LOBBY
AND ADVOCACY
What do we mean by advocacy
Advocacy is first and foremost is process. It is
strategic and targets well designed activities to key stakeholders
and decision makers. Advocacy is always directed in influencing
policy laws,regulations,programmes or decisions on funding made
at the upper-most levels of public or private sector institutions.Advocacy
includes both single-issue,time- limited campaigns as well as going
work undertaken around a range of issues, and the activities may
be conducted at a national, regional or local level.
A common definition and understanding of advocacy
is; “A set targeted actions in support of a cause or an issue,
because one wants to build support for that cause or issue, influence
others to support it; or try to influence or change legislation
that affects it.”
Advocacy campaigns can have a number of different
aims and purposes .Some of the more common ones is:
- Sensitizing the public or decision-makers on
a specific issue.
- Persuading or influencing decision-makers in a certain direction.
- Change legislation or work processes that negatively affect the
organization’s members or beneficiaries.
- Expose a problem that needs to be addressed by others.
- Defend a right or a benefit.
What is lobbying and networking
Lobbying is-generally-more restricted and only
a part of advocacy. It refers specifically to advocacy efforts that
attempt to influence legislation.
Networking involves individuals or groups who want
to work together in a loose organizational form for a common purpose.
Good networks require a shared vision, a mission statement and committed
members. Some important benefits of networks are that they;
Facilitate exchange of information skills,experience,matierals
etc
Coordinate activity and reduces duplication of
effort
Bring together a diverse range of people who would
not otherwise meet
Provide peer support,encouragement,motivation and
professional recognition
Provide critical mass for exchange-strength in
numbers some potential problems when working in networks are that
they;
- Can lack clear objectives.
- Sometimes have a very loose structure without shared leadership
that makes action and communication difficult.
- May be dominated by one powerful organization.
- Can be bureaucratic
- Lack common resources.
- May suffer from a lack of trust between members of the network
- Are difficult to monitor and evaluate
All these problems can be overcome and are not
reasons to not get involved in networks-just things to be wary of.
Many networks fail because they are not managed properly.
Who is a target audience?
Advocacy and lobbying campaigns can be aimed at,
or targeting, a wide spectrum of audiences.
Among those are;
- Policy makers
- Government officials
- The Public
- Professional associations such as doctors, police, teachers, etc.
- Enterprises/businesses
- Donor organizations
- Trade unions
- NGOs
- Media
WHY ADVOCACY WORK AND LOBBYING
You can make a difference: A single
mother struggling to raise her son without the help of a workable
child support system put an ad in a local newspaper to see if there
were others who wanted to work for a change child support laws across
the country.
People working together can make a difference:
An association against drunk driving convinced the government to
toughen the drunken driving law. As a result, the number of drunken
driving deaths is lower.
People can change laws: History
is full of people and groups that fought against great odds to make
great changes; child labor laws, public schools, clean air and water
laws, social security. These changes were not easy to achieve. They
all took the active involvement-the lobbying-of thousands of people
who felt that something needed to be changed.
Lobbying is a democratic right:
The act of telling our policymakers how to write and change our
laws is at the heart of democratic system.
Lobbying helps find real solutions:
People thinking creatively and asking their elected officials for
support can generate innovative solutions that overcome the root
cause of a problem.
Lobbying is easy: Lobbying is
not a mysterious rite that takes years to master. You can learn
how to lobby-whom to call, when, what to say-in minutes.
Policymakers need your expertise:
Few institutions are closer to the real problem than NGOs, DPOs
and CBOs.Every professional lobbyist will tell you that personal
stories are powerful tools for change. People and policy makers
can learn from your story.
Lobbying helps people: Everything
that goes into a lobbying campaign-the research, the strategic planning,
the phone calls and visits – will help fulfill your goal.
Lobbying advances your cause and builds
public trust: Building public trust is essential to the
non-profit organization and lobbying helps you to gain it by increasing
your organization’s visibility. Just as raising funds and
recruiting volunteers are important to achieving your organization’s
mission, so is lobbying.
STEPS IN THE ADVOCACY PROCESS
There are a number of important steps that you
need to take in your advocacy work. They are presented in sequential
order below.
Indentify the issue: Advocacy
begins with an issue or problem that an organization o r network
agrees to support in order to promote a policy change. The issue
should support the organization’s mission and meet the criteria
set for its advocacy campaigns.
Set goals and objectives: A goal
(sometimes called a strategic objective) is a general statement
of what the organization hopes to achieve during the next three
to five years .The advocacy objective describes the short-term,
specific and measurable achievements that contribute to the goal.
Develop the message and indentify target
audience: Advocacy messages are developed to frame issue
and persuade the receiver to support your organization’s position.
There are 3 important questions to answer when preparing advocacy
messages.
What type of people is this message for-what do
they already know?
What do you want to achieve with the message?
What do you want the recipient of the message to
do as a result of the message?
The primary target audience includes the decision
makers who have the authority to bring about desired policy change.
The secondary target audience includes persons who have access to
and are able to influence the primary target audience- other policymakers,
friends or relatives, the media, religious leaders, etc. The organisation
must identify individuals in the target audience, their positions,
a relative power base and then determine whether the various individual
support, oppose, or are neutral to the advocacy issue.
Develop implementation and activity plan
for your advocacy work: The organization should develop
an implementation plan to guide its advocacy campaign. The plan
should identify activities and tasks, responsible persons or committees,
the desired time frame and needed resources. When you develop the
plan you need to select channels of communication. Selection of
the most appropriate medium for advocacy messages depends on the
target audience. The choice of medium varies for reaching the genera
lpublic, influencing decision makers, generating support for the
issue among like-minded organization, etc. Some of the more common
channels include press kits and press releases, press conferences,
fact sheets and a conference for policy makers. You may also need
to raise funds. Advocacy campaigns can always benefit from outside
funds and other resources can assist in the development and dissemination
of materials, cover travel costs and cover cost of training.
Implement the plan: The organization
should try to follow the plan and do what has been planned, on time
and within budget frames in order to achieve the set objectives
for the campaign.
Monitor and evaluate: From the outset of the campaign,
i.e. step one above; the organization must monitor progress and
expenditure. It must ask itself questions like;
Are we doing the right thing and are we doing it
right?
Are we following our plan and are we approaching
our objective?
Are we within our budget frames or are we spending
more than anticipated?
Revise advocacy plan: If any of
the questions above is answered in the negative the campaign management
must take corrective action. At the end of the campaign the organization
should evaluate whether the objectives were met and whether the
work was done in a cost-effective manner. The main purpose of this
evaluation is to learn from one’s experiences and use this
knowledge in the planning of future advocacy campaigns.
What would you consider ESKILZ’s
role to be in this process?
- Indentify the issue
- Set goals and objectives Develop messages and identify target
- Audience
- Develop advocacy plan and raise funds
- Implement advocacy plan Monitor and
- Evaluate revise advocacy
- Plan
- Build support/ a network |