When you want to make something happen in your community, it helps to develop a clear advocacy strategy.

Here are some basic elements to consider.

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“EFFECTIVE ADVOCACY 101” (developed by Jeri Jimenez and Paul Leistner)

Basic Steps in an Advocacy Effort

PROBLEM DEFINITION

• Analyze your issue:
  • Problem vs. Issue:
    • A “problem” is something people feel strongly about (e.g. Housing, Racism, Poverty, Health Care, etc.).
    • An “issue” is something concrete, with clear and achievable action steps.
  • Identify your interests/goals—what do you want to happen/change?

INFORMATION GATHERING

• Do some research:
  • Learn more about the issue/problem; what’s been tried before; who else has similar concerns/challenges.
    • Online research—Google it!
    • Find people with expertise and knowledge: individuals, organizations, public agencies, etc.
  • Identify the scale of the issue: one street, a whole neighborhood, an area of the city, city-wide, county/regional/state wide/federal.
  • Figure out who has the power to make a decision on your issue.
  • Investigate formal decision making processes related to your issue.
  • Get copies of relevant documents:  regulations, background reports, laws/ordinances.

JOIN WITH OTHERS

• Find Allies:
  • One person usually is not as effective as a group of people.
  • Identify potential allies and opponents and understand their interests.
  • Join forces with an existing group: neighborhood association”; other “community based group.”
  • Create your own group.
  • Seek out additional groups that may share your interest and concerns.
  • Thank people who help!

COMMUNICATION

• Get the word out:
  • Set up a way to communicate with people who are helping: e.g. e-mail list, Facebook, Twitter, Google Group, etc.
  • Develop a clear, easy to understand message (PROBLEM, SOLUTION, CALL TO ACTION).
  • Create a website or Facebook page—some place on-line where people can learn about your issue and how to help.
  • Develop a media strategy.
    • Identify a spokesperson—stay on message!
    • Get a current list of media contacts:  community newspapers; Oregonian, Tribune, Willamette Week, Mercury reporters, KBOO, other radio stations.
    • Identify media that serve the scope of your issue (e.g. neighborhood, citywide).
    • Send out information through other organization email lists/social media.
    • Contact TV stations to cover your media events/”political theater.”
    • Make presentations to other community groups.

LOBBYING

• Visit/communicate with elected officials or other people who have power or influence over your issue (city, county, Metro, state, federal).
  • Understand decision-making process (e.g. “how a bill becomes law”).
  • Develop a strategy.
  • Target decision-makers with influence on your issue.

RESOURCES/FUNDRAISING

• Gather the resources you need to get the job done:
  • Identify the resources you will need (cash, in-kind contributions of materials or services)
  • Develop a plan for raising resources:
    • Direct appeal for funds/services; flyers, website, Facebook and other social media, fundraising events.