Chapter 1 - Advocacy
Why Mapping Matters
Every advocacy campaign needs a strategy — and that starts with knowing who you need to influence. That’s where mapping decision-makers comes in.
When you understand the landscape — who holds the power, who’s on your side, and who’s in the way — you can focus your energy where it counts. You don’t have to convince everyone, just the right people.
Decision-makers are the people who can directly act on your demand. They might be:
Elected officials (mayors, city council members, governors, members of Congress)
Agency heads or department staff
School board members
Corporate or institutional leaders
Sometimes, voters (in the case of ballot initiatives or referenda)
Who Are Decision-Makers?
Allies, Opponents, and Everyone in Between
You’re not just mapping power — you’re mapping relationships. Advocacy isn’t only about targeting decision-makers, but also about identifying:
Allies – People who already support your issue and can help push it forward.
Persuadables – People who aren’t sure yet, but may support your issue if convinced.
Opponents – People who will try to block your efforts.
Influencers – People who have informal power or influence over decision-makers.
The 5 Key Questions to Guide Your Map
Who has the power to make the change I want?
Who are the top 3–5 decision-makers I need to focus on?
Where do they currently stand on the issue?
Who influences them — personally or politically?
Who are my natural allies in this fight?
This map becomes your campaign compass — guiding your communications, meetings, and mobilizations.