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Building Successful Grasstops, Key Contacts & Ambassador Programs

Virtual Workshop

Building Successful Grasstops, Key Contacts & Ambassador Programs

September 10, 2024
1:30 p.m.−3:45 p.m. ET

Relationships matter. Is your organization leveraging your well-connected and most trustworthy advocates? This workshop will explore ways to develop and implement a successful grasstops, key contact or grassroots ambassador program that engages the right messengers, builds relationships and achieves your policy or regulatory goals.

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Our advocacy experts will cover how to:

  • Identify, engage and motivate well-connected advocates
  • Build a training program that prepares your top advocates for high-level engagement with policymakers
  • Strategically deploy your most important advocates, including when and how to engage corporate or association CEOs and celebrity ambassadors

1:30 p.m.

Building a Top Tier Program for Your Top Advocates

If you’re lumping all your advocates into the same grassroots strategy, you may be wasting the potential of your best assets. Give your well-connected and highly engaged advocates a chance to shine with a program tailored to their strengths!

In this session, you will learn:

  • The distinction between grasstops, key contacts and ambassadors
  • How to build a program that maximizes the reach of your top advocates and prepares them for high-level engagement
  • When and how to deploy these advocates for strategic success

2:30 p.m.


2:45 p.m.

Case Studies in Empowering Top Advocates

Hear from organizations that have achieved success using their grasstops, key contacts and/or ambassadors to amplify and enhance their advocacy efforts.

Learn how they:

  • Cultivated a top-down culture of advocacy by engaging C-suite executives and board members
  • Navigated partnerships with celebrity ambassadors
  • Prioritized grasstops efforts to best utilize their advocates’ influence and time

3:45 p.m.


Speakers coming soon

This program is eligible for 2 Elective credits toward the Certificate in PAC & Grassroots Management and 2 Elective credits toward the Certificate in Public Affairs Management.

* Qualifies for 2.25 CAE Credits through ASAE.
For more information contact [email protected]


Membership Plus: FREE
Members: $289
Non-Members: $399

More Registration Info

Additional discounts may apply to this meeting. These discounts may include:

For multiple registrants: A discount will apply to the standard member/nonmember rate for organizations that register two or more participants for the same meeting. The first registrant will pay full price, the second participant will receive a 10% discount and each additional registrant will receive a 15% discount. To register multiple participants, you may either register online or download the print and fax registration form.

Member discounts: Discounts for members are applied to all Public Affairs Council meetings.

Nonmembers: Join the Council today, and save by registering at the member rate and using the $200 new-member coupon you will receive. Contact our membership team for information about joining the Council.

Questions? Contact us at 202.787.5950.


Laura Brigandi
Manager of Digital and Advocacy Practice
202.787.5976 | [email protected]