How do we measure the value or success of a mobilization effort? That really depends on the goal.
As I write this, opponents of the Iran nuclear deal are attempting to mobilize folks in the U.S. to contact Congress to oppose the agreement. The goal here is easy: derail the deal.
Check out Nuclear Free Iran’s website (http://nuclearfreeiran.org/) for an example of how to use social media and the very effective and often under-utilized phone call strategies to get messages to Members of Congress. (As an aside, I’m seeing more and more coalitions moving away from generating email messages to legislators and towards having the public call their elected officials. More on that in a future post). PLEASE NOTE: I’m not taking a position here about the deal itself; I’m merely using it as an example of a current advocacy effort.
Most of the time, the objective of an advocacy mobilization campaign will be clear – pass or defeat a piece of legislation. However, those of us who work in the field are often faced with a client who is all about the numbers. “How many emails did we generate?” they will ask. The better questions are, “Did that legislator support our position?” or better yet “Did we defeat the bill?”
There are still other potential objectives of a grassroots lobbying effort, all using different metrics to determine the success of the campaign. An organization may want to make an effort on a bill to demonstrate value to its members. This could be measured by increased renewals and member surveys. Other times a group may wish to increase its visibility with politicians or the press. And sometimes an organization may just want to demonstrate its overall ability to mobilize as a deterrent to opposing groups.
According to recent figures, most advocacy campaigns generate a 3% response rate. That rate will be higher or lower depending on a number of factors. How committed are those being mobilized to the cause or the organization? Is the issue something they care deeply about? Are they being asked to send a generic email (an easier ask) or to make a phone call (a harder ask)?
The bottom line is this: the response rate is far less important to measuring success than the answer to this question, “Did you win?”
It’s great to learn that a grassroots lobbyist objective is for an increase in visibility with politicians or press. My brother is going to apply for a lobbyist job soon and I was wondering what he would be doing for the organization he would work for. I appreciate the helpful information on what lobbyists do for work.