Rules often seem set in stone, but the reality is that almost nothing is unchangeable when it comes to laws and special interests. On the contrary, issues that matter to lawmakers’ communities can lead to changing policy and increased (or decreased) support for specific causes. But how do everyday citizens reach their representatives? The answer here is twofold. First, strategic coalitions work directly with lawmakers to generate support for a wide variety of concerns and interests. Second, grassroots organizations work to secure public interest. These two forms of lobbying were once distinct from each other, but have recently formed a strong alliance to effect change.

Below, we look at how strategic coalitions are reshaping legislative influence by harnessing grassroots engagement for lobbying impact.

What is grassroots lobbying?

Before we dive into how strategic coalitions are utilizing it, let’s discuss grassroots lobbying.

Lobbying in today’s political climate often conjures the image of polished, well-funded groups that work behind the scenes with politicians to effect change. This kind of lobbying is known as ‘direct lobbying’. While there’s nothing wrong with securing resources and working directly with lawmakers, these groups are often dismissed by the general public. Even other activists sometimes see them as ‘hired guns’ with little dedication and passion for the causes they champion. This naturally results in lower public interest and support – and without either of these, little change will be made.

Grassroots organizations are the solution. These groups form organically, with their members united around a shared interest. They work at the local level and typically emphasize building public support and creating as much pressure on policymakers as possible. Grassroots lobbying is being increasingly utilized by the aforementioned well-funded lobbyists in order to draw attention to their cause and create public goodwill. Sometimes grassroots efforts stem from professional lobbyists. Brian Ballard, president of renowned lobbying firm Ballard Partners, is an excellent example of the impact that combining grassroots outreach and strategic coalition lobbying can have.

Why does grassroots engagement matter to policymakers?

Grassroots engagement matters to policymakers for a few different reasons. First and foremost, this kind of effort directly reflects what their constituents want. They are formed naturally in communities united around a specific issue. Since policymakers are supposed to fight for the interests of the people who vote for them, grassroots lobbying often catches their attention.

Now that you have a basic understanding of grassroots lobbying vs strategic coalitions and why it matters to policymakers, let’s look at how the latter are using the former to great effect.

Benefits of grassroots engagement for lobbying impact

Because they are seen as organic, grassroots groups are often more trusted than strategic coalitions utilizing direct lobbying. Strategic coalitions are harnessing the power of these local groups more and more in their efforts. This is done in a variety of ways, but the most common and impactful include digital mobilization and legacy engagement.

Digital mobilization

Digital mobilization has proven to be incredibly effective in catching the attention of policymakers. It revolves around passionate everyday citizens (and, sometimes, the businesses that support them) reaching out to their representatives online and making their desire known. Some of the most common digital mobilization tactics include social media use and email campaigns.

Social media has changed the way that lobbying is done. Instead of relying heavily on strategic coalitions and direct lobbying, social media allows people to reach their representatives immediately. Campaigns on X, for example, have proven to be incredibly effective in drawing attention to specific issues and concerns. Lawmakers often use social media just like everyday citizens, so they are likely to see this kind of lobbying effort. Repeatedly tweeting and messaging politicians and other lawmakers on social media platforms such as X and Instagram draws eyes to issues that are important to communities on both local and national levels.

Email campaigns are similarly effective in reaching policymakers, though perhaps not as immediately effective as social media lobbying. They involve large numbers of citizens repeatedly and regularly emailing the lawmakers who have a say in local and national policy and making their support for a specific cause known. By ‘gumming up the works’, this kind of campaign is often effective at drawing the attention of politicians and other decision makers.

Legacy engagement

Grassroots organizations are often masters of legacy engagement in addition to digital mobilization. This consists of things such as phone call campaigns, letter-writing campaigns, and in-person public demonstrations. Efforts such as these are increasingly overlooked in favor of digital outreach, but they remain an effective way to capture lawmakers’ attention.

Grassroots organizations utilizing legacy engagement often mobilize local communities to inundate their representatives with letters and calls expressing support for their cause. They also organize things such as protests or peaceful demonstrations in public locations.

Strategic coalitions and grassroots organizations have great potential to influence policymakers

Strategic coalitions and grassroots lobbyists have great potential to influence policymakers and legislation when used in tandem. If you’re interested in getting involved with grassroots campaigns, in particular, you should monitor your newspaper and online community websites, if applicable.