Also includes a special feature, "Making an Online Advocacy Campaign Have Real Impact," by Sarah DiJulio, senior vice president, M&R Strategic Services

Using the Internet for Effective Grassroots Advocacy

Strategies, Tools and Approaches for Inspiring Constituents to Take Action

You know you need to build an ongoing relationship with a loyal network of constituents ready to support your organization's most important issues. You also know you need to engage your constituents in a dialogue with their legislators on issues, not just on specific votes. But how do you do it?

Using the Internet for grassroots advocacy can be highly effective in accomplishing these goals. In this guide, you'll learn about:

The relationship approach to online advocacy
Online advocacy trends
Getting started: outreach and engagement
Mobilizing activists through online campaigns
Fostering loyalty
Measuring results
Online advocacy examples from successful organizations
Convio's software for online advocacy

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