04/03/2017

Why Advocacy Needs to Move Beyond "Awareness"

New research finds we must define actionable, achievable calls to action to motivate members

Associations are rightly enthused when their public-policy actions get some attention, but that attention means little without action. Two scholars have some ideas on how to get there.

Associations that engage in advocacy have often bemoaned their struggle to build awareness around their public-policy initiatives. So it’s no surprise when an organization does a victory lap when they get some numbers showing that people are actually paying attention. Clickthroughs! Downloads! Retweets!

Alas, solving the puzzle of building awareness means you’ve only solved half a puzzle. Associations need members and the general public to act on that awareness—make a phone call, write a letter, send a contribution. And organizations of all kinds can stumble when it comes to making the leap from awareness to the ask.

Please click here to read the complete article from Associations Now.