Because there are so many questions about how 501(c)(3) nonprofits can conduct lobbying and advocacy, it is reasonable to ask a more fundamental question: should we get involved in advocacy?
While reasonable people could argue either way, many leaders in the sector say advocacy is central to carrying out the mission at almost every nonprofit.
“Nonprofits serve as the great equalizer, where individuals come together so their voices are amplified,” the National Council of Nonprofits wrote as part of its argument for advocacy.
“Nonprofits serve as the gathering spot for people concerned about those who effectively have no voice—such as children, the poor, and the disabled who may not be able to travel to be heard—as well as those who truly have no voice, such as future generations who are not here to talk about the environment or governmental deficits.”
Of course, there is also a business case to be made for a basic grassroots advocacy program. At its core, grassroots advocacy is cultivating and maintaining an engaged audience of people who think and believe as you do. When properly nurtured, this audience can help nonprofits do almost anything, from fundraising to events. Educating people about your issues, explaining your mission and rallying them to your cause is almost always time well spent.
The Benefits of Advocacy
Here are some reasons why advocacy may be worth considering at your organization.
- It Boosts Your Influence. Building relationships with your supporters over time is a powerful tool. Nonprofits that educate and engage people are building trust. That trust will pay off when your issues are in play. Decision makers listen when they know you influence thousands of constituents.
- It Shows ROI. Nonprofits that cultivate a healthy advocacy program have one more way to show that their work is impactful and relevant, both externally and internally. Externally, a nonprofit with an active program is more likely to be invited to participate in coalitions and other joint activities that can amplify your voice. Internally, engagement with an active audience is something that organizational leaders, board members, and supporters like to see.
- It Can Help Raise Money. A well-educated and trusting audience is more apt to respond to fundraising appeals when the time comes. This may be particularly true for organizations that operate small-dollar programs. A nonprofit that gets a supporter to open email, download an infographic and then sign a petition might also be able to get that person to make a donation.
- It Fosters Debate. In a world where inaccurate information travels fast, becoming a trusted source of solid information provides a valuable service to those who support your organization. By providing solid information, you inform debate.
- It Increases Civic Participation. Nonprofits play a vital role in democracy when they work in a nonpartisan way to enable voting. Helping people to register and then get to the polls—whether in person or by mail— increases participation in elections, and that’s always healthy.
