Protests are great. The next step is advocacy. Here's how to do it effectively.

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Sun, 06 Apr 2025 08:37:35 +0000

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Scope: information

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Opinion: yes

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There were supposedly 1200 simultaneous protests in the USA on Saturday. The one I went to seemed like it was mostly attended by people who had never protested before. That's great: more people are engaging in the civic process and learning about how to make a difference. I'm writing this as a short guide for people who want to make a difference beyond that.

Understand types of advocates

You can roughly classify advocates into the following stages:

1. Unaware: people who simply have no idea what's going on and/or don't care. In general, these people are completely unreachable unless an issue affects their livelihood in an immediate and obvious way.

2. Stay-at-home: people who broadly have opinions but have no reason or structure to voice concerns. In general, these people show up only to events if solicited by family/friends.

3. Sporadic activists: people who are receptive to calls to action, but do not seek them out proactively. They may be on a few mailing lists, but probably ignore some CTAs. If a cause gets their attention, they'll be very engaged! (but just for a day or two)

4. Core demonstrators: people who reliably attend relevant direct action events and proactively spread the word to acquaintances, also going out of their way to look for additional opportunities (surveys, government engagement, etc).

5. Initiators: people who take the initiative with event organizing and calls to action. A subset of core demonstrators in leadership roles who steer advocacy campaigns.

Most Americans fall into category 1 or 2. Most people protesting on Saturday were probably between 2 and 3. People on Tildes skew higher. Each successive category is easily 1/10 the size of the previous one.

Event organizers implicitly target certain audiences for their events. In practice, events tend to be primarily composed either of people around 3-4 (smaller events) or 2-3 with some 4s (bigger events).

This is a simplification, but helps to appreciate the different personas in play.

Understand the purpose of different actions

You can broadly categorize direct action protests on a grid with two axes:

Specificity (ask is more general/multi-faceted/long-term, vs more specific)

Directionality (event is focused on protestors themselves or internal/allied speakers, vs. focused on external and probably non-allied stakeholders)

Specificity can measure the difference between "we're mad about the government" (yell about everything) and "we're mad about line 67 in HB 1234" (yell about something in particular). Specificity mostly corresponds with actionability. The more specific the thing you're protesting, easier it will be to identify constructive ways to follow up. Successful advocacy uses both of these models at the appropriate times during an extended campaign.

Directionality can measure the difference between "we're mad and we're gonna get riled up!" (cathartic release/venting; perhaps social) and "we're mad and [external stakeholder] is gonna know!" (targeted, though not necessarily aggressive). While both are public, the first is implicitly focused on base engagement and the second is more focused on pressuring an external stakeholder. Successful advocacy requires the appropriate balance of "community-building" (advocates feeling good about themselves) and action (advocates literally forcing a response).

In general, specificity and directionality are correlated: as protests become narrower in scope, they tend to become more directed at specific individuals (usually elected officials or other public figures), with a few exceptions. In theory, all 4 quadrants of this plane can be very successful direct action events!

Unspecific and directionally inward: rallies with broad thematic goals publicized to a lot of people, possibly involving marches and chants and inviting famous speakers. In my opinion, the 50501-type protests today fall into this category. I would call these unspecific because while they were broadly "anti-Trump," they were also "anti-Elon," and variously "progressive/pro-rights," which is ultimately a fairly loose collection of themes without an obvious follow-up. I would call these directionally inward because they were fairly non-disruptive marches/rallies and therefore mostly cathartic vent sessions of like-minded people. People want to feel like they are doing something, and this is a useful way for them to get connected with each other and learn about next steps.

Specific and directionally inward: similar to the previous category, but with a more clearly articulated scope. I think this comes up most often with legislative issues that are currently novel/fringe but perceived to require significant public support. For example, getting up on a soapbox in a public space and preaching about the need to add or abolish a particular Constitutional amendment. I'd call this specific because, well, it's about exactly 1 amendment --- you could read out the text of your proposed change if you wanted. I'd call this directionally inward because, while the point of this is ultimately to get some legislator to sign a bill into law, your direct action is really distant from that goal; the immediate purpose is more to proclaim your personal opinions and to create an audience saying "Yeah, I agree! What a great idea!" Later iterations of this can involve recruits, and can shift toward being more directionally outward.

Specific and directionally outward: actions with narrow, articulated goals; with clear external stakeholders (target being like 1 person or 1 defined group) and ideally time-bound and repeatable on a timeline if needed. For example, a tiny biking nonprofit in my city had a campaign last year in the wake of a biker fatality. The campaign protested a quasi-legal/illegal arrangement that some wealthy/politically powerful churches had made with local government to permit temporary bike lane obstructions during worship. The direct action involved bikers physically stopping worshipers from parking cars in bike lanes, therefore forcing the attention of the congregation and pressuring church administrators to voluntarily relinquish the permits in the bike lanes (the bikers offered an alternative parking proposal), while also garnering media attention. The ultimate goal of the campaign was to force the city to upgrade signage, enforcement, & physical barriers along bike lanes along that corridor, but the goal of the direct action itself was far more granular. I would call this specific because it had an extremely defined ask (to the point of delving into absurd minutiae), focused on churches along a specific corridor (1 at a time), and offered a clear & easy solution for all parties. I would call it directionally outward because it was not about activists letting off steam [about something], it was about making an external institution look selfish for effectively endangering people riding bikes.

