Strategic advocacy communication is key to my journey! “If you don’t know where you’re going, it doesn’t matter which way you go!” The Cheshire cat in Alice in Wonderland A plan integrates all an organization’s programs, public education, and advocacy efforts. A long-term strategy positions an organization to be more proactive and strategic, rather than consistently reacting to the existing environment. I am a firm believer in creating a strategic marketing communications plan. Your plan ensures your organization communicates effectively and meets your organizational goals and objectives.

1. STRATEGIC ADVOCACY COMMUNICATION IS KEY
TO MY JOURNEY!
Posted on August 28, 2016 by admin
Strategic advocacy communication is key to my journey!
“Never be afraid to raise your voice for honesty and truth and compassion against
injustice and lying and greed. If people all over the world…would do this, it would
change the earth.” ― William Faulkner
I am not afraid to raise my voice for honesty, truth, and compassion. I am committed,
passionate and motivated when I advocate for change. Strategic advocacy
communication is key to my journey!
What is advocacy?
According to Joyce Johnson, writing for Learning to Give, advocacy means to speak
up, to plead the case of another, or to fight for a cause. Advocacy, she writes,
describes a wide range of expressions, actions, and activities that seek to influence
outcomes directly affecting the lives of the people served by the organization. Johnson
further states:
“Reduced to its most basic level, effective nonprofit advocacy is about
communication and relationships.“
An effective advocate influences key decision makers. This happens by moving them
from understanding and empathy to action. Relationships and strategic advocacy
communication underlie this movement.

2. Strategic advocacy communication is key to my journey!
“If you don’t know where you’re going, it doesn’t matter which way you go!” The
Cheshire cat in Alice in Wonderland
A plan integrates all an organization’s programs, public education, and advocacy
efforts. A long-term strategy positions an organization to be more proactive and
strategic, rather than consistently reacting to the existing environment.
I am a firm believer in creating a strategic marketing communications plan. Your
plan ensures your organization communicates effectively and meets your
organizational goals and objectives.
Elements of an effective strategic marketing communications plan:
 Goals and Objectives
 Target Audience
 Strategies
 Tactics to Engage Target Audiences
 Create targeted messages
 Choose channels to deliver messages
 Roles and Responsibilities
 Work plan
 Budget
 Evaluation
Communications Matters created a model designed to help communication
practitioners and their colleagues build a common language and a shared
understanding of the role that social change communication plays in advancing lasting
social change. This communications model is built around four central pillars: brand,
culture, strategy, and action.
 Brand – Every social change organization, no matter its size or purpose, has
three key assets that shape its identity: resources, reputation, and relationships.
 Culture – Communicating organizations cultivate certain qualities that make
their work compelling to others. You may not have all in equal measure, but you
need a minimum supply of each to succeed.
 Strategy – Successful organizations are consistently strategic (deliberate and
intentional) about their communication choices, weighing several distinct, yet
related, variables before they act.
 Action – Communicating should never be a one-way activity. Success demands a
continuous, virtuous, self-correcting cycle of sending and receiving, plus the
ability to cede control.

3. Social Media for advocacy:
AAUW, empowering women since 1881, suggests these 6 steps to social media for
advocacy:
1. Set your goals. Is your goal narrow (publicizing an event) or broad (building and
engaging with a community or coalition)?
2. Identify your target audiences.
3. Select the social media platforms you plan to use. Make your choice based on
your goals and target audiences. The most well-known are Facebook and Twitter.
4. Gather resources and materials to create content and share.
5. Find volunteers to help manage social platforms.
6. Be sure and integrate into your marketing communications plan.
Blending traditional and new media for advocacy:
The POST Method, developed by Forrester Research, provides a framework for
blending traditional and new media. It is really simple, yet profound in that it provides
a user-friendly system for using traditional and emerging communications channels.
The acronym refers to the four-step approach:
P is People
Don’t start a social strategy until you know the capabilities of your audience. If you’re
targeting college students, use social networks. If you’re reaching out to business
travelers, consider ratings and reviews. Forrester has great data to help with this, but
you can make some estimates on your own. Just don’t start without thinking about it.
O is Objectives
Pick one. Are you starting an application to listen to your customers, or to talk with
them? To support them, or to energize your best customers to evangelize others? Or
are you trying to collaborate with them? Decide on your objective before you decide
on a technology. Then figure out how you will measure it.
S is Strategy
Strategy means figuring out what will be different after you’re done. Do you want a
closer, two-way relationship with your best customers? Do you want to get people
talking about your products? Do you want a permanent focus group for testing
product ideas and generating new ones? Imagine you succeed. How will things be
different afterward? Imagine the endpoint and you’ll know where to begin.
T is Technology
A community. A wiki. A blog or a hundred blogs. Once you know your people,
objectives, and strategy, then you can decide with confidence.

4. Strategic advocacy communication is key to my journey with The Jewish Women’s
Fund of Atlanta. We expand opportunities in the lives of Jewish women and girls via
effective grant-making, advocacy, and education through a gender lens. As co-chair of
the education and advocacy committee, strategic advocacy communication is the
framework I use to move decision makers from understanding and empathy to action.
Do you engage in advocacy? I’d love to know if you have any suggestions for best
practices with strategic advocacy communications.
Interested in a CS&I marketing communications plan? Contact me at
deborah@creative-si.com.
Please let us hear from you!
This entry was posted in Philanthropy and Social Change, Social Change Communication, Social Media,
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