Identify the targets of your effort, these are the decision makers who will play a key role in achieving impact. These include final decision-makers, primary influencers, secondary influencers, and other important stakeholders. Each tier of decision-makers will interact and influence the tier(s) above them, so it is important to be acquainted with the relationships between influencers and decision-makers in order to strategically target and message your effort.
Note: In organizing and advocacy efforts there may not always be a final decision-maker if the goal of the effort does not revolve around legislative action or an electoral race. For example, if your goal is increasing awareness, there will not be a final decision-maker that determines if you were successful or not. However, you can still identify influencers and stakeholders that will aid you in achieving your intended impact.
Examples:
-
Final Decision-Makers: Executive offices that have unilateral influence on bills, legislation, etc.
- Governor
- Superintendent
- President
- Supreme Court
- Committee Chairs
- Speakers of State Legislature
-
Primary Influencers: People who have direct influence on the final decision-makers opinions or processes.
- Advisors
- Senate
- House of Representatives
- Committee Members
- Unions
- Community-based Organizations
- Faith-based Organization
-
Secondary Influencers: People or groups who have indirect influence or might directly influence your primary influencers.
- Lobbyists
- Political Allies (e.g., notable civic collaborations)
- Unions
- Community-based Organizations
- Faith-based Organizations
-
Other Important Stakeholders: People or groups who have a stake or interest in your issue or effort.
- Business Leaders
- Community-based Organizations
- Faith-based Organizations
- Unions
- Parent Groups
For more support on identifying your goal and effort, create a table like below.
| TARGETS | Who are the decision-makers that will play a meaningful role in achieving impact? |
|
Final Decision-Makers
Primary Influencers
Secondary Influences
Other Important Stakeholders |
Resources
View the Organizing and Advocacy Playbook as a PDF
Background Information
Advocacy Action Plan Phase-Learning
Advocacy Action Plan Phase-Planning
Advocacy Action Plan Phase-Implementation
Advocacy Action Plan Phase-Execution
Advocacy Action Plan Phase-Reflection