3 Grassroots Lessons I Learned From My Son's College Graduation

Last week, I had the pleasure of attending my son’s college graduation from the University of Missouri’s J School. While I was able to turn off work to celebrate this big moment, I couldn’t help being struck by how many of the lessons the speakers imparted to the graduates apply to grassroots advocacy as well. 

Personalization matters.

The most meaningful part of the graduation ceremony for students is not the celebrity speaker or remarks from their dean. It’s hearing their name called and walking across the stage. That one moment – 15 seconds in a 90-minute ceremony – is what makes an event celebrating hundreds of students personal to them.

How are you making your emails personal to each volunteer on your giant list? Be sure to use their first name. Include local or personal references when you can through segmenting or dynamic content. Let the volunteer feel like that email is being sent personally to them.

Embrace failure.

Students were reminded that they will learn more from failure than success, so they should continue to be fierce learners, try new things and embrace failure when it happens. The same is true for your email campaigns. Test new tactics, alternate voices and creative ways to describe your issue. This is the path to ongoing performance gains.

“The win is coming. Don’t let the when worry you.”

I loved this line from Entertainment Tonight host Nischelle Turner’s commencement address. Its application is so far-reaching, including to advocacy. Building a powerhouse grassroots program doesn’t happen overnight. It requires persistence and tenacity. Be sure your organization provides a sustained investment in grassroots. If you do, the win will come, and it will have massive benefits for you and your constituency.