John McNutt, a researcher at the University of South Carolina, has published an article on e-advocacy, "Promising Practices in Electronic Advocacy". In it, he identifies four basic processes organizations use to support their efforts:

• Gathering and Analyzing Information
• Educating and Developing Awareness
• Organizing and Coordinating Supporters
• Applying Pressure

After noting that research shows electronic advocacy does indeed have an effect, McNutt makes 6 suggestions to nonprofits involved in the arena, including the always key – but too easy to lose sight of – idea that ultimately, e-advocacy is about human relationships, not technology, which is just a set of tools that can help you shape the future.

You can read the full article at Third Sector New England.