Taking the Year's End to Analyze Advocacy Efforts

While I've written that the end of 2008 necessitates associations and NGOs consider how their communications efforts link up with their membership strategy, there are some certain things that I have also learned valuable in terms of non-profit advocacy efforts.

Just as with the need to communicate effectively keeps association members engaged and recruits new ones, advocacy can in many ways play an effective role in membership strategy. Many associations have a role in defending the industry interests an association represents. In fact, for many the reason to join an association or cause is just that - defending a cause. Effectively planning an advocacy effort demonstrates value.

But conducting a campaign is not enough. Association executives need to develop strategies to keep members involved, providing tools, training and insight into the ongoings of Parliament Hill. So as 2009 comes upon us, especially with a budget coming in early January and a raucous Parliament (not to mention a possible NDP-Liberal Coalition), how are you linking your membership strategy with demonstrating value to members? More importantly, what is your plan to keep on the government's radar screen in the new year?


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Mark Buzan is Principal of Action Strategies, a GR Consultancy for non-profits. Subscribe now to his Lobbying tips newsletter at www.actionstrategies.ca/Action_Strategies/Newsletter.html