meaning of advocacy websites

10 Advocacy Websites That Are Doing it Right

Advocacy organizations do important work — they prompt the most difficult conversations and pave the road to change. If your nonprofit does some or is entirely dedicated to advocacy work, thank you! The world is a better place because you exist.

As an advocacy organization, you would like to get your message heard, build a community of supporters and influence policy. In order to do any of that, you absolutely must have a dedicated website .

In this post, we’ll take a look at some of our favorite advocacy websites built in WildApricot to get you inspired. Whether you’re just starting out and looking to create a new website, or refreshing your existing one, you’ll be sure to get some ideas. You’ll see exactly what goes into an effective advocacy website and how WildApricot features make it possible.

Ready to get started? Let’s dive in.

Must-Have Advocacy Website Features

Before we look at each website individually, let’s go over some features that they all have in common. If you don’t include anything else on your website, be sure to at least offer the following sections:

• A well-organized menu: You likely have a lot of information to share, so make sure to organize it in a hierarchy that makes sense. This will help your site visitors have a better user experience and quickly find everything they’re looking for.
• An “About us” page: When someone who’s not familiar with your organization visits your website, this is the first place they will go to read about your mission, your work and how they can get involved. Make sure this page represents your organization well and is easily accessible.
• Meet the team: When someone is thinking of supporting an advocacy organization, it’s important to them to know who is behind the organization, what experience they have in the field and what values they bring to this work. Whether you choose to showcase your entire team or just the leadership, it will go a long way in helping you establish a better connection with your potential members and donors.
• Program information: Do you offer educational programs, courses or webinars? Do you have a scholarship students can apply for? Be sure to have a dedicated section for how people can get involved and learn more about the issues you’re aiming to solve.
• Links to important resources: Where can visitors learn more? Is there a place for them to sign a petition, email a government representative or support a partnering organization? Be sure to let them know with a dedicated resources page.
• Events: With WildApricot’s website builder, you can showcase your upcoming events in a list or calendar view, promote them in a widget on your homepage and have people register for the event right on your website. You can also keep an archive and highlight photos from your past events.
• Membership application form: If someone is interested in joining your organization as a member, they can complete the process quickly and easily through WildApricot’s membership application form . You can set up different levels and price points, decide which information you’d like to ask for and process their payment right on your site.
• Members’ only login area: If you offer exclusive information to your members or simply need a place to communicate important information that’s not applicable to public site visitors, you can take advantage of a member-only login area . It’s simply a password protected area of your site where members can login for more exclusive content and to view or update their own member information.
• Social buttons: Are you active on social media? Invite your site visitors to continue the conversation and stay up-to-date on your activities by following your social media accounts. People are unlikely to visit your website on a regular basis, but if they follow you, they’ll be able to see your updates in their newsfeed as soon as you post them.
• Search bar: Your website likely has a lot of useful information. When someone is looking for something specific, it can be time-consuming to skim through a lot of text in hopes of finding it. Instead, make it easy for your site visitors with a simple search bar embedded in your header or footer. Visitors will be able to search for key terms and find pages and sections of your website that contain them.

Now that you know which sections are absolute must-haves on your advocacy website, let’s look at some great examples from real-life WildApricot customers and see how they take their websites above and beyond with special features.

(And by the way, if you’d like to try building your own advocacy website in WildApricot, you can start a free 60 day trial right now and start exploring the website builder within seconds!)

10 Examples of Advocacy Websites Built in WildApricot

1.  the southeast recycling development council.

The Southeast Recycling Development Council is an organization dedicated to educating and raising awareness about the importance of recycling.

Standout website features:

• A rotating carousel of banners about their mission and the importance of recycling, allowing site visitors to immediately get a sense of what work the organization does.
• A section on the homepage, dedicated to acknowledging the organization’s sponsors.
• A place to sign up for upcoming webinars and watch past ones — this is a great way to offer educational content that helps people get a better understanding of the issues the organization is trying to solve and how they can get involved.
• A resource section with links to maps, directories, reports and recycling sites.

2. The Institute for Inclusion in the Legal Profession

The Institute for Inclusion in the Legal Profession exists to create change in the matters of diversity and inclusion among legal professionals.

• A place where site visitors can sign up to receive news and important information. The form asks for additional information rather than just a name and email address, so communications can be segmented and personalized. They’ve essentially used a membership application form but without the membership fee.
• A place to view and download important publications — these are simply PDF files uploaded to the website.

3. Society Promoting Environmental Conservation

The Society Promoting Environmental Conservation aims to provide the public with practical solutions for urban sustainability.

• Latest blog posts and upcoming events are featured as widgets on the homepage.
• An events section that lists monthly online meetings.
• A place for site visitors to sign up to receive emails about volunteer opportunities
• A page where site visitors can make a donation .
• An online store where site visitors can purchase a wildflower seed package in support of the organization.

4.  The Lawyers’ Committee for Cultural Heritage Preservation

The Lawyers’ Committee for Cultural Heritage Preservation works to promote the preservation and protection of cultural heritage resources through education and advocacy.

• Prominent call to action buttons like “Donate” and “Get Involved”.
• A photo gallery display on the homepage, so site visitors can get a sense of the organization’s mission and work.
• A Facebook widget that showcases latest posts and updates in real time.

5.  The Latino Coalition Foundation

The Latino Coalition Foundation’s mission is to promote initiatives that enhance overall business, economic and social development of Latinos across the US.

• The organization’s mission is clearly highlighted right on the homepage.
• The homepage features a carousel of photos from past events. This spotlights members of the organization’s community and gives prospective members a sense of what they can expect from future events.
• A slide presentation about the featured program is uploaded to the site as a PDF document.
• The donation page features a donation tracking wheel that updates as progress is made towards the organization’s goal.

Interested in making your own advocacy website after seeing these examples? Start a free trial of WildApricot today.

6.  Illinois Federation of Business Women’s Clubs

The Illinois Federation of Business Women’s Clubs strives to make a difference in the lives of working women in Illinois.

• This website has two menus, a main one as well as one for quick access to the most frequently visited pages.
• A section with links to more information about legislative issues, what people can do to help and the best time to do so.
• A section with links to other local organizations and newspapers for people who’d like to make a difference beyond just supporting the organization’s work.

7. Nevada Faculty Alliance

The Nevada Faculty Alliance advocates for quality education for the common good of their communities by promoting dialogue and effective policies and procedures.

• A section that lists the organization’s various chapters and links to them where applicable.
• A section that lists services available to members. Offering guidance and services to members in return for their support acts as both an incentive for people to join as a member, as well as another way for the organization to act on their mission.
• A section with important contacts — there are many people involved and their contact information is listed here should people need to email the organization regarding a specific issue.

8. The National Foster Parent Association

The National Foster Parent Association aims to be a respected national voice for foster, kinship, and adoptive families through networking, education, and advocacy.

• This organization offers a course and a weekly webinar, and people can submit their questions for the webinar ahead of time, making them more likely to participate.
• Past webinar videos are embedded right on the page so it’s easy for visitors to see them.
• An online store where site visitors can buy a bracelet or a book in support of the organization.
• The donate page includes a prompt for people to check if their employer would match their donation.

9. Maryland Affordable Housing Coalition

The Maryland Affordable Housing Coalition advocates for affordable rental housing in Maryland by ensuring adequate public and private resources, efficient and effective housing programs, and strong support among public officials at all levels of government.

• The homepage features an embedded video. This is a great way to engage site visitors right as they arrive to the website and showcase your organization’s work in action.
• Sponsors are displayed on the homepage using a rotating carousel widget, giving them greater visibility.
• The website has a searchable membership directory that lists member organizations and their contact information.

10. North American MenEngage Network

The North American MenEngage Network works with men and boys to achieve gender equality, end violence, and promote health for men, women and children in North America.

• The homepage promotes the organization’s upcoming symposium and features links to the resource hub, as well as prompts to join, donate and subscribe to the newsletter.
• The donate button stays in the footer at all times, regardless of what page the site visitor is on — this increases its visibility and creates more opportunities for someone to make a donation.
• Their past newsletters are all saved in a dedicated archive page as PDF documents.

Start Building Your Own Website in WildApricot

These features (and many others!) are all available with the WildApricot website builder. To get started with creating your own website, start a free 60 day trial now .

What features and sections will you be including in your advocacy website? Let us know in the comments!

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Definition of advocacy

Examples of advocacy in a sentence.

These examples are programmatically compiled from various online sources to illustrate current usage of the word 'advocacy.' Any opinions expressed in the examples do not represent those of Merriam-Webster or its editors. Send us feedback about these examples.

Word History

Middle English advocacie "intercession," borrowed from Anglo-French advocassie "pleading," borrowed from Medieval Latin advocatia "patronage," from Latin advocātus advocate entry 1 + -ia -y entry 2

14th century, in the meaning defined above

Phrases Containing advocacy

advocacy journalism

Dictionary Entries Near advocacy

Cite this entry.

“Advocacy.” Merriam-Webster.com Dictionary , Merriam-Webster, https://www.merriam-webster.com/dictionary/advocacy. Accessed 21 Apr. 2024.

Kids Definition

Kids definition of advocacy, legal definition, legal definition of advocacy, more from merriam-webster on advocacy.

Nglish: Translation of advocacy for Spanish Speakers

Britannica English: Translation of advocacy for Arabic Speakers

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Advocacy 101: Types, Examples, and Principles

Advocates work to change the world. While their responsibilities and focuses can vary widely, they’re all engaging in advocacy, which comes from the word advocatus. In Latin, this means “a pleader on one behalf” or “one called to aid.” What should everyone know about advocacy? In this article, we’ll outline the different types, real-world examples, and unifying principles.

When someone publicly supports the interests of an individual, group, or cause, they’re engaging in advocacy. There are many types of advocacy, as well as methods, but they’re united by principles such as clarity, flexibility, and transparency.

What are the different types of advocacy?

Advocacy is an umbrella that shelters many types of advocacy areas and methods. The three main types are self-advocacy, individual advocacy, and systems advocacy.

Self-advocacy

Self-advocacy is when a person advocates for their own interests. It involves skills like knowing your rights, understanding your needs, and effectively communicating those needs to others. Everyone self-advocates at some point in their lives. Students with disabilities often self-advocate for accommodations in a classroom setting. As an example, a student with ADHD may need to ask their teachers for more time to complete tests or a separate testing location.

Individual advocacy

Individual advocacy is when a person (or group) focuses on the interests of one or a few individuals. It can be informal or formal. Informal individual advocacy often involves family members and friends. As an example, parents often advocate for their child’s needs at school. Formal individual advocacy often goes through organizations like government agencies or nonprofits. When someone is escaping domestic violence, organizations help with shelter, medical care, mental healthcare, financial assistance, and more.

Systems advocacy

Self-advocacy and individual advocacy focus on the needs of one or a few people, but systems advocacy zooms out. It seeks to change things on a local, state, or national level through laws and/or policies. Because it wants to change systems for the long term, this kind of advocacy can be complex. Multiple organizations often work together to research, raise awareness, and pressure legislators. Groups working for gun control in the US are an example of systems advocacy.

What other types of advocacy people should know about?

