Advocacy
Advocacy organizations have found the Internet to be particularly effective in communicating issues, educating the public, organizing activists and inspiring people to act.
The Internet provides new and relatively inexpensive opportunities for advocating a cause to a broader audience. The reach of the Internet and the viral nature of email has spurred an increase in advocacy organizations turning to technology.
Online advocacy can be extremely powerful when combined with offline efforts. Strong campaigns often consist of TV or radio spots that encourage the public to go to a Web site and sign a petition, write a letter to congress, or take action in some other way. A communications strategy that supports your organization's advocacy goals should take all media platforms into consideration.
Visit the links below to read stories about technology-based nonprofit advocacy activities. You'll also find additional resources to help you think about and implement your own advocacy campaigns.
Tools & Resources:
Use these how-to articles and tip sheets to help your organization's advocacy efforts.
An Activists' Strategy for Using Email and the World Wide Web
This article from ONE/Northwest offers a step-by-step approach to using the Internet for advocacy.
The Virtual Activist
An online course from NetAction which includes "classes" on using email and the Web for outreach, organizing, advocacy, membership and fundraising. See also their newsletter, NetAction Notes.
Designing Effective Action Alerts for the Internet
Phil Agre demonstrates how well-designed alerts can be a powerful way to invite people to participate in democracy. See also Against Chain-Letter Petitions on the Internet
E-Advocacy for Nonprofits: The Law of Lobbying and Election Related Activity on the Net
A lengthy but easy-to-read guide to help nonprofits keep their online advocacy activities effective and legal.
Profiles:
For inspiration, read these stories and lessons learned by other nonprofits that are doing advocacy online.
Environmental
Defense: From Brochureware to Actionware
As one of the earliest adopters of Internet technology in both the nonprofit and environmental activism sectors, Environmental Defense has many lessons to share. Learn from their challenges and successes in this interview conducted by Michael Stein.
Using
the Internet to End Domestic Violence
The Family Violence Prevention Fund uses the Internet for outreach, fundraising, and advocacy in pursuit of their mission to end domestic violence.
Smart
Strategies: CARAL Chooses the Internet
This interview with the California Abortion and Reproductive Rights Action League (CARAL) reads like a model "how-to" guide to nonprofit communications on the Internet. Learn how CARAL uses its Web sites and e-mail to collect donations, encourage activism, and communicate with supporters as they fight to defend a woman's right to choose.
Success Stories: Electronic Organizing Achieves Results
These stories from ONE/Northwest are about conservation organizations that have successfully used online technology to advocate for protecting the environment.
Ebase in Action
A profile of how organizations used a free database and communications software program to campaign for environmental protection.
What to Watch:
These articles discuss the latest trends in advocacy.
E-Mail Overload in Congress
According to a recent report prepared by the Congress Online Project,
Congressional representatives get so much email (80 million in 2000) that they can't cope
with it and consequently ignore it.
What's
Working: Advocacy on the 'Net
The Benton Foundation reviews current online advocacy efforts.
Speaking Up In the Internet Age: Use
and Value of Constituent E-mail and Congressional
Web Sites
OMBWatch reports on the effectiveness
of email from citizens to their elected
representatives, and reviews how well congressional
Web sites provide substantive policy information. [PDF; requires Adobe Acrobat]
Landmark Study of Socially Engaged Internet Users
Conducted by the Mellman Group, this study finds a vast number of Americans willing to engage in advocacy and donate online.
A Citizen-Centric Internet: Why Candidate, Advocacy Group and Other Political Sites Fail, and What They Can Do about it
The Democracy Project explores political advocacy on the Web and examines what types of organizations will succeed in the changing online political environment.
Democracy At Work: Nonprofit Use of Internet Technology for Public Policy Purposes
OMBWatch provides a snapshot of how nonprofits utilize newer information technology tools to engage in public policy activities. [PDF; requires Adobe Acrobat]
Last updated: 3 October 2001 mff
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