Unlocking the Power of Advocacy

  Why Key Advocacy?  

Winning. That’s the primary objective of any organization involved in issue advocacy. Even in today’s age of technology, email blasts and once-per-year fly-ins aren’t enough anymore. Policy victories in Washington, DC and state capitals are achieved through quality, not quantity, advocacy. The latest “innovation” to grassroots advocacy is a complete return to advocacy’s roots - building a national network of advocates, Key Contacts, entrusted to engage their lawmakers. 

Outside of the nation’s largest interest groups, few organizations have the in-house resources and knowledge to fully amass this army of advocates and maintain quality communications at a time when leveraging Key Contact and grassroots advocacy programs has never been more vital. Or more effective. 

Key Advocacy stands ready to enable organizations large and small to unlock the power of advocacy.

  Key Advocacy Services  

We can help your organization with:

Key Contacts:
Identification & Development

You’ve built a list of advocates, thousands strong. You’ve surveyed advocates for their relationships, experience and desired activities. How do you find the best candidates to represent your cause in each area of engagement? We'll show you methods for selection and development that turns an e-advocate into an engaged, active champion back home in the district and in Washington.

Federal & State

Advocacy Days

Teaching your advocates facts and figures are vital to your Hill Day. Are they prepared when an office counters your arguments with a "flinch"? Or, has DC gridlock pushed issues to the states, overwhelming you with heavy state advocacy day travel without the resources for more staff? We'll teach your advocates how to persist and counter a flinch, and help lead federal and state advocacy days when needed.

Program Auditing
& Metrics

Expert witnesses. In-district advocates. Legislative conference attendees. What are the goals of your key contact program? How will you demonstrate progress until the ultimate legislative or regulatory victories? How do you show the C-Suite the value-added benefits of your program and not just its costs? We'll guide you on best practices for auditing and measuring results as your program grows.

Training &


Are you looking to certify advocates through an “Advocacy University"? Do you prefer an annual, week-long, single-day or partial-day training? In need of a new advocate webinar? We can customize training and certification programs to meet the needs of your organization and advocates - online, in Washington, DC, or in any of your states of practice.



From new advocate guides to key contact toolkits. Monthly or quarterly engagement calls to webinars. We can provide materials that continually educate and engage your advocates so they're ready to act the moment your issues gain traction. 

Grassroots Advocacy


Does your messaging resonate with legislators as well as your advocates? Do advocacy campaigns provide enough guidance to stakeholders? Have you maximized the features of your online advocacy system? We can assist with each level of your communications, and even run your online advocacy system.


"We return time and again to David. His front-line experience leverages the most effective techniques for advocacy programs while also having a knack for motivating our advocates to be active beyond just a Capitol Hill Visit Day."
– Eric Storey, Director of Grassroots & Digital Advocacy, American Bar Association
& Former Executive Director, Grassroots Professional Network


Who We Are

David trained advocates who have testified before the US House Subcommittee on Workforce Protections,
before US Secretary of Labor Thomas Perez and the Pennsylvania Alzheimer’s Disease Planning Committee.
(David himself also testified during an intake session of the Disease Planning Committee as his own mother
was losing her battle with Alzheimer’s.)

Our clients include:









Among our strategic partners are:              

David M. Lusk, Founder
Key Advocacy

David Lusk is the Founder of Key Advocacy. With over 20 years of policy experience, David specializes in
developing nationwide grassroots and grasstops programs for associations, nonprofits and corporations.
Since 2010, David has provided customized training to more than 7,500 association members, nonprofit
volunteers and C-Suite executives for Capitol Hill Visit Days and advocacy-365 programs.

After establishing a strong client relationship for several years, David was hired by the Society for Human Resource Management (SHRM) in 2010 as a direct employee to launch, implement, and oversee their key contact program, known as the SHRM Advocacy Team. Within three years, SHRM’s Advocacy Team deployed over 250 Advocacy Captains and was over 1,300 HR Advocate members strong. His program was recognized by National Journal as one of the top five issue ambassador programs by August 2013.

Because of the legislative and engagement successes his programs achieved, David is considered a knowledge leader in advocacy best practices and developing advanced advocacy programs. He has presented hundreds of speeches on the importance of getting involved in the policy process and training sessions on advocacy best practices at annual and legislative conferences for dozens of national, state and local associations, nonprofits and professional societies.

David graduated from Brown University with degrees in both Public Policy and Business Economics. He currently serves on the American Society of Association Executives’ (ASAE) Government Relations and Advocacy Professionals Advisory Council (GRAPAC) and co-chairs the GRAPAC's Education Committee.

From 2013 to 2015, David directed the Alzheimer’s Association’s Ambassador Program. He expanded the system to engage with all 535 members of the US House and Senate, and implemented Alzheimer’s Congressional Teams - support networks for each volunteer Ambassador. During this time, Congress appropriated record-level funding increases toward Alzheimer’s care, support and research.

"David’s demonstrated success running and advising advocacy programs makes him an entertaining and effective speaker. Our advocates really welcomed David’s session, and he was the perfect addition to our programming."
– Joe Franco, Vice President, Grassroots, LeadingAge & President, The Advocacy Association


Ph: 571.308.9539

Arlington, VA

Request an advocate training session or more information:

©2020 by Key Advocacy