Florita Montgomery West Virginia University Extension Allison Nichols West Virginia University Extension Teresa McCoy University of Maryland Extension 1

“... A wide range of activities conducted to influence decision makers at various levels. This means not only traditional advocacy work like litigation, lobbying, and public education, but also capacity building, network formation, relationship building, communication, organizing, and leadership development.” Innovation Network ( 2

 Two Types of Advocacy Goals ◦ Change Policies: Examples? ◦ Change Behaviors: Examples? 3 Advocacy – what is it?

 American Heart Association: Goals?  American Red Cross: Goals?  KIDS COUNT: Goals?  FoodRoutes Network: Goals? 4

 Is Extension an “advocate”?  Examples of Extension’s advocacy? 5 Advocacy by...

Extension influences Extension influences... Ideas Attitudes Behavior 6

 Childhood Obesity Prevention  Climate Change  Global Food Security and Hunger  Food Safety  Sustainable Energy 7

“We help people improve their lives by putting knowledge to work.” “Extension helps people protect their resources, increase their income, improve their health, and build their leadership and career skills.” 8

 Enhanced by intentionality – plan ahead  Similar tools – logic models, surveys, focus groups, etc.  Connected to both accountability and learning  Illuminates opportunities for adjustments and improvements 9

 Advocacy evaluation is less likely to be a “one-time” effort because it is built on fidelity, replication, and consistency  Advocacy evaluation is fluid and dynamic  Advocacy evaluation is influenced by external factors (political, partner-oriented)  Funder may be viewed as a partner and may not have clear goals, objects, timelines 10

Unit of analysis is less clear than in program evaluation Difficult to define the appropriate accountability indicator and to gauge progress Difficult to identify the time frame for change Many advocacy efforts are discrete and “behind the scenes” There is not a rich bank of tools 11

 # of websites  # of public/nonprofit organizations receiving products  # of media releases relating to/highlighting key messages 12

“Since advocacy’s long-term goals are relatively far into the future, advocates need interim measures of success. These serve as milestones to show work is on track, keeping advocates informed about their own progress and helping them share success stories on the way to the big win.” Speaking for Themselves: Advocates’ Perspectives on Evaluation ( 13

 Targeted audiences increase their awareness/knowledge  Media coverage increases  Media coverage changes its tone  Decision makers increase or change their participation  Funding increases 14

 New groups form  Groups frame an issue to pursue  Groups develop a plan of action  Groups complete a plan of action  Coalitions develop 15

 Policy changes  Social changes  Economic changes 16

17 SituationInputsOutputs/Activities Outputs/ Participation Outcomes -Learning Outcomes - Action Outcomes - Conditions Extension programs and services should be accessible, affordable, comprehensiv e, and well- coordinated. The goal of advocacy activities in Extension is to improve the quality of services and systems, promote positive social and physical conditions, and serve the public interest. Fund-raising Staffing and leadership skill development Infrastructure development Problem assessment Policy assessment Landscape Mapping Goal Setting Partnership development Message/s development Materials development Issue/Policy analysis Education of participants Relationship building with decision makers Policy proposal development Polling Media relationship development Public service announcements Coalition and network building Grassroots organizing and mobilization Briefings/Presentations Demonstration Projects or Pilots Elected officials Candidates Public administrators Voters Donors Specific Constituencies Media Business leaders Community leaders Popular Culture Artists and Gatekeepers Courts Increase in awareness Change in attitudes or beliefs Improved organizational Capacity Increased or improved partnerships or alliances Increase in number of new advocates Increase in number of new donors More or diversified funding Organizational visibility or recognition Media coverage Issue is reframed for the target audience Public acts in support of proposal or issue Policymakers act in support of proposal or issue Constituency or support base grows Issue is placed on the policy agenda Policy is adopted Opposing policy is blocked Policy is implemented Policy is maintained Logic Model: Advocacy in Extension

 Divide into three groups  Pick an advocacy issue (obesity, climate change, etc.)  Pick an activity (coalition building, fundraising, public awareness)  Describe two outputs  Describe two outcome (learning, action, or condition) 18

 Logs  Questionnaires  Key informant interviews  Focus groups  Content analysis of earned media 19

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 Comparing type/tone of message with type of change  Comparing target audiences and their use of messages  Determining the meaning of messages to different audiences 21

 What has your experience been with advocacy evaluation?  What are your concerns about doing advocacy evaluation in Extension?  Do you have suggestions for other methodologies to measure outputs and outcomes of advocacy evaluation? 22

 Are We There Yet? A Communications Guide Evaluation Guide. ( pdf) pdf  Speaking for Themselves: Advocates’ Perspective on Evaluation. (  The Composite Logic Model to Articulate an Advocacy Strategy or Theory of Change. ( 23