Managing the grassroots and assessing its performance

This paper examines the increasingly popular advocacy activity of grassroots management. The success of many US government relations programmes depends heavily on the involvement and support of the organisation's grassroots networks. This paper provides a brief introduction to the grassroots, provides a number of methods for understanding and assessing grassroots performance and examines some of the key organisational considerations for institutionalising grassroots performance assessment into an organisation.