Some Examples of Outcomes in Advocacy Work:

1. SHIFT IN SOCIAL NORMS
   • Changes in awareness
   • Increased agreement about the definition of a problem (e.g., common language)
   • 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- Framing issues, Media campaign, Message development (e.g., defining the problem, framing, naming), Development of trusted messengers and
   champions
    

2. STRENGTHENED ORGANIZATIONAL CAPACITY
   • 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- Leadership development, Organizational capacity building, Communication skill building, Strategic planning

    

3. STRENGTHENED ALLIANCES
   • 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 Partnership development, Coalition development, Cross-sector campaigns, Joint campaigns, Building alliances among unlikely allies
    

4. STRENGTHENED SUPPORT BASE
   • Increased public involvement in an issue
   • Increased level of actions taken by champions 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- 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

    

5. IMPROV ED POLICIES
   •  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- Scientific research, Development of “white papers”, Development of policy proposals, Pilots/demonstration programs, Educational briefings of legislators, Watchdog function

    

6. CHANGES IN IMPACT
    
   • Improved social and physical conditions (e.g., poverty, habitat diversity, health, equality, democracy)

   Examples of strategies- Combination of direct service and systemschanging
   strategies