Price: $100 members, $150 non-members

Registration: Open through Monday, March 16, at 5:00 p.m. CT. Register here! >
 

Session 1 – March 17: Advocacy is essential to building strong, sustainable Main Street programs — but many local leaders aren’t sure where to start or how to talk about their value in ways that resonate with decision-makers. This session lays the foundation by exploring what advocacy really means in the Main Street context and why it matters for long-term success. Learn how local programs are funded, how municipal budget cycles and processes work, and how to diversify revenue through additional funding sources. The session closes with key insights from the Main Street network about advocacy challenges, needs, and opportunities — helping you understand where your peers are struggling and where momentum is building.

Session 2 – March 24: Effective advocacy starts with clear, compelling communication that is grounded in data, elevated by story, and tailored to the decision-markers who shape your local environment. In this session, we’ll break down the essentials of Advocacy 101 and guide you through framing messages that clearly convey your program’s value. Learn how to use data to demonstrate impact, how to craft stories that resonate with elected officials and community partners, and how to confidently make ​“the ask.” We’ll also feature deep-dive segments with special guests: our Research team will walk through the data points that make the strongest case for Main Street, and our Communications team will share strategies for telling authentic, memorable stories and tips to ensure maximum impact. By the end of this session, you’ll have the building blocks needed to create advocacy materials that are both persuasive and actionable.

Session 3 – March 31: Knowledge, techniques, and tools are most effective when they’re put into action. This session focuses on how to integrate advocacy into your annual work plan, activate your board as champions, and build the kind of year-round relationships that strengthen your brand and increase your visibility with decision-makers. Learn how to strategically align advocacy touchpoints with local government cycles and maintain momentum throughout the year. The session concludes with a panel of experienced Main Street leaders who will share real-world examples of how they secured or expanded their local budgets, offering practical insights and proven strategies you can adapt to your own community. 

• Understand how local government budgets work and where your Main Street program fits within the funding process.
• Craft clear, compelling advocacy materials that combine data and storytelling to make your case.
• Explore proven strategies from peer Main Street leaders to build year-round visibility and sustain long-term municipal support. 

This course is designed for Main Street leaders and partners responsible for securing, sustaining, or strengthening local government investment in their programs. It is especially well-suited for:

• Executive directors, program managers, and coordinators seeking to grow or stabilize municipal funding
• Board members engaged in governance, advocacy, or budget conversations
• Staff preparing for upcoming budget cycles or funding renewals
• Community and economic development professionals navigating public-sector partnerships
• Leaders new to advocacy, as well as experienced practitioners looking to refine their strategy 

Kelly Humrichouser, Senior Director of Government Relations

Michael Powe, Ph.D., Senior Director of Research

Marta Olmos, Associate Manager of Content and Communications 

Cancellations communicated more than 14 days in advance of the course date will be refunded in full. Cancellations occurring less than 14 days in advance of the course date will be offered a 50% refund. Please note that there is a $25.00 processing fee for any cancelled registration. Once the course has begun, we are unfortunately unable to offer a refund. To cancel a registration, please email academy@​mainstreet.​org.