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

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?