Within individual advocacy and systems advocacy, there are different settings where advocacy is common. You’ve likely heard of at least three: healthcare/patient advocacy, legal advocacy, and victim advocacy. Here’s what they mean:

Healthcare/patient advocacy

In most countries, the healthcare system is difficult to navigate. It can be especially difficult for people with disabilities, older people, and caregivers. Healthcare advocates , who are often employed by healthcare systems or nonprofits, play an essential role in demystifying the system. Responsibilities include helping with access to care, educating patients, and helping with insurance, administrative, and legal issues. Caregivers often educate themselves on the healthcare system and act as advocates for their family members or friends. There are also healthcare advocacy groups that work for system-wide changes regarding healthcare access, funding, and more.

Legal advocacy

Like healthcare systems, legal systems are complicated and confusing. Legal advocates are trained professionals who help people navigate the justice system. They tend to specialize in specific areas and help groups like children, prisoners, victims of crimes, refugees, and so on. Legal advocacy includes tasks like educating people on their rights and legal options, representing an individual’s best interests in the system, and helping with administrative activities.

Victim advocacy

Victim advocacy is a type of legal advocacy, but they serve slightly different roles. While legal advocacy tends to focus on the law and navigating the justice system, victim advocacy is also about emotional support. Victim advocates help with things like protection orders, safety planning, crisis intervention, and access to mental healthcare. Advocates need to be educated on the law, but many professionals come from therapy or social work backgrounds.

What does advocacy look like?

Most individual advocates and groups rely on a variety of advocacy methods to be effective. Here are four of the most common examples:

Letter-writing/petitions

Writing letters and signing petitions are tried-and-true advocacy methods. Both allow people to raise awareness, clearly articulate their stance on an issue, and present solutions. In the case of petitions, it’s a relatively convenient way for lots of people to express their support for a cause. Effective advocacy writing contains several ingredients, including a clear “ask,” essential facts, and a polished style.

Amnesty International, which is a human rights advocacy NGO, has run “Write for Rights” for over 20 years. Amnesty supporters can get a kit with items like case cards and template letters. Over the years, supporters have written advocacy letters on behalf of prisoners of war, torture victims, political prisoners, and others. Individuals, student groups, and schools participate every year.

Good advocacy is built on good research. Without the facts, advocacy campaigns run the risk of misdiagnosing the problem and the solutions. A poorly-researched campaign can even cause more harm than good. Research is such an important part of advocacy that many groups focus on it above other methods like petitions, protests, or fundraisers. Using experts in data-collecting and analysis, groups release extensive reports on issues like violence, poverty, gender inequality, and more. Other advocates and groups can then use this information when building their own campaigns.

Human Rights Watch (HRW) investigates and reports on human rights abuses around the world. At the time of writing, recent publications included “Access Denied” (which documents how Florida judges are denying young people abortions) and “Trapped in a Web” (which analyzes Hungary’s 2022 elections).

Social media

Social media has transformed advocacy. Essentially anyone with a free social media account can become an advocate, build an audience, and raise awareness for causes. Their reach can go international very quickly and connect advocates in a way they were never able to connect before. While hashtag campaigns and social media organizing can strengthen advocacy, this method is still fairly new and far from perfect. Because it’s so accessible, there are many bad actors and well-meaning, but inexperienced advocates. It can also be challenging to build strong relationships over social media, which is essential to advocacy’s long-term success. Social media can be a good tool, but it shouldn’t be the primary one.

In 2006, Tarana Burke created the #MeToo Movement. Nine years later, the hashtag went viral. Allegations against producer Harvey Weinstein followed, along with reports of assault and harassment from other men in Hollywood. People outside Hollywood began sharing their stories, as well. This social-media-driven movement revealed the scope of what women face every day. While one of the best-known social media campaigns, #MeToo also reveals the limitations of social media activism. The court system continues to be biased against survivors and gender-based violence remains a global issue. It takes more than a hashtag to create real change.

In-person action

In-person action encompasses many activities, including peaceful protests, fundraisers, town halls, workshops, and more. Education, training, and networking are just three goals. Some of the best advocacy happens in person as individuals and groups may find it easier to develop the genuine, long-lasting relationships vital to advocacy. While in-person action isn’t always possible, advocates should embed the person-centric approach into all their actions, even if they need to meet online or by phone.

The Civil Rights Movement in the United States used several in-person actions, including marches, sit-ins, bus boycotts, and more. This era also showed the risks involved with in-person events. Participants and supporters faced physical violence and harassment. Advocates committed to in-person action must prepare for resistance.

What are the principles of advocacy?

Advocacy can look very different depending on its focus and method, but there are unifying principles. Here are three everyone should remember:

Good advocacy has clear messaging and clear asks. With very little work, people should be able to understand what the problem is and how it can be fixed. This is the first step to good advocacy, but it’s often the most difficult because many issues are complex. Good advocates are excellent communicators who can frame even the most complex issue in a way most people understand. They’re also very good at determining what “clarity” means for specific audiences and refining their message accordingly. As an example, a group advocating for reproductive rights will use a different message when they’re holding youth events than when they’re speaking to adults.

Flexibility

Situations can change very fast. Whether it’s an individual’s case or a system-wide issue, events impact the problem and what the best solutions are. Good advocates are flexible enough to adapt to new information, adjust their methods, and pivot their messaging. Without flexibility, advocacy is doomed to ineffectiveness or outright harm. As an example, advocacy groups focused on healthcare access needed to shift quickly as COVID-19 spread around the world.

Transparency

Advocacy typically involves speaking on behalf of others, so trust is essential. How do advocates build trust? Transparency. That includes open, honest, and consistent communication about things like finances, leadership structures, messaging, methods, and much more. For advocacy organizations, transparency also means conducting internal audits on systemic problems. As an example, in 2020 Amnesty International found evidence of systemic racism within their secretariat. Responding to major issues within an organization is also part of being transparent. If advocacy groups choose to hide, it damages trust. Without trust, advocacy will have little to no impact.

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About the author, emmaline soken-huberty.

Emmaline Soken-Huberty is a freelance writer based in Portland, Oregon. She started to become interested in human rights while attending college, eventually getting a concentration in human rights and humanitarianism. LGBTQ+ rights, women’s rights, and climate change are of special concern to her. In her spare time, she can be found reading or enjoying Oregon’s natural beauty with her husband and dog.

The Ultimate Guide to Advocacy

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• #4: Crowdfunder
• #5: Fundly Pro
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• How to Ask for Donations

What Is Advocacy?

Simply put, advocacy is the public support of a particular cause, policy, or position. Advocacy can take any number of forms, from raising awareness online to lobbying directly for change within government or other institutions.

No matter what form they take, advocacy campaigns allow nonprofits (and other organizations) to spread the word about their mission. These efforts can be paired with fundraising, marketing and outreach, and community service.

What Is Digital Advocacy?

Digital advocacy encompasses all of the tactics you might take to get the word out about your cause online. Using social media, your website, mobile apps, and email, you can educate the world about your mission and inspire action.

Digital advocacy has become increasingly prevalent (and important) due to the efficiency and wide reach of the internet. You can get your cause in front of thousands of new potential supporters all through a few shares!

How Do Advocacy and Fundraising Work Together?

Advocacy and fundraising can go hand-in-hand when you have a holistic nonprofit strategy. Since you know your advocates are passionate about your cause, they’re naturally great prospects for financial contributions.

However, fundraising is not always the end goal of an advocacy campaign.  It’s important to see your advocates as key pieces of your organization, even if they don’t make a monetary gift.

Our Recommended Advocacy Software

What is muster.

Muster is a leading advocacy software provider for nonprofits, associations, agencies, and chambers of commerce. Their flexible platform allows organizations to mobilize their supporters and impact public policy at all levels. 

Muster’s advocacy software comes equipped with:

• Geocoded contacts
• The ability to create campaigns that target elected officials at all levels of government
• Segmented list building tools
• Real-time engagement tracking 
• Support for multiple communication platforms
• Social sharing capabilities

Use Muster to reach officials, engage supporters, and grow your advocacy base. 

Why Do We Recommend This Advocacy Software?

Muster powers grassroots advocacy groups of all sizes, meaning no cause is too small or too unwieldy for Muster to tackle. 

Nonprofits aren’t on their own after purchasing Muster’s software, either. Their team takes a hands-on approach to teach organizations how to use their system to start building effective campaigns from the get-go. 

Their dedication to client success, combined with advocacy software that uses some of the most accurate location intelligence technology and up-to-date information databases in the industry, has rightfully earned the respect of many leading organizations. 

What is Salsa Labs?

Salsa Labs has created a functional and intuitive donation page that is built with their CRM and advocacy software in mind, so your nonprofit can have one cohesive technology strategy.

Some of their top features include:

• Easy-to-customize, mobile-friendly donation pages
• Targeted action to decision-makers
• Online petition building
• Social advocacy enablement
• Click to Call advocacy
• Grassroots advocacy dashboard

With Salsa Labs , you can organize communities, mobilize activists, and win legislative fights.

Salsa Labs is trusted by a wide variety of nonprofits, labor unions, advocacy groups, and political campaigns alike—and it’s easy to see why.

This platform helps you stay connected with your existing supporter base and tap into a growing community of passionate individuals looking for ways to get involved.

This network of supporters, paired with essential integrations with popular CRM solutions, has led organizations to see significant increases in event signups, engagement, and donation revenue. Educate, organize, and activate engaged supporters using Salsa Labs’ advocacy software.

Understanding Advocacy

Forms of advocacy.

Peer Advocacy

Peer advocacy involves individuals advocating for someone else in a one-on-one setting. Typically, these advocates and beneficiaries have shared experiences, making it easier for advocates to empathize and communicate the needs of the benefiting community.

Cause Advocacy

Cause advocacy is the championing of a particular issue or cause that supporters feel strongly about. This type of advocacy can be led by organizations, groups of people, or individuals, with the goal of raising awareness for a problem and finding or promoting a solution.

Systems Advocacy

Essentially cause advocacy on a larger scale, systems advocacy is a form of advocacy that seeks to effect change within social, economic, or political institutions. Systems advocacy can involve fundraising, awareness campaigns, and lobbying.

Goals of an Advocacy Campaign

While the primary goal of any advocacy campaign is, of course, to make a change in your community (whether local, regional, or global), the ways that advocates go about effecting that change can vary greatly.

Advocacy campaigns can have a myriad of objectives, most of which will fall somewhere along the spectrum in one of the following four categories.

A common goal of an advocacy campaign is to bring a previously unknown issue to light on a large scale. Advocates may create educational materials (such as a film or case study) and use their campaign to promote them to the public.

Fundraising

Many times, what stands between a problem and its solution is a lack of resources. Fundraising can fill that gap by providing an advocacy group with the money they need to supply a community’s needs or power a charitable mission.

Policy Change

One of the most visible results of advocacy is a tangible change in the way our systems operate.  Advocates may lobby for legislation or work to elect government officials. Policy change can also take place within other systems, such as an institution or corporation.

Litigation is a specific aspect of advocacy that takes place within the court system.  Through litigation, advocates can enact changes within the law that can directly impact communities on a small or large scale.

Types of Advocacy Groups

Nonprofit Organizations

Nonprofits regularly advocate on behalf of their cause using a variety of advocacy tactics. Primarily, nonprofits will launch awareness or educational campaigns backed by fundraising initiatives. They may also work with other advocacy groups or key individuals (such as politicians or influencers) in order to promote their efforts.

