Key Interests-Based Advocacy: Simple Steps to Strategic Targeting

Published by Georgia Society of Association Executives and Association Societies Alliance


Mass email campaigns and one-size-fits-all grassroots efforts rarely lead to policy success. Lawmakers at any level, from the state legislatures to local county and city officials, are rarely persuaded by the same issue, opinion, or advocacy tactic. It’s imperative to go beyond simple storytelling and frame both the tactic deployed and the personal story shared according to the individual target. Effective Key Interests-Based Advocacy Campaigns are strategic, targeting lawmakers with tactics while presenting the ask and story shared according to each official they seek to influence.

David Lusk discusses the concepts behind Key Interests-Based Advocacy, how to leverage it for effective persuasion for any advocacy tactic or campaign, and reviews real-world applications of how interest groups successfully used this unconventional concept in a number of advocacy settings.

This three-part session reviews:
1) The importance of and how to collect advocate stories
2) Understanding differences in lawmaker targeting
3) How Key Interests-Based Advocacy can identify “super advocates” for deployment in any tactic

David Lusk
David Lusk, the Founder of Key Advocacy, has earned a national reputation in developing nationwide, affiliated grassroots efforts and key contact engagement programs for associations, nonprofits and corporations. Since 2010, David has trained more than 7,000 citizen advocates how to influence policymakers through the power of personal storytelling for federal and state legislative fly-ins and in-district engagement networks. His successes in building some of the nation’s top issue ambassador...More

Originally Published

January 17, 2019

Program Titles and Supporting Materials

This program contains the following components:

  • Key Interests-Based Advocacy: Simple Steps to Strategic Targeting - Video
  • Key Interests-Based Advocacy: Simple Steps to Strategic Targeting - PPT Handout
  • Key Interests-Based Advocacy: Simple Steps to Strategic Targeting - Worksheet

How To Attend

Join the self-paced program from your office, home, or hotel room using a computer and high speed internet connection. You may start and stop the program at your convenience, continue where you left off, and review supporting materials as often as you like. Please note: Internet Explorer is no longer a supported browser. We recommend using Google Chrome, Mozilla Firefox or Safari for best results.

Technical Requirements

You may access this course on a computer or mobile device with high speed internet (iPhones require iOS 10 or higher). Recommended browsers are Google Chrome or Mozilla Firefox.


This program has not been submitted for credit in any jurisdiction.

Registrants will receive a Certificate of Attendance/Completion that may or may not meet credit requirements in various jurisdictions.

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