Introduction

In today's dynamic global landscape, Non-Governmental Organizations (NGOs) are increasingly recognized not just for their on-the-ground service delivery, but also for their crucial role in shaping public discourse and driving systemic change. Advocacy and Policy Influence for NGOs are powerful tools that enable organizations to amplify the voices of marginalized communities, translate lived experiences into actionable policy solutions, and hold decision-makers accountable. Effective advocacy involves strategic communication, evidence-based argumentation, and the ability to build broad coalitions that compel action from local governments to international bodies. Without mastering the art and science of advocacy and policy influence, NGOs risk their valuable fieldwork remaining isolated and their potential for transformative impact on wider societal issues remaining untapped. This essential training course focuses on equipping professionals with the expertise to master Advocacy and Policy Influence for NGOs.

This intensive training course is meticulously designed to empower NGO leaders, program managers, advocacy officers, communications specialists, and all personnel committed to social change with the theoretical understanding and hands-on practical skills necessary to design, implement, and evaluate effective advocacy campaigns. Participants will gain a deep understanding of policy-making processes, explore various advocacy strategies, learn about crafting compelling messages, and acquire skills in stakeholder engagement, media relations, and coalition building. The course will delve into topics such as power analysis, evidence-based advocacy, public awareness campaigns, digital advocacy, lobbying techniques, and monitoring advocacy impact. By mastering the principles and practical application of Advocacy and Policy Influence for NGOs, participants will be prepared to strategically engage with decision-makers, mobilize public support, and contribute meaningfully to policy reforms that advance their organizational missions and create lasting positive change.

Duration: 5 Days

Target Audience

• NGO Leaders and Executive Directors
• Advocacy Managers and Officers
• Program Managers involved in policy engagement
• Communications and Public Relations Staff
• Policy Analysts and Researchers
• Board Members responsible for advocacy oversight
• Community Engagement and Mobilization Officers
• Fundraising and Partnership Development Professionals
• Consultants working with NGOs on policy issues
• Anyone seeking to influence public policy through the nonprofit sector.

Objectives

• Understand the policy-making process and identify key entry points for influence.
• Learn to develop clear and compelling advocacy goals and objectives.
• Acquire skills in conducting stakeholder mapping and power analysis in policy contexts.
• Comprehend techniques for crafting persuasive advocacy messages and communication strategies.
• Explore strategies for building and managing strategic alliances and coalitions.
• Understand the importance of evidence-based advocacy and research utilization.
• Gain insights into various advocacy tools and tactics, including lobbying and public campaigns.
• Develop a practical understanding of monitoring and evaluating advocacy impact.

Course Content

Module 1: Foundations of Advocacy and Policy Influence

• Defining advocacy, lobbying, and policy influence in the NGO context.
• Why advocacy matters for NGOs: from service delivery to systemic change.
• Understanding the policy cycle and identifying windows of opportunity.
• Differentiating between awareness-raising and policy advocacy.
• Ethical considerations and principles for responsible advocacy.

Module 2: Defining Your Advocacy Issue and Goals

• Identifying and analyzing the problem: root causes, scope, affected populations.
• Selecting a specific, achievable advocacy issue.
• Setting clear, measurable, ambitious, relevant, and time-bound (SMART) advocacy goals and objectives.
• Developing a clear "Theory of Change" for your advocacy efforts.
• Aligning advocacy goals with organizational mission and strategic plan.

Module 3: Stakeholder Analysis and Power Mapping

• Identifying key stakeholders: decision-makers, influencers, allies, opponents, affected groups.
• Conducting a power analysis: understanding who holds power and how they exercise it.
• Mapping relationships and interests among stakeholders.
• Strategies for engaging diverse stakeholders effectively.
• Building a stakeholder engagement plan for advocacy.

Module 4: Crafting Compelling Advocacy Messages

• Principles of effective communication for policy influence.
• Developing clear, concise, and persuasive key messages.
• Tailoring messages to different target audiences (policymakers, media, public, partners).
• Using data, evidence, and personal stories to strengthen arguments.
• The art of the "ask": making clear and actionable recommendations.

Module 5: Advocacy Tools and Tactics (Part 1: Direct Advocacy)

• Direct lobbying: meeting with policymakers, presenting briefs.
• Policy brief development: structuring arguments and recommendations.
• Submitting position papers and testimonies.
• Participating in parliamentary hearings and government consultations.
• Building personal relationships with decision-makers and their staff.

Module 6: Advocacy Tools and Tactics (Part 2: Public and Digital Advocacy)

• Public awareness campaigns: designing and executing.
• Media advocacy: engaging journalists, writing press releases, op-eds.
• Social media and digital advocacy strategies.
• Grassroots mobilization and community organizing.
• Utilizing petitions and public demonstrations.

Module 7: Building Alliances and Coalitions

• The power of collective action: why NGOs should form coalitions.
• Identifying potential partners with shared goals.
• Principles of effective coalition building and management.
• Navigating internal dynamics and achieving consensus within alliances.
• Leveraging partnerships for amplified impact and resource sharing.

Module 8: Monitoring, Evaluation, and Learning in Advocacy

• Challenges of measuring advocacy impact.
• Developing indicators for tracking advocacy activities, outputs, outcomes, and impact.
• Data collection methods for advocacy M&E.
• Documenting successes, challenges, and lessons learned.
• Using evaluation findings for adaptive management and strengthening future advocacy efforts.

Training Approach

This course will be delivered by our skilled trainers who have vast knowledge and experience as expert professionals in the fields. The course is taught in English and through a mix of theory, practical activities, group discussion and case studies. Course manuals and additional training materials will be provided to the participants upon completion of the training.

Tailor-Made Course

This course can also be tailor-made to meet organization requirement. For further inquiries, please contact us on: Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Training Venue

The training will be held at our Skills for Africa Training Institute Training Centre. We also offer training for a group at requested location all over the world. The course fee covers the course tuition, training materials, two break refreshments, and buffet lunch.

Visa application, travel expenses, airport transfers, dinners, accommodation, insurance, and other personal expenses are catered by the participant

Certification

Participants will be issued with Skills for Africa Training Institute certificate upon completion of this course.

Airport Pickup and Accommodation

Airport pickup and accommodation is arranged upon request. For booking contact our Training Coordinator through Email: info@skillsforafrica.org, training@skillsforafrica.org  Tel: +254 702 249 449

Terms of Payment: Unless otherwise agreed between the two parties’ payment of the course fee should be done 5 working days before commencement of the training.