The recent election and the fallout from the 'fiscal cliff' drama was stressful enough, but their aftermath is already forcing many of us to think about what it means for us as individuals and for our organizations.
For many nonprofit groups, advocacy campaigns -- to influence public policy -- make up the core of their activities. For others, it might be a minor or maybe only a "wish for" aspiration. It's often seen as too intimidating (who really understands this?), is against the law (can a nonprofit lobby?) or will stretch existing programs and resources (we already have too much work!).
Actually, none of those are true. Not only can advocacy campaigns easily be integrated into existing programs, but they can strengthen those programs for the benefit of the organization and its mission. Nonprofits are trying desperately to increase their visibility, motivate their volunteers, be recognized as leaders, demonstrate value to donors and raise more revenue. Advocacy offers opportunities for all those things.
Why and How?
Opportunity For Your Mission: First of all, it's the right thing to do. You have a mission and no doubt, you have strategic goals and targets. But you don't achieve those in isolation. Government regulations and laws have a significant and powerful impact on every organization and the people it serves. Whether it's the implications of health care reform, funding issues, environmental regulations or new technology standards, identifying those issues and what they mean for an organization -- whether as challenges or opportunities -- and how to address them -- makes you more effective and impactful.
Opportunity for Leadership: Knowledge and activism in your community gives you cache and gravitas. It makes you a key opinion leader who frames, shapes and influences the terms and direction of policy -- with key decision-makers, but also with your peers in other organizations. It also makes you more attractive to funders (see Revenue) and opens up networking and partnering opportunities.
Opportunity for Visibility: When you step up to that podium in front of reporters, testify at a congressional hearing, publish an opinion column, rally advocates at the state capitol, or present an award to Senator Smith, it's your advocacy agenda and leadership that gives you a soapbox as the voice and face of your mission. They are visibility platforms to elevate your organization and your mission, with all the benefits that flow from that.
Opportunity for Volunteers: Advocacy is a "low barrier to entry" in recruiting volunteers to your cause, who then become more likely to become donors. And for those that are donors, how many times do your volunteers get exhausted asking friends and family for contributions before they give up...and drift away? Advocacy gives them another tangible, active role to play. It energizes them as the voice of your mission. And it offers you diversity; keeping volunteers in the tent for longer, more involved periods of contribution.
Opportunity for Revenue: Have you ever received a direct-mail fundraising pitch from a political candidate -- or another cause -- predicting apocalyptic disaster if you didn't send a contribution? We all have. Not that you have to be draconian, but your advocacy agenda and program provide a similar call-to-action. You're fighting for a great cause and your presence in the policy theater makes you more attractive in direct appeals, but also to foundations, corporate funders and donors who want to play on that stage.
As you can probably tell, all these elements are mutually supporting. When you get more visibility, you motivate more volunteers. when you diversify your volunteers, you raise more revenue, etc. Advocacy gives your team a bit more heart and soul and creates a rallying point for your organization. And if it's done right; there's a huge return on a very limited investment. You just have to use what you already have and already do.
For questions, thoughts, suggestions or comments, drop us a line at:
info@advocacypartnersllc.com
