3 Ingredients for
Great Advocacy

Based on almost 30 years of leading policy advocacy, here are the top 3 things you need to win:

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Select your goal very carefully—if it’s too big you’ll run out of money before you achieve it. If it’s too small it won’t have a meaningful impact on the problem you’re trying to solve.


Recruit a team with a sixth sense for the art of advocacy, not just the hard technical skills needed to do the job (which should be non-negotiable). Great advocacy is an ever-changing mix of politics, personalities, and positioning. The best advocates see the open windows where others do not.


Keep your resources flexible and your strategies highly responsive. Too many advocacy plans are a list of events and publications, which can be helpful for annual planning, but these are rarely the keys to influence.

Policy advocacy isn’t easy, but it's worth it because its effects are transformational. When we change a law or policy—at the international, national, or local level—it can affect the lives of millions of people at once.