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Advocacy Strategy

Template

1. Goals

Define greater goals:

2. Power Mapping

Specific policy, legislation or practice that needs to be changed to achieve greater goal:

Describe the process (step by step) by which policy, legislation or practice should be changed (if possible show different ways to get there):

List institutional decision making bodies (e.g. ministries, committees) that have the power of decision to introduce the sought changes:

List individual people (if known), who have the greatest responsibility in making such decisions. If possible produce a power map (chart showing hierarchy and succession):

Which political parties influence or control these decision-makers?

List other organisations and enterprises that lobby on this topic. Include a short description of strengths and weaknesses.

Briefly estimate the political feasibility of targeted change in the current political situation and mark it on a scale from 1 to 10, 10 being the most feasible:

Briefly estimate the technical feasibility of targeted change within the institutions (i.e. Does a given institution have the necessary expertise, personnel and financial resources?) and mark it on a scale from 1 to 10, 10 being the most feasible:

3. Building Your Case

List facts and figures that confirm the existence of your issue and help you argument your intended change. Do you have enough?

Name experts/independent studies that deliver helpful facts and figures which help or prove your arguments. If not available: How could a intellectual base for the arguments be constructed?

If possible, list different ways to bring about intended change. What are their respective advantages?

4. Objectives

Briefly list the succession of changes/decisions that are necessary to achieve your goal (sub-ordinate targets):

Rank your sub-ordinate targets according to importance or chronologically, whichever makes more sense:

5. Develop a Communications Strategy

Message:

Ask(s):

30-Second Pitch:

3-Minute Pitch:

List political or pressure groups whose support is necessary or helpful to achieve sub-ordinate targets or intended change:

If necessary, develop a modified message for some or each of these groups:

Name 3-5 mainstream media outlets that are most likely to pick up message and communicate it to a large audience (>100.000)

Name 3-5 most important social media channels for your issue.

6. Tactics and Implementation

Examples for tactics:

Coalition building
Direct lobbying (e.g. talking to decision-makers)
Online-activism
Traditional, local activism
Events/conferences
Demonstrations/protests
Showcase/pilot project
Strategic media relations
Advocacy over specialised press/niche media channels
Research/studies
Political Consultancy
Legal/administrative (suing/appealing/FOI requests)
Petitions

List the tactics that were already used by your organisation:

List the tactics that your organisations plans to use:

Name the sub-ordinate goals that are to be achieved with each tactical instrument (e.g. famous supporter, react to counter-arguments, increase public support):

If using an online list of supporters, please asses its reach. Name 2-3 tactics to grow the list:

List the tactical tools that will be used within the next three months (order by priority/effectiveness):

Based on the power map, name the 3-5 most important decision-makers. If meeting them is not feasible, name other people in their organisations that would have an influence on them: