Chapter 4 - Organizing for Policy Wins
What Is a Campaign?
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.
Strategy is the big-picture plan to win.
Tactics are the actions you take along the way — like meetings, rallies, op-eds, or petitions.
A strong campaign aligns tactics with strategy — not just what’s loudest, but what moves the decision-maker.
Strategy vs. Tactics
1. A Clear Goal
What are you trying to win? Be specific: pass a law, block a budget cut, win funding.
2. A Target
Who can give you what you want? (Usually an elected official, agency head, or institution.)
3. A Base
Who’s with you? Members, allies, spokespeople — you’ll need people power.
4. A Timeline
What’s the window of opportunity? Tie your campaign to legislative calendars, public hearings, budget cycles, or election dates.
5. A Strategy + Tactics
What mix of actions will build pressure and move your target?
What Makes a Campaign Work?
Keep your campaigns real and rooted. Business owners don’t have time for fluff. Make it concrete: How does this affect them? What’s the ask? What’s the win?
Tip for Small Business Organizing
You don’t need everyone to agree on every tactic. You need alignment on the goal, coordination on strategy, and commitment to move together when it matters.