1. Research the issue by gathering background and local information about the following.
1. Context
1. How do people feel about the issue?
2. How does the issue link or divide different segments of the community?
3. Who and what influences your opponents to take the positions they do?
4. What political forces might be influencing decision-makers?
5. What will it take for people to support your goals (or at least not oppose them)?
2. Essential Facts:
1. Who is affected by the issue?
2. What factors contribute to the problem or goal?
3. What are the consequences (e.g., social, economic) of the issue?
4. What are the barriers (political, cultural, etc.) to addressing the issue?
5. What are the resources available for addressing the issue?
6. What is the history of the issue in this community?
2. State the broad goals and specific objectives for the advocacy effort. Include:

Chapter 1, Section 8: Some Lessons Learned on Community Organization and Change
Chapter 5, Section 4: Systems Advocacy and Community Organizing
Chapter 33, Section 10: General Rules for Organizing for Legislative Advocacy

1. Broad advocacy goals (e.g., meet otherwise unmet needs; reverse or correct a situation; prevent the loss of a valued asset; change public opinion)?

Chapter 8, Section 2: Proclaiming Your Dream: Developing Vision and Mission Statements

2. Specific objectives (how much of what by when) (e.g., “By 2010, increase by 50% the public investment in early childhood education.”)?

Chapter 1, Section 3: Our Model of Practice: Building Capacity for Community and Systems Change
Chapter 5, Section 1: Strategies for Community Change and Improvement: An Overview

3. State the advocacy tactics to be used. Include specific ways that you will use these four advocacy approaches:

Chapter 5, Section 1: Strategies for Community Change and Improvement: An Overview
Chapter 5, Section 4: Systems Advocacy and Community Organizing
Chapter 17, Section 6: Generating and Choosing Solutions

1. Conduct advocacy research (i.e., conduct studies, gather data on public opinion, study the opposition)
2. Provide education and encouragement (i.e., offer personal thanks, public support, reframe the debate)
3. Conduct a direct action campaign (e.g., write letters, lobby decision makers, conduct a public hearing, organize a boycott, electronic advocacy)
4. Use media advocacy (i.e., making friends with the media, creating newsworthy stories)

    

4. Review whether the selected advocacy tactics fit the group’s situation and goals (i.e., fits the group’s style, makes use of available resources and allies, minimizes opposition, is flexible, is likely to work):  

5. Identify resources and assets to be used in the advocacy effort. Include:

Chapter 3, Section 1: Developing a Plan for Identifying Local Needs and Resources
Chapter 3, Section 8: Identifying Community Assets and Resources

1. The number and kind of people who are available and committed
2. The financial resources available
3. The communications technologies, facilities and other material resources available
4. The information and ideas that could be helpful
5. Other assets that can be used to support the effort

    

6. Identify and engage potential allies. Indicate:

Chapter 30, Section 4: Recognizing Allies
Chapter 30, Section 5: Identifying Opponents
Chapter 30, Section 2: Survival Skills for Advocates

1. Likely allies and what they could bring to the effort
2. How allies might be engaged (e.g., what roles, responsibilities, rewards)

    

7. Identify and counteract opposition. Indicate:

1. Likely opponents and how they might resist or oppose the effort

Chapter 31, Section 4: Studying the Opposition
Chapter 35, Section 1: Overview of Opposition Tactics: Recognizing the Ten D's

2. Likely purpose of the opposition (e.g., to block intended change)
3. Tactics that may be used by the opposition, including The 10 D’s (i.e., deflect, delay, deny, discount, deceive, divide, dulcify or appease, discredit, destroy, and deal)
4. How the opposition can be countered

Chapter 35, Section 2: How Respond to Opposition Tactics
Chapter 30, Section 6: Encouraging Involvement of Potential Opponents as well as Allies
Chapter 32, Section 5: Reframing the Debate
Chapter 6, Section 19: Handling Crises in Communication

8. Describe the evaluation of the advocacy effort. State:

Chapter 36, Section 1: A Framework for Program Evaluation: A Gateway to Tools
Chapter 1, Section 5: Our Evaluation Model: Evaluating Comprehensive Community Initiatives
Chapter 38, Section 2: Gathering Information: Monitoring Your Progress

1. The objectives of the advocacy effort
2. How intended outcomes are measured
3. How the information will be used to understand, assess the merit, and improve the effort

Chapter 39, Section 2: Providing Feedback to Improve the Initiative

9. Develop an action plan for implementation of the advocacy effort. Indicate:

Chapter 8, Section 5: Developing an Action Plan

1. What will be done?
2. By whom?
3. By when?
4. Using what resources?
5. Communication, who should know what

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