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When your nonprofit advocates you are seeking to affect some aspect of society, whether to appeal to individuals about their behavior, employers about their rules or the government about its laws.

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Strategic Communications + Social Media
= Successful Advocacy
	
I	am	a	passionate,	committed	and	motivated	advocate	to	issues	in	which	I	believe.	
Advocacy	means	to	speak	up,	to	plead	the	case	of	another	or	to	fight	for	a	cause.	
What	ensures	successful	advocacy?		
Strategic	communications	is	the	key	to	advocacy.		
And,	advocacy	includes	most	of	the	work	that	is	done	by	nonprofits!		
When	your	nonprofits	advocates	you	are	seeking	to	affect	some	aspect	of	society,		
whether	to	appeal	to	individuals	about	their	behavior,	employers	about	their	rules,		
or	the	government	about	its	laws.		
Good	advocates	are	passionate,	committed	and	motivated.		
Who	are	your	advocates?		
•	You	
•	Your	staff		
•	Your	board		
•	Your	volunteers		
•	Your	constituents		
•	Others	with	like	interests	(a	coalition)		
	
	 	
“Never be afraid to raise
your voice for honesty and truth
and compassion against injustice
and lying and greed.
If people all over the world…
would do this, it would change
the earth.”
–William Faulkner
The	7	Habits	of	Highly	Effective	Advocates		
(with	apologies	to	Stephen	Covey)	
	 1.		 Be	Proactive	–	Change	starts	from	within	and	highly	effective	people	chose	to	improve	
their	lives	through	things	they	can	influence.		
	 2.		 Begin	with	the	End	in	Mind	–	Develop	a	principle-centered	personal	mission	statement	
and	extend	into	long	term	goals.		
	 3.		 Put	First	Things	First	–	Identify	key	roles	you	take	on	in	life	and	make	time	for	each		
	 4.		 Think	Win/Win	–	Seek	agreements	and	relationships	that	are	mutually	beneficial		
	 5.		 Seek	First	to	Understand	the	other	person	and	then	seek	to	be	understood		
	 6.		 Synergize	–	Through	trustful	communications	find	ways	to	leverage	individual	
differences	to	make	a	whole	greater	than	the	sum	of	the	parts		
	 7.		 Sharpen	the	Saw	–	Take	time	to	build	capacity	through	personal	renewal	of	your	
physical,	mental,	social/emotional	and	spiritual	dimensions.		
	
	
Reduced	to	its	most	basic	level,	effective	nonprofit	advocacy	is	about	communication		
and	relationships.
Creating	&	Implementing	Advocacy	Communications		
Communication	Matters	created	a	model	designed	to	help	communication	practitioners	and	
their	colleagues	working	in	other	disciplines	(program,	evaluation,	and	executive	leaders)	
build	a	common	language	and	shared	understanding	for	the	role	that	strategic	
communication	plays	in	advancing	lasting	social	change.		
This	communications	model	is	built	around	four	central	pillars:	brand,	culture,	strategy,		
and	action.		
	 1.		Brand	–	Every	social	change	organization,	no	matter	its	size	or	purpose,	has	three	key	
assets	that	shape	its	identity:	resources,	reputation	and	relationships.		
	 2.		Culture	–	Communicating	organizations	cultivate	certain	qualities	that	make	their	work	
compelling	to	others.	You	may	not	have	all	in	equal	measure,	but	you	need	a	minimum	
supply	of	each	to	succeed.		
	 3.		Strategy	–	Successful	organizations	are	consistently	strategic	(deliberate	and	
intentional)	about	their	communication	choices,	weighing	several	distinct,	yet	related,	
variables	before	they	act.		
	 4.		Action	–	Communicating	should	never	be	a	one	way	activity.	Success	demands	a	
continuous,	virtuous,	self-correcting	cycle	of	sending	and	receiving,	plus	the	ability	to	
cede	control.		
Strategic	communications	is	the	key	to	advocacy	–	just	honor	the	process.	Your	campaigns	
will	be	stronger.	And	your	nonprofit	will	create	and	run	incredibly	successful	social	change	
campaigns!		
	
9	STEPS	TO	ADVOCACY	STRATEGIC	COMMUNICATIONS:		 	
	 1.	 Create	clear	goals		
	 2.		Target	audiences		
	 3.		Utilize	concise	messages	that	resonate		
	 4.		Develop	good	planning	skills		
	 5.		Tell	people	what	to	do		
	 6.		Make	a	case	for	why	action	is	needed	now		
	 7.		Match	strategies	and	tactics	with	audience		
	 8.		Budget	for	success		
	 9.		Rely	on	experts	when	needed		
	
6	STEPS	TO	SOCIAL	MEDIA	FOR	ADVOCACY:		
	 1.		Set	your	goals.	Is	your	goal	narrow	(publicizing	an	event)	or	broad	(building	and	
engaging	with	a	community	or	coalition)?
2.		Identify	your	target	audiences.		
	 3.		Select	the	social	media	platforms	you	plan	to	use.	Make	your	choice	based	on	your	
goals	and	target	audiences.	The	most	well-known	are	Facebook	and	Twitter.		
	 4.		Gather	resources	and	materials	to	create	content	and	share.		
	 5.		Find	volunteers	to	help	manage	social	platforms.		
	 6.		Be	sure	and	integrate	into	your	marketing	communications	plan.		
	
For	a	more	in-depth	understanding	of	advocacy	and	strategic	communications		
•	Writing	a	Communications	Strategy	for	Development	Programmes		
•	Now	Hear	This:	The	Nine	Laws	of	Advocacy	Communications		
•	How	to	Use	Social	Media	for	Advocacy		
	
Enjoy	these	extra	resources	on	strategic	communications!		
•	Social	Media	Tips,	Tricks	and	Best	Practices	from	the	Pros		
•	Creating	a	Strategic	Marketing	Communications	Plan		
•	Using	The	Post	Method	to	Guide	Nonprofit	Marketing	Communications		
	
We’d	love	to	hear	how	your	nonprofit	uses	strategic	communications	and	advocacy!		
Deborah@creative-si.com	
	
–	–	–	
	
Deborah	Spector,	an	NPO	Connect	Content	Expert,	is	president	of	Creative	Solutions	&	Innovations,	
an	independent	consulting	firm	that	empowers	nonprofits	to	do	good!	Deborah	specializes	in	
strategic	marketing	communications	and	special	event	management.	Stay	connected	–	www.creative-
si.com/blog.		Follow	me	on	Twitter	@CreativeSI.

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