If associations and advocacy group’s websites were like items in a fridge, the “advocacy toolkit” page would be the jar of mayo stuck way in the back – forgotten about and unappealing with content that’s probably expired.
Like those weird people who put mayo on anything, many advocacy toolkit web pages try to cover every aspect of supporting a policy interest imaginable. As a result, advocacy toolkit pages usually look like something on the World Wide Web circa 1996, with mind-numbing lists of links under generic subject headings. Some just settle for being PDF farms.
The problem with the garden-variety advocacy toolkit page isn’t just one of web design but of conception, too. Although they exist to be a stand-alone, evergreen resource independent of a specific advocacy campaign’s action page, they should still try to result in visitors taking some kind of action.
Think of it this way: if someone is going to take the time to find an advocacy toolkit page, they already want to do something for a cause. They might not have been prompted by an email, or a tweet or a Facebook post to take action but went out looking for information on advocacy on their own. Making them weed through links for how a bill becomes a law or every single position paper an organization has ever published isn’t getting them closer to taking an action.