Workshop: Cultivating Grassroots Ambassadors

08 Feb, 2018

July 12, 2018
10 a.m.−12:15 p.m. ET
Washington, DC or Virtual

Recruiting and training great grassroots ambassadors is critical to elevating your program. But identifying your top advocates — those who will be your go-to contacts in the district — is easier said than done. How do you find your grassroots rock stars that will one day be your biggest advocacy champions?

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.


10 a.m. The Structure and Strategy Behind an Ambassador Program
Recruiting and training great grassroots ambassadors is critical to elevate your advocacy program. But identifying top advocates doesn’t happen overnight and grassroots ambassadors who exceed expectations are made — not born. Despite your packed schedule, it’s important to invest in ambassador recruitment and training at every stage to ensure that your advocates–and your programs–succeed.

So what structure and strategy do you need in place to both cultivate advocates and empower them as ambassadors? In this session, learn how to:

  • Identify, recruit and invest in the right advocates
  • Develop specific responsibilities to help you distinguish between an advocate and an ambassador
  • Develop a training program
  • Keep empowered ambassadors on message
  • Manage your time and energy to bring it all together
Robb Friedlander

Robb Friedlander
Advocacy Associate
Feeding America

Melis, Adam_linkedin_cropped

Adam Melis
Director, Grassroots Consulting
Aristotle International

11:00 a.m. Networking Break

11:15 a.m. Case Studies in Effective Grassroots Ambassador Programs
After examining how to build and manage an effective grassroots ambassador program, we’ll feature in-depth case studies on how other grassroots professionals have leveraged an ambassador program to advance their advocacy agenda. These case studies will outline:

  • How they did it, from recruiting and educating to advocating
  • Strategies for effectively measuring ROI
  • Tips for leveraging your ambassadors to move an issue forward and conduct rapid response when necessary
  • Insights and lessons learned to help you build your own successful ambassador program

Gabe Snow
Director of PAC
National Rural Electric Cooperative Association

12:15 p.m. Adjourn

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: $289
  • Non-Members: $399

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.


Kristin Brackemyre
Director of PAC and Government Relations
202-787-5969 | email