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Defining and Planning Your Advocacy Strategy

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by Impactpool

Advocacy is the process of strategically managing and sharing knowledge to change and/or influence policies and practices that affect people’s lives


What is Advocacy? 

  • Is a deliberate process
  • Aims to inform and influence decision-makers
  • Seeks to changes that are evidence-based
  • Advocacy is the practical use of knowledge for purposes of social changes directed to government policies, laws, and procedures.
  • Advocacy supports an issue and persuades the decision- makers on how to act in order to support that issue.
  • Advocacy is a process, not a one-way activity.
  • Advocacy is about motivating and mobilizing the community. It starts with a small group of people who share concerns about a specific problem and are willing to devote time, their experience and resources available to reach the desired change.


Advocacy approaches include but not limited to: 

  • Lobbying
  • Campaigns
  • Meetings with government officials
  • Translation of research
  • Education/influencing events
  • Consensus building and/or
  • Creating champions



Lobbying is a form of advocacy that involves directly engaging with decision-makers, particularly a politician or public official who has control or significant influence over a policy, piece of legislation or regulation.


Examples of Lobbying: 

  • Asking your Member of Parliament or representative to introduce, amend or vote for or against particular legislation
  • Direct citizen outreach to parliamentarians, representatives or other government officials asking them support or oppose specific legislation or regulations
  • Online or written petitions asking for legislators to support or oppose particular legislation


Advocacy Strategies: 

  • Differences between ad hoc and formal advocacy
  • Advantages of collective voice
  • Cohesive messaging to inform policy and practice
  • Building strong grassroots movements
  • Changes in policies and budgets
  • Implementation of policies and laws


Below we share:

PART 1: Advocacy Issue, Root Causes and Identifying your Evidence Base

PART 2: Advocacy Goals and Objectives

PART 3: Decision-makers and Influencers

PART 4: Opposition and Obstacles

PART 5: Advocacy Strengths, Limitations and Partnerships

PART 6: Advocacy Approaches and Activities

PART 7: Advocacy Messages

PART 8: Measuring Progress and Adaptive Management


Sample assignment used to interview senior executive in a Global Advocacy position recruitment

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