Advocacy Tools
Develop a message that is easy to understand, appeals to core values and is broad enough to appeal to all major stakeholders. Provide reasons why it is important to act. Back up your message with facts and human-interest stories that hit home.
Make sure you’ve brought everyone on board who cares about the issue(s) you are trying to address. Seek out the ideas and opinions of leaders in your field (e.g., the National Association of State Units on Aging, the National Citizens’ Coalition for Nursing Home Reform, or AARP), or related areas, who have also tried to gain support for their cause. Form an informal or formal coalition as a way to engage other groups, to drum up support and to unify messages and activities. Depending on the issue, consider inviting these types of groups/individuals to the table:
There are many ways to gain visibility and attention for your agency and its services. Local newspapers and broadcast media are often happy to oblige a worthy cause brought home to readers and viewers by a related human-interest story. Create a press list of newspapers, TV and radio stations, and other media outlets throughout your area agency on aging. Send regular updates on your activities to the press and local opinion leaders. Feature prominent local leaders on talk shows, radio programs and in press articles. Commission studies and host events announcing the results of your findings. Enlist “champions” to encourage others to support your cause.
Current and former actors, sports stars and other notable people make excellent spokespersons for causes related to aging. Actress Shelley Fabares and former First-Lady Nancy Reagan have done much for national and local Alzheimer’s associations, for example. Actor Michael J. Fox has increased nationwide awareness and support for Parkinson’s disease, and former Cincinnati Reds pitcher and broadcaster Joe Nuxhall recently played a vital role in raising millions of dollars for in-home services for the elderly in the Cincinnati area. Arrange site visits, awards or other events with legislators and other prominent decision-makers or opinion leaders.
Host a statewide “call-in” or other activity day to gain attention from legislators or other public officials. Compile compelling personal stories and invite the people involved to relay these stories in person at a planned event (site visit, press event, ceremony, etc.). Develop fact sheets and background papers and distribute them broadly. Participate in health fairs and be continuously on the look-out for opportunities to address at forums and seminars at local libraries, community halls and churches.
The Alliance for Justice has a Website devoted to Nonprofit Advocacy, providing information on technical assistance, publications, workshops, seminars, and legal referrals on a range of matters regarding nonprofit advocacy and participation in the public policy process. (www.afj.org/nonprofit/; or call: 866-NPLOBBY, 866-675-6229)