10 Key Advocacy Strategies

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.  

Which strategies are already using? Which are you missing? How can these ideas expand your current strategies or get you started? Keep in mind that while we suggest you frame your issue first, the strategies below should be put to work simultaneously, thereby informing and reinforcing each other. 

1. Frame Your Issue First 

First, frame your request for legislative or regulatory changes in a way that maximizes support for your cause. That means considering how your audience will react to your message. That audience includes not just your most loyal and passionate supporters (defined as your “base”), but also people who could be persuaded to support you and the legislators and regulators who have decision-making power. Conduct polls and focus groups, where possible, as you are developing your message. 

2. Recruit the Right Government Champions 

All legislative efforts are dependent on “champions” in the government taking up your cause and doing the hard work to get a regulation issued or a bill passed through a legislative body. Find the right champion by figuring out which legislative committee has jurisdiction over your issue or the people sympathetic to your position within an agency. When you find your champion(s), remember that their staff plays a pivotal role in how effective you will be. Cultivate a relationship of trust with the staff and stay in frequent contact. 

3. Secure Votes by Avoiding Extremes 

At the federal level, you need sixty votes in the US Senate, a majority of the House, and the signature of the president to get your legislation enacted into law. At the local and state level, you need a majority and sometimes a supermajority to advance your goals. Where possible, begin the legislative process by recruiting bipartisan and/or broad support at the outset. To get bipartisan support, develop a solution to your issue that will attract a range of legislative champions, and, thereby, significantly increase your chances of success. 

4. Join or Create a Working Coalition 

Coalitions are needed to popularize an issue, capture the attention of the media, and attract champions. Just as important— they are necessary to help with generating grassroots support, lobbying legislators, and working the executive branch. At the federal level, coalitions help you target specific districts in the states by asking people to contact their members of Congress. Expect different levels of commitment and engagement from different coalition members. Also, coalitions require ongoing efforts and hard work to keep the movement alive, even when there is little or no legislative action. One tactic to employ to keep momentum and enthusiasm high is to work toward specific milestones and interim “wins.” 

5. Empower the Grassroots 

The people who are most directly affected by the problem you are trying to solve are among your strongest advocates. They may be community members, employees, customers, or small business owners. Empower them by seeking their views about the issue you are addressing. And give them a voice in advocating for change. While contacting legislators or attending a rally can be helpful, you should provide people the opportunity to be creative in their advocacy—they may surprise you. 

6. Use the Outside Game to Influence Policymakers 

Winning the inside game starts with recruiting outside supporters. Engage in activities outside the halls of Congress, the state house, or city hall that generate news stories because they impact perceptions among the inside players. Create a cycle where outside activities result in media stories, which result in more legislative attention, which feeds your recruitment of people for grassroots activities. Ultimately, most of your activities should increase your presence and influence in government. 

7. Communicate at All Times in All Directions 

Organizations must communicate at all times in all directions. You cannot assume that your message is getting through to the right people or that they understand it. While social media makes it easier to target your audience and must be part of your strategy, the average person is inundated with information. The most effective way to engage people is by talking to them directly. Not only will they internalize your message more effectively, but they are also likely to be more loyal to the cause.  

8. Work the Inside Game 

Place a premium on direct interaction with legislators, regulators, and their staff. Ensure you can provide quality information in an easy-to-understand format to your government allies. Seek access to legislators by attending fundraisers and/or other events whenever possible. Follow through on your commitments and follow up to ensure officials are doing what they promised. Although the inside game matters a great deal, you must master the other strategies before you even get in the game. 

9. Elections Matter 

Remember that elections matter. One senior legislative staffer put it succinctly: “Politicians are all about getting elected.” Therefore, the most effective way to get someone running for president, governor, mayor, or some other office to help you is to demonstrate how, by supporting you, they can get elected. Or show how opposing you will threaten their election. The strongest advocacy organizations in the country understand this principle. They produce scorecards rating legislators’ votes and disseminate those cards widely. They give campaign contributions and sponsor advertisements. And, most importantly, they motivate people to vote for or against a candidate, ultimately affecting election prospects. If you decide to get involved in elections, find a lawyer who can help you navigate the tax and legal issues involved in doing that work. And remember, for the elected officials you are hoping to influence, it’s all about getting elected or reelected. 

10. You Lose Until You Win 

Advocacy fights are usually marathons, not sprints. You may “lose” often before you win because accomplishing your goal – changing public policy – takes time. Every advocacy effort does have interim wins, however, such as defining your policy goals, developing your message, building a coalition, and getting initial government action like a hearing or agency guidance. Organizations that employ the outlined strategies, and are organized and persistent, increase their likelihood of success significantly. Most importantly, while advocacy campaigns are challenging, they are also very rewarding, especially for those who are most impacted by the issue you are addressing.  

If you are looking for support to start or strengthen an advocacy campaign, we can help. Feel free to reach out to us at connecting@civicaconsultants.org.