Have you ever taken steps to support a cause that’s near and dear to your heart? Have you ever used your own platform to raise awareness of a societal issue that can’t fix itself? If you answered "yes" to either of those questions or have taken very similar steps, there’s a good chance you’ve participated in advocacy. Rather, you’ve been an advocate.
In a nutshell, the term advocacy encompasses the actions one takes in order to effect change for a cause they are invested in. Advocate has many synonyms that you’ve surely heard, from champion to proponent to crusader.
What is the definition of advocacy?
Advocates publicly express their interest in specific causes and take clear actions to support the positive advancement of those causes. Advocacy can be done for many reasons, each with its own merits.
Organizations typically use advocacy to advance these goals:
- Raise awareness: The direct promotion of a cause.
- Create change: Actions intended to reach a specific outcome.
- Movement building: Part of a larger effort to serve a specific cause and rally your base of supporters.
There are many different types of advocacy campaigns, and some might benefit your organization more than others.
For example, organizations can rally support through grassroots advocacy, which involves supporters taking action on their own with guidance from your nonprofit. This way, your nonprofit can raise awareness and gain support in an organic way.
In any case, it is important to know how to draw the line between which acts fall under the advocacy umbrella and which acts do not. As part of that delineation, it’s important that we discuss advocacy in relation to the two terms that it is often paired with:
Let's take a look at each term.
Lobbying versus Advocacy
Here's a common way the two interconnected terms can be explained:
Lobbying is always advocacy, but advocacy is not always lobbying.
Helpful? Sort of, right?
To delve into this distinction a bit more, it’ll help to first define lobbying.
Lobbying occurs when someone attempts to influence legislation. Lobbying is one method of advocacy, and there are caps on the extent to which your organization can lobby according to the federal tax law.
In other words, you can think of advocacy as taking actions in the hopes of making changes for the betterment of your cause. Lobbying limits the scope of advocacy, parceling it down to solely legislative aims. Regardless of the legislative specificity, lobbying still represents a significant part of the advocacy whole.
Activism versus Advocacy
Activism and advocacy are often wrongly used as synonyms. They’re very closely connected, but the terms are not interchangeable. Arguably, activism and advocacy are more difficult to differentiate than lobbying and advocacy. With the latter, it’s easy to see how lobbying fits into the larger picture of advocacy. With the former, that’s not so much the case.
The best way to understand the slight distinction is if you contemplate the respective roles of activists and advocates.
Advocates are people-oriented. They act on behalf of other people and represent the concerns of others.
Activists are action-oriented. They take concerted steps to cause social and/or political change.
Advocates can do so as well, but they approach their actions from the angle of representing others, which can color their behaviors. That’s why advocates are often associated with the concept of working within the system and activists are seen as working outside the same system.
What is advocacy work?
With a deepened understanding of the relationship between activism, lobbying, and advocacy, let’s now investigate the most popular forms of advocacy.
Although advocacy is an action that can be defined as helpful for a certain cause, it’s crucial to remember that advocates are not offering specific services.
Rather, advocates work to assist those who are being negatively affected by institutional systems through various means of supporting, pleading, defending, and/or arguing.
It would be a serious challenge to enumerate all the various ways in which advocacy occurs. Instead, let’s focus on a few key highlights:
- Lobbying: Well, we already defined the term, and it certainly belongs on this list. When advocating involves working to alter legislation, it’s in the realm of lobbying.
- Litigation: Litigation is the aspect of advocacy directly connected to the law. It focuses on advocating for your cause from within the court system.
- Educating: Educating is a fairly broad advocacy topic. Educating boils down to raising awareness of your cause to spur supporter action and effect change.
- Organizing: Organizing is pivotal to advocacy. You have to be able to gather your supporters and unify them as one coherent voice in order to effectively enact change. That all starts with organizing.
To give you a more concrete idea of what constitutes advocacy work, read through the following example of what is and isn’t advocacy. In this example, your organization works to help students who are testing below grade level catch up to their classmates.
- Advocacy is not — Tutoring those students in an after school program.
- Advocacy is — Gathering signatures from members of your community for a petition to alter public educational practices that are putting your students at a disadvantage and/or not offering ample classroom support.
Now that you understand the practice of advocacy, it’s important to recognize the various types of advocacy groups you might encounter.
What kind of advocacy groups are there?
While there are many types of advocacy groups, for simplicity and clarity’s sake, this article is only going to focus on a select few:
Nonprofits advocate for the causes they serve, which are outlined in their mission. Nonprofits can lobby as well, but the amount they can lobby is regulated by federal tax law.
527 organizations are named for their place in the tax code. These organizations are tax-exempt and run with the specific purpose of influencing elections, either advocating for or against certain candidates.
527s encompass two types of advocacy groups we’ll cover very soon, PACs and super PACs, but when someone specifically refers to a 527 advocacy organization, that person is often talking about one grouping of the larger term.
That grouping? Organizations that advocate for issues but not political candidates or parties explicitly.
Due to that semantic difference, organizations popularly deemed 527s are not regulated by federal or state campaign finance laws.
PACs and Super PACs
Political action committees (PACs) gather funding from members and donate to campaigns to help either elect a candidate or keep a candidate out of office. There are caps on how much money a PAC can contribute.
The much more recently legalized super PACs can raise unlimited funds in order to advocate for or against certain candidates. They cannot, however, directly coordinate with or donate funds to a candidate.
As you can probably tell, advocacy groups are varied and work within different systems to effect change. Politics and the lobbying portion of advocacy are clearly critical, but there are plenty of other areas of focus.
Advocacy groups are often the impetus behind changes we see in political, social, and economic institutions.
As a whole, advocacy is one means of "doing good" in the world. Advocacy is active and engaging. It’s satisfying to be able to draw a line from your organization’s actions to a tangible change for the better regarding the cause you’re advocating for.
Advocacy is not without its challenges. However, when a campaign is run successfully, advocates get to experience firsthand the phenomenon of ideas becoming realities.
If you want to find out more about advocacy, check out these additional resources:
The Complete Guide to Nonprofit Advocacy. Nearly 40 pages of advocacy tips, tools, and worksheets to plan and implement a successful advocacy campaign.
Nonprofit Editorial Calendar Toolkit. Put your marketing strategy into overdrive with our toolkit and templates to plan, organize and implement all your nonprofit marketing content.
Free Course: How to Win Grassroots Campaigns with Multi-Channel Advocacy. Learn how legislators are avoiding constituents and how your campaign can use multi-channel tactics to break through!
Free Demo: Salsa's Online Advocacy Software. Find the best solution for your nonprofit, association, campaign or 501c3 organization by leveraging our suite of advocacy tools!