the residents and visitors of cities across the country. Klein is a member of the Chairman’s Council at Bette Midler’s “New York Restoration Project” and is on the Executive Advisory Board at Techweek. Klein was Vice President of National Accounts and Airports at Clean Energy Fuels Corp., which is the largest provider of natural gas fuel for fleets in North America.