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Strategic Planning
for Advocacy
Module 2
Defining Strategy
“Strategy is the pattern of activities to be
followed by an organization in pursuit of
its long-term pur...
So What is Advocacy
Strategy?
The pattern of activities in advocacy strategy
include:
Ways of working effectively, given ...
Advocacy can be complicated…
But a well-focused and defined
strategy can simplify things by
providing a ‘route map’
"The secret of getting ahead is getting
started. The secret of getting started is
breaking your complex, overwhelming task...
Start with your Vision
Firm up your ideas of what you
want to achieve through your
advocacy
Kick off when deciding on yo...
Next do your Strategic
Analysis
Main areas that need to be analyzed:
The issue
Environmental analysis (external situatio...
There is more about the
research needed for strategic
analysis in Module 3
Issue
The choice of policy issue should be based on
thorough analysis, including:
Your organization’s programme prioritie...
External Analysis
Analysis of the policy environment is vital in
advocacy
Both your own country’s and...
The internatio...
Advocacy Targets
Targets are the people who you may wish
to influence
Primary (or priority) targets are those with
the a...
Potential Collaboration
Explore potential partners and ways of joint
working
There is more about this in Module 4 –
Netw...
Then Your Strategic
Choice
Strategic choice is about:
Identifying your options
Evaluating these options and
Selecting a...
The Strategy Process
1. Strategic
Analysis
2. Strategic
Choice
3. Strategic
Implementation
Stakeholder analysis:
Other pla...
Elements of Advocacy
Strategy
Your advocacy strategy should include:
Overall strategic goal (or aim)
Objectives – Clear ...
“Strategy is the Great Work of the
organization
In situations of life or death, it is the Tao of
survival or extinction
It...
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Module 2 - Strategic Planning for Advocacy

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Strategic planning can mean the difference between a campaign that flops and a campaign that achieves its aims. Learn how to plan your campaign strategically with this deck from WAN! You can learn more strategic advocacy in our Strategic Advocacy Course, available (for free!) from http://worldanimal.net/our-programs/strategic-advocacy-course-new/about

Published in: Government & Nonprofit
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Module 2 - Strategic Planning for Advocacy

  1. 1. Strategic Planning for Advocacy Module 2
  2. 2. Defining Strategy “Strategy is the pattern of activities to be followed by an organization in pursuit of its long-term purpose’. In simple terms:  Where we are now  Where we want to go and  How we intend to get there
  3. 3. So What is Advocacy Strategy? The pattern of activities in advocacy strategy include: Ways of working effectively, given the opportunities and challenges of the environment The allocation of a set of available resources by the organization Managing the network of relationships between stakeholders Using tailored messages to persuade target audiences
  4. 4. Advocacy can be complicated… But a well-focused and defined strategy can simplify things by providing a ‘route map’
  5. 5. "The secret of getting ahead is getting started. The secret of getting started is breaking your complex, overwhelming tasks into small manageable tasks, then starting on the first one.” Mark Twain The Secret!
  6. 6. Start with your Vision Firm up your ideas of what you want to achieve through your advocacy Kick off when deciding on your issue Finalize when issue solutions are agreed Use participatory and creative techniques to develop a common sense of purpose and commitment
  7. 7. Next do your Strategic Analysis Main areas that need to be analyzed: The issue Environmental analysis (external situation) Organizational analysis (the internal situation, e.g. - skills, resources and other plans). Include your ‘organizational niche’ Stakeholder analysis (e.g. allies, competitors, adversaries and targets) Risk analysis
  8. 8. There is more about the research needed for strategic analysis in Module 3
  9. 9. Issue The choice of policy issue should be based on thorough analysis, including: Your organization’s programme priorities Your organizations knowledge and experience The policy environment Current threats and opportunities Whether others are already working on it (don’t duplicate, but consider potential collaborations) Potential animal welfare benefits Likelihood of success
  10. 10. External Analysis Analysis of the policy environment is vital in advocacy Both your own country’s and... The international animal welfare policy environment A good understanding of the ‘drivers of (policy) change’ helps you to focus your strategy  A force field analysis is an effective way of analyzing the drivers (and restraining factors) for policy change
  11. 11. Advocacy Targets Targets are the people who you may wish to influence Primary (or priority) targets are those with the ability to affect your objective(s) directly Secondary targets are those who can influence primary targets As well as who to target, you need to decide the best channel for reaching them, and how to target messages in ways that achieve your advocacy objectives The advocacy tools will help with this
  12. 12. Potential Collaboration Explore potential partners and ways of joint working There is more about this in Module 4 – Networking and Alliances And more on the WAN web site (Our Programs/Collaborations) It’s not just about finding the right collaborators, but also about the best way in which to collaborate Don’t ‘reinvent the wheel’ if there are existing alliances
  13. 13. Then Your Strategic Choice Strategic choice is about: Identifying your options Evaluating these options and Selecting a strategy Hopefully a winning strategy!
  14. 14. The Strategy Process 1. Strategic Analysis 2. Strategic Choice 3. Strategic Implementation Stakeholder analysis: Other players, allies, opponents, potential targets Environmental analysis External Organizational skills and resources analysis Internal Organization structure and changes Planning & allocating resources Project Management Managing/educating stakeholders Selecting a strategy Identifying options Evaluating options This is an overview of the strategy process – with implementation included: Putting your advocacy strategy into action... So it doesn’t stay on paper!
  15. 15. Elements of Advocacy Strategy Your advocacy strategy should include: Overall strategic goal (or aim) Objectives – Clear and focused (& SMART – Specific, Measurable, Achievable, Relevant & Time-bound) Indicators Key ‘asks’ How and when you will achieve your strategy – the Action Plan (Including activities and expected outcomes, responsibilities and timings, monitoring & evaluation) Budget
  16. 16. “Strategy is the Great Work of the organization In situations of life or death, it is the Tao of survival or extinction Its study cannot be neglected” -Sun Tzu’s Classic ‘The Art of War’ (Written about 480-221 BC) The Great Work

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