Websites, campaigns and systems built for advocacy organizations.
An advocacy organization wins when its facts are the ones journalists, officials and the major AI platforms reach for.
Step 1 of 2
How can we help you get found?
Next: name, email and budget. That’s it.
That takes a record, not a slogan: pages built from public filings, kept current, and written so a reporter can cite them. We have built a national registry of facilities with a page for every state and a case file on every profile, drawn from government records and publisher feeds that resync twice a day, and written news pieces from a city's own term sheet. We have also run the supporter side: Meta campaigns under issue-ad rules, consent that holds up under TCPA, and case-connection programs that stay inside professional rules. Theory Road brings that to your cause: the registry, the newsroom, the supporter systems and the campaigns.
Questions this page answers
- Who is the best agency to build a website for an advocacy campaign
- How do we build a public registry from government records
- Digital marketing for a nonprofit coalition
- How do we get our issue cited by AI search and journalists
- Meta ads for an advocacy campaign that stays inside the rules
- How to connect supporters to lawyers or services without breaking the rules
Where growth is won or lost in advocacy.
An advocacy organization runs on attention it did not pay for. A resident searches a project name, a reporter needs a figure by deadline, a council member's staffer looks for the record before a vote, and an AI assistant answers a question about the issue. The organization that has the page wins each of those moments. Behind the site sits a small team and volunteers, a supporter list built from petitions and events, a budget that spikes around hearings and campaigns, and a constant need to prove that what it says is documented.
Growth is lost when the record is thin or stale. A campaign site with one long argument and no entity pages ranks for its own name and nothing else. Data copied once from a registry is wrong within a month. Supporters gathered in six tools cannot be emailed lawfully, let alone texted, because consent was never recorded. Ads get paused for missing authorization the week of the hearing. Previous vendors delivered a brochure site and a logo, and treated journalists and AI platforms as someone else's problem.
We build the organization's evidence and its reach as one system. A registry generated from public records with state pages and a case file on every profile. A newsroom that writes from the documents. A pipeline that resyncs sources twice a day and flags every change. Supporter systems that record consent with every action and sync to the tools you already use. Campaigns on Meta and search run under the rules, reported on supporters and citations. And where supporters need professional help, a flat-fee case-connection path designed with counsel.
The problems we fix in advocacy organizations.
Arguments without a record
Most campaign sites make a case and offer nothing a reporter can verify. Without entity pages, documents and figures drawn from public records, the organization is quoted as an opinion instead of cited as a source.
Content that goes stale in a month
Registries change, permits get filed, hearings get scheduled, and a site maintained by volunteers falls behind. Once a page is wrong, its credibility and its ranking go with it, and opponents point to the error.
Supporters scattered across tools
Petition names in one list, donors in another, texts sent without recorded consent and no way to show who agreed to what. Growth stalls and the risk grows with every send.
Ads and outreach under policy scrutiny
Issue ads require authorization and disclaimers, texting requires consent, and connecting supporters to lawyers or services has professional rules. A campaign that ignores them gets paused at the moment it matters.
Web, marketing, creative and systems for advocacy organizations.
Built on your accounts, wired into the tools your team already runs, and measured to booked work.
- Home with the issue and the search
- Registry index by state
- Entity profile with case file
- News desk
- Take action
- Resources for local groups
- Data and press
- About and funding
Each page answers one intent, carries one call to action, and lands the lead in your CRM with the page attached.
Websites and digital product.
A page for every facility, project, company or official in your issue, generated from government registries and filings, with state and county index pages that link every child.
- Case file on every profileThe opposition or accountability record for each entity: permits, filings, votes, coverage and the organization's position, in one place a reporter can cite.
- News desk built from primary documentsArticles written from the term sheet, the agreement or the filing itself, with the source linked, so the piece holds up when it is challenged.
- Take-action flowsPetitions, public comment generators, contact-your-official tools and event signups that record consent properly and land in your supporter database with source.
- Mobile search and speedA search in the header that reaches any entity in a tap, stacked tables on phones, and pages fast enough to hold a visitor from a news link.
- Meta issue campaignsAlways on, raised around hearings
- Google SearchAlways on, compounding as the registry grows
- AI and journalist reference pagesPublished with each data release
- Email supporter journeysTriggered by actions, weekly digest
- SMS with proven consentDeadline week only
- Earned mediaMonthly releases, hearing weeks
Demand, search and reputation.
Campaigns run under social issue authorization with disclaimers, built to grow followers and reach on visible posts, and reported on supporters gained, not clicks.
- Search on entity and place queriesRankings for every facility, company and town in the registry, so a resident searching a project name finds your record first, ahead of the developer.