Political Action Committees (PACs) and Super PACs

Though both of these groups advocate for political change, there are key differences in how they can do it. PACs donate a limited amount of funds to a specific candidate. Super PACs have no cap on the amount they can raise to benefit a candidate, but the caveat is that they can’t directly donate to that candidate.

527 Organizations

An umbrella term for PACs, Super Pacs, and other types of political advocacy groups, 527 organizations are tax-exempt and not regulated under campaign finance laws. This term usually refers to any group that advocates for issue-based political change — but  not a specific political candidate.

Using Advocacy Software

Automate Outreach

A major part of advocacy is getting the word out to supporters, and your software can help you do just that in the most effective way possible.

You can use your advocacy software to create and manage email streams (such as the welcome series pictured here), schedule social media posts, and more.

By centralizing your communications in one place, you’ll gain deeper insight into how your supporters are engaging with your organization.

And by adding automation to the mix, you’ll all but guarantee that none of your communication channels get overlooked and no important message gets missed.

Manage Fundraising Campaigns

For advocacy groups who rely on fundraising, it’s inefficient and cumbersome to work in two separate platforms to stay on top of both sides of your efforts.

Your advocacy software solution should also enable you to track your fundraising progress. 

Gain insight into your donor data by building custom supporter profiles, and then analyze trends using actionable dashboards and reports.

When you can manage your advocacy plans alongside your fundraising tactics, you can see where the two overlap and develop a more holistic approach to your organization’s strategy.

Set Action Alerts

Action alerts can help keep supporters up to date with the latest news in your community and inspire them to take action when it counts.

Using your software, program action alerts that integrate with your website so that they display as soon as a visitor lands on your homepage. 

When a user clicks on the alert, they should be instantly taken to the appropriate place, be that an online petition, an email template pre-filled their representative’s information, or a donation form.

If possible, make sure to target your action alerts based on geographic location so each supporter sees the most relevant, accurate information on your website.

Create Advocacy Events

Whether you’re throwing a fundraising gala or organizing a rally, you’ll need a way to manage event registration, collect guest data, and communicate with attendees.

Advocacy software with integrated event management features can ensure your event data is accurately filed in your supporter database. 

Since there are so many different types of advocacy events you might plan, the most robust software solutions will give you plenty of options.

Create a custom event registration page, set supporters up with a peer-to-peer fundraising page for P2P events, and add surveys to gather all of the data you need before event doors open.

Digital Advocacy

Advocacy and email marketing.

It’s been shown that people who take action via advocacy emails are  seven times more likely to donate . With numbers like that, your advocacy campaign can’t afford to ignore the power of emails as part of your promotion.

Top Tips for Strong Advocacy Emails

Think of your subject line as an advertisement for your email content. Inspire donors to click “open” rather than “delete” with a concise, intriguing snippet.

Make your emails as relevant as possible by creating multiple streams for donors, volunteers, and event attendees. You might also create a special welcome stream tailored to new supporters.

Always start your email with your supporter’s first name. (Don’t worry — your email marketing software will make it easy to input this information using data stored in your supporter list.)

Social Media Advocacy

Social media has quickly become a staple for nonprofit outreach. Because of its wide appeal, convenience, and shareability, social media is the perfect avenue for creating and promoting digital advocacy content.

Top Social Media Platforms for Digital Advocacy

Not only can you post updates, pictures, and videos, but Facebook ads are effective  and  they provide metrics and insights. Additionally, posts that are paired with images tend to perform better than others.

If you hosted an event, received a certain number of petition signatures, or reached a milestone, post a picture on Instagram! Encourage supporters to post their own photos and tag your account, too.

If you need to update your followers on an ongoing project in live time, Twitter is the perfect site for you. Twitter tends to have a high conversion rate and is useful for quick posts and fast updates. Don’t forget to hashtag your tweets!

Online Advocacy Petitions

Sharing petitions has been a tried-and-true strategy among advocacy organizations for decades. However, did you know that you can breathe new life into your nonprofit’s petition strategy by adopting online petition form software?

Keys to a Successful Online Petition

Your petition title should draw supporters to action. Encourage your supporters to “Demand Justice” or “Save the Planet.” Use second person to speak directly to your supporters.

Individuals will be hesitant to support a cause they aren’t familiar with or don’t care about. Use the first paragraph of your petition to explain what you’re advocating for and how the petition will help.

People can’t sign your online petition if they don’t know where it is. Include a link in your emails and on your social media accounts. Once your supporters have signed the petition, give them ways to share it with their networks too.

Digital Advocacy and Online Fundraising

Matching gifts.

Matching gift programs are corporate giving initiatives that reward employees’ charitable contributions. Your advocacy campaign can benefit from these programs by marketing matching gifts to your supporters.

While not every supporter will work for a company that will match their gift, you might be able to bring in twice as many donations if supporters know that such programs exist.

Corporate Donations

Asking businesses and corporations for donations is an often overlooked way to raise money for an advocacy campaign, but if the issue affects a local business or company, they will be more likely to contribute to your cause.

Make sure that you’re making your case to businesses and clearly communicate why you need their donations. Vague requests for contributions will likely be turned down.

Mobile Giving

Your advocates are on the go, supporting your cause in their communities and getting the word out wherever they are. It doesn’t make sense to use an online donation form that can only be accessed on their desktops.

Set up an online giving form that’s mobile responsive and consider other forms of mobile giving, like text-to-give or a mobile app . The more options you have, the more gifts your advocacy campaign will get! 

Advocacy Campaign Best Practices

Set Attainable Goals

Use the data stored in your CRM or advocacy software to create realistic (yet ambitious) goals for your advocacy campaign. Make sure you know how you’ll measure each objective; then use your software to track each metric during and after your campaign.

Define the Issue

Communicating clearly and effectively to your supporters and the general public is key when launching an advocacy campaign. You need your mission statement to be concise and powerful so anyone can quickly see why your campaign is so important.

Determine Your Audience

Not everyone will identify with your cause. You can find the people who do by searching your donor database for those with demonstrated interest in your goals, or by performing prospect research to identify potential new supporters.

Build Networks

Capitalize on the connections you have and encourage your supporters to reach out to their friends and family members. The invitation to join your campaign will mean more coming from someone they know rather than an organization they may not have heard of.

Provide Updates

Whether you’re posting on Facebook or sending a weekly newsletter, it’s your responsibility to keep your supporters updated on  your advocacy campaign. That way, they’ll know where their efforts have gone and what they need to do to get your campaign to the finish line.

Thank Your Supporters

Use your advocacy campaign to deepen your supporter connections by acknowledging your advocates’ hard work frequently and genuinely. A thank-you note or email is a fine start, but don’t be afraid to pick up the phone every now and then too!

Additional Advocacy Resources

Top digital advocacy strategies.

Now that you know why digital advocacy is so important, learn how to make the most of it at your organization!

Check out DNL OmniMedia’s top digital advocacy strategies to see how you can push your campaign to the next level in no time.

Planning an Advocacy Campaign

Advocacy campaigns can take a lot of time and effort to plan correctly, but that doesn’t mean you’re not capable of pulling them off!

Check out this article from Salsa to learn the steps you need to take to plan and execute your next advocacy campaign.

Mobile Fundraising and Advocacy

You already know how effective mobile fundraising can be, especially when paired with your advocacy campaign.

Now, learn how to maximize your fundraising and engagement efforts with mobile giving software by reading this article from Salsa!

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Meaning of advocacy in English

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• The charity provides advice , help , and advocacy for older people .
• a consumer information and advocacy organization
• They have an excellent reputation for advocacy on behalf of rivers and freshwater resources .
• We joined a club that promotes biking for fun and fitness through advocacy and education .
• affirmation
• ally yourself to/with someone
• argumentation
• back someone up
• flag-waving
• keep the flag flying idiom
• provide for someone
• recommended
• right behind someone idiom
• stick together

advocacy | Business English

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the act of an animal running around, sometimes in circles, in a very energetic way

Binding, nailing, and gluing: talking about fastening things together

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The growing importance of online advocacy: getting started

• Ryan Ozimek (he/him)
• May 15, 2020

As the nonprofit sector and the economy as a whole face unprecedented levels of disruption, planning out your nonprofit’s next campaign can certainly feel daunting. What works in a new virtual environment? What will be engaging for your supporters when they’ve got new concerns of their own? For nonprofits of all sizes, online advocacy is becoming an increasingly effective choice.

Online advocacy campaigns, anchored around raising awareness or mobilizing political and social support for new legislation, tie together a number of key forces facing the nonprofit sector today:

• The new importance (and necessity) of online engagement for nonprofits
• Surging public interest and awareness around missions related to social, economic, and public health issues
• Increased digital engagement across the board amid social distancing and remote work

Along with crisis responses like #GivingTuesdayNow and emergency loan and relief programs , online advocacy represents a major opportunity for savvy organizations in 2020 and beyond.

These types of campaigns have always served as effective outlets for engagement. They facilitate important conversations, raise visibility for relevant causes, and deepen your relationships with supporters. All of these are crucial for maintaining your donation levels over time. With the new reality of virtual fundraising , each of these benefits is more important than ever!

In this quick guide, we’ll walk through the essentials of online advocacy, including:

Online advocacy infrastructures and tech

Recruiting and engaging your advocates.

• Other important considerations

As events unfold at the federal, state, and local levels , it’s vital that nonprofit missions are part of the conversation. Online advocacy is the best way for organizations to mobilize support and ensure that their communities’ voices are heard. If your nonprofit’s own mission relates to current concerns (or if your constituency has been impacted by recent events), read on for an overview of what you’ll need to get started.

There are a few key elements you’ll need in order to begin planning your next online advocacy push.

• A relevant mission. Issues relating directly to the coronavirus pandemic are well positioned for online advocacy, but the pandemic’s much wider economic impacts mean that nonprofits with all kinds of missions have a stake in what’s happening. Think about your unique perspective and how your own community has specifically been impacted.
• A specific goal. You’ll also need a specific target to build your advocacy efforts around. Mobilizing petition signers and constituents by promoting (or critiquing) upcoming legislation related to your mission are classic examples. If your goals are intangible or too vague, it becomes difficult to maintain the campaign’s energy and motivate supporters.
• An online audience. For your online advocacy efforts to succeed, you’ll need a digitally engaged base of support. Of course, your online audience will grow—that should be a core aim of your campaign. If, however, you’ve never done much online outreach before or don’t have social media accounts for your nonprofit, you’ll need to build out that foundation before diving straight into online advocacy.

You’ll also need the right tech infrastructure in place to translate your support into concrete digital actions and long-term benefits for your nonprofit. Your nonprofit’s tech stack should contain a number of important elements:

• Customer relationship manager (CRM). At the base of your tool kit should be a CRM or database. This resource will be essential for both guiding your initial outreach and recording all of the valuable data that your online advocacy campaign generates. For instance, you’ll definitely want to get back in touch with new supporters who sign your petitions, so save their contact information in your CRM.
• Advocacy-specific software. The software should include online petition creators, custom form builders, and tools allowing supporters to contact their legislators.
• Communications software and an online presence. To spread the word about your campaign and grow your audience, you’ll also need email software, active social media channels, and a blog on your website where you post regular updates.
• Robust online donation software. Although fundraising isn’t typically the core goal of an online advocacy campaign, many supporters will still be motivated to give financially to help you continue your work. Software to help you collect and process those gifts is a must. If your nonprofit’s current tools aren’t delivering, this guide to nonprofit payment processing will help you learn more about potential improvements.

