Workshop: Grassroots Management Boot Camp

23 Apr, 2019

October 16, 2019
1:00 p.m. – 3:45 p.m. ET
Washington, DC or Virtual

Whether you are starting from scratch or revamping your current grassroots program, you first need to determine what you want to accomplish, what you are doing well and create a strategic plan to get you there.

This program is eligible for 2 grassroots credits toward the Certificate in PAC & Grassroots Management.

As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 2 credits toward your CAE application or renewal professional development requirements.


1:00 p.m.     Anatomy of a Strategic Grassroots Program

There are many components of a successful grassroots program to manage whether you are building one from scratch or revamping your existing program. In this opening session, we’ll discuss the key elements of a strategic grassroots program, including:

  • Building a plan that fits your organization, considering both short- and long-term goals
  • How to evaluate your grassroots activities and organizational resources to identify gaps in strategy and baselines for future goals
  • Building a workable grassroots budget and how to evaluate trade-offs
  • Developing key metrics and communications to report back to both advocates and internal stakeholders

Becca Steele
Digital Advocacy Strategist and Associate Director
Toyota North America


David Ward
Director of Public Affairs
Association of Equipment Manufacturers (AEM)

2:00 p.m.     Networking Break

2:15 p.m.     Leveraging Advocacy Tools and Events

There is no shortage of resources available to grassroots professionals these days, but the options can be overwhelming. In this session, we’ll discuss how to use free and paid advocacy tools to make your program more efficient. We will also cover using events such as fly-ins or town halls to boost your grassroots efforts. Topics will cover:

  • Building and maintaining an advocacy database
  • Collecting and leveraging data to help your better target your efforts
  • Planning and managing social media and online advocacy campaigns
  • Engaging advocates and legislators alike through site visits, fly-ins and advocate forums

Hannah Cooper​
​Director of Grassroots
Distilled Spirits Council of the United States

3:00 p.m.     Creating Advocates: Identification, Education and Engagement

Any successful grassroots program must continuously work to identify their key advocates, educate them and strategically engage them in advocacy efforts. But how do you keep your advocates up-to-date on current issues, provide well-rounded training programs and inspire them to act? In this session, we’ll discuss:

  • The difference in ambassadors and key contacts, and how to determine which types of super advocates will help you accomplish your goals
  • How ongoing communications keep your advocates informed and on-message
  • Key strategies to move your base from passive to active, including the outreach and training required to make them effective

Victoria Schiller Givens
Manager, REALTOR Mobilization Programs
National Association of REALTORS®

3:45 p.m.      Adjourn

This program is part of our Political Management Forum. Register for two programs and save 15% using the code Forum15, or register for all three workshops and save 25% using Forum25. Other programs in the Forum include: Workshop: Political Compliance Overview and Workshop: PAC Management Bootcamp.

Event Location

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Public Affairs Council
2121 K Street, NW
Suite 900
Washington, DC 20037
Phone: 202.787.5950

*Participants joining the program virtually will receive an email one week beforehand with instructions for logging on to our web-based platform. On the platform, they will be able to listen and participate through any computer or internet-enabled device, see a video of the speakers, and ask questions and participate in the discussion via a chat box.


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Register Online

  • Members: $369
  • Non-Members: $499

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

For multiple registrants: A discount will apply to the standard member/non-member 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.

Non-members: 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.


Nick DeSarno
Director of Digital and Policy Communications
202.787.5971 | email