1. Advocacy and CampaiGning
Lejla Čaušević-Sućeska
26. September 2017., Kobuleti, Georgia
"Advocacy and Campaigning"

2. Basic terms
ADVOCACY
CAMPAINING
LOBBYING
"Advocacy and Campaigning"

3. The Aim
Advocacy and campaigns are central to securing lasting change and a key aspect of our effort to achieve our mission: be the voice – build partnerships – innovate – achieve results at scale.
How we advocate, and the role of advocacy in our work is changing as the world changes.
"Advocacy and Campaigning"

4. Advocacy Definitions Different approaches
Strategies, Tactics and Actions
Advocacy Planning
"Advocacy and Campaigning"

5. Advocacy - Definitions
“Give a voice to people”
“Organized process of influencing selected people or institutions in order to achieve desired policy, practice, social, behavioural or political changes that will benefit particular groupes or causes”
Public support for or recommendation of a particular cause or policy
“A set of organised activities designed to influence policies and practices to achieve lasting change”
"Advocacy and Campaigning"

6. Advocacy – Different approaches
Can take many different forms – ranging from quiet and friendly “insider” approaches to loud and confrontational “outsider” approaches.
Which approach to take depends on:
what you want to achieve,
the context in which you are living or operating,
the capacity and assets you have, and
the barriers that you need to overcome.
* There is no “right way” to do advocacy, no approach that is better than the others!!!
"Advocacy and Campaigning"

7. Advocacy – Different approaches
Building Support
(from the public and/or other influental stakeholders)
Coercive Pressure
(strikes, boycotts & direct action)
Direct Persuasion
(lobbying & policy work)
Five approaches to advocacy
Litigation
(suing the policy makers in the courts)
Collaboration
(with policy makers)
"Advocacy and Campaigning"

8. Advocacy – Strategies, Tactics and ACTIONS
Strategy must be reasonable stable. You don’t change it unless the context has significantly changed or it is clear that your strategy is not working.
Tactics represent how you are engaging your target audiences to achieve your objectives with them. They take into account current opportunities and constraints, and are more flexible than strategies.
Actions are the things you do to deliver your strategy and tactics. Every action should have a purpose, and should get you one step closer to fulfilling your objective.
"Advocacy and Campaigning"

9. WE NEED... Advocacy – Strategy Aim Objectives Influencing strategy
Risks & Assumptions
Monitoring & Evaluation
Management & Coordination
Resources & Budgets
Action Plan
WE NEED...
"Advocacy and Campaigning"

10. "Advocacy and Campaigning"
Advocacy – Planning
“Failing to plan is planning to fail”
Good planning will help you to:
Be strategic,
Make better choices,
Improve impact,
Give a chance others to participate more effectively.
"Advocacy and Campaigning"

11. "Advocacy and Campaigning"
* Small group of people developing an advocacy plan will do better than one person on their own!
By planning in a group, encouraging dialogue and debate we are more likely to recognize possible assumptions and take that uncertainty in our planning.
As advocacy is often complex, it can be hard for one person to have all the knowledge and skills needed to develop an effective advocacy plan.
Effective implementation needs a full understanding and ownership of the plan and why certain choices were made.
PARTICIPATION IS MUCH MORE THAN CONSULTATION.
"Advocacy and Campaigning"

12. "Advocacy and Campaigning"
Note that:
If a small group – a project team or task group – is responsible for developing the advocacy plan, there will still be stages in the process when other experts and stakeholders should be involved. You might invite some external experts to a workshop where you are developing your policy positions, and you might invite some different internal and external specialists to a workshop where you develop your influencing strategy.
"Advocacy and Campaigning"

13. Campaigning - Definitions
It is close in meaning with advocacy.
It always goes beyond just influencing policies and practices and always seeks to engage the public in taking action and creating a broader movement for change.
is a set of advocacy, communications and mobilisation activities - informed by our knowledge and based on our values.
A global campaign is a collective influencing effort to achieve change, which we can only do by working together at all levels, from the international to the local, through coordinated strategies and activities.
"Advocacy and Campaigning"

14. Campaigning – SMART goal framework
Specific – Your goal should be unambiguous and communicate what is expected, why it is important, who is involved, where it is going to happen, and which constraints are in place.
Measurable - Your goal should have concrete criteria for measuring progress and reaching the goal.
Attainable - Your goal should be realistic and possible for your team to reach.
Relevant - Your goal should matter to your business and address a core initiative.
Timely - You should have an expected date that you will reach the goal.
"Advocacy and Campaigning"

15. The Advocacy & Campaigning Cycle
Know what you want to change
Identify the best influencing strategy
Devise your action plan
Implement your action plan
Monitor and evaluate your progress
Advocacy and Campaigning"
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16. "Advocacy and Campaigning"
The Planning Pathway
Phase 1. Know what you want to change
Identify problem to address
Research & analyze problem
Agree your policy position
Select advocacy aim & objectives
"Advocacy and Campaigning"

17. "Advocacy and Campaigning"
The Planning Pathway
Phase 2. Identify the best influencing strategy
Underastand the change process
Analyse the wider context
Assess your capacity to influence change
Select your approach and target audiences
Devise your core message and guidelines
"Advocacy and Campaigning"

18. "Advocacy and Campaigning"
The Planning Pathway
Phase 3. Devise your action plan
Plan activities to engage each audiences
Compile into an integrated timeline & budget
Finalise M&E AND Risk management plans
Agree plan and coordination mechanism
"Advocacy and Campaigning"

19. Common weaknesses / 7 deadly sins of advocacy and campaigning
Unclear objectives. “If you don’t know where you are going to, any road can take you there”.
No influencing strategy or “Theory of Change”, leading to untargeted actions, wasted effort and ultimately reduced impact.
Action plans that run to an internal timetable, rather than being determined by external events and opportunities.
Messages that don’t move people, because they don’t get noticed, are unfocussed, bland, technical or untargeted.
Poor monitoring & evaluation, which limits flexibility, accountability and learning
Lack of innovation in developing strategies and action, relying on whatever was done last time
Failing to focus: trying to tackle more issues, adopt more objectives or target more audiences than resources allow.
"Advocacy and Campaigning"

20. ... Achieve results at scale
... Be the voice
WE WILL...
... Build partnership
... Achieve results at scale
"Advocacy and Campaigning"

21. Remember:
Effective advocacy planning can help us to reduce or eliminate these weaknesses, increasing our chances of success.
“Give me 6 hours to chop down a tree and I will spend the first four sharpening my axe.”
Abraham Lincoln
"Advocacy and Campaigning"

22. Thank you!
"Advocacy and Campaigning"