With the prerequisites listed above plus a tech infrastructure to support your efforts from beginning to end, you’ll be in a good spot to begin planning and launching your advocacy campaign.

As the global philanthropic response to COVID-19 grows ( more than  $10 billion as of the first week in May), it’s clear that there’s plenty of institutional support and motivation for nonprofit work around this pandemic and its effects. But how do you tap into that energy at the individual, grassroots level?

Online advocacy is an effective route for nonprofits precisely because it relies on grassroots support from individual advocates to spread the word on your behalf.

Decentralized, individual-centric methods that empower supporters to act on their own are highly effective in today’s digital landscape. For your advocacy campaign, your advocates will help to promote your campaign, raise awareness online, and facilitate discussions between supporters. Consider these best practices for recruiting and empowering those advocates:

• Look first to your existing base of support. Before fully launching your advocacy campaign, it’s a good idea to recruit advocates who can help from the get-go. Review your CRM and volunteer management systems to identify individuals most likely to get involved. Then personally reach out to them. Loyal volunteers will likely be eager for new ways to engage with your mission virtually, and their excitement and energy will be invaluable for powering your campaign.
• Create a lead capture campaign to recruit new advocates. Use your website, emails, and social media posts to source new advocates from your online network. Create digital content explaining your campaign, its goals, and why it matters. Online users who engage with your content or provide their contact information to learn more could make strong advocates for your cause. Additionally, offering do-it-yourself-style peer-to-peer fundraising options on your website makes it easier to quickly identify supporters motivated enough by your mission to actively fundraise for it on their own.
• Empower your advocates with the right resources. Once you’ve recruited advocates and launched your campaign, you need to make sure they have everything they’ll need to be successful. Offering a directory of relevant resources on your website is a smart move, as is hosting one or more virtual training sessions to discuss your campaign’s goals in a more personal way. Nonprofit letter templates and sample social media posts will be useful for your advocates as well. Don’t forget to proactively ask them what additional resources would be helpful and to check-in periodically on their efforts.

Look to other sources of support that your advocates might be able to leverage as well. For example, corporate partners (large or small) can help your advocacy campaign by amplifying your voice, sponsoring a virtual outreach event, making donations, or providing financial matches to gifts made by employees. Corporate philanthropy is becoming more impactful than ever amid today’s challenges . Exploring these types of opportunities and then equipping your advocates to tap into them can be game-changing for your campaign.

Other important advocacy considerations

If your nonprofit is new to online advocacy (or if you’re just looking to refine your strategies for 2020), there are a few additional considerations and best practices to keep in mind:

• Understand what constitutes nonprofit advocacy and stay compliant. Although advocacy is more broadly about making your supporters’ voices heard and helping to facilitate policy discussions (think petitions or get-out-the-vote campaigns), lobbying specifically describes influencing legislation (such as making political contributions). This can be a tricky distinction, so spend some time researching your applicable restrictions. Filing Form 501(h) can help keep your efforts compliant and transparent to the IRS.
• Customize your materials whenever collecting data. For your online advocacy campaign to yield long-term benefits for your organization, you need to collect the right data. Customizable forms and petitions are essential for ensuring you can get back in touch with supporters and better target them in the future. If your website could use more extensive or tech-heavy customizations, explore this nonprofit web design guide for an idea of what to expect from the process.
• Set relevant key performance indicators (KPIs) for your advocacy campaign. One challenge of advocacy is that it can be difficult to measure your progress toward your ultimate goals of effecting change (versus reaching a concrete fundraising total in a typical campaign). By setting relevant key performance indicators early in the planning process, you can combat this challenge. Total signatures, new supporter acquisition, and online engagement metrics are all useful KPIs for advocacy, but set yours based on the specifics of your campaign.
• Understand the scope of your efforts. Is your organization aiming to create change at the local, state, or national level? You’ll need to use tools that are properly scaled to your efforts. For example, in order for your online supporters to look up and then contact their federal representatives, your software provider must be an approved Communicating with Congress partner.
• Use additional tools to boost fundraising throughout the campaign. Although soliciting donations isn’t the purpose of advocacy, an effective online advocacy campaign will likely result in a boost in donations as your online audience grows. Make sure your online donation software is ready to handle the increased traffic! Consider additional donation tools and resources to boost the impact of those donations even further, such as matching gift databases and prospect research integrations.
• Remember to spend enough time planning your online advocacy campaign. Although it can be fairly tempting to recruit advocates, launch your campaign, and let it run its course, truly successful advocacy requires proactive direction and planning. Thinking through exactly how you’ll reach new audiences, what you’ll ask supporters to do, and then what you’ll do once you’ve reached your goal will boost your chances of making a tangible impact.

Closing thoughts

Online advocacy can help you meet the challenges of 2020—the coronavirus pandemic, its economic impacts, elections at all levels, and surging public interest in and awareness of nonprofit work—head-on. Your nonprofit can serve a crucial role as a voice for your community!

Your nonprofit can see major benefits from educating, empowering, and mobilizing your supporters toward a shared goal. Not only will you be actively working toward your mission during a time of disruption but you’ll also be deepening relationships with supporters and reaching new ones.

With the right resources and preparation, you’ll be sure to grow your impact over the coming months. Best of luck!

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About the author

As the founder of a software company serving the public sector , Ryan is passionate about empowering organizations to “do good.” With a focus on effective and efficient technology solutions, he’s constantly looking for ways in which the Internet can better serve the greater good, and more specifically the nonprofit sector. He leads up the Soapbox Engage team in our pursuit of affordable and accidental techie-friendly online engagement software, is a Salesforce MVP, and leads the NPSP Days around the world. Ryan has a bachelor’s degree in communications from UCLA, and a masters of public policy from UCLA’s School of Public Affairs. He’s also a fan of burritos, so if you have any tips for finding the best taqueria in the world, let him know.

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6 Ways to Make Your Nonprofit Website a Tool for Advocacy

Your nonprofit is motivated by a powerful mission and a drive to help your community succeed. Nonprofit advocacy comes into play when your organization uses its influence and resources to advance and support important societal causes on a systemic scale. 

Along with bringing awareness, nonprofit advocacy encourages supporters and other community members to take action. Today, modern advocacy thrives online, making your nonprofit website a vital tool for conducting advocacy campaigns.

In this guide, we’ll cover these six strategies you can use to make your nonprofit’s websites a powerful advocacy resource:  

• Share resources.
• Offer immediate ways to take action.
• Highlight upcoming advocacy events.
• Create advocacy-focused blog content.
• Start a membership program.
• Prioritize transparency. 

Whether you’re organizing community demonstrations or contacting representatives with volunteers’ help, your organization plays a fundamental role in organizing and educating your community for civic action and engagement. Therefore, your website planning and development processes should prioritize advocacy considerations. 

1. Share resources.

The foundation of any successful advocacy campaign is education. Empower your organization’s supporters to become advocates in their own right by providing them with the essential information they need to understand, talk about, and advance your cause. 

Use your website to share: 

• Your organization’s official advocacy priorities
• Educational resources created by your nonprofit or other organizations that explain the history and current state of your advocacy issue
• Links to community resources
• Links to other reputable sources like official legislation and government agency pages

Create a dedicated advocacy page on your website with these resources and link to them across your site, such as on your about page and blog posts. You’ll be able to advance your advocacy mission much more effectively with the support of empowered, informed community advocates in your corner. Plus, you can build your organization’s reputation as a thought leader within your advocacy area. 

2. Offer immediate ways to take action.

After using your website to read up on the history and current events related to your advocacy issue, supporters may feel motivated to do something right away. Your website should offer a variety of ways that they can immediately get involved. 

These activities might include:

• Signing up for an advocacy event
• Emailing a key decision-maker
• Signing a petition
• Sharing resources on social media with a hashtag

You can highlight these ongoing advocacy activities by creating an advocacy web page that lists a few ways for supporters to take action immediately. You may also include a pop-up message or homepage call-to-action button that directs supporters to a specific activity, such as your online petition page. You can even create an advocacy-focused microsite to fully highlight these opportunities and differentiate your advocacy activities from your organization’s other initiatives. 

These simple, easy steps help ensure your issue stays front-of-mind for community members, elected officials, and other relevant stakeholders. 

3. Highlight upcoming advocacy events.

In addition to the small-scale, ongoing activities that keep community advocacy campaigns afloat, your organization likely also participates in and hosts several more significant advocacy events. 

Events allow community members to share ideas, spread awareness, and make their voices heard. These opportunities might include: 

• Volunteering at a phone or text banking event
• Educational seminars or webinars
• Protests/public demonstrations
• Door-to-door or street canvassing campaigns
• Peer-to-peer events

Spotlight these events on your website’s calendar. Provide a simple registration page for each event so supporters can access the event details and RSVP. Ensure the page only asks necessary questions, such as supporters’ contact information, emergency contact information, and waiver signatures. A straightforward registration page keeps the sign-up process quick and convenient for supporters.

To spread the word even further about your advocacy events, share links to your registration pages within your social media posts and emails. Incentivize supporters to sign up by offering additional benefits, such as free merchandise. 

4. Create advocacy-focused blog content.

You probably already use your website’s blog to tell your nonprofit’s story and share updates on your programs and projects. Increase your nonprofit’s authority within your advocacy issue area and provide valuable educational materials by using your blog to create and promote advocacy-focused content. 

Write blog posts and share content such as:  

• Informative news stories
• Inspiring stories relating to your advocacy issue
• Recent wins your organization has achieved to advance your advocacy mission
• Interviews with community advocates and those directly impacted by the issue

Make your blog posts more engaging by incorporating multimedia elements. Use compelling photos from previous events, like volunteer opportunities or rallies. Include short video interviews or audio clips of your advocates and community members sharing their stories and experiences. 

Ensure your posts only link to reputable sources, such as major news organizations or academic institutions. Plus, when quoting statistics, you should only link primary sources. Getting the facts right establishes credibility and distinguishes your blog as a trustworthy source. 

5. Start a membership program.

You can foster monetary support for your advocacy efforts by creating a membership program specifically to support your advocacy campaigns. According to Double the Donation’s guide to nonprofit membership programs , these programs involve offering additional engagement opportunities and other benefits to supporters in exchange for ongoing membership fees.

Your advocacy-minded supporters will appreciate having the opportunity to contribute their donations directly to your advocacy efforts. Plus, in exchange, they can look forward to a variety of advocacy-specific content and opportunities.

Make your membership program a success by following these best practices: 

• Offer membership benefits. These benefits might include access to members-only publications, member events like meet-and-greets or dinners, and VIP event access. 
• Create membership tiers for members. Offering multiple membership tiers lets supporters pick the fee structure that works best for them. Offer the greatest benefits to your top-tier members to incentivize supporters to sign up for this tier. 
• Brand and name your membership program. Give your membership program a unique name and brand. For instance, if your organization fights for legislative action on climate change, you might call your members “Climate Defenders.” You can even offer members exclusive t-shirts and other merchandise with your program’s name and logo. 

