By Laura Brigandi, Manager, Digital & Advocacy Practice, Public Affairs Council

Laura Brigandi

Technology and a deepening political divide have transformed the advocacy landscape in recent years, but some tried-and-true tactics never go out of style. Here are three ways policy advocacy is evolving.

Email advocacy is easier than ever—but becoming less valuable 

Advancing technology creates an advocacy “arms race.” Advocacy groups adopt new tools to increase engagement. The resulting flood of constituent communication devalues each individual contact. Advocacy groups must then find a new way to break through the noise, leading to newer, more advanced tools. 

Email action alerts, which were groundbreaking twenty years ago, have now become so commonplace—and so overwhelming in volume—that legislators now use tools to aggregate identical emails. Most aren’t even read, only reported as a total number. And now that sending an email is as simple as a few clicks, policymakers put less weight on form messages. Customization is key; a personalized email requires more effort to write and is more likely to stand out. 

Soon, the incorporation of generative AI into action alerts will enable unique message creation without any additional advocate effort. The algorithm can tweak a standard message, producing endless distinct iterations to slip past mass email filters. Expect this auto-customization to result in further changes as offices continue to adapt to the influx of emails. 

Relationship building is critical—but it doesn’t have to happen in person 

Because of the time and commitment required, building relationships with elected officials is still the best way to influence policy. Legislators value personal interaction, so tactics like fly-ins, district meetings and site visits remain effective. 

However, COVID-19 reshaped how and where we advocate. With traditional in-person activities constrained, virtual meetings, tele-town halls and social media emerged as alternative strategies—and they are not going away. Congressional staff appreciate the convenience of virtual; they can meet constituents where they are, rather than requiring advocates to travel to D.C. or wait for recess periods when members of Congress are back home. 

Social media platforms are also powerful tools for influencing policymakers. With elected officials themselves on social media, advocates can speak directly to their representatives by tagging them in a post—or responding to one, since members of Congress increasingly make statements, post videos or even livestream on social to communicate with constituents.  

Omnibus bills are on the rise—so strengthen your “grasstops” 

As the national political divide deepens, it is increasingly difficult to achieve bipartisan consensus to pass legislation. Consequently, legislatures are trending towards larger, more comprehensive omnibus bills, such as appropriations packages or reauthorizations like the farm bill. These complex negotiations happen largely behind closed doors rather than in public debate and committee meetings.  

In these cases, a campaign targeting key policymakers is often more effective than a nationwide grassroots campaign, but it requires grasstops engagement. Advocacy organizations should invest in cultivating relationships with community leaders and other high-profile individuals who can use their influence and existing connections with elected officials to sway policymaker positions.  

Whether it is grassroots or grasstops, building relationships remains the timeless principle at the core of effective advocacy. 

Laura Brigandi has over 15 years of experience in government affairs and advocacy, as well as a long track record of grassroots program management. In her current role as Digital and Advocacy Practice Manager for the Public Affairs Council, she oversees all programs, resources and member services related to grassroots and digital advocacy.