Introduction to Digital Advocacy Planning,

Management and Implementation

Brainstorm Management Consultants Limited

Mr. Chris Kalecha
 Meaning of Advocacy
Advocacy is a process to bring about change in
the policies, laws and practices of influential
individuals, groups and institutions.
This change is caused by a set of organised
activities designed to influence the policies and
actions of others to achieve positive changes for
lives of challenged people based on the
experience and knowledge of working directly
with persons challenged, their families and
communities.
 Digital Advocacy 
 Therefore digital advocacy is the use of technology
to influence people towards a cause, whether it’s a
policy or a product.
 this is an organized effort to influence public
perception. When we think of digital advocacy in
this way, we can see how groundbreaking it can be
in exercising our civic muscle, pushing for policy
reform and making the world a better place through
a more informed and active citizenry. At it’s core, it
can be one of the strongest forces of civic
technology.
 Advocacy: the basics
Advocacy is …
• to plead
• to defend
• to support
• to summon
...a cause or a proposal.
The act or process of advocating is advocacy.

4
 Introduction to Digital Advocacy
Planning
• What is the best way to draw up an advocacy
plan?
• Who should develop the advocacy plan?
• Who are the stakeholders?
• Who can advocate?
• Determine the Steps involved
 Advocacy Step 1: Defining the
Situation
 Ask key questions
 Identify barriers and opportunities
 Define the needs for advocacy
Advocacy Step 2: Setting Goals and
Objectives
Advocacy Step 3: Identifying the Target
Audience
 Advocacy Step 4: Mobilizing Support
 Coalition Building
 Patient Involvement
 Social Mobilization
Advocacy Step 5: Developing Key
Messages
• Consider your Goals and Objectives to set
• Consider your Audiences and Choose your social
channel
• Define and Develop your Message
• Build a Team to Create catchy content
• Develop your Communications and Activities
•Map Out a Timeline,  Measure and Iterate
 Advocacy Step 6: Selecting Methods of
Advocacy
 Approaching Decision-makers
 Interacting With the Media
Advocacy Step 7: Developing and
Implementing the Advocacy Plan
 Use A Logic Model To Map Out Your Plan
 Mobilize Resources
 Take Strategic Advocacy Actions

Advocacy Step 8: Monitoring And Evaluation

 Digital Advocacy Management
 Social movements structure, networks and collective action
 Group membership and mobilization online
 Leadership in the digital age
 Building group identities online
 Voices of the movement: Storytelling and counter-
narratives
 E-advocacy success: Is anyone listening?
 Games for social advocacy
 Online petitions and the others: Just clicktivism?
 Digital election campaigns
 Opportunities and constraints: Protesters, advocates, and
the news media
 Global e-advocacy and international contexts
 Online privacy, surveillance, and “sousveillance”
 Sample Assignments

 Blog Post: Organizing in the Trump Era

 Workshop: Digital Strategy Organizing
Challenge
 Digital Advocacy Implementation
 What are you asking people to do
Sign Up For Social Media Accounts
Optimise the Social Media
Emails
 Billboards
 Monitor Blogs and Provide Feedback
 Engage with Blogs
 Enable Social Media Online Consumer Relations
through