Robust content management systems like Drupal and WordPress provide tools that allow you to create an online membership program and offer exclusive members-only features, like gated content or online forums. You can also allow members to create profiles within your membership portal to track their donation history, change their payment information, or adjust their contribution amount. These features save your staff time since they won’t have to change this information for members. 

6. Prioritize transparency. 

As an organization that prides itself on being a dedicated community advocate, you have to put your money where your mouth is. Promoting transparency will allow you to build and maintain your reputation as an upstanding, trustworthy force for good in the community. 

Maintain transparency regarding your organization’s funding sources, corporate partnerships, and more. Kanopi’s roundup of the best nonprofit websites includes several examples of sites that excel at providing transparency in these areas for visitors and supporters. 

One example is the website for CARE , an international humanitarian organization focused on fighting poverty and global hunger. The CARE website includes a fixed footer explaining that 90% of the organization’s funding goes directly to its programs. A link takes visitors to their financial reports page , where interested supporters can view independent reviews of the organization’s finances, recent annual reports, and other financial statements. 

Being honest about your organization’s funding, partnerships, and more will show your audience that you genuinely care about the issue and are actively working to make a difference. Don’t let your nonprofit risk its high-standing reputation; make transparency a top priority. 

Engaging your nonprofit’s supporters in online advocacy opportunities can help you make significant strides toward achieving your advocacy goals. You can also establish your website as a powerful community resource that offers multiple ways for community members to show their support for the cause.

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• Section 1. Overview: Getting an Advocacy Campaign Off the Ground

Chapter 30 Sections

• Section 2. Survival Skills for Advocates
• Section 3. Understanding the Issue
• Section 4. Recognizing Allies
• Section 5. Identifying Opponents
• Section 6. Encouraging Involvement of Potential Opponents as Well as Allies
• Section 7. Developing a Plan for Advocacy
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What is advocacy?

Before direct action comes planning, and before planning comes an understanding of what needs to be put in the plan. So first, here's a reminder of what advocacy is (as well as what it's not).

• Advocacy is active promotion of a cause or principle
• Advocacy involves actions that lead to a selected goal
• Advocacy is one of many possible strategies, or ways to approach a problem
• Advocacy can be used as part of a community initiative, nested in with other components.
• Advocacy is not direct service
• Advocacy does not necessarily involve confrontation or conflict

Some examples may help clarify just what advocacy is:

• You join a group that helps build houses for the poor--that's wonderful, but it's not advocacy (it's a service)
• You organize and agitate to get a proportion of apartments in a new development designated as low to moderate income housing - that's advocacy
• You spend your Saturdays helping sort out goods at the recycling center - that's not advocacy (it's a service)
• You hear that land used for the recycling center is going to be closed down and you band together with many others to get the city to preserve this site, or find you a new one. Some of you even think about blocking the bulldozers, if necessary - that's advocacy

Advocacy usually involves getting government, business, schools, or some other large institution (also known as Goliath) to correct an unfair or harmful situation affecting people in the community (also known as David, and friends). The situation may be resolved through persuasion, by forcing Goliath to buckle under pressure, by compromise, or through political or legal action.

Several ingredients make for effective advocacy, including:

• The rightness of the cause
• The power of the advocates (i.e., more of them is much better than less)
• The thoroughness with which the advocates researched the issues, the opposition, and the climate of opinion about the issue in the community
• Their skill in using the advocacy tools available (including the media)
• Above all, the selection of effective strategies and tactics

For some people, advocacy is a new role. It may be uncomfortable--particularly if confrontation and conflict are involved. But, for others, advocacy is more attractive than setting up and running service programs in the community.

Advocacy can be glamorous: the David vs. Goliath image, manning the barricades, making waves. But the decision to put major resources into advocacy is not one to be taken lightly. If it doesn't work--if you stick your necks way out and don't succeed--not only will you fail, but you may do so in public, discrediting your cause, perhaps making conditions worse for the people you set out to help.

Does advocacy always involve confrontation?

Advocacy can be confrontational, but conflict is usually a bad place to start. Good advocates know they must think very hard about any confrontation that's going to be necessary. That's one reason for careful planning of strategy and tactics. Even if the issue seems as clear as a bell, and your choice of actions seems just as obvious, it's a good idea to take another long, hard look.

Why and when would you choose advocacy?

Advocacy is best kept for when "routine" work such as gathering support for a cause, raising money, and recruiting members of a community initiative or program won't get you where you want to go.

In most cases, it's a good idea to think twice before launching yourselves (or your group) as advocates, because it's a strategy that's more effective if there isn't too much of it around. Imagine a city where there were public demonstrations every day, where City Hall was besieged constantly by groups with special petitions, resolutions, and assorted agitations. The community would quickly develop advocacy fatigue. So would the advocates.

The best time to start planning for an advocacy campaign is:

• When your direct experience or preliminary research shows you cannot achieve your goals in any other way
• When you are sure you have (or will have) the capacity to carry it through
• When you have enough enthusiasm and energy to last for what could be a long haul!

This chapter will help you get launched. And this particular section will give you a taste of what's coming up in the seven remaining sections of the chapter, where you will gain a deeper understanding of the issue, identify allies and opponents, plan out your strategy and tactics, and evaluate your efforts.

What are the basic components of advocacy?

Each of these components is addressed in greater depth in the following sections of this chapter, but this is a broad overview of how to advocate for your issue.

Survival Skills for Advocates

Once you go public with an advocacy campaign, you may draw the attention of a number of people, not all of whom will wish you well. If things go wrong, you could end up looking very silly in the local news, which would not be good for your future campaigns. Even worse, in some circumstances a wrong step could land you in court. At the very least, there's a risk of spinning your wheels if you don't go about the many tasks of advocacy efficiently.

For example, to look at a worst-case scenario, think of what could go wrong with a campaign to promote better health for the poor:

• You accuse the local hospital of turning away a sick patient, without checking your facts. The hospital proves that it treated the man, but he discharged himself early.
• You push your allies out of shape by launching a press release that uses their name, without checking the wording with them first.
• You announce a big demonstration outside the hospital, and only three people show up.

It's amateur night!

In the next section of this chapter, we've gathered 20 tips that will help members of your group avoid disasters. They'll be able to take on their tasks efficiently, confidently, and with a low risk of tripping over their shoelaces.

Understanding the Issue

You probably already have a pretty good idea of what the issue or problem is.

For example:

• You are aware of a growing problem of homelessness, particularly among people with small children
• You feel that not nearly enough is being done in your community to prevent youth smoking
• Your group is afraid that a new industrial park up river will pollute the water

However, it is important to develop a deeper understanding of the issue, including research to analyze of who has power. Remember, advocacy is about power--who can influence things that matter. You will need to know where the power of your opponents lies, and how you can most effectively influence or confront it.

Recognizing Allies

If you are the only people in town who want something done about the problem you have identified, your cause could be in trouble. It's one thing to fight city hall: much harder to take on a whole community of hostile or indifferent people. If there are only a handful of people on your side, it may be all too easy for those in power to dismiss you as the lunatic fringe. One of your jobs will be to make that "fringe" start to look like a representative slice of the whole population affected by the issue. Then people in power will take notice.

Somewhere, there are allies - people who can band together with you and give your cause bulk, visibility, and clout. You can use methods such as a "power grid" that will help you pinpoint those groups and agencies in town that have the power to help your group. This grid will also help you identify specific ways in which these potential allies can help.

Of course, you'll need to be careful about who you invite on board--some allies may bring baggage that you don't need. We'll help you balance potential benefits against potential risks, and come up with some useful backers who will help, rather than hinder, your cause - whether you want to build a full-fledged coalition , or an informal alliance or network.

In addition to deciding whether other groups have an interest in your cause, it's important to find out if an alliance with them is in your interest. For example, suppose you are planning to make life difficult for retailers who sell cigarettes to kids, and you know that the American Cancer Society, a couple of local youth groups, and a pair of enlightened churches have the same goals. Just how can you best help each other? Do you want a close relationship? Suppose these people are limited by their own charters in the type of action they can get involved in? Suppose they might want to take over the direction of the whole campaign? Suppose they are with your interests on some matters, and against you in others?

Identifying Opponents and Resistance

Although it's possible to advocate without having an opponent (for example, you may be working largely to overcome ignorance and inertia), most advocacy campaigns have a recognizable Goliath--or even several big (and potentially mean) kids on the block. Who are your opponents? Why are they putting up resistance? And what can you do about it?

Those questions should be answered together. There's not much point knowing the names of your opponents unless you also know why they are opposing you. Sometimes, this may not be for the most obvious reasons, so you'll need to know what's going on.

Starting with the cause for resistance is often more fruitful than starting with a list of people you expect to be bad guys: you may get some surprises. For example, a big developer might turn out to support your drive for more low-cost housing, because he recognizes that the presence of homeless people in the neighborhood can deter rich people from buying his expensive houses. Similarly, people from whom you might expect support might turn out to oppose you. Perhaps a big agency that seems to share your goals is bent out of shape because you seem to be trespassing on their turf or accusing them of ineffectiveness in the past. You can't take anything for granted.

Encouraging Involvement of Potential Opponents as well as Allies

Once you have a plan, you'll know where you are going, and how to get there. That will give you confidence, and that confidence will give you clout. Armed with that, you may be able to approach certain groups or individuals whom you thought were opposed to you. Maybe they still are, but you may find that you can find help in unexpected quarters. Now that your plan makes you more business-like, people may decide to cut a deal. Or, now that your position can be made clear to others as well as to yourselves, you may find that although a certain group still may oppose you on some issues, you are on the same side of others.

Developing a Plan for Advocacy

Planning for advocacy is often a complex program because we have to deal with power and opposition. As you know by now, an advocate will usually have to overcome obstacles much greater than "mere" inertia, or lack of funds, which are often the main barriers where other types of community development projects are concerned. In advocacy situations, there are likely to be well-prepared opponents waiting in the tall grass. And they will need to be out-planned.

You will need to develop a plan based on your knowledge of who those opponents are; and knowledge of who can help you.

For a useful analogy, we'll invite you to think of the overall campaign as a building project:

• Your vision and mission is to provide a place to live that is warm and safe
• Your objective is to build a house
• Your strategy will take the form of blueprints for the house
• Your action plan will include the specifics: who will pour the concrete for the foundation, put up a frame, add the roof, et cetera, and when will they do it

And all will go together as part of one big action plan.

Advocacy is exciting work. You get the pleasure of fighting the good fight, and sometimes, the thrill of victory. In order to have that, though, you need to get through all of the day-to-day details and specifics. You'll need to keep an eye on the forest while working on the trees individually. By going through this chapter carefully, we think you will be better prepared to bring about the changes that matter to your community.

Online Resources

  Community Advocacy: A Psychologist’s Toolkit for State and Local Advocacy  is a science-based toolkit that highlights various advocacy strategies to inform policy at the state and local levels. It aims to build a community of grassroots psychologist advocates that can intervene to promote well-being in the communities in which they reside. 

