Advocacy 101: Eight Steps for Mission-Driven Organizations
In today's complex social and political landscape, advocacy is a crucial tool for organizations seeking to drive meaningful change. Whether you're a nonprofit, community group or business, effective advocacy can amplify your voice, influence decision-makers and ultimately advance your mission.
In this guide, we’ll walk you through the key elements of the advocacy process, empowering you to make a lasting impact. If you need a primer, check out the first edition of our Advocacy Trainings Guide explaining why advocacy is essential for every organization.
EIGHT STEPS TO BUILDING AN EFFECTIVE ADVOCACY STRATEGY
#1 Identify Your Issue
The first step in any advocacy journey is to determine the specific issue you want to address. This should align closely with your organization's mission and values. Ask yourself: What’s keeping you up at night? What change would significantly impact your stakeholders? What’s getting in the way of achieving your mission? Answering these core questions can help inform the direction of your issue advocacy efforts.
#2 Understand the Landscape
To be an effective advocate, it's essential to have a comprehensive understanding of the state of play around your issue. Research the issue’s history, identify key players and analyze related policies or initiatives. To gain a holistic perspective, try the PESTLE Method and look at the political, economic, social, technological, legal and environmental factors influencing the issue and decision makers. This knowledge will help you navigate the issue’s broader landscape and identify opportunities to take action and create change.
#3 Get to the Root
Once you know your issue and its surrounding environment like the back of your hand, it’s time to dig deeper and discern the best point of intervention. It’s important to treat causes, not symptoms, and conducting a factor analysis is a great method for getting to the root of your issue. This exercise will not only strengthen your argument but also help you identify potential solutions.
Use our Factor Analysis worksheet and the “Why Why Why” technique to home in on your target.
#4 Package Your Appeal as a Story
You already know why the issue matters to your organization, but you can’t overlook why it matters to your allies, policymakers, gatekeepers and other key players who affect your capacity to move the needle. To get these folks on your side, you need a strong appeal. Just remember W.I.I.F.M. – “what’s in it for me.” Ask yourself what’s in it for each stakeholder group to craft a compelling narrative that explains why your cause matters to them and how they can help.
Use our Stakeholder Analysis worksheet to identify key players and tailor your message to them.
#5 Craft Clear Messages
Your appeal will be more successful if you can communicate your position clearly and concisely. Using insights from your factor and stakeholder analyses, develop an elevator pitch that succinctly explains your issue and proposed solution in 60 seconds or less. Tailor your elevator pitch carefully to resonate with each stakeholder group. Challenge yourself to use fewer words and simpler phrases.
#6 Strengthen Your Position with Numbers
Data and research lend credibility to your position and make your message more memorable. Don’t overdo it and overwhelm your target, but identify two or three statistics, survey insights or expert opinions to support your argument. Pro Tip: Not all research is created equally — when possible, pull data from trusted and non-partisan institutions.
#7 Remember the Power of Storytelling
While data logically appeals to the “head,” personal stories emotionally appeal to the “heart.” The most effective advocacy campaigns do both. Share testimonials or case studies that illustrate the human impact of your issue. These personal perspectives can create emotional connections and motivate others to support your cause.
#8 Build and Maintain Relationships
Last but certainly not least, advocacy is fundamentally about relationships. You’ve identified your key stakeholders. Now, develop strategies to engage with them, build trust and maintain open lines of communication. Put on your anthropology hat and discern how each person will best receive you. Are they more formal or casual? Serious or humorous? Introverted or extroverted? Knowing and adapting to these characteristics can maximize your success and help move your issue forward.
OUR TAKEAWAY IS THIS
Remember, advocacy is an ongoing process that requires persistence, adaptability and continuous learning. By following these eight steps and utilizing our advocacy worksheets, you'll be well-equipped to launch effective advocacy campaigns that drive real change for your issue.
Ready to get started? Download our advocacy worksheets and begin your journey toward impactful change.
Hungry for more? Our team specializes in advocacy to help people like you make real change. Tell us what’s keeping you up at night.