The best lessons in advocacy don’t come from textbooks — they come from campaigns that stalled, coalitions that almost fell apart, and the slow realization that patience isn’t a personality trait, it’s a professional skill.
We gathered advice from seasoned campaign leaders, organizers, and government relations professionals on the lessons they’ve learned running real advocacy campaigns. Here are the insights they say matter most.
Lessons in Strategy
The Messenger Can Matter More Than the Message
“You not only need the right message, but you need to have the right messenger. You can be more acutely effective with the right messenger. Don’t waste time on people who don’t care, who were dragged into a seminar. Focus on your core messengers, your uber advocates.”
— Chip Felkel, CEO and Founder, RAP Index
Start With the Outcome and Work Backwards
“I’ve since learned to plan backwards. Start with the end date and calendar in everything until your start date.”
— Mark J. Walsh, former Campaign Director, Illinois Council Against Handgun Violence
Set Goals You Can Actually Win
“Define what is achievable. You should be creating an attainable goal. It is important to be able to identify what you’ve accomplished. If the goal is to legalize marijuana, then it is likely to fail, but if the goal is to change a city’s laws, that is achievable.”
— Mason Tvert, Partner, Strategies 64
Stories Motivate People to Act
“Tell a meaningful story. You can try gimmicks to get people to listen to you, or you can use relationships, but the most effective strategy is to tell a meaningful story that motivates people to act.”
— LeeAnn Petersen, Founder, Professional Women in Advocacy Conference
Make Sure the Right People Are at the Table
“Whether you’re working within a small team or a coalition, make sure you first ask yourself: ‘Are the right people in the room, at the table?’ Then, begin to practice team-building that incorporates norms, communication styles, etc. A solid foundation will lead to more collaborative work in the future together.”
— Christine Hill, former Acting Campaign Director, Sierra Club
Lessons in Gaining Momentum
Listen Before You Build the Strategy
“When I am new to a campaign, or in the beginning stages of planning a campaign, before the creation of strategy documents or power maps, I typically conduct listening sessions with team members, community members I am working with, allies, etc.”
— Christine Hill, former Acting Campaign Director, Sierra Club
Know What Your Supporters Actually Want to Do
“If you request people to check off their interest in participating in Activity A, B, or C and they say they aren’t interested in A, yet you keep asking them to participate in A, that isn’t good. The more you know about volunteers and members, the more you can cater to their needs and avoid unnecessary communication.”
— Mason Tvert, Partner, Strategies 64
Coalition Building Starts With Shared Ground
“Building bridges across traditional divides by emphasizing shared views is important because, if we only think about a campaign in isolation, we can make false steps.”
— Gregory Blascovich, Co-Founder, Keep It Public
Break Out of the Advocacy Echo Chamber
“It’s easy to get lost speaking to other ‘activists,’ or folks who have self-selected into caring about your issue. Good community organizing requires intentionally breaking out of that habit and engaging people on their terms. This means: No jargon, no acronyms, and speaking in plain terms. It means going to other people’s meetings, not always expecting them to come to yours.”
— Thomas DeVito, National Director, Families for Safe Streets
Lessons in Sustaining a Campaign
Patience Is One of Advocacy’s Most Important Skills
“Patience is probably the greatest advocacy skill I’ve learned over time. It’s hard at first but it really is the key. If you’re willing to put the advocacy goal ahead of personal glory, I find success usually is closer.”
— Mark J. Walsh, former Campaign Director, Illinois Council Against Handgun Violence
Advocacy Campaigns Are Marathons
“Issue campaigns can take years and years, with many ups and downs and roadblocks in between. Have solid footing to support yourself and your team when weathering storms and challenges that may arise. Issue campaigns are like marathons, not sprints — don’t run out of steam!”
— Christine Hill, former Acting Campaign Director, Sierra Club
Winning Requires a Long-Game Mindset
“Persistence. Everyone involved in the advocacy initiative has to understand this is a long game. There are no short, easy results. Advocacy is a grind and requires a committed, dedicated frame of mind to have your message stand out.”
— Lincoln Clapper, Chief Sales Officer, Advocacy Associates
Flexibility Is a Strategic Advantage
“Legislative calendars, elected officials, target audiences, key messages, and communication mediums all change, and we must adapt with them. When flexibility is part of our advocacy strategy, we will find new opportunities, and, ultimately, success because we are able to adapt to any situation that comes our way.”
— Austin Roebuck, former Senior Manager, Global Customer & Commercial Communications, The Coca-Cola Company
Build Thick Skin
“There will always be people who will criticize, and not always constructively. In fact, people can be downright mean. The sooner I was able to stay focused on the supporters, and less on the detractors, the better my time was managed, and the more fruitful the outcome.”
— Emily Convers, former Chairwoman, United Monroe
Gratitude Strengthens Your Movement
“Always, always, make everyone feel really important. I say ‘Thank you’ more than anything else.”
— Emily Convers, former Chairwoman, United Monroe
Next Steps
If you’re thinking about how to apply these ideas in your own advocacy work, a good next step is to explore proven campaign strategies used by successful advocacy teams.
- Explore these 13 advocacy strategies for running a successful campaign to see how experienced advocates plan campaigns, mobilize supporters, and sustain momentum.
- Share these lessons with your team. Advocacy campaigns are rarely a solo effort. Consider sharing this article with colleagues or coalition partners to spark conversation about how these lessons apply to your next campaign.
