Do you have a true advocate who advances your organization’s message? Somebody who embodies the brand. That person when you see them in public you immediately think of the cause. This person is a walking bill board.

I have a friend who owns a pro-bike shop, Durance Cycleworks. Richard Feldman carries high-end road and mountain bikes. His services are customized to a specific clientele. His greatest advocate is not all the people riding all over the state and nation in his shop’s cycling kit (shorts, jersey, socks) but rather a local realtor who will tell anyone who listens to go to Durance. He tells then what they need to purchase or checkout while they are there. Every race, every ride, every moment Durance has an unpaid advocate who is preaching the great things happening at the store. He is a customer and a friend of Richard’s but most importantly he is genuine in his passion.

Another friend, Pete Vordenberg is currently the Head Coach for the US Nordic Team (cross-country skiing). He created a movement and web page that promotes the journey and dedication of these Olympic athletes. Due to limited coverage of the sport in the main-stream media and very limited coverage of streaming video since most of the races are held in international locations Pete has taken his photography abilities to the World Cup. He will post great images of everything from the scenery to the chaos happening behind the scenes on race day. His Team Today is a portal into the world of elite ski racing. Pete is more than a coach, he inspires, educates, shares, and champions the sport.

Who is the advocate for your organization? How do you support their efforts? Can you find more than one?