Plan an Advocacy Campaign in Six StepsBy Blake Groves
Simply put, advocacy is the active support of a principle or cause by addressing the factors that are causing the problem.
The following six steps shape most advocacy campaigns.
Step 1: Set a Goal
Start by conducting preliminary research so you know how supporters are talking about your cause and what people in opposition are saying (to understand what conflicts you might run into during the campaign and how to counter them).
One of the best places to start your research is by looking at how influencers have been talking about your cause; their language and ideas can be incredibly insightful.
Once you understand the greater cause inside and out, figure out how you can narrow it to your organizations specific focus and resources.
Step 2: Assess Your Resources
Your advocacy campaign will likely be more drawn-out than your typical fundraising campaigns, so its important to ensure from the beginning that your organization will have all the resources needed to see it through to the end.
To assess your resources, your organization should ask itself the following questions:
Step 3: Identify Influential People
Before you start executing, identify all people who might have an impact on your campaign, as follows:
At this stage, your organization will want to standardize its message, so that all of your advocates understand exactly what youre working toward. This is especially important when it comes to an advocacy campaign, because your advocates will be communicating your message to other allies and agents of change.
You want to make sure that everyone presents a unified front to theres no confusion about how to help your cause and that youll never undermine the authority of your campaign by sending mixed messages.
Since advocacy revolves entirely around the cause, youll want to start building awareness as soon as possible.
Step 5: Set Your Strategies and Start Implementing Them
Now you're ready to think about what actions you want advocates to take to further them. Some common advocacy actions include:
Step 6: Track Your Goals
Its likely that your advocacy campaign will be a longstanding effort that extends for many months (or even years!). Throughout the campaign, its important to track your progress to ensure that youre reaching your goals.
Since advocacy campaigns are cause-based, and thus not as quantifiable as fundraising campaigns, the form this will take will vary from organization to organization. However, there are a few easy ways that you can tell if your campaign strategies are successful or not.
Primarily, you should look at the number of advocates that your campaign has managed to mobilize. If you can tell that many people are inspired by your message, so much so that theyre taking action to make a difference, then thats a pretty good indicator of success.
If you find that your message and goal arent inspiring people to the extent your organization would have liked, its either time to tweak your strategies, your aim, or your message.
On the other hand, if your strategies were successful, make note of which worked best, so you can take similar approaches in your future advocacy campaigns.
Blake Groves is vice president of strategy and business development at Salsa, a provider of marketing and fundraising services to nonprofits. Email to firstname.lastname@example.org. This article has been adapted from a fuller article published on Business 2 Community.