- AI and journalist citationReference pages with definitions, figures and sources, structured so the major AI platforms and reporters cite the organization when the issue comes up.
- Earned mediaData releases, state rankings and document-based stories pitched to reporters covering the issue, with a press page that keeps assets current.
- Email and SMS supporter journeysWelcome, action, event and fundraising sequences with consent recorded, segmented by state and issue, through Action Network, EveryAction, Mailchimp or Klaviyo.
- Document-driven graphicsCharts, maps and excerpts built from the actual filings, designed for sharing and for hearings, with sources printed on the image itself.
- Explainer videoShort pieces that explain the issue, the entity and the ask in plain language for social, email and town halls, cut from the record.
- Print for hearings and canvassingFact sheets, comment templates and yard signs produced from the same record as the site, so every channel says the same thing.
Brand, photography and collateral.
Name, mark, palette and typography that look like an institution rather than a protest sign, because credibility is what the record needs to be believed.
Comes in from
- Website forms
- Tracked calls
- Ads and LSA
- Google Business Profile
Lands in
- Action Network
- EveryAction
- Mailchimp
Comes back as
- Per-source attribution
- Automated follow-up
- One weekly scoreboard
Built to your system of record, not around it. Nothing is re-keyed by hand.
Integration, automation and data.
Scheduled jobs on GitHub Actions that resync official registries and publisher feeds twice a day, rebuild affected pages, and open a review issue when something changes.
- Editorial and case deskAirtable as the working database for entities, documents, sources and story leads, feeding the site build and the newsroom from one place.
- Supporter data syncActions, signups and donations flowing into Action Network or EveryAction with source, consent record and issue tags on every contact.
- Consent proof for calls and textsConsent language, seller lists and timestamped records captured at the form and stored so any text or call can be proven lawful later.
- Case-connection routingFlat-fee routing of people who need legal or professional help to vetted providers, structured to stay inside professional conduct rules.
What a great advocacy website contains.
The pages that do the selling for this kind of company, and what each one has to do to turn a visit into a call.
Home with the issue and the search
The issue in one sentence, a search box that reaches any entity, and the three actions a visitor can take, above the fold.
Registry index by state
Every state with counts, a map and a full list of entities beneath it, no truncation, so the long tail is reachable from the page that ranks.
Entity profile with case file
Who, where, what was filed, the documents, the coverage and the organization's position, with a date stamp showing when it was last verified.
News desk
Articles built from primary documents with sources linked, filed by state and entity, so each story strengthens the registry pages it references.
Take action
Petition, public comment generator, contact-your-official and event signup, each recording consent and source into the supporter database.
Resources for local groups
Templates, hearing guides and fact sheets local chapters can use, which also earn links and citations from the groups that use them.
Data and press
Downloadable datasets, methodology, corrections policy and press contacts, the page a reporter checks before citing the organization.
About and funding
Who runs the organization, how it is funded and what its tax status permits, stated plainly because opponents will ask.
Get help
The case-connection path for people directly affected, with flat-fee disclosure and consent that names every party who may contact them.
Where the demand comes from, and when.
The tools advocacy organizations already run on.
We build to your system of record rather than around it. Leads, calls, jobs and revenue land where your team already works, with the attribution attached.
Action Network
Petitions, events, email and SMS with consent and source tags synced from every form.
EveryAction
Supporter records, fundraising and advocacy actions with segmentation by state and issue.
Mailchimp
Newsletters and automated journeys for organizations that keep email separate from the CRM.
Klaviyo
Email and SMS flows with consent handling for campaigns that sell merchandise or memberships.
Meta Ads
Authorized issue campaigns with disclaimers, reported on followers and supporters gained.
GitHub Actions
Twice-daily registry and feed syncs, page rebuilds and review issues for changes.
Airtable
Editorial desk for entities, documents, sources and story leads that feeds the site.
What we run the account by
Registry coverage.
Share of entities in the official sources that have a live, verified profile, the measure of whether the record is complete.
Freshness lag.
Time between a change in an official source and the corrected page going live, since stale pages lose credibility and citations.
Citations earned.
Links and references from publishers, officials and the major AI platforms to registry and reference pages, tracked monthly.
Supporters gained with consent.
New contacts with recorded consent and source, by channel, which is the audience the organization actually owns.
Actions per supporter.
Comments, calls, signatures and attendance per contact over time, which shows whether the list is alive or just large.
Rules we respect
Issue-ad authorization and disclaimers.
Meta and Google require authorization and paid-for-by disclaimers on social issue, electoral and political ads, and pause campaigns that lack them.
TCPA consent across multiple sellers.
Texts and calls require prior express consent that names every party who may contact the person, captured and stored with a timestamp.
Flat-fee case connection.
