Keeping your advocates and PAC contributors engaged and motivated isn't easy. Join national PAC and grassroots influence expert, author, and consultant, Amy Showalter, as she shares evidence-based best practices for improving your grassroots and PAC productivity and results.
While evangelism marketing is all the rage and evangelism about your cause is essential, smart grassroots leaders know the real victory is in finding and creating converts for their cause. Listen to find out why.
Greetings. This is Amy Live & Uncut with the story behind the story on Amyism #71: Evangelism vs. Conversion.
While evangelism marketing is all the rage, and evangelism about your cause is essential, smart grassroots leaders know the real victory is in finding and creating converts for their cause, because converts are the most persuasive evangelists. I came to this understanding when I was writing my book The Underdog Edge: How Ordinary People Change the Minds of the Powerful and Live To Tell About It. We found a very interesting dynamic with Underdog Teams, they all contain a convert. There's always a convert communicator on their team.
What does that mean? It means that the convert is someone who joined the cause, who was previously serving the other team, the other side, and they're really great persuaders because they know how the other side thinks. They also are similar to the people you're trying to persuade because they were one of them at one time and they usually don't have an authority position over the people that they're trying to persuade. Again, they were a peer of that individual. That's why they're so persuasive.
So while we all want evangelists for our cause, I believe the most effective evangelists are those that are convert communicators. Ask yourself, do you have convert communicators on your grassroots team? How about your coalitions? Do you have organizations that were on one side of an issue years ago and now are with you? That's what you need if you want to go to the next level in your grassroots, look for convert communicators.
Thanks. This is Amy Live & Uncut.
Amyism #81 - The Premise is Paramount
"Organizations love to talk about their strategy, of course, because it conveys that nothing they do is random. However, basing your PAC, advocacy or communications strategy on an untested, evidence-free premise is just that -- a "random plan" rather than a "strategic plan". The premise on which your strategy is based is the holy ground, because the wrong premise leads to the wrong strategy, the wrong tactics, and ultimately, a failed outcome."
Amyism #19 - Encouraging Advocate Feedback
It's amazing how the wailing and gnashing of teeth over the lack of communication from the grassroots ends when someone on the government relations staff is actually held responsible for finding out what's going on in the district.
Amyism #77 - Persuasion v. Awareness
"We increasingly see many campaigns that are deemed successful due to 'increased awareness'. It stems from the idea that 'every little bit helps,' however is a fall back position when the campaign doesn't do anything else. We know from social psychology research that there are eight steps to persuasion. 'Awareness' is step two of eight. There is much to persuasion beyond 'awareness'". --Kelton Rhoads, Ph.D.
Amyism #35 - Rogue Advocates
Not all Rogues should be summarily dismissed from your grassroots efforts. One of the reasons the Rogue exists is because he or she does not know better. It's our responsibility to teach them to know better so they do better.