In this issue of The Evaluation Exchange the authors attempted to define advocacy and policy change and how to evaluate this change. Excerpts from one article, which presents a illustrative menu of outcomes and strategies for various types of advocacy and policy objectives, are below.
Objective: Shifts in social norms. Social norms are the knowledge, attitudes, values, and behaviors that comprise the normative structure of culture and society. Advocacy and policy work and intervention increasingly has focused on this area because of the importance of aligning advocacy and policy goals with core and enduring social values and behaviors.
Examples of outcomes
+ Changes in awareness
+ Increased agreement about the definition of a problem
+ Changes in beliefs
+ Changes in attitudes
+ Changes in values
+ Changes in the salience of an issue
+ Increased alignment of campaign goal with core societal values
+ Changes in public behavior
Examples of strategies to achieve these outcomes
+ Framing issues
+ Media campaign
+ Message development (e.g., defining the problem, framing,
naming)
+ Development of trusted messengers and champions
Objective: Strengthened organizational capacity. Organizational capacity is another name for the skill set, staffing and leadership, organizational structure and management systems, finances, and strategic planning of nonprofits and formal coalitions that do advocacy and policy work. Development of these core capacities is critical to advocacy and policy change efforts.
Examples of outcomes
+ Improved management of organizational capacity of organizations
involved with advocacy and policy work
+ Improved strategic abilities of organizations involved with
advocacy and policy work
+ Improved capacity to communicate and promote advocacy
messages of organizations involved with advocacy and policy work
+ Improved stability of organizations involved with advocacy and
policy work
Examples of strategies to achieve these outcomes
+ Leadership development
+ Organizational capacity building
+ Communication skill building
+ Strategic planning
Objective: Strengthened alliances. Alliances among advocacy partners vary in levels of coordination, collaboration, and mission alignment and can include nontraditional alliances such as bipartisan alliances or relationships between unlikely allies. Alliances bring about structural changes in community and institutional relationships and are essential to presenting common messages, pursuing common goals, enforcing policy changes, and protecting policy “wins.”
Examples of outcomes
+ Increased number of partners supporting an issue
+ Increased level of collaboration (e.g., coordination)
+ Improved alignment of partnership efforts (e.g., shared priorities,
shared goals, common accountability system)
+ Strategic alliances with important partners (e.g., stronger or more
powerful relationships and alliances)
+ Increased ability of coalitions working toward policy change to
identify policy change process (e.g., venue of policy change, steps
of policy change based on strong understanding of the issue and
barriers, jurisdiction of policy change)
Examples of strategies to achieve these outcomes
+ Partnership development
+ Coalition development
+ Cross-sector campaigns
+ Joint campaigns
+ Building alliances among unlikely allies
Objective: Strengthened base of support. Nonprofits draw on grassroots, leadership, and institutional support in working for policy changes. The breadth, depth, and influence of support among the general public, interest groups, and opinion leaders for particular issues are a major structural condition for supporting
policy changes. This outcome category spans many layers of culture and societal engagement including increases in civic participation and activism, “allied voices” among informal and formal groups, the coalescence of dissimilar interest groups, actions of opinion leader champions, and positive media attention.
Examples of outcomes
+ Increased public involvement in an issue
+ Increased level of actions taken by champi ons of an issue
+ Increased voter registration
+ Changes in voting behavior
+ Increased breadth of partners supporting an issue (e.g., number
of “unlikely allies” supporting an issue)
+ Increased media coverage (e.g., quantity, prioritization, extent
of coverage, variety of media "beats,” message echoing)
+ Increased awareness of campaign principles and messages
among selected groups (e.g., policymakers, general public,
opinion leaders)
+ Increased visibility of the campaign message (e.g., engagement
in debate, presence of campaign message in the media)
+ Changes in public will
Examples of strategies to achieve these outcomes
+ Community organizing
+ Media campaigns
+ Outreach
+ Public/grassroots engagement campaign
+ Voter registration campaign
+ Coalition development
+ Development of trusted messengers and champions
+ Policy analysis and debate
+ Policy impact statements
advocacy and policy work
+ Improved capacity to communicate and promote advocacy
messages of organizations involved with advocacy and policy work
+ Improved stability of organizations involved with advocacy and
policy work
Examples of strategies to achieve these outcomes
+ Leadership development
+ Organizational capacity building
+ Communication skill building
+ Strategic planning
Objective: Strengthened alliances. Alliances among advocacy partners vary in levels of coordination, collaboration, and mission alignment and can include nontraditional alliances such as bipartisan alliances or relationships between unlikely allies. Alliances bring about structural changes in community and institutional relationships and are essential to presenting common messages, pursuing common goals, enforcing policy changes, and protecting policy “wins.”