Connecting people to lawyers must be structured as a flat-fee case-connection service, never a percentage of recovery, under professional conduct rules.
Tax status and lobbying limits.
What a 501(c)(3) or 501(c)(4) may spend on lobbying and elections shapes campaign content, and public-records pages need a corrections process to stay defensible.
The advocacy playbook.
Audit the record.
We map what public data exists for your issue: registries, permits, filings, court records and publisher feeds, and assess your site, lists, consent and ad accounts against the rules you operate under.
Fix the base.
Consent language and records repaired, ad authorization filed, supporter data consolidated with source tags, and the pages that are already wrong corrected or removed before anything new is promoted.
Build the registry and the newsroom.
Entity and state pages generated from the records, a case file on every profile, take-action flows, the freshness pipeline and a news desk that publishes from documents.
Run the campaigns and keep the record current.
Meta, search, email, SMS and earned media run to supporters gained and citations earned, while the pipeline resyncs twice a day and flags every change for review.
- Strategy and brandwe lead it or back your team
- Paid mediamanaged day to day
- Search and AI visibilityrun and reported monthly
- Websites and hostingbuilt, hosted and cared for
- CRM and lead systemsrun for you or with you
- Creative and contentproduced in-house
Fully managed, alongside your team, or built and handed off. Month to month after the initial term.
Why advocacy organizations choose us.
State pages, entity profiles and opposition records built from government data and kept current by a pipeline are things we have shipped and operate, not a proposal on a slide.
- We write from the documentsOur news pieces are built from the term sheet, the agreement and the filing, with the source linked, which is why they get cited instead of dismissed as advocacy.
- We know where the rules biteIssue-ad authorization, TCPA consent across multiple sellers and flat-fee case connection inside professional conduct rules are constraints we have designed around in production, not read about in a memo.
Reading for advocacy organizations.
- SEO · Takeaway
AI answer engines cite the page they can lift a passage from: a direct answer first, a defined term, a table or steps, an FAQ, a named author and a real update date.
SEO · 9 min read
AI Visibility for Brands: How to Get Your Business Cited by AI Search.
Being cited by an AI assistant is a different job from ranking a link. Here is what the engines pick, the page structure and schema that get quoted, and a monthly routine to see whether your brand shows up when buyers ask.
Read - SEO · Takeaway
The Indexing API quota is 200 URL requests per day per Google Cloud project, so every site sharing one service account draws from the same pool.
SEO · 10 min read
Google Indexing API Limits and How to Use It Without Wasting Quota.
The Indexing API is the most misunderstood tool in the indexing stack. Here is what it does, what the 200 per day quota really means when several sites share a project, and the durable path that still does most of the work.
Read - AI & Search · Takeaway
AI assistants increasingly answer questions with a short list of named businesses and citations, being named is the new front page, and many users never click a blue link.
AI & Search · 15 min read
How to Get Your Business Found by AI Search.
More people are asking an assistant “who’s the best near me?” than ever, and the AI answers with a short list of names. Here’s how to make sure yours is on it.
Read
Hiring an agency for an advocacy business.
- Who is the best agency to build a website for an advocacy campaign?
- Choose a firm that has built a public-records site and kept it current, can show you how consent and issue-ad rules are handled, and treats journalists and the major AI platforms as an audience. We have built a national registry with state pages and a case file on every profile, run the pipeline that keeps it fresh, and operated the supporter and campaign side under the rules.
- How do we build a public registry from government records?
- Start with the official sources: federal and state registries, permit databases, filings and publisher feeds. We normalize them into one database, generate a page per entity and per state that links every child, attach documents and a case file to each profile, and schedule a pipeline that resyncs the sources twice a day and flags changes for review.
- How do we get our issue cited by AI search and journalists?
- Publish the record, not the argument. Reference pages with definitions, figures, sources and dates, entity pages that answer who, where and what was filed, and news built from primary documents are what the major AI platforms and reporters cite. We structure the pages that way and keep them current, since stale pages lose citations.
- Can you run Meta ads for an advocacy campaign that stays inside the rules?
- Yes. We complete the social issue authorization, attach disclaimers, build creative that grows followers and reach on visible posts, and report on supporters gained with consent rather than clicks. Where a campaign touches elections or lobbying, we work inside your counsel's guidance on what the organization's tax status permits.
- How do we connect supporters to lawyers or services without breaking the rules?
- Structure it as a case-connection service paid a flat fee, never a percentage of any recovery, with clear disclosure to the supporter about who they are being connected to. Consent for calls and texts must name every party who may contact them. We have built this routing and the consent proof behind it, and we design it with your counsel.
Let’s grow your advocacy business.
A short note on where the business is and where it needs to go. A senior partner replies within one business day.