Complete Story


Effectively Telling The Advocacy Story

Moving Members from "me" to "we"

For some association leaders and practitioners, advocacy remains a “black box.” While advocacy has always been one of the most powerful ways that associations engage their members, some associations struggle to link and communicate that work back to their members in a way that shows them that “My association is fighting for me!”

In a previous article, I stressed that advocacy is a deep, untapped driver of member value that we often overlook. All associations advocate, but how many connect and communicate all their advocacy work back to member value and retention? Not many.

Why? For those association leaders and practitioners who do not understand the intricacies of advocacy, it can be difficult to effectively communicate that work externally. Additionally, since advocacy efforts are not always successful, there can be a fear factor about trumpeting that work too loudly in case it doesn’t achieve the desired outcomes.

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