Unspecific and directionally outward: in practice, this sort of event is not actionable but also not necessarily an effective forum for community-building. For example, a digital protest/rally asking a Senator to "support science." I'd consider this unspecific because "science" is actually many things, and "supporting" science could come in many forms, not all of which might be what you care about. I'd consider it directionally outward because it nominally focuses on an individual external stakeholder. The problem with this kind of event is that presenting an external stakeholder with an unspecific set of demands is not compelling and will result in you being ignored. Additionally, digital protesting has zero of the community-building benefit of real-life interaction (no energy, no vibes) and all of the technical difficulties. A lot of campaigns failed during COVID when organizers attempted to move online and couldn't keep up the momentum. I could see this type of event working for specific internet-savvy demographics or specific edge cases of politicians, but rarely.

This is a spectrum, so the hundreds of different varieties of "direct action" you can think of all fall on a range. There are also some outliers!

For example, protestors may travel to the state capital to lobby legislators about a specific bill as a group. I would call this specific because it's about exactly 1 bill, and the action involves physically talking to the people who have the legal authority to enact that bill. I would call it directionally outward because it's clearly focused on achieving a legislative objective by engaging external stakeholders. However, I would also call it directionally inward because this sort of "travel somewhere with a smallish group of people" event is extremely good for community-building in a volunteer network. And indeed, a good directionally outward project should have an aspect of inwardness insofar as any direct action should be moderately to very fun. So these categories aren't completely exclusive.

Understanding the pipeline

So, really, a lot of campaigns start with unspecific and directionally inward protests: huge rallies with people waving around signs and not doing a whole lot. These are important because they expose people to protesting in ideally digestible and non-scary formats, they can get a ton of media attention (because they're usually about very well-known topics), and they can make people feel included and part of a supportive community --- which is essential.

But any unfocused rally needs to fairly quickly splinter off into specific campaigns. This means a lot of behind-the-scenes planning work needs to be done. One of the most important ways you can help turn energy into real-world change is to pick an issue that's meaningful to you, get involved with an organization whose mission statement covers that issue, and volunteer to do paperwork, planning, or logistics for them! (Sometimes, no such group will exist, so you may wish to create a new one. This is challenging, but very doable, and maybe I will talk about it in a later post.)

For example, according to Wikipedia the 50501 movement calls for: the impeachment of Donald Trump, an investigation into Elon Musk, investigations into all other Trump appointees, reinstatement of DEI at the federal level, protection of LGBTQ rights, protection of (racial?) minority rights, protection of the Constitution, reinstatement of military aid to Ukraine, and the lifting of tariffs on other countries. That's like 20 billion different ideas. Some of them are kind of related to each other. Most of them aren't. Ideological fragmentation in a movement this large is absolutely inevitable and could forestall a lot of change from an organizational insider perspective. More importantly, it's just too complicated to keep track of. No one is an expert in more than 1 or 2 of those subjects. Even just 1 of those issues is extremely broad. For instance, protecting the US Constitution: there are entire nonprofits dedicated just to protecting the 1st amendment! You have to get granular.

(There's no problem with teaming up with allied organizations to co-host a rally about a few topics, and no problem with attending these. But they're only impactful if they're followed by more specific actions.)

Some of the most impactful campaigns are ones which start with general, big-turnout events... and then have a clear pathway toward multiple small actions with defined success criteria. If you go to one unspecific protest for one organization, that's only as useful as the follow-up. Did you join their email list? Have you looked at their website? Did you talk to anyone who volunteers there? You have to do some legwork. Great organizations will have simple and easy onboarding processes, but not every group is so fortunate! As long as you can stay in touch, that's the important part.

Your role as an advocate

You also have to think about how, as an advocate, you want to fit into the puzzle. Is your definition of (personal) success to be a participant in broad-movement rallies, or do you want to take a more involved role? Do you want to lead chants, set up sound equipment, or file for road closure permits from local police departments? Or do you want to lobby a specific politician to adopt a specific piece of legislation? Or run a website or develop a strategic plan on behalf of some organization to do these things?

If you plan to volunteer with an existing organization, some things to keep in mind are:

You have significantly more influence over local politics than state or federal politics. If you ask me, the #1 place you should be volunteering is in your local community, solving problems on the neighborhood level.

If you do enough direct action, you will potentially end up in a situation where you risk arrest. If you don't want to do that, don't. But if you do, be aware of what it entails. A night in jail is not fun!

Volunteering with a specific group is a temporary thing, as long as you want. But for some, it's a lifestyle, not just something to do when fashionable. Advocacy never truly ends. There will always be more battles to fight.

Most direct action campaigns fail. Most lobbying campaigns fail. Most plans fail and need major revisions. Most things fail, and most people fail a lot. Sometimes, you will work very hard on a project/event, and do a great job, and a stakeholder will derail it anyway.

All organizations are composed of people doing their best. When people are working on projects they're passionate about, emotions can run high. Take a deep breath! You're all on the same team.

There's an enormous cultural difference between grassroots, all-volunteer nonprofit organizations and large-scale NGOs. Small nonprofits can feel exciting to work with because they're so flexible and open to new ideas. The larger the organization, the more bureaucratic volunteering is likely to be, which may be demoralizing. However, they'll probably have more funding, and they'll probably be managed in a less chaotic way.

In general, you will only have strategic volunteering opportunities in grassroots organizations. But if you prefer to be assigned things to do or say, pretty much any org will have something for you to help out with.

Joining the Board of Directors of a nonprofit is a great way to make an amazing long-term impact. However, being on a board comes with a fiduciary duty and various other legal considerations.

Volunteer burnout is real. It's easy to become tired and jaded. Many people who volunteer for nonprofits in administrative roles avoid direct action for this reason (and vice versa).

You can't individually solve every problem with an organization, you can't manage every other volunteer, and you can't work on every project. It's just not possible, and even if it were, it would be bad practice.

Many large corporations offer matching donations for employee charitable contributions. If you want to make a difference, but can't see yourself volunteering on a regular basis, making a qualified donation and having your company match it would be impactful for that group.

It's getting late so I need to call it, but I hope that was helpful to someone.

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