Policy is shaped by people with access, evidence and persistence, and organisations that treat advocacy as an occasional press release rarely move a decision. Funders, boards and communities now expect advocacy to be planned like any other programme, with a defined change goal, identified decision-makers, a budget and a way of showing what shifted. Partnerships matter just as much, because no single organisation holds all the evidence, voices and relationships a campaign needs.

This programme walks participants through the whole cycle of an advocacy effort. It starts with problem and root-cause analysis and the policy environment, then moves to stakeholder and power mapping, objective setting and the theory of change behind the campaign. Participants build the evidence base, write a persuasive policy brief, shape messages for different audiences and select channels from private lobbying to public mobilisation. A dedicated block deals with partnerships: choosing allies, forming coalitions, agreeing roles and handling conflict, risk and reputation.

Learning is practical. Each participant works on a live issue from their own organisation, and by the final session leaves with an advocacy plan, a stakeholder map, a draft brief and a partnership framework that can be taken straight to a manager or board.

At the end of the programme, participants will be able to:

• Analyse a policy problem and define a specific, achievable advocacy goal.
• Map decision-makers, influencers and opponents using power and stakeholder analysis.
• Develop evidence-based policy briefs and key messages for different audiences.
• Select and sequence advocacy tactics, from lobbying to media and public campaigns.
• Build and manage coalitions and partnerships with clear roles and shared accountability.
• Prepare an advocacy budget, workplan and risk register.
• Monitor advocacy outcomes and report influence credibly to boards and funders.
• Apply ethical and safeguarding principles when engaging communities and public figures.

The programme is intended for people who plan, lead or support efforts to influence public and institutional decisions, such as:

• Advocacy and policy officers in NGOs and civil society organisations
• Programme managers in international and national non-governmental organisations
• Communications and campaigns managers
• Community organisers and network coordinators
• Government liaison and public affairs officers
• Staff of development partners and foundations managing grantee advocacy
• Trade association and professional body representatives
• Researchers and think tank staff who want their findings to reach decision-makers

Participants complete the programme with practical tools they can use immediately:

• A written advocacy plan with goal, targets, tactics, timeline and budget for a live issue.
• A stakeholder and power map that shows where to focus effort.
• A draft policy brief and a message framework tested with peers.
• A partnership or coalition agreement template with roles and decision rules.
• An advocacy monitoring grid with outcome indicators.
• A personal pitch for a short lobbying meeting.

Sessions favour doing over listening, using the participant's own advocacy issue as the working case. Delivery includes:

• Short facilitator inputs on each stage of the advocacy cycle
• Individual and group work on a live policy issue brought by each delegate
• Role plays of lobbying meetings, media interviews and coalition negotiations
• Review of real advocacy campaigns that succeeded and failed in East Africa and beyond
• Peer feedback on drafts of the plan, brief and partnership framework

Delegates who attend the sessions and complete the practical exercises are awarded a CPD-accredited Certificate of Completion by Vision Reach Global Consultancy, a record of professional development that can be shared with employers and funders.