YouTube videos from Connecticut Network:  Defining Advocacy  - What does “advocacy” mean, and who qualifies to be an advocate? (2 min.), and  Your Right to Advocate  - Petitioning leaders at the national, state, city or neighborhood level, plus: the role of lobbyists. (6 min.)

Print Resources

Advocacy and Campaigning Course Toolkit (INTRAC). This online PDF provides theoretical and practical information for advocating and establishing a positive campaign.

Advocacy Toolkit  (International Competition Network). The purpose of this toolkit is twofold: (1) Share and disseminate alternative approaches to advocacy across competition agencies; and (2) Provide a useful, practical guide to competition agencies looking to amend or refresh their current approach.

Altman, D., Fawcett, S., Seekins, T., & Young, J. (1994).  Public Health Advocacy: Creating Community Change to Improve Health . Stanford Center for Research in Disease Prevention. Palo Alto,CA.

Article: Community Health Advocacy  (U.S. National Library of Medicine). Loue, S. (2006). Community health advocacy. Journal of Epidemiology & Community Health, 60(6), 458-463. This article addresses six key questions about advocacy and highlights the foundational issues of advocating for community health.

Avner, M., & Smucker, B. (2002).  The lobbying and advocacy handbook for nonprofit organizations: Shaping public policy at the state and local level . Amherst H. Wilder Foundation. This book offers a clear step-by-step guide to implementing a successful advocacy program at both the state and local levels.

Bobo, K., Kendall, J., Max, S.(1991) Organizing for Social Change: a manual for activists in the 1990s . Minneapolis, MN. Midwest Academy.

10 Common Elements of Successful Advocacy Campaigns  (PDF). This freely accessible PDF is Chapter 6 from the Lobbying Strategy Handbook. This particular chapter discusses steps 4-7 in the list of ten.

Community Health Advocates  (from Community Health Advocates website) is a health portal to advocates who work to help their communities get, keep, and use health coverage. Through the portal, there is access to several publications designed to educate advocates and consumers on gaining health coverage.

Daly, J. (2012).  Advocacy: Championing ideas and influencing others . New Haven, CT: Yale University Press. Practical knowledge for transforming advocacy ideas into practice are provided, emphasizing the power of action-oriented marketing. Daly draws off of current research in the fields of persuasion, power relations, and behavior change to explain how to successfully advocate for a cause.

How - and Why - to Influence Public Policy. (1996).  Community Change.  17, 1-40.

How to Run an Online Advocacy Campaign  (Network for Good Website). On this webpage, a blueprint is provided for designing and running an online advocacy campaign.

Libby, P. (2011).  The lobbying strategy handbook: 10 steps to advancing any cause effectively . SAGE Publications, Inc.This book provides a 10-step framework that walks readers step-by-step through the elements of a lobbying campaign. Three separate case studies are used to show how groups have successfully employed the model.

Sen, R. (2003). Stir it up: Lessons in community organizing and advocacy . Jossey-Bass; 1st Edition. Sen goes step-by-step through the process of building and mobilizing a community and implementing key strategies to affect social change . Using case studies to illustrate advocacy practices, Sen provides tools to help groups tailor his model for their own organizational needs.

Understanding Advocacy (Article from International Water and Sanitation Centre (IRC)) provides basic information about communication, action, and goals as they pertain to advocacy.

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The Power of Digital Advocacy: Why it Matters and How to Use it to Elevate Grassroots Campaigns

Grassroots advocacy is a powerful means of creating meaningful change by identifying policies, regulations, or issues, organizing those affected by them, and mobilizing these advocates to contact elected officials and decision-makers. However, the success of grassroots advocacy depends on the dedication of individuals willing to take action and make their voices heard. These advocates are eager to call elected officials, send videos, and text messages, attend in-person events, and increasingly, take action online.

Digital advocacy software is making grassroots campaigns more accessible and impactful for organizations, companies, and associations seeking to impact policy. In addition, it is an important tool for those seeking to engage and mobilize supporters by leveraging online advocacy solutions, platforms, social media, email campaigns, and online petitions.

By using digital tools, grassroots organizers can engage a wider audience and build momentum around critical issues, making it possible to achieve a more significant impact with less time and resources. In short, digital advocacy is a powerful complement to traditional grassroots efforts, providing a new way to drive change and create more engaged supporters.

What is Digital Advocacy?

Digital advocacy involves leveraging digital technologies, such as social media, email, online communities, and advocacy software, to support or oppose a particular policy or issue. It encompasses using digital tools to create and distribute content, engage with supporters, mobilize people to take important actions, and influence a target audience or influence the legislative process.

Digital advocacy is used by companies, associations, nonprofit organizations, and movements to mobilize a broader array of their supporters. Digital advocacy allows these groups to raise awareness, build support, help people connect, and drive change on the issues at a scale far greater than traditional advocacy.

The importance of digital advocacy

Digital advocacy is essential for several reasons. First and foremost, it allows individuals and organizations to reach a wider audience and mobilize support more quickly and effectively than traditional advocacy methods. With social media platforms and other digital tools, advocates can rapidly create and share content, connect with supporters, and reach out to policymakers, amplifying their message and building momentum for their cause.

Additionally, digital advocacy can be a more accessible and cost-effective way to engage with supporters and achieve measurable goals, particularly for those with limited resources or who face barriers to traditional advocacy methods. Finally, digital advocacy enables supporters to collect data and insights on their audience, track the impact of their campaigns, and refine their strategies for greater effectiveness. Overall, digital advocacy offers a powerful and versatile set of tools for anyone seeking to make a difference.

Different Types of Digital Advocacy Campaigns

Digital advocacy encompasses a range of strategies and tactics, each with unique benefits and challenges. Some of the most effective types of digital advocacy include online petitions, email lawmaker campaigns, video storytelling campaigns, and social media campaigns.

Online petitions or pledges

Online petitions are a simple but effective way for supporters to demonstrate public support for a particular cause or issue. By creating a petition and sharing it on social media or using the right digital advocacy software, supporters can quickly and easily collect signatures and demonstrate the size and scope of their movement.

Email advocacy campaigns

Email lawmaker campaigns involve supporters sending personalized messages to their elected representatives, urging them to take action on a particular issue. These campaigns can be highly effective, as lawmakers are more likely to respond to personalized messages from their constituents than to form letters or mass emails.

Video storytelling advocacy campaigns

Video storytelling campaigns can be highly effective at building empathy and generating support. They allow advocates to bring their message to life and create an emotional connection. In addition, video will enable constituents to share their stories with elected officials, legislators, or community. Video is an impactful grassroots action that can impact the right audience.

Social Media advocacy campaigns

A social media campaign is one of the most versatile and powerful types of digital advocacy. By leveraging social media platforms like Twitter, Facebook, and Instagram, advocates can reach a vast audience and engage with supporters in real time. Social media campaigns can take many forms, from hashtag campaigns and online rallies to targeted advertising and influencer partnerships. Additionally, social media campaigns have the ability to go viral and take advantage of your advocates networks.

The Advantages of Digital Advocacy

Reaching your target audience.

Digital advocacy offers many advantages over traditional advocacy methods. One of the key benefits is its accessibility and reach. With digital advocacy tools and social media, organizers can reach a specific audience with just a few clicks, connect with people who share their values and concerns regardless of location or background. Digital advocacy can be a powerful way to build support for a cause or issue, mainly when traditional advocacy methods are not practical or accessible.

Digital advocacy efforts are cost-effective.

Another advantage of digital advocacy is its cost-effectiveness. Compared to traditional advocacy methods, such as printing flyers, hosting events, or buying advertisements, digital advocacy can be a much more affordable and scalable way to engage with supporters and drive change. In addition, by leveraging social media and other digital platforms, organizers can reach large audiences with minimal investment, making digital advocacy an accessible and effective option for those with limited resources.

A digital advocacy campaign is fast and efficient.

Digital advocacy also allows organizations and others making political advocacy efforts to engage and mobilize supporters quickly and efficiently. With features like social media sharing, online petitions, and email campaigns, advocates can quickly and easily reach out to supporters and encourage them to take action in support of a cause or issue. This means digital advocacy can be a powerful way to build momentum and drive change on short timelines, such as during election cycles or in response to breaking news.

Personalized messaging to influence key decision-makers.

In addition to its reach, cost-effectiveness, and efficiency, digital advocacy offers the ability to personalize and target messages to specific audiences. By leveraging data and analytics, public affairs professionals and other organizers can tailor their messaging and outreach strategies to particular groups of people, making their campaigns more impactful and effective. This means that digital advocacy can be a powerful way to build support for a cause or issue, particularly when traditional advocacy methods are not reaching the right people.

Measure your campaign activities.

Finally, digital advocacy has the potential to leverage data and analytics for more effective advocacy. By tracking engagement metrics, website traffic, and social media analytics, advocates can gain insights into their audience to refine their strategies and optimize performance for a more significant impact. This means that digital advocacy can be a powerful way to optimize campaigns, track progress, and drive winning results.

The Challenges of Running a Digital Advocacy Campaign

While digital advocacy offers many benefits, it presents several challenges that organizers must navigate.

Information Overload

One of the key challenges any advocacy organization faces is information overload and standing out in a crowded digital landscape. With so much online content, it can be difficult for advocacy groups to capture the attention of their target audience and convey their message meaningfully, which inspires them to take action. This means digital advocacy campaigns must be well-planned, engaging, and strategically targeted to ensure they are noticed and effective.

Misinformation & Disinformation

Another challenge of digital advocacy is battling misinformation and disinformation surrounding your issue. While the internet and social media offer a powerful platform for advocates to share their messages, it is also a space where false information can be shared quickly and easily. Therefore, organizers must be diligent about fact-checking and verifying information before sharing it and must work to educate supporters to counteract false information circulating online.

Digital Technology Know-How

Organizations might also need specialized skills and resources to conduct effective digital advocacy. This may include knowledge of social media platforms, digital marketing, and data analysis, as well as access to tools and resources that enable them to create engaging content and measure the impact of their campaigns. This means that digital advocacy may require significant investment in time, money, and expertise and should be considered part of the upfront cost of digital campaigns. However, compared to traditional advocacy methods, digital advocacy is often dramatically more efficient.

Advocate education

To overcome these challenges, public affairs practitioners may need to educate their supporters about the issues they are asking them to advocate. Creating educational materials, hosting online events and webinars, or partnering with experts to help spread awareness and understanding of complex issues.

Making your advocacy campaign authentic

Another challenge of digital advocacy is the need to keep advocacy efforts authentic. Advocates must work to ensure that their messaging remains true to the core values of their organization or movement and that they do not compromise their integrity in pursuing their goals. Therefore, digital advocacy campaigns must be carefully planned and executed to avoid compromising authenticity and eroding trust with supporters.

Privacy & data-security is a crucial component

Finally, digital advocacy also raises issues of privacy and data security. Organizers must diligently protect their supporters' personal information and ensure their advocacy efforts do not inadvertently put individuals at risk. Plan to make your campaign transparent about their data practices, take steps to safeguard personal information, and build trust with supporters around data security and privacy issues.

Successful Campaigns:

Uber's digital advocacy campaign.

Uber has faced its fair share of challenges but has always found innovative ways to overcome them. When California's assembly attempted to classify all drivers as full-time employees, Uber knew it had to act fast. Not only would this have cost the company millions, but it would have also stripped drivers of their independence and flexibility.

