Foreword
Acknowledgements
Introduction: Why Engage in Advocacy? Why Lobby?
The Essential Role of Nonprofits in Shaping
Public Policy
The Advocacy Cycle: Ongoing Work for Change
How to Use This Book
Chapter One: Get Ready: Develop a Plan for Advocacy and
Lobbying
Planning Step 1: Create a Planning Process and a
Planning Team
Planning Step 2: Articulate Policy Vision and
Goals
Planning Step 3: Develop a Policy Agenda:
Establish Criteria and Identify Issues
Planning Step 4: Target Arenas of Influence
Where Issues are Decided
Planning Step 5: Choose Strategies and Tactics
for Effective Advocacy
Planning Step 6: Design the Organizational
Infrastructure You Need
Planning Step 7: Create Your Plan
Planning Step 8: Affirm Organizational
Commitment to the Plan and You’re Set!
Chapter Two: Go: Implement Your Advocacy and Lobbying Plan
Assign Organizational Roles and
Responsibilities: Board, Staff, Policy Advisors
Get and Manage the Information You Need
Build Communications Systems:
Reaching Your Internal
Audiences: You and Your Supporters
Influencing External
Audiences: Opinion Shapers, Decision Makers, The Public
Design Your Advocacy Campaign
How to Develop and Advance a
Policy Position
How to Organize and Mobilize
Community Based Support for Your Position
How to Build Power Through
Collaboration
How to Advocate and Lobby in
Legislative Arenas
How to Advocate and Lobby the
Executive Branch, Administrative Agencies
How to Expand Your
Reach through Media Advocacy
How to Evaluate Your
Organization’s Advocacy
Chapter Three: Sustaining the Cycle of Advocacy: Expanding Impact
through Civic Engagement
Chapter Four: Nonprofits and the Law
Lobby Law
Nonpartisanship and
Election Law
Afterword
Appendix A: Rapid Responses to Crises or Opportunities
Appendix B: Resources for Nonprofit Advocacy and Lobbying
Appendix C: Legislative Process: A Guide
Appendix D: Worksheets
Index
Marcia Avner, author of "The Board Member's Guide to Lobbying and Advocacy" and the first edition of "The Lobbying and Advocacy Handbook for Nonprofit Organizations, "has more than 40 years of experience in nonprofit consulting and advocacy strategy. Avner serves as a Senior Fellow at the Minnesota Council of Nonprofits (MCN) where she was Public Policy Director from 1996-2010 and is a faculty member and Coordinator of the Nonprofit Concentration in the Masters in Advocacy and Political Leadership Program (MAPL) at the University of Minnesota-Duluth.
“A must read for every nonprofit board and executive team seeking
effective, practical and legal advice on how to achieve their
organization’s mission by engaging with elected officials and
policymakers at every level of government.” —Emmett Carson, Ph.D.
CEO and President, Silicon Valley Community Foundation
“The Lobbying and Advocacy Handbook is essential reading for every
non-profit Executive Director and staff member. It explains the
imperative and mechanics of advocacy and will be an invaluable tool
for everyone who wants to ensure that all voices get heard in our
democracy.” —Deepak Bhargava, Executive Director, Center for
Community Change
“In this revised edition Marcia Avner . . . reveals in practical
terms how safe and easy advocacy is and how advocacy can strengthen
the nonprofit in other important ways.” —Tim Delaney, President and
CEO, National Council of Nonprofits
“A must-have for any nonprofit professional who values the
importance of advocacy efforts.” —Lindsey Hodel, Director, Colorado
Participation Project
“An essential resource that should be on the desk of every
nonprofit leader.” —Gary Bass, Executive Director, Bauman
Foundation and former Executive Director of OMBWatch
“This handbook is an important part of the work that we do:
teaching current and future nonprofit leaders the value and
practice of nonprofit advocacy. It’s been used successfully here at
Georgetown . . . Students and nonprofit leaders alike appreciate
its practical and well organized guidance.” —Kathy Postel Kretman,
Ph.D., Director, Center for Public and Nonprofit Leadership,
Georgetown University
“Nonprofit advocacy has never been more essential than it is today.
Avner’s excellent handbook is a practical and realistic source of
knowledge, guidance and support that makes it possible for any
nonprofit, regardless of prior experience, to be effective in the
important work of advocacy and lobbying.” —David O. Renz, Ph.D.,
Midwest Center for Nonprofit Leadership, Henry W. Bloch School of
Management, University of Missouri-Kansas City
“I have used Avner’s book as a textbook in my graduate school class
because it gives such clear, practical advice on how to change
public policy for the better with your staff and board. If you’re
trying to figure out how to do it, these are the tools for you.”
—Sheila Smith, Executive Director, Minnesota Citizens for the
Arts
“Marcia Avner . . . and the book put us on the leading edge of
nonprofit advocacy.” —Wy Spano, Founder and Co-Director, Masters in
Advocacy and Political Leadership Program, University of
Minnesota-Duluth
“Practical and useful, this is a clear and up-to-date guide on all
aspects of advocacy. It’s a must-have for nonprofit executives.”
—Elizabeth Boris, Director, Center on Nonprofits and Philanthropy,
Urban Institute
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