Foundations of Advocacy

Whether you’re a small business owner fighting for fair taxes, a parent calling for better childcare, or a worker demanding better wages, advocacy is how we turn frustration into action and action into impact.

Power is the ability to influence decisions, control resources, and shape outcomes. It shows up in many forms — some visible, some hidden — and understanding how it works is key to effective advocacy.

You don’t need to hold elected office or run a major company to have power. Communities, workers, business owners, parents — we all have power when we get organized and make our voices heard.

Policy change happens at every level of government — from local school boards to federal agencies. To be an effective advocate, you need to understand where decisions get made, who makes them, and how to engage at the right level.

Advocacy is about influencing public policy — the laws, budgets, and rules that shape our lives. But not all decisions are made in Washington, D.C. In fact, many of the issues that affect us most — housing, transit, policing, public health — are decided closer to home.

Every advocacy campaign needs a strategy — and that starts with knowing who you need to influence. That’s where mapping decision-makers comes in.

Power mapping is a visual strategy tool that helps advocates figure out who to influence and how to influence them.

Advocacy is a marathon, not a sprint. And like any movement, it needs direction. Clear goals give your advocacy focus, momentum, and a way to measure progress — even when change takes time.

Small business owners are trusted messengers, economic anchors, and often deeply connected to their communities. But they don’t always see themselves as “organizers” — even if they’re already leading in informal ways.

The one-on-one conversation (or 1:1) is one of the most powerful tools in organizing. It’s how you build trust, surface values, uncover shared interests, and invite people into deeper action.

Listening sessions help build relationships, surface shared concerns, and create buy-in for future organizing. They’re a critical first step for identifying leaders, recruiting members, and shaping an advocacy agenda that reflects your community.

A leadership team is not just a list of volunteers — it’s a group of people who make decisions, take responsibility, and help steer the work.

A bigger base = more power. More voices, more stories, more influence on lawmakers, media, and policy outcomes. But growth isn’t just about numbers — it’s about building a stronger, more connected community of small business owners who are ready to act.

You’ve recruited new members, held listening sessions, and formed a leadership team — now what? Without a clear, welcoming onboarding experience, new leaders can drift away. With one, they feel connected, equipped, and ready to lead.

In advocacy, facts alone don’t move people — stories do. A strong narrative makes your issue personal, relatable, and urgent. It creates emotional connection and builds public will for change.

Earned media is coverage you earn (not pay for) by getting your story picked up by journalists, reporters, or bloggers. It’s how you raise visibility for your issue, influence public opinion, and pressure decision-makers — all without buying an ad.

A press release is a summary of what happened (or is happening) and why it matters.

When you get interviewed — whether for radio, TV, podcasts, or print — you’re not just answering questions. You’re shaping a story, influencing the public, and calling decision-makers to act.

You don’t need to go viral to make an impact.

A public spokesperson doesn’t have to be a celebrity or politician. As a small business owner, you already hold powerful credibility.

If you want to change the rules, you need to understand how the rules get made.

The legislative process is how ideas become laws — and how we move from frustration to reform. Whether you’re advocating at the city, state, or federal level, knowing the process helps you:

• Influence lawmakers at the right time

• Choose the best strategy and tactics

• Stay persistent (even when things slow down)

You can’t win policy fights alone — and you shouldn’t try. Coalitions bring together different groups to share resources, reach more people, and amplify each other’s power.

A strong local coalition helps show lawmakers that an issue has broad support — not just from small businesses, but from parents, workers, community orgs, and faith leaders too.

An advocacy campaign is a focused effort to change a policy, shift public opinion, or move decision-makers — with a clear strategy, a specific goal, and a timeline.

Good campaigns don’t happen by accident. They’re planned, coordinated, and powered by people.

Lawmakers are supposed to represent the people — but they won’t know what matters to small business owners unless we tell them. A direct meeting is one of the most powerful ways to:

• Share real-life impact

• Influence how they vote

• Build long-term relationships

• Hold them accountable
  

Petitions and sign-on letters are simple but powerful tools. They show decision-makers that your demand has support — not just from individuals, but from business owners, community groups, and local leaders.

They're also great organizing tools:

• They give people a clear, easy way to take action

• They build your list of supporters

• They amplify your public message

They can be delivered at key campaign moments to boost pressure

Too often, the pressure stops after the meeting, the hearing, or the petition delivery. But real advocacy is about relationships and repetition — and that means follow-up.

A local action is a visible, public way to show that people care — and demand change. Whether it’s a press event, rally, banner drop, or delegation visit, your action:

• Gets attention from media and the public

• Pressures decision-makers

• Builds energy and pride in your base

• Makes your campaign real in the community

You don’t need hundreds of people. You need the right message, the right moment, and a team to pull it off.

Walks and tours with lawmakers, media, or community leaders give a real-life, on-the-ground look at how policies affect small businesses. They create moments for:

• Storytelling directly from business owners

• Visual and emotional connection to your issue

• Building relationships with decision-makers

• Press coverage that centers community voices

When lawmakers are about to vote or hold a public hearing, it’s go time. These moments are pressure points — when a visible, vocal presence can:

• Sway undecided lawmakers

• Show media and the public there’s support

• Boost morale among your base

• Create a record of public input that shapes decisions

A successful event doesn’t just reach the people in the room — it reaches hundreds or thousands through press, photos, and stories. That’s why every action or event should have a media strategy built in.