To overcome this challenge, Uber partnered with Countable to launch a digital grassroots advocacy campaign to collect personal stories from its top drivers.

The results speak for themselves: thousands of user-generated stories and a powerful tool in Uber's ongoing battle to protect workers' freedoms. By harnessing the power of community, Uber was able to showcase compelling stories from the most important stakeholders to influence public perception and win a critical policy battle.

Children's Hospital Association's digital advocacy campaign

When COVID-19 forced the cancellation of in-person events, the Children's Hospital Association knew they had to find a way to keep their members and supporters engaged. They needed a platform for a virtual advocacy week where they could bring together families and individuals to advocate for children's healthcare coverage and support each other through the healthcare system's unique challenges.

Countable's Advocacy Impact Hub empowered CHA to mobilize families to participate in a virtual fly-in during their advocacy week. The platform enabled supporters to share their stories effortlessly through video submissions. In addition, the content management system simplified the curating and sharing of these advocacy stories with the constituents' representatives in Congress.

The impact was incredible. In the first week of the launch, hundreds of VIP families shared their stories and participated in the virtual advocacy week. Their powerful and moving stories inspired lawmakers to take action.

With Countable, the Children's Hospital Association leveraged advocacy tools that empowered families and individuals to advocate for children's healthcare coverage and support each other during a challenging time. The impact of their work was felt far beyond the virtual advocacy week, creating empathy and driving action that will continue to benefit children and families for years to come.

Planning Your Digital Advocacy Strategy?

Keys to planning your digital advocacy strategy:

• Define your stance on an issue or policy
• Identify affected groups
• Craft your message
• Find organizations to partner with
• Select an Advocacy Software

Looking to chat with a strategist? We're here to help! Countable's team is built around advocacy excellence. Our team are former Capitol Hill staffers, campaign strategists, leaders at advocacy organizations, and digital civic engagement experts. Here are three keys every advocacy organization must consider before launching a campaign in 2023

Digital Advocacy Software to Maximize Grassroots Campaigns

Match your advocates with your digital advocacy campaign.

Acquiring supporters is often one of the biggest challenges in launching a digital advocacy campaign. However, honing in on the right audience and mobilizing people at the grassroots level can be vital to influencing decision-makers.

Key questions to consider when finding your audience:

• Who is directly affected by the potential regulation? Or who is focused on my issue?
• Which communication channel(s) resonates with this audience?

Identifying who is affected by regulation is vital to a digital campaign. These groups of potential supporters might already be gathered and can represent potential partners for an organized effort.

Professional Advocacy Organizations / Partnerships

Advocacy organizations like nonprofit organizations and associations represent well-established groups mobilizing folks for political engagement. Partnering with other organizations can give you a jumpstart, help you understand the landscape of your issue, and give your specific campaign exposure.

A fantastic place to start researching potential partners is ProPublica's nonprofit explorer . Keep in mind, it is best to provide them value before asking for something in return!

Acquiring Advocates

Advocates can also be employees, customers, investors, volunteers, and donors and gather in Facebook groups, Twitter, forums, Linkedin, etc. Leveraging an existing group to coalesce around an issue is a fantastic starting point to nail down the acquisition piece of your advocacy strategy.

Not every communication channel is necessary.

It is essential to identify which mediums resonate with your supporters. After you place your advocacy groups, please take note of where they are gathering and build your communication strategy accordingly.

Channels to reach advocates/places they may gather:

• Social media posts
• Newsletters & Emails
• Online communities
• Membership organizations
• Employee Resource Groups

The power of the digital space is that it allows you, as an organizer, to research your best supporters' online activities ahead of time, select the right tools and promote advocacy activities before your next campaign starts. Aligning this enables you to

Assess the timing of your advocacy campaign.

When it comes to advocacy campaigns, timing is everything. it is essential to understand the importance of timing when it comes to launching a grassroots advocacy campaign. Timing can make or break a campaign's success, which is why it is crucial to carefully consider whether to opt for a rapid-response campaign or a long-term one.

Rapid Response Advocacy Campaign

A rapid response campaign is ideal when an urgent issue arises that requires immediate action. This type of campaign is designed to create a sense of urgency and mobilize grassroots supporters quickly. For example, if a bill that could harm a specific community or industry is introduced, a rapid response campaign could be launched to generate widespread opposition and pressure lawmakers to reconsider their stance.

Ongoing / Long-term Advocacy Campaigns

On the other hand, a long-term grassroots advocacy campaign is designed to build momentum over time. This approach involves strategic planning, sustained messaging, and ongoing engagement with grassroots supporters. The goal is to create a strong and influential network of advocates who can effectively influence lawmakers and shape public policy. Long-term campaigns can be especially effective for issues that require sustained attention, such as climate change, healthcare, or education.

When it comes to grassroots advocacy to the United States Congress, timing is crucial. Advocacy campaigns must be carefully timed to coincide with key legislative milestones, such as committee hearings, markups, and floor votes. Effective advocacy also requires an in-depth understanding of the legislative process, as well as the political landscape and key players involved in the issue.

Leveraging National Moments

One effective way to time your advocacy campaign is to use a moment to start a movement. This involves capitalizing on a significant national political event in time that can serve as a catalyst for change. By strategically timing your advocacy campaign to coincide with this moment, you can leverage the increased public attention and support to push for change. However, it's important to be thoughtful and intentional in how you approach this strategy and ensure that your campaign is respectful and inclusive of all advocates and stakeholders. Additionally, it's important to maintain momentum and sustain your advocacy efforts beyond the initial moment to ensure lasting impact.

In summary, the timing of a grassroots advocacy campaign can significantly impact its success. Public affairs professionals must carefully consider whether a rapid response or long-term approach is appropriate for the issue at hand. With careful planning, strategic messaging, and sustained engagement with grassroots supporters, advocates can effectively influence lawmakers and drive meaningful change.

How Countable's Advocacy Software Can Elevate Your Digital Advocacy Campaign 

Countable's advocacy tools are built on years of experience powering grassroots advocacy campaigns for companies, associations, nonprofits, and agencies alike. In addition, our platform powers causes.com, the world's largest cause-driven community — boasting some 40m members.

20+ million messages to policymakers later, Countable has built advocacy tools for public affairs professionals and others to mobilize audiences to take various advocacy activities.

Whether your looking to make an impact at the local, state, federal levels, or even internationally, Countable's advocacy tools are a key component to many organizations' efforts.

• Contact any policymaker: From the White House to state legislatures to the head of the SEC, we make it easy to contact any policymaker through emails, phone calls, video messages, social media, or petitions and pledges.
• Manage the message: Provide supporters with a default message to send or let them write their own.
• Grow advocate lists: Collect all lead information from your users and build your list of advocates ready to take action.
• Geolocate Representatives: Eliminate uncertainty for your users by automatically connecting them with their elected representatives.
• Analyze campaign effectiveness: Track progress, measure impact, and optimize future campaigns with detailed reports.
• Maximize advocate conversion: Maximize the impact of your advocacy. Send messages through email, video, social, and phone calls.

Learn more here > 

Countable's tools for advocacy campaigns:

Advocacy quickstart.

Advocacy Quickstart is precisely what the name suggests — a rapid-response advocacy solution that enables you to mobilize advocates in minutes.

Check out a quick demo of Advocacy Quickstart.

Advocacy Impact Hub

A single campaign can create advocates, but ongoing engagement can change policy. Building awareness and driving action between hair-on-fire moments means your advocates will be ready to take action when it matters most.

The Advocacy Impact Hub is your advocacy command center to run one or dozens of digital advocacy campaigns at a time, drive diverse actions, gamify the experience, and keep advocates invested until it's time to take action.

Learn more about the Advocacy Impact Hub.

Final Thoughts on Digital Advocacy

In conclusion, advocacy is a powerful tool for creating positive change in our communities and beyond. Individuals can join together through traditional grassroots or digital advocacy to make their voices heard and influence decision-making processes.

By mobilizing individuals who are passionate about a particular issue or cause, grassroots advocates can make a significant impact on public policy. Digital advocacy can create awareness and mobilize supporters for a specific campaign or cause faster and more efficiently than ever.

The success of any advocacy campaign depends on the dedication of individuals willing to take action and make their voices heard. And while advocacy is an ongoing process that requires patience and persistence, it can ultimately lead to meaningful change. With powerful digital platforms, we can amplify those voices and allow more advocates than ever to participate in the process.

What is digital advocacy?

Different types of digital advocacy campaigns

Successful Digital Advocacy Campaigns

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What is Advocacy?

Jun 19, 2017 | Management and Leadership , Philanthropy Journal , Resources

Is there more to advocacy than legislative action? Dr. Marcela Sarmiento Mellinger explores several aspects of civic involvement.

By Marcela Sarmiento Mellinger, MSW, Ph.D. 

Advocacy as a practice strategy has served as a catalyst for nonprofits to respond to factors that impact the services they provide. However, when we talk about advocacy, a picture of moving legislation forward or stopping a bill that could potentially harm our constituents comes to mind. But is there more to advocacy than legislative action?

Defining Advocacy

Research tells us that legislative advocacy participation by nonprofit organizations is low. Many organizations do not have the resources to hire a full-time advocate or invest the needed resources to advocate for legislative change at the federal level. We also understand that knowledge of the legislative process, as well as the complexity of the systems surrounding this arena, impacts how much nonprofit leaders are involved. However, what we do not often hear about is the advocacy carried out in other arenas. In 2001, Dr. Ezell, a professor of social work currently at the University of North Carolina Charlotte, proposed a typology, which gives us a better picture of how nonprofit organizations interpret and carry out advocacy. Dr. Ezell has conducted research on nonprofits advocacy and management throughout his career. In this typology, he included administrative, legal, and community advocacy.

Types of Advocacy

Administrative advocacy takes place where laws are actually carried out. Once legislation is passed, it rests on administrators to set up rules and regulations needed to follow the law. Nonprofit practitioners are often involved in making sure these regulations are interpreted in a way that benefits clients. This type of advocacy involves identifying needed changes in programs’ policies and practices, and influencing administrators to make needed changes. A benefit of administrative advocacy is that changes in regulations can happen faster than changes (and consequently implementation) in legislation.

Legal advocac y happens when we seek to influence the implementation of laws or legal rules that impact clients or nonprofits through the court system. Since courts are the place where laws and regulations are interpreted, it is important for nonprofits to be active in this type of advocacy.

Legal advocacy, however, is often associated with litigation, and therefore dismissed as an expensive option. However, litigation is only one way to advocate at this level; there are many ways in which nonprofits can work with the courts so fair practices are used, and clients receive the services warranted them. Nonprofit professionals can team up with the community, lawyers, and even judges to seek fair court practices, the protection of individual rights, changes in court rules that negatively impact clients, the creation or improvement of court supported services, and even seek funding for court supported services. Furthermore, nonprofit professionals can play a role as advisors to judges and court officials so macro changes can be implemented.

