Roger Alan Stone

Roger Alan Stone

President Advocacy Data

202 412-6616

Roger Alan Stone is a political Internet pioneer, innovator and entrepreneur.   Working in politics and advocacy since the mid 80s and in the political Internet since 1998. He’s combined his knowledge of the practical needs of campaigns with cutting edge technology to invent many of the techniques used throughout now throughout our industry.

After working on seventeen elections in fourteen states, as well as on the Hill for two Representatives and a Senator he’d helped elect, Roger went to Law School at Columbia, clerked for the DC Court of Appeals and was an associate at James and Hoffman, specializing election law, non-profit organizations and unions and lobbying for the Federal Law Enforcement Officers Ass and DE Shaw & Co.

Through this work, he was acquainted with the founders of Juno Online Services and realized that as one of the first Internet companies with the ability to geo-target, they could have the first product that could target specific states and Congressional Districts and generate grassroots emails to Congress.  So Roger joined Juno as a Vice President and founded the Juno Advocacy Network in 1998.  At JAN he pioneered techniques like using online petitions and surveys for list building and activist recruitment.  Campaigns and Elections Magazine named Roger a Rising Star of American Politics in 2000 for this work.

By 2002 there were a number of ways to reach voters and constituents online, so to better serve his clients, Roger founded Advocacy Inc. to provided data, online advertising and consulting services.   Advocacy Data pioneered matching voter files for email addresses, doing the first national match of the voter file in 2003, as well as being the first to provide Members of Congress with emails for official communication. The AAPC recognized Advocacy Inc. and Roger’s work on the first political online video advertising with a Pollie Award.

In 2010 Roger founded Advocacy Data to better serve the clients – many of whom were consultants and didn’t want to purchase data from a firm that also did consulting.


Speaking Engagements/Expert Panelist

American Association of Political Consultants (AAPC) Politics Online Conference House Democratic Caucus Retreat Internet World American League of Lobbyists Grassroots Forum, Public Affairs Council 2006 International e-Particip ation and Local Democracy Symposium Initiative ProDialog Conference (Berlin, Germany)


Campaigns & Elections, Rising Star of Politics 2000

American Association of Political Consultants, Pollie Award 2002.


Method and apparatus for delivering electronic advocacy messages, US Patent #6,311,211 10/30/2001

Authored by Roger Alan Stone

Politico Obama can learn from ‘Godfather’ 9/21/2010

Campaigns & Elections Campaign Success Right from Your Desktop: The Value of Targeted Email 10/27/2010

The Washington Post Editor’s Query. 5/11/2008

Campaigns and Elections Using the Internet to Build Citizen Armies 4/2001 p44

Campaigns & Elections 20,000 Emails in Two Weeks: The NEA Example Feb 1999

Columbia Journal of Law and Social Problems The Mass Plaintiff: Public Interest Law, Direct Mail Fundraising and the Donor/Client 1992

Roger Alan Stone featured in:


Campaigns & Elections Republican National Committee to Outsource Voter File 5/23/2011


The National Journal How Much Should Candidates Court The Web? A Recent Suggestion From Newt Gingrich Probably Aims Too High, Ad Buyers Say 11/7/2010


Roll Call Members Offered New Video Platform. Companies Pitch Rules-Friendly System 4/17/2008

2007 Obama takes MySpace page from backer 5/3/2007


Campaigns and Elections Staying Up To Date: Tips On How To Use VoIP 7/2006 p56

ClickZ PointRoll and Others Reach Out to Undecided Political Market 6/29/2006

The Washington Post Loophole a Spigot for E-Mail. 6/11/2006

ClickZ As Politicos Race to Match Voter Data to E-mail Data, Reactions Vary 3/31/2006


The Chicago Tribune Technology travels to House 8/27/2005

The Hill Rep. Stark to pioneer e-mail tool for speech 2/01/2005

San Francisco Chronicle FREMONT / Stark is first to put video on congressional Web site 2/5/2005

Roll Call Expanding @dvocacyInc. 7/28/2005

Roll Call Iowa goes Indie 7/28/2005


The Washington Post Political Spam Pervades Personal Computers 11/2/2004

Campaigns and Elections The Internet as a Get Out the Vote Tool 9/2004 p35

The Washington Post Consultants Deliver Politics To Voters’ Inboxes, at a Price 8/29/2004

Roll Call Members Turn to Vendors for E-mail Address Lists 1/5/2004

Media Post 527 Groups Take To The Web In Preparation For 60-Day Pre-Election Onslaught 7/2/2004

Media Post Politicos Use Email To Get Out The Vote and Rake In the Cash 7/14/2004

Business Wire 24.8 Million Email Addresses Now Available for Political Communications from the Voter Emailing Company; Political Groups Can Target Voters Through Email Just Like Direct Mail 8/2004


The New York Times Legislators say their unsolicited e-mails aren’t junk  12/28/2003

Roll Call @dvocacy with a Capital @ 3/20/2003


Campaigns and Elections Rising Stars of Politics 2000 5/2000 p21

PR Week ANALYSIS: Political PR – Advocacy groups use Internet to advantage Advocacy groups have realized sooner than corporations that the Web is the place to go when it comes to rallying support 1/8/2001


The Washington Post Political Groups Scramble to Find E-Mail Addresses Of Likely Backers 10/22/2000

Direct Marketing News DontBlowIt Aims E-Barrage at Clinton 6/7/2000

Business Wire Bradley Presidential Campaign Uses Juno to Reach Voters in Iowa, New Hampshire, and California 1/10/2000

Technopolitical Blog e-advocates/Juno Post-Election Review Finds Net Savvy Challengers Defeat Incumbents 12/29/2000


The Economist Political campaigns online. Beyond the law’s reach? 12/9/1999

USA Today Panel highlights online political strategies 10/04/1999

The Washington Post A Gore Campaign Takes Root 7/8/1999


Direct Marketing News Nonprofit Sees Speedy Results Via Net  7/3/1998

Advertising Age Juno Advocacy Network eyes political ad dollars 4/6/1998

Pioneering Internet Work Before Founding Advocacy Data:

At Juno Advocacy Network (1998-2002)


Founded the Juno Advocacy Network (JAN) First online ad network only for politics and advocacy First targeting of Congressional Districts for politics and Advocacy Awarded U.S. Patent #6,311,211 for JAN being the first to use of the Internet to lobby Congress, build lists, etc


First Use of Online Petition Forms to List Building First Online Campaign to Generate 100,000 plus responses in a day to the White House


First Online Advertising for a Presidential Campaign First Test of Political Online Advertising using a control group and other scientific polling techniques

At Advocacy Inc. (2002-2010)


First Use of Voter File Email Lists for Official Congressional Communication

First Use of Online Video in a Political Internet Ad, for which he received the AAPC’s Pollie Award


First National Match of US Voter File for Emails

First combined email, phone and direct mail campaign 2006 First Email Newsletter Sending for the U.S. Senate


First use of polling place location emails

First Use of Combined Text Message and Email in a Get Out the Vote Campaign (GOTV) First Use of Social Media Data for Online Fundraising Outreach