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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

Issue Goal & Objectives Target Audience Message Development Channel of Communication Building Support Fund raising Implementation
M O N I T O R I N G & E V A L

D A T A C O L L E C T I O N

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

ISSUE

THE PROBLEM THAT REQUIRES A POLICY ACTION

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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

GOALS

Statement of general result you want to achieve.

Developing an Advocacy Strategy: Planning Steps OBJECTIVES

Specific and measurable statements of attainable outcomes within the framework of the goals and planning parameters.

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Developing an Advocacy Strategy: Planning Steps OBJECTIVES

Should follow SMART criteria for objective setting; in addition: Identify policy actors & other stakeholders Define specific policy changes or action desired

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

TARGET AUDIENCE

The people, groups or organizations you want to influence to support your policy position Tool: stakeholder analysis; force field analysis; social market research

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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

MESSAGE DEVELOPMENT

Statements tailored for different audiences that define the issue; state solutions; & describe the action that needs to be taken.

Developing an Advocacy Strategy: Planning Steps

MOVE TO ACTION

PERSUADE

MOTIVATE

INFORM

STRATEGIC COMMUNICATION MODEL

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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

5 Elements of Messages

Content Language Message/Source Format/Medium Time & Place

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

Characteristics of Effective Message

Simple Concise Uses appropriate language Content is consistent w/ format of message & delivery system

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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

CHANNEL OF COMMUNICATION The means by w/c a message is to be delivered to various actors/audiences This is the delivery system

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

Examples of Delivery Schemes
Face-to-face meetings Executive briefing packets Public rallies & other forms of pressure tactics Fact sheets Public forums, symposia, debates Public service announcements Posters, wall newspapers, flyers in public places Advertisements: print, TV & radio Petitions Press releases & conferences Contests: photo, poster making, short stories, slogans, poems, etc.

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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

Criteria for Choosing Format/ Format/ Scheme

Cost Risks Visibility Timing Venue

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

BUILDING SUPPORT

Building alliances w/ individuals, groups & organizations who are committed to your policy position

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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

FUND RAISING

Costing the campaign Identifying & attracting resources (volunteers & expertise, funds, materials, equipment) to implement your advocacy plan

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

IMPLEMENTATION
Carrying out a set of planned activities to achieve your advocacy objectives.

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Developing an Advocacy Strategy: Planning Steps

D A T A C O L L E C T I O N

Issue Goal & Objectives Target Audience Message Development Channel of Communication Building Support Fund raising Implementation

M O N I T O R I N G & E V A L

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

DATA COLLECTION

Gathering, analyzing, qualitative & quantitative information to support your campaign all throughout.

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DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

MONITORING

Gathering information to measure progress of advocacy plan implementation.

DEVELOPING AN ADVOCACY STRATEGY: PLANNING STEPS

EVALUATION

Gathering & analyzing info to know if overall goal/objectives have been achieved (IMPACT)

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