“Rallies, protests, maybe even some civil disobedience, those are things I could put on TV,” said a reporter. These kinds of external advocacy efforts constitute the “outside game,” and the tactics used usually draw much more attention than meetings or briefings with policymakers. But changing public policy is an art requiring a complicated combination of pressure and established relationships to be successful. The journey to legislative victory is like navigating a maze: filled with twists, turns, and unexpected allies. In our quest for DC voting rights in the early 2000s, finding the right champions became our guiding principle.

The journey to legislative victory is like navigating a maze: filled with twists, turns, and unexpected allies. In our quest for DC voting rights in the early 2000s, finding the right champions became our guiding principle.

The first chapter of my book, Winning the Inside Game: the Handbook of Advocacy Strategies, is focused on message framing. Why is it first? Because the way we present our message can make or break the support we garner for our cause. The key question is what audience you are trying to persuade with your messaging and why.

Advocacy efforts are effective when they embrace grassroots supporters and utilize policymaking champions as part of a comprehensive campaign. Consider these 10 key strategies as a blueprint to help you build such a campaign and explore some fundamental questions.