Pick up any contemporary analysis of political campaigns, and it is conventional wisdom that the "Internet revolution" has fundamentally changed how politics works. Political media outlets are fragmented. Politicians and ministries are on Facebook. And the marketplace of ideas operates according to a new logic of networked information flows. Yet few public interest NGOs have mastered how to be advocates, much less how to leverage online tools to amplify the effectiveness of their work. That has to change if we are going to use the Internet to create a more open, participatory and responsive government.