Training Item

Advocacy Session I: Targeting Key Audiences

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Resource Type:On-Demand/Downloadable
Training Level:Introductory

This workshop will provide an overview of advocacy and target markets for victim’s service organizations.  It would include a strategies for working as a group to understand who key stakeholders are and to identify and define specific target audiences.  It would provide tools and practice in developing a list of key stakeholders who can influence resources for victim’s services organization.  It would begin the process of segmenting the audience and refining a specific workable strategy for advocating for the organization.

Learning Objectives:

1.      Identify key stakeholders and messengers.

2.      Identify target audiences.

3.      Decide on key messages.

4.      Assign messengers to specific audiences.

5.      Determine the appropriate methods to reach each target audience.

6.      Tailor the message for each audience.

After this session, participants would have an assignment to develop a target list with specific contacts identified in each audience group.  They would also identify who in their organization has contact with the stakeholder and may be a possible advocate for the message.  The results of their assignment would need to be completed and submitted prior to participating in training session II.

General Course Outline

What is advocacy?

  • Government
  • Community Stakeholders/leaders
  • Funders
  • Partner/complimentary agencies

Stakeholder groups:

  • Active/Passive
  • Potential Message Partners

Methods of Communication:

  • Web site
  • Social media
    • Facebook
    • Blogs
    • Twitter
  • General Emails.
  • Targeted emails – stakeholders/shock troops.
  • Newsletters – background/informational.
  • Events/activities that promote the organization.
  • Visits/Appointments
  • Public relations strategy.

How do you communicate with stakeholders?

Types of communication:

  • Targeted messages – Why is this issue is important?  Why should people be invested in the issue?
  • Education
  • Sharing the passion – telling the story
  • Impact of the issue and prevention.
  • Community value of the organization.
  • Where to get services?

Who are your messenger groups?

  • Who carries the message?
  • Who connects to the targeted audiences?
  • What simple strategies can be developed to encourage messenger groups to tell the story or advocate for the organization.

What is the message goal?

  • Raise visibility
  • Educate on your mission/activities
  • Deal with an issue/bill/legislation.
  • Obtaining funding/sustained funding.

What is the climate?

  • Are you dealing with a polarized political climate?
  • How do you build coalitions?
  • Frame your message differently for different constituencies.

Measuring effectiveness:

  • Tools for monitoring results.
  • Benchmarks.
  • Tools for reporting results

Recommended Use

Advocacy Team Building & Development. Co-Trainer - Jeannette Archer-Simons, Archer-Simons Consulting Group Contact information or 717-635-8354 Target audience: Board, Executive Staff, Key Stakeholders, Volunteers This is part one of a hands on series to develop skills in raising awareness, connecting for resources and advocating for your issue. It can be used as a training tool in an organization or at committee meetings.

Is Fee?No
Content Areas:
  • Board Commitment
  • Board Involvement and Support
  • Volunteers
  • Management Development/Succession Planning
  • Board Development
  • Public Relations and Marketing
  • Monitoring of Landscape
  • Advocacy and Public Policy
Provided By:
Albert Davenport
Davenport Communications
phone: 202-374-3302
Albert Davenport is a human resources writer and consultant specializing in disability rights, work-life balance, and discrimination issues. He holds a Masters of Public Administration from the Pennsylvania State University and a Masters of Arts in Nonfiction Writing from Johns Hopkins University. He has consulted for several agencies of Pennsylvania state government including the Pennsylvania Commission on Crime & Delinquency, the Departments of Transportation, Public Welfare, and Labor and Industry. He has authored numerous articles for national employment law publications and is currently co-authoring a labor and employment law textbook entitled Labor and Employment Law for the 21st Century for Pearson Prentice-Hall— publication date January 2013.