In the fast-evolving world of advocacy, leveraging data can make all the difference in building effective grassroots campaigns.
During Wonk Week, Andrew Holt, Director of Grassroots Advocacy at the National Association of Insurance and Financial Advisors (NAIFA), shared his strategies for maximizing grassroots efforts using data.
Andrew’s experience at NAIFA, an organization that represents insurance and financial advisors across the U.S., provides a unique perspective on how advocacy professionals can transform their campaigns by collecting and analyzing the right data.
Meet the Expert
Andrew Holt brings extensive experience in grassroots advocacy, specifically in the insurance and financial services sector. At NAIFA, he oversees advocacy efforts in all 50 states and across 435 U.S. House districts, making NAIFA a key player in state and federal policymaking.
With a deep understanding of the legislative process and grassroots mobilization, Andrew has been instrumental in using data to strengthen NAIFA’s advocacy efforts, including spearheading the organization’s integration of data-driven tools like Quorum into their operations.
Building a Strong Data Foundation
The foundation of any successful grassroots advocacy campaign, according to Andrew, is data. “You have to start by building a database,” he said. Gathering detailed information on members is essential to know who they are, what their expertise is, and who they know.
Andrew explained that NAIFA profiles its members by tracking their relationships with lawmakers at both the state and federal levels, including staff members. This granular data enables the organization to tailor its advocacy efforts more effectively, ensuring that the right people are contacted for the right issues.
For example, NAIFA’s members include experts in diverse areas such as tax law and long-term care. When an issue arises, NAIFA can quickly identify which members are best suited to engage based on their expertise. “If we have an issue that involves Medicare, we’re going to tap the Medicare expert, not the tax expert,” Andrew noted, explaining how this targeted approach saves time and ensures that the most qualified voices are heard.
Segmentation: A Game-Changer for Grassroots Campaigns
One of the key takeaways from Andrew’s session was the importance of segmentation. By dividing its members into various segments—based on expertise, state, and federal contacts—NAIFA can send highly targeted action alerts. “The beauty of segmentation is that it ensures members are only tapped when they’re truly needed,” Andrew explained.
NAIFA’s Action Center, developed in collaboration with Quorum, allows the organization to provide members with a personalized experience. Depending on their location or subject matter expertise, members may see only two or three action items at a time, ensuring that they are not overwhelmed. This approach has helped NAIFA boost participation rates while maintaining high levels of engagement.
Andrew shared that this segmentation strategy also plays a critical role when dealing with lawmakers. For instance, if a particular senator is already aligned with NAIFA on a specific issue, the organization avoids overloading their office with unnecessary emails. “We don’t want to bother a senator who’s already on our side with 100 emails,” he said.
Crafting the Right Message
Another critical component of NAIFA’s success is message personalization. While form letters are useful for raising awareness, Andrew stressed that personalized messages are far more effective. “A House office can receive up to 70,000 form emails in a single year, and Senate offices might get 1 million,” he said. Personal stories, local data, and anecdotes are what make messages stand out.
NAIFA encourages its members to customize their messages to lawmakers by providing state fact sheets and local data. These resources allow members to add personal touches that resonate with legislators. “We truly believe in personal anecdotes and telling stories,” Andrew emphasized. This approach not only helps cut through the clutter but also builds stronger connections between members and lawmakers.
Using Data for Real-Time Advocacy Adjustments
NAIFA’s grassroots advocacy success is closely tied to its ability to analyze data in real-time. The organization constantly monitors the effectiveness of its campaigns using Quorum’s dashboards. “We live in the back end,” Andrew said, describing how his team tracks open rates, message customization, and participation rates for each action alert.
This data allows NAIFA to make quick adjustments to its campaigns. For instance, if a state has low engagement, Andrew’s team can reach out to local leaders to encourage more participation. Additionally, the dashboards help NAIFA avoid overloading lawmakers’ offices by tracking how many times a particular office has been contacted.
Keeping Advocates Engaged
Keeping advocates engaged over long periods is a challenge for any organization, especially when certain legislative issues take years to resolve. Andrew shared his approach to maintaining momentum: webinars and updates. “One of the first things we did was host webinars with our tax team,” he explained, noting that these events keep members informed and engaged, even when a bill is not moving.
Short updates, including emails and social media posts, also play a crucial role in sustaining member interest. For longer campaigns, NAIFA uses a layered approach—starting with form letters to raise awareness and following up with personalized messages or phone calls.
Data-Driven Advocacy in Action
Andrew Holt’s insights offer a comprehensive roadmap for advocacy professionals looking to maximize their grassroots efforts through data. By building a strong database, segmenting members, personalizing messages, and constantly analyzing campaign performance, organizations can enhance their effectiveness and achieve better results in their advocacy efforts.
For organizations navigating complex legislative landscapes, leveraging tools like Quorum’s Action Center can help streamline efforts, increase engagement, and ultimately drive meaningful change. As Andrew put it, “Data is the foundation of successful grassroots advocacy, and it’s critical to use it to your advantage.”