Community advocacy involves challenging assumptions about vulnerable populations. Negative attitudes and myths, often promoted within communities, influence availability of services for those in needs. Using community advocacy to change mistaken public perceptions is one way in which nonprofit professionals can bring about change. Accepting the erroneous portrayal of some segments of the population creates adverse consequences for public opinion and therefore, social policy. Changing these perceptions at the grassroots level, providing accurate information on the issues that matter to the community, and assisting community members to make their voices heard are ways in which community advocacy can take place. Furthermore, educating business owners and executives, influential religious leaders, and others well position within the community on issues impacting vulnerable populations, can sway priorities or practices that can benefit vulnerable populations, while at the same time enhancing community life for all.

Although involvement in legislative advocacy, at the federal and state level, continue to be important for the nonprofit sector, we must also remember that bringing about change at the local level is as important. Collaborating with administrators and the courts can bring about more rapid and effective changes; furthermore, disseminating accurate information about the issues faced by our communities can sway public opinion and bring about systems change. In a climate where nonprofits may feel overwhelmed and at times vulnerable, utilizing local resources and effecting change at the local and state levels, may be as, or perhaps more important, as making our voices heard at the federal level.

Reference: Ezell, M. (2001). Advocacy in the human services . Belmont, CA: Brooks/Cole.

Marcela Sarmiento Mellinger is an Assistant Professor at the University of Maryland, Baltimore County . Her main area of research is nonprofit advocacy; she teaches policy in the Baccalaureate Social Work program. 

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from Kate Mercer Training

What is advocacy.

Advocacy is great.

Advocacy is a way of getting help in speaking up and being heard.  When we need support from health and care agencies, it can sometimes feel overwhelming, confusing and even frightening to have to navigate the ‘system’ alone.  An advocate is there to ‘walk’ alongside you and help you to make decisions, express these choices and be involved when decisions are being made.

Advocacy in its broadest sense can be undertaken by any person and is often a part of health and social care roles.  Social workers for instance need to advocate for the children and families they support

by listening to their needs.  Parents are also good examples of advocates as they often need to ‘stick up’ for their children and promote their rights. However there are differences between the type of generic advocacy undertaken by any person and the type of specialist advocacy provided by an Independent Advocate.

Independent Advocacy is concerned with working from a person led perspective. The person is always in control of the advocacy process, including terminating it.  This means that an independent advocate:

Will always plan from the person’s definition of the problem

Will always work towards whatever outcome the person wants

Will provide access to information to enable the person to make their own decision

Will help the person to explore their options - without bias

Takes action to promote and protect the person's legal human rights

Recognises the person as having the most specialised knowledge of their life, views, wishes and feelings

An independent advocate does not:

Seek to influence the person’s decisions, or persuade them to take /not take, a particular course of action

Take a view of the best interests of the person,  

Take a view of the best interests of any third parties, (service providers, carers etc.,)

Counsel, advise or mediate

Withhold information from a person

Make decisions on behalf of a person without checking out with them what they want to happen

If you are looking for a formal definition of advocacy, the Advocacy Code of Practice offers the following:

Advocacy is taking action to help people say what they want, secure their rights, represent their interests and obtain services they need. Advocates and advocacy providers work in partnership with the people they support and take their side. Advocacy promotes social inclusion, equality and social justice.

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Definition of advocacy noun from the Oxford Advanced American Dictionary

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Quality Web Sources: SPECIFIC TYPES OF WEBSITES

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Museum Websites

Most museums have websites that are geared towards sharing their collections and encouraging people to visit. Many have a mission to educate about they arts and they create videos, learning resources, and scholarly research material. For objects that they own, they often create exceptional informational pages about those objects. Because much of the educational resources are written by curators, they are often excellent resources for academic research.

Of course, many also have online shops where they try to sell items to raise funds. Most are in the .org domain.

The Metropolitan Museum of Art was founded on April 13, 1870 in New York the City for the purpose of encouraging and developing the study of the fine arts and advancing the general knowledge of the arts. The Heilbrunn Timeline of Art History is an incredible resource for students.

The Tate is mission is to increase the public’s enjoyment and understanding of British art, international modern, and contemporary art.

The Smithsonian Institution is the world’s largest museum, education, and research complex, with 19 museums and the National Zoo. It includes the Archives of American Art dedicated to collecting and preserving the papers and primary records of the visual arts in America, including oral histories.

The Walker Art Center focuses on the visual, performing, and media arts of our time.

The Internet Archive

The Internet Archive is a San Francisco–based nonprofit digital library with the stated mission of "universal access to all knowledge." It provides free public access to collections of digitized materials, including websites, software applications/games, music, movies/videos, moving images, and nearly three million public-domain books. As of October 2016, its collection topped 15 petabytes. In addition to its archiving function, the Archive is an activist organization, advocating for a free and open Internet. - From Wikipedia

Some of items included are vintage commercials, old newsreels, NASA images, and the  Wayback Machine is a digital archive of the World Wide Web. You can look up the Otis College website from as far back as 1998.

News Websites

A News Website is one whose primary purpose is to provide current information with as little bias as possible. Some news organizations cover specific subjects. The URL address of the page usually ends in .com (commercial).

• Including the names of writers and editors is one indication of the site's commitment to the good journalism .
• Opinion pieces and ads should be clearly labeled as such.
• Advertising Age
• New York Times
• NPR: National Public Radio

Some news organizations strive for unbiased and in-depth reporting. Others do not.

Click on the chart below created by Vanessa Otero , to see her opinion of where newspapers are on the spectrum.

Now more than ever it is important to beware of Fake News . Check out Wikipedia's list of fake news sites . One example is ABCnews.com .co which mimics the URL, design and logo of ABC News .

We now have a subscription to the New York Times . Set up your account and then you can search directly or through Google (by putting in "New York Times" and your subject).

Op-Ed in Newpapers

According to the Merriam Webster Dictionary , an op-ed is "An essay in a newspaper or magazine that gives the opinion of the writer and that is written by someone who is not employed by the newspaper or magazine" and stands for  opposite editorial. Op-Eds are sometimes referred to as Opinions and/or Commentary.

Example: The New York Times Opinion Pages - On this page you will find Op-Ed's, Editorials, Letters, and more.

Advocacy Websites

An Advocacy Website is one sponsored by an organization attempting to influence public opinion (that is, one trying to sell ideas). The URL address of the page frequently ends in .org (organization). Not all .org sites are extremely biased, but be sure to evaluate the point of view and potential bias of them.

• National Abortion and Reproductive Rights Action League
• The National Right to Life Committee
• The Democratic Party
• The Republican Party
• PTEA- People for the Ethical Treatmen of Animals
• BeefNutrition.org

Think Tanks

The Pew Research Center is a nonpartisan American "fact tank" that not does not take explicit policy positions. It provides information on social issues, public opinion, and demographic trends shaping the United States and the world. It also conducts public opinion polling, demographic research, media content analysis, and other empirical social science research. Their work on social trends and media can be quite useful to students.

The Heritage Foundation , promotes very conservative principles.

The Center for American Progress , is a progressive public policy research and advocacy organization.

The Tellus Institute , strives to advance the transition to a sustainable, equitable, and humane global civilization. 

The Carnegie Endowment for International Peace (CEIP) is a foreign-policy think tank with centers in Washington D.C., Moscow, Beirut, Beijing, Brussels, and New Delhi.

Business & Marketing Websites

A Business/Marketing Web Page is one sponsored by a commercial enterprise (usually it is a page trying to promote or sell products). The URL address of the page frequently ends in .com (commercial).

• Adobe Systems, Inc.
• The Coca Cola Company

Government Websites

Use of the domain .gov is restricted to government entities.. Government documents are official publications of a government agency, whether it is international, federal, state, county or city. These include laws, codes, rules and regulations, census publications, etc . For many government documents, there is a mandate to provide public services to citizens and other persons in a country or region. Many government documents are available on the Internet Archive . Not everything is free. For some publications, there is a charge.

Examples of Documents :

• Earth as Art . by Lawrence Friedl & Karen Yuen. NASA. 2012. GPO Stock# 033-000-01358-2 . 75 photos taken from NASA’s Landsat 7 Earth Observation satellite.
• Preparedness 101: Zombie Pandemic . by Maggie Silver. U.S. Dept. of Health & Human Services , Centers for Disease Control & Prevention. 2011. (12p.) SuDoc# HE 20.7002:P 91/2 .
• Bumble Bumble Bees of the United States from the U.S. Dept. of Agriculture, Forest Service. SuDoc# A 13.2:B 39/9

Examples of Sites:

• The Census Bureau includes extensive data about the nation's people and economy.
• Data.gov includes data, tools, and resources to conduct research, develop web and mobile applications, design data visualizations, etc. for all data collected by U.S. government entities.

Informational or Reference Websites

Informational websites are those with a purpose is to present factual information. The URL Address sometimes ends in .edu or .gov , as many of these pages are sponsored by educational institutions or government agencies.

 Examples:

• Dictionaries
• Directories
• Transportation schedules
• Statistical data

Personal Websites

A Personal Website is one published by an individual who may or may not be affiliated with a larger institution. Although the URL address of the page may have a variety of endings (e.g. .com, .edu, etc.), a tilde (~) is frequently embedded somewhere in the URL.

There are hundreds of millions of blogs and they serve a huge number of purposes-- from news, to advocacy, to personal opinion. They may be written by individuals or by a staff of people. They may have editors, or not. Because there are so many issues to consider with blogs, please consult the blog guide .

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Are you searching for inspiration for your advocate site? On this page, we have put together 20 hand-picked advocate website cases to motivate your…

Advocate Websites Examples

Are you searching for inspiration for your advocate site? On this page, we have put together 20 hand-picked advocate website cases to motivate your design!

Advocate website examples to inspire your design

Check out the best advocate website design trends from our selection below and get inspired for creating your own website! Whether you’re launching a specific environmental product or want to highlight the advocate credentials of the products you already sell, you can use our designs to help you achieve your objectives from your website build less.

Check out our unique advocate website design inspirations below and put yourself on the path to a highly engaging website that your visitors will love.

advocateinsiders.com

advocatecapital.com

advocateforagents.com

patientadvocate.org

consumersadvocate.org

westcoasttriallawyers.com

calgarydefence.com

bicklawllp.com

bhattlawgroup.com

tremainartaza.com

lashgoldberg.com

springhouselaw.com

Advocate website not right for your company? 

Try one example of these:

• Defense websites
• Health Product websites
• Textiles websites
• Poultry websites

WORK WITH US

You’ve looked at tons of advocate website examples, so you’re feeling inspired to design your advocate site. But where do you start? And how do you build your site?

If you don’t know how to get started Fireart Studio , is here to help. We have an award-winning team of web designers that can help you build the website of your dreams.

Don’t wait any longer to build your dream website! Contact us!

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Definition of 'advocacy'

Video: pronunciation of advocacy

advocacy in British English

Advocacy in american english, examples of 'advocacy' in a sentence advocacy, cobuild collocations advocacy, trends of advocacy.

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In other languages advocacy

• American English : advocacy / ˈædvəkəsi /
• Brazilian Portuguese : advocacia
• Chinese : 倡议
• European Spanish : propugnación
• French : défense
• German : Befürwortung
• Italian : sostegno
• Japanese : 支持
• Korean : 주창
• European Portuguese : advocacia
• Latin American Spanish : propugnación
• Thai : การสนับสนุน

Browse alphabetically advocacy

• advisory team
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Related terms of advocacy

• self-advocacy
• advocacy skills
• health advocacy
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