Essentials of Advocacy Campaigns

To reach audiences, especially in today’s crowds, organizations have to invest in digital campaigns, and more specifically, advocacy campaigns in digital spaces.

Whether an organization has been creating campaigns for a while or is just starting, there are certain essentials that each campaign needs to have to be more successful.


Before starting any sort of campaign, organizations first have to define what it is that they are trying to achieve with that campaign.

The same is true for advocacy campaigns in digital spaces. Organizations first have to think about what they want to accomplish and define their goals.

Those goals can be anything from mobilizing more supporters to show their support publicly, de-stigmatizing a specific community issue, or even changing the opinion on a policy that’s being discussed in government offices.

There are many options and choices in terms of the objectives, and to set the best ones, there are a few things organizations have to keep track of when setting their goals.

The first thing is to ensure that the goals are going to be tangible and measurable so that the organization can keep track of the progress of the campaign.

Another is to strategically focus the resources so the goal can be achieved and build internal capacity inside the organization.

To set better goals organizations can also focus on a single issue that has a very direct impact on the lives of the supporters of the organization and use leverage points to capitalize on any opportunities.

Campaign Targets

Once the organization has defined its goals it’s time to find the key decision makers that are in charge of turning those goals into a reality.

That means organizations need to find the right people that can support the cause and help make the goal a reality.

A great way to figure out who the decision-makers are is called power mapping where the people that will be involved in the campaign including decision makers, influencers, constituents, and stakeholders are directly affected by the issue of that campaign.

Then, the organization has to place all of those people on a map and a grid based on how much power they have over that specific issue, and how sympathetic they are to it.

After that, organizations can easily figure out who might be the ideal person to target in the campaign. It’s important to remember that this person doesn’t always have to be the most powerful person on the map.

Depending on the time of the campaign, it might be smarter to go for a person that’s a lot more sympathetic at first, or even assess the entire personal network of the most powerful person on that list.

Organizations should also analyze the relationships and pathways that can get them access to the right decision-makers, and figure out ways to communicate with them through this larger network of people.

Virgo PR is an agency that strives to create campaigns that can delight audiences and attract their attention. We focus on helping our clients tackle their goals and challenges more efficiently through our wide variety of services. 

When working with clients, we work from the ground up and start by learning about the client’s business and their position within their respective industry and all of their current and past efforts. Then, through our tools and services, and by pairing our talented team with amazing clients, we’re able to create personalized campaigns that can meet any of their goals.

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