Examples of outcomes
+ Increased number of partners supporting an issue
+ Increased level of collaboration (e.g., coordination)
+ Improved alignment of partnership efforts (e.g., shared priorities,
shared goals, common accountability system)
+ Strategic alliances with important partners (e.g., stronger or more
powerful relationships and alliances)
+ Increased ability of coalitions working toward policy change to
identify policy change process (e.g., venue of policy change, steps
of policy change based on strong understanding of the issue and
barriers, jurisdiction of policy change)
Examples of strategies to achieve these outcomes
+ Partnership development
+ Coalition development
+ Cross-sector campaigns
+ Joint campaigns
+ Building alliances among unlikely allies
Objective: Strengthened base of support. Nonprofits draw on grassroots, leadership, and institutional support in working for policy changes. The breadth, depth, and influence of support among the general public, interest groups, and opinion leaders for particular issues are a major structural condition for supporting
policy changes. This outcome category spans many layers of culture and societal engagement including increases in civic participation and activism, “allied voices” among informal and formal groups, the coalescence of dissimilar interest groups, actions of opinion leader champions, and positive media attention.
Examples of outcomes
+ Increased public involvement in an issue
+ Increased level of actions taken by champi ons of an issue
+ Increased voter registration
+ Changes in voting behavior
+ Increased breadth of partners supporting an issue (e.g., number
of “unlikely allies” supporting an issue)
+ Increased media coverage (e.g., quantity, prioritization, extent
of coverage, variety of media "beats,” message echoing)
+ Increased awareness of campaign principles and messages
among selected groups (e.g., policymakers, general public,
opinion leaders)
+ Increased visibility of the campaign message (e.g., engagement
in debate, presence of campaign message in the media)
+ Changes in public will
Examples of strategies to achieve these outcomes
+ Community organizing
+ Media campaigns
+ Outreach
+ Public/grassroots engagement campaign
+ Voter registration campaign
+ Coalition development
+ Development of trusted messengers and champions
+ Policy analysis and debate
+ Policy impact statements
Objective: Improved policies. Change in the public policy arena occurs in stages—including policy development, policy proposals, demonstration of support (e.g., co-sponsorship), adoption, funding, and implementation. Advocacy and policy evaluation frequently focuses on this area as a measure of success. While and important focus, improved policies are rarely achieved without changes in the preconditions to policy change identified in other outcome categories.
Examples of outcomes
+ Policy development
+ Policy adoption (e.g., ordinance, ballot measure, legislation,
legally binding agreements)
+ Policy implementation (e.g., equity, adequate funding, other
resources for implementing policy)
+ Policy enforcement (e.g., holding the line on bedrock legislation)
Examples of strategies to acheive these outcomes
+ Scientific research
+ Development of “white papers”
+ Development of policy proposals
+ Pilots/demonstration programs
+ Educational briefings of legislators
+ Watchdog function
Objective: Changes in impact. Changes in impact are the ultimate and long-term changes in social and physical lives and conditions (i.e., individuals, populations, and physical environments) that motivate policy change efforts. These changes are important to monitor and evaluate when grantmakers and advocacy organizations are partners in social change. Changes in impact are influenced by policy change but typically involve far more strategies, including direct interventions, community support, and personal and family behaviors.
Examples of outcomes
+ Improved social and physical conditions (e.g., poverty,
habitat diversity, health, equality, democracy).
Examples of outcomes
+ Policy development
+ Policy adoption (e.g., ordinance, ballot measure, legislation,
legally binding agreements)
+ Policy implementation (e.g., equity, adequate funding, other
resources for implementing policy)
+ Policy enforcement (e.g., holding the line on bedrock legislation)
Examples of strategies to acheive these outcomes
+ Scientific research
+ Development of “white papers”
+ Development of policy proposals
+ Pilots/demonstration programs
+ Educational briefings of legislators
+ Watchdog function
Objective: Changes in impact. Changes in impact are the ultimate and long-term changes in social and physical lives and conditions (i.e., individuals, populations, and physical environments) that motivate policy change efforts. These changes are important to monitor and evaluate when grantmakers and advocacy organizations are partners in social change. Changes in impact are influenced by policy change but typically involve far more strategies, including direct interventions, community support, and personal and family behaviors.
Examples of outcomes
+ Improved social and physical conditions (e.g., poverty,
habitat diversity, health, equality, democracy).
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