Lobbying in the Virtual World: Perceptions in the Nonprofit Sector

Abstract Electronic lobbying efforts have become an essential, yet profoundly underutilized strategy of nonprofit organizations to advance the representation of the underserved in policymaking. Through a survey and interviews of leaders and staff members in state nonprofit associations that are members of the National Council of Nonprofits, this study examines the use and perceived effectiveness of nonprofit electronic lobbying activities and the communication channels employed for this purpose, in addition to exploring social crises and technological barriers potentially limiting nonprofit adoption of these activities. The study concludes that state nonprofit associations actively utilize email as an electronic lobbying activity to reach policymakers, but the activity is rarely employed to disseminate information to the general public. Social media methods such as blogging and social networking sites are used less frequently, but they are often perceived as being highly effective as a grassroots lobbying activity.