Leveraging Data and Outreach Tools for Advocacy

Lasting change doesn’t just happen—it’s organized, strategized, and built on the power of community. At Murmuration we bring powerful data and tools to the advocacy and organizing work happening in communities nationwide. Organizer and Atlas equip community-focused organizations with the infrastructure they need to more effectively organize, engage, advocate and win. Organizer helps teams build broader bases, track relationships, leverage outreach tools, and turn grassroots energy and outreach into community power. Atlas underpins Organizer and provides enriched voter and demographic data to help organizations identify, target, and mobilize supporters with precision.

When these tools and data are combined with strategic support and execution from the Campaigns team, our partners can build real capacity, demonstrate power, and win in key moments.

A data-and tool-enabled campaign helped turn parent participation into a concrete policy result.

Libertas School in Memphis, Shelby County, Tennessee, serves over 570 PreK-6th grade students in one of Memphis’s most underserved communities. A partner of Murmuration’s Campaigns and Success teams for over a year, Libertas has done meaningful work going back many years to inform, organize and engage parents and community members. So when a major funding shortfall threatened Shelby County’s PreK program in early 2026, Libertas was able to draw on its existing infrastructure and relationships to mobilize quickly. Parents who had already heard about the threat from Libertas’ leadership were primed to act when an easy action pathway was put in front of them.

Murmuration’s Campaigns and Success teams worked with Libertas to rapidly assemble a response, leveraging Organizer and Atlas:

• Parent data was uploaded and matched to county districts through an enriched voter file.
• Thirteen district-specific segments were created and emails were written.
• Libertas staff were trained to launch the campaign in Organizer.

Within 36 hours, this data-and-tool-enabled campaign helped turn parent participation into a concrete policy result.

• 324 parents reached
• 610 email opens
• $1.5 million restored
• 180 pre-K seats protected
• 20 seats at Libertas

Converting Digital Leads Into Grassroots Power

Parent Shield Fort Worth helps families use literacy data and civic action to advocate for stronger public schools. Before a local school board election, the organization wanted to reach more residents, connect literacy outcomes to local policy decisions, and bring new supporters into its network.

Murmuration’s Campaigns team developed a targeted digital campaign that invited Fort Worth residents to commit to vote. Geographic targeting via Atlas generated the lead pool, while Organizer provided the system for turning those initial sign-ups into organizing conversations and longer-term relationships.

• Targeted digital ads reached local residents with a clear message connecting literacy, school policy, and voting.
• The campaign’s 275 leads were uploaded into Organizer and organized into a phone-banking workflow.
• Parent Shield used Organizer to conduct one-on-one calls, track outreach, and invite interested residents into deeper advocacy using outreach tools.

More than 100 people formally joined the Parent Shield network, surpassing the campaign’s outreach goal. Organizer gave Parent Shield a structured way to follow up, record conversations, and build a base it could continue engaging after Election Day. Our integrated campaign did more than collect names; it expanded the organization’s capacity to mobilize trusted local voices over time.

Final Thoughts

In both campaigns, Atlas data identified the right audience. Strategic outreach gave people a timely and relevant reason to act. Organizer then helped partners to manage participation, deepen relationships through strategic outreach tools, and preserve what they learned for the next campaign.

No single tool produces an advocacy win on its own. Atlas improves audience understanding, Organizer structures mobilization and follow-up, and campaign strategy leverages both and adds key guidance, capacity, and execution to make action impactful. When those elements work together, organizations can mobilize supporters faster, build stronger grassroots power, and achieve results they can measure.

With Organizer and Atlas, our partners are making change, and we’re proud to help them turn potential into power - one campaign at a time.

Ready to turn your organization's data into a winning campaign? Talk to Murmuration's Campaigns team at campaigns@murmuration.org; let's build your next win together.