Hilde's Advocacy Playbook
An overview of how to target, plan, and run an authentic advocacy campaign as a mission-driven company
Why engage in public policy advocacy?
Some problems require collective action. Changing systems, protecting the health of people and our planet, and a fairer economy requires changes to public policy and working in coalition. But a smart advocacy campaign should also create tangible benefits for your company and stakeholders.
How do you create benefits for your business through advocacy?
Some of the value created for your business will come from successfully changing laws and regulations. But significant value is also created even if your campaign is not successful at changing public policy. The key to delivering the business value of advocacy regardless of the outcome is authenticity.
Elements of an authentic advocacy campaign
Solves a systemic issue
Your starting point is to make sure you have a clearly defined problem or issue that needs fixing.
Follows a carefully crafted plan
Transformative change and the business value that comes along with it requires time and intention. You’ll need a smart campaign plan to be successful.
Is collaborative
Business is competitive. But to be successful in an advocacy campaign you’ll need to be collaborative. That means working in coalition.
Solving a systemic issue
Not sure if the problem or issue is appropriate for pursuing changes in our laws and regulations?
Ask the following questions:
- Is this issue materially relevant to our business?
- Would the changes we're proposing extend across our industry and potentially beyond it?
- Is now the right time for action?
- Do we have a dedicated pool of resources available for this campaign?
If the answers to all are “yes”, proceed with your planning. If the answer to any of these questions is “no” then reconsider your connection, the nature & degree of impact for your solution, the timing of your campaign, or availability of resources.
Building a campaign plan
Having a plan dramatically increases your chances of success. We never engage in advocacy without one because the risks of doing it wrong are often underestimated.
The plan should include:
Policy gap analysis
A comprehensive assessment of current and past policies related to your issue.
Stakeholder landscape assessment
A review of organizations (i.e. businesses, NGOs, trade associations, etc.) and their positions who are currently involved, or may become involved, on the policy issue.
Legislative strategy
A considered proposal for the elected officials that will champion, support, and oppose your solution.
Community engagement & communications roadmap
An outline of who/what/when as it relates to communicating about your campaign.