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How To Seize Advocacy’s Golden Opportunity Amid Institutional Change

May 5, 2025

Recently I learned YouTube makes up 12% of the total time Americans spend watching TV. That’s more than half of all time on broadcast channels combined.

That stat drove home that we’re in the midst of a seismic realignment; in media, higher education, organized religion and civic life.

Why Traditional Institutions Are Crumbling & The Numbers Behind Their Decline

Americans are walking away from legacy institutions. People are looking for fresh ways to connect and share.

Mainstream Media: Audiences have abandoned big newspapers and cable in favor of social-media influencers and niche podcasts. 60% of news consumers now get headlines from social media.
Higher education: Undergraduate enrollment has dropped roughly 15% since 20153, as more learners opt for vocational certificates and DIY online courses.
Organized religion: For the first time, “nones” outnumber any single denomination, with many seekers turning to meditation apps, community meet-ups or cause-driven networks.
Politics and civic life are shifting too: more Americans now identify as independents, and membership in unions and fraternal lodges is in steep decline.

The Civic Engagement Opportunity

For advocacy groups, this shift in public life is a massive opening: issue-based groups can fill holes left by fading institutions.

Americans still crave foundational public goods: strong local economies, affordable housing and clean air and water.

According to the latest Gulf South Index, 86% of Americans say community is important to their lives—yet only 36% believe the country’s best days lie ahead.

What does this mean?

In short, Americans remain invested in their communities—yet almost one-third are unsure whether we’re headed for better days.

A New Opportunity for Advocacy Groups

This means an opportunity to build a community around your issue in a new way that reflects today’s more distributed and fragmented civic engagement.

Advocacy groups must move beyond short-term, transactional campaigns and toward sustained, two-way communities.

They can step in where government and politics are failing by offering a better civic experience to their members. In exchange, they will build stronger advocates.

Real-World Models for Modern Advocacy

A group that has done this exceptionally well is AARP which started out as an advocacy organization, but has since grown into an entire lifestyle brand and community of older Americans.

For instance, the magazine has the largest print publication readership of any magazine in America - 40 million subscribers. This creates a constant presence in advocates' lives.

Additionally, it provides benefits and services that speak to the needs of its members, providing direct incentives. What’s more, the group has local events where members build connections with folks in their neighborhood.

AARP has succeeded because it not only focuses on advocacy issues but combines the key elements to build a community of engaged members.

But it's not just legacy groups. Grassroots movements are harnessing the same principles at the local level with powerful results.

In recent years, local parent-led groups have surged across the country, organizing around issues like curriculum transparency and school safety.

These grassroots movements—often started on Facebook or neighborhood platforms—have grown into powerful advocacy forces influencing school board elections and state policy. Their rise shows how deeply personal, locally rooted issues can drive sustained civic engagement when people feel directly connected to the outcome.

How to Take Advantage of the Civic Realignment:

Build Your Own Community: Think long term about how you can inspire civic engagement on your issue. Switch from thinking about campaigns (short term) to communities (long term). Know your target audience and what they care about. From there, tactics and messaging will flow.
Promote Sharing: Communities are defined by sharing whether it’s shared values, identities, connections etc. And sharing is a two way street. So promote dialogue back and forth like a conversation. Share information and ask questions of your audience such as update calls/streams, Q/A sessions, polls/surveys. Dialogue beats monologue every time.
Keep it Local: Americans' most trusted source of news info is local TV news (78%). In an age of disinformation, we trust what happens in our local communities. Use local voices and outlets to build trust - even in a national campaign.
Content is King: In our 24/7 feed world, consistency wins. It's not enough for your organization to send out a monthly newsletter. Post often - on the platforms where your community spends the most time.

What’s the most meaningful community you’re part of, online or offline, and what makes it work?

#CivicEngagement #CommunityBuilding #Advocacy #PublicAffairs

Hat tip to the Gulf South Index for the super smart survey data: https://tegpr.com/the-thrill-is-gone-2025-gulf-south-index-download-now/

Courtesy: Causeway Solutions, LLC The Ehrhardt Group

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