Virtual Workshop: Cultivating Grassroots Advocates – Recruiting, Training and Beyond

19 Feb, 2021

September 23, 2021
9 am - 12:15 pm ET

Your advocates are the heart and soul of your grassroots program. To make an impact and expand your outreach, advocates not only need motivation to get involved but also the right tools and resources. Join us and learn how to connect with, engage and focus the efforts of your advocates to achieve your policy goals.

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


9 am                 Identifying and Engaging Strong Advocates

The pool of potential advocates can seem overwhelming. However, there are ways to narrow it down! You can identify the best prospective grassroots advocates based on interest in policy engagement, references and more. The next step is reaching out to prospects in an exciting and engaging way. In this session we will cover how to lay the foundation for an effective grassroots program by:

  • Developing unique factors for identifying capable and committed advocates
  • Sorting advocates based on their unique skills or talents
  • Communicating with new advocates and properly explaining their role in your program

Kristen Crawford
Director, Advocacy & Access
Arthritis Foundation


Julie Eller
Master’s in Public Health Candidate, Health Management
Formerly, Arthritis Foundation

Williams_Yvette NEW

Yvette Williams
Senior Manager, Political Programs and Grassroots Advocacy
Johnson & Johnson

10 am               Break

10:15 am          The Structure and Strategy Behind Strong Training Programs

Your program is only as strong as its participants. Investing time and resources into developing advocates is key to success. This session will equip you with the skills and best practices you need to create a training program that is accessible, inviting and designed to foster independent, confident advocates who will grow within your program and help you achieve your goals. We will learn:

  • How to efficiently utilize your advocates’ time and availability
  • Ways to develop and teach your messaging while encouraging advocates to maintain their unique voice
  • Exercises and training methods to include in your program as you prepare your advocates

Adam Engelman
Director, Federal Grassroots and Programs
Credit Union National Association, Inc.


Mike Panetta
Beekeeper Group

11:15 am          Break

11:30 am          Case Study: Mobilizing Well Trained Grassroots Advocates

Hear from an expert practitioner on how they focused on recruiting advocates, training them for success and creating a grassroots program in which employees, stakeholders or members can grow. Learn insider tips and tricks for strengthening your training and recruitment strategies to expand your program and maximize its impact.

Christine Karlik

Christine Karlik
Manager, Policy Communications & Political Engagement
McKesson Corporation

12:15 pm          Adjourn

Event Location

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This program will be hosted on a secure virtual platform. 

*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.

Tori Ellington

Victoria Ellington
Manager, PAC and Grassroots
202.787.5975 | email