This document discusses online advocacy strategies for civil society organizations. It defines advocacy as actions to change policies and lobbying as attempts to influence public officials. It outlines key ingredients for running an online advocacy campaign, including defining the issue and goals, identifying stakeholders, and using strategic communication across multiple online and offline channels. Specific tools mentioned for online advocacy include Facebook apps, Storify for aggregating content, e-petitions, and visualizing data on sites like Visaul.ly. The document stresses the importance of proactive outreach, listening to advocates, empowering them, and participating in online conversations.