Changing the world: 7 steps to create a lobby and advocacy message that actually works

Simavi, soon WaterAid Netherlands, fights for safe access to water and sanitation for everyone worldwide. Unfortunately, we see that women and girls suffer disproportionally when water is scarce. Not only do they miss out on school or water due to the time it takes to collect water, they are even exposed to gender-based violence and sextortion when fetching water. An unacceptable consequence of the water crisis, and one that we have been advocating against on the national and international stage.

There is no one-size-fits-all approach when it comes to creating an advocacy message. But there are some suggestions you can follow. I will walk you through 7 steps to a successful advocacy message.

1. Ask yourself why

You probably feel strongly about the message you are advocating for and therefore assume that everyone else does too. However, it is often not the case. Decisionmakers might need a lot of convincing why your topic is important and requires direct action. For you it’s only common sense that women and girls should not be sexually harassed or corrupted when they fetch water. But not everyone will make a direct link between water justice and gender equality, it is your job to convey this message.

That is why your first step to effective lobby and advocacy is to figure out why you want to create action on a certain issue. Try to map the causes, such as women and girls being excluded from the decision-making around water, unsafe roads, and social norms. And discuss the consequences. Making a clear problem tree or a theory of change will help you to be precise in your ask towards decision-makers.

2. Building trust

If possible, try to build up a relationship with the person you want to influence. Coming out of the blue with your message runs the risk of falling flat if you are a new face for the decisionmaker. Before you talk to this person you should try to find out what her interests, positions and beliefs are. Maybe she has supported your cause before? Ask her what she finds important. Some of the most relevant information might come directly from the person herself.

3. Keep it short and sweet

Decision-makers often do not have the time to listen to a long presentation or read long documents. You will probably only have a very short time to convince them of your plans. That is why it is important that within a few minutes, you are able to tell your story clearly and concisely, give some summarised evidence, and have a clear call to action. It’s the famous elevator pitch.

Start by introducing yourself, grab their attention with a personal remark or a bold statement, add some facts, a touching story from your own experience, and end with a clear ask to your target. If possible, share your short paper with her and your contacts and ask for a follow up meeting.

4. Preparation is key for an effective conversation

Once you have the attention of decision-makers, such as members of parliament, government officials, or influential people within a community or company, they will probably have questions for you. You can ask your conversation partner about their point of view and give them the opportunity to ask questions, so you can help them take their doubts away. It’s important to answer correctly and confidently, so preparation is key.

A few tips on how to prepare:

• Have the facts and figures that support your cause ready
• Know what policies or reports you can refer to – specifically those that your conversation partner(s) have been involved in or are familiar with
• Formulate concrete asks to them that require specific answers. (Can you bring this up in this debate, will you support this amendment?)

If you have thought about all of these things beforehand, and incorporated it into your pitch, the follow up conversation will be a lot easier and more convincing. And to prepare extra well, you can practise with your friends or colleagues.

5. Nobody can change the world alone, so partner up!

No one can change the world alone. You will need partners to complement your work, and strengthen your message. Work together with other civil society organisations, with scientists and/or with corporate partners. Getting media attention can also be very useful for your cause. So, approach journalists to help spread your story. This might give a big boost to your campaign.

If you can, find a champion to be the voice of your campaign. For instance, is there someone who has already shown to be vocal about your topic in traditional or social media? Who has a following or a network you can utilise? Team up with them for more reach!

Strength comes in numbers. If you can show that not just you and your organisation are willing to stand up for your cause, politicians and policy makers are much more likely to listen to you!

6. Pick the right moment

Decision makers often have a lot of different priorities to juggle, and you might not be at the top of their agenda. To push your topic, it is good to look at upcoming events, or special days, so you can pick this strategic moment to present your lobby message.

For example, do you want to convince someone that they should put the rights of girls and women in all their policies? Start a campaign on International Women’s Day (8th of March)! Make sure your input is timely, so that decision makers have your input and evidence in their inbox well before the meeting, so they can use it in the debate.

7. Trial and error pave the way to success

Once you have your lobby and advocacy message, you have connected to the right partners, picked the perfect moment, and prepared, it’s time to get started.

Make a plan where you sequence research, media attention, advocacy discussions and campaigning and make sure you have enough time and resources for it.

It is important to remember that influencing is not a linear process, it is actually quite chaotic. Take time after every step to evaluate what happened and what the next step needs to be. Be aware that opportunities can pop up that you can use for your advocacy. So, be aware of what others are doing, and of developments in the sector and the country and be flexible.

Lastly, make sure to celebrate your achievements with your partners and remember that slow and steady wins the race!