Strategy Planning Objectives

Change is multi-dimensional. Small changes occur simultaneously, ultimately building toward long-term, transformative change.

Your objectives for advocacy campaigns, then, need to be multi-dimensional as well. Consider the following questions:

1. Do you have both short- and long-term objectives?

Short-term objectives help draw people into the effort and create a belief that change is possible. Break long-term objectives into smaller pieces - specific, short-term objectives that may be achieved in six months to two years. Focus your action plan on these short-term objectives.

Long-term objectives build on short-term victories, momentum, and excitement by relating them to a larger vision of the future. Use long-term objectives to help you evaluate your progress to date and re-strategize as necessary.

2. Do you have objectives that both look outward and inward?

Look outward to people and institutions - such as government and corporations - that have the power and authority to make the desired changes, through law, policy, or behavior. Also, look outward by focusing on the processes by which changes or decisions are made.

Look inward to develop a strong grassroots group that can monitor implementation of the policy and hold the government accountable over time. Also, look inward to see the numerous wins that may come even with the loss of a specific battle. Such successes are incredibly valuable, both building toward future efforts and making an immediate impact on the lives of those engaged in the struggle from day to day.

3. Do you have objectives focused on action at multiple levels?

When looking outward, focus your objectives on the local, national, and/or international level. When looking inward, focus your objectives on having a positive effect on individuals, organizations, communities, and/or civil society as a whole.

With this multidimensional understanding of objectives, you can then fine-tune existing objectives or bring forward new ones.

The Advocacy Institute has a process for further focusing and deepening your objectives by asking key questions about the context of your campaign.

Information on this page came from Advocacy for Social Justice: A Global Action and Reflection Guide, now available in English and Spanish from Kumarian Press.