Measuring Advocacy: When is a Hand Raiser Considered an Advocate?

·Sep 24, 2025 07:25 PM·

QQ for others in how or what they measure in their advocacy programs: We have nearly 2,000 hand raisers from UserEvidence surveys, but we have not "activated" all of them. Should we consider them an advocate by essence of having raised their hand? Or only when they actively participate in a marketing activity? Or by essence of them raising their hand and filling out the survey, does that count them as an advocate?

5 comments

· Sorted by Oldest

Lauren Turner
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I’d categorize them separately as “hand-raisers” and then “advocates” when they complete an activity. But if the pressure is on to count “engagement” and you need to show something in order to keep your job, include both under “engagement” and then clearly articulate your plan for converting that engagement into meaningful impact.
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Alexie Glover
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Plus 1 to Lauren! Hand raisers often don't actually complete an activity, even after reminding them that they had previously indicated interest. And I agree that having the option to report on engagement/program interest using those numbers can be helpful, depending on your objectives. What you will want to avoid is the trap of indicating 2,000 advocates but then no one to do a reference call when asked, for example. So don't let your numbers come back to bite you down the line!
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Gabrielle Herrera
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I wouldn’t categorize them as advocates at all, just based on willingness to answer a survey
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Amy Shever
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On our UserEvidence survey, I include a question about which specific opportunities they would agree to participate in: Case study Podcast Video Speaking engagement Sales referral Quote approval If an individual selects at least one, I put them in our advocate bucket. I started off our program with podcasts and produced case studies and “blogs” using the approved podcast content (depending on the customer’s comfort level). Because we had some very good customer candidates who selected “podcast” in the survey, we were very quick to confirm customers for podcasts.
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Irwin Hipsman
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Where are you storing the names of people. Crm, customer marketing platform like base, slapp…, spreadsheet

Measuring Advocacy: When is a Hand Raiser Considered an Advocate? | CMAweekly Customer Marketing and Advocacy Slack