Why create a grassroots program?

There are a few reasons why you should create a grassroots program. The first is that your competition is using these same strategies and if you don't jump in now you could get left behind. Former Republican Party Chairman Ed Gillespie said that political candidates who are able to master the newest technologies are the ones that win elections. A few popular examples prove his point: President Roosevelt and the radio, Kennedy and the televised debate, Reagan and the televised press conference.

An increasing number of businesses, non-profits and educational institutions have developed grassroots programs, many for some of the reasons listed below:

1. Legislators listen to constituents
"When I feel the heat, I see the light." Sen. Russell from Georgia
This quote demonstrates that public pressure on lawmakers will influence their decisions on important issues. Correspondence from constituents can help show the human impact of decisions that elected officials make. I have seen state legislators quote constituent correspondence in committee hearings.

In addition, special interests try to influence elected officials through lobbying and campaign donations, but new lobbying restrictions are making direct lobbying more difficult. Therefore, grassroots pressure can fill the vacuum as well.

2. Seeking a balanced approach
An effective advocacy program is balanced between the direct lobbying, media relations and grassroots. Each part plays an important role in effectively building support for an issue. When all three of these areas are working together, you will truly have an effective advocacy program.

This balance is critical because each legislator is influenced differently. Some listen to constituents more, others want to hear it from a person that they can trust, such as a lobbyist, and others don't believe an issue is important until it motivates people to write letters to the editor or news stories are written about.

3. Grassroots members can more effectively distribute messages to their community.
Traditional advertising and mainstream media are becoming less effective ways to distribute messages. Many marketing executives are declaring the end of the 30-second ad. Plus, these tactics can be extremely expensive.
Organizations have successfully employed their grassroots members to help spread key messages to their community. Marketing studies have shown that information from a trusted friend is the best medium to distribute information.

4. Creates a human face
Educational institutions can often be seen as large bureaucratic organizations. This image can have an impact on how legislators fund institutions. Grassroots supporters can show the human impact that the institution has on the community and individuals. Their personal stories can be extremely persuasive to elected officials and the public.

5. Builds a sense of community
Developing a grassroots network can help energize and mobilize people behind an institution. Regular communication with the university community can help staff better understand the challenges that the institution faces at the Capitol. In addition, community events can bring together different segments of the community and foster better understanding.

6. Messages are not filtered through the media or campus based groups
Getting unfiltered messages out can be extremely difficult. But, with e-mail it has become much easier to communicate directly with average faculty or staff member instead of having your message be filtered through self-interest outlets