The Power of Digital Grassroots

R360 Blog

It’s hard to log into Facebook these days without a new petition or political call to action perched at the top of your newsfeed. With the advent of digital advocacy platforms, grassroots mobilization is easier than ever before. Online lobbying software programs streamline the process of connecting constituents with their elected officials to advocate for a particular cause. These tools make it possible to mobilize people across the country to lobby their legislators—and produce legislative results—through email, phone calls, and social media with just a few clicks of a button. Across the variety of our firm’s public affairs campaigns, we’ve seen firsthand the power of digital tools in mobilizing extensive grassroots networks and producing favorable legislative results for clients. Here are their functionalities:


Web-based lobbying platforms like VoterVoice, CQ Engage, and Phone2Action, allow you to send emails directly to your elected officials—from members of Congress to administration officials—urging them to take action on a political issue. Constituents provide their contact information and then they are directed to a sample letter, which they can edit or send as-is to the policymakers best suited to respond to your legislative ask. For in-district communications, the software automatically delivers your note right into the inbox of the appropriate representative or senator based on your zip code.

Social Media

Social media is now one of the fastest-growing ways to drive legislative action. A recent study by the non-partisan Congressional Management Foundation revealed that fewer than 30 posts responding to a lawmaker’s Facebook or Twitter platforms is enough to cause a lawmaker’s office to respond to public feedback. Grassroots platforms offer sample social media posts, and tag your legislators based on your zip code to increase the likelihood that they will notice.  

Phone Calls

While digital communications are on the rise, research shows that phone calls are still an extremely effective channel to your legislator’s ear. In fact, the New York Times deemed phone calls to be the most effective communication method for moving lawmakers to act on an issue. Many digital advocacy platforms, like Phone2Action, help visitors call their policymakers in addition to sending a letter. Member office phone numbers and sample call scripts are provided to constituents looking to engage their lawmakers by phone, making this process easier than ever.

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