Raising awareness is not enough! Social change is baked into the work of many mission driven organizations, but is it effective? Exactly what change are you after? Do you know if your efforts are working? This course is designed to support staff of nonprofit organizations in using planning and evaluation tools to increase the effectiveness of social change advocacy campaigns. Students will be guided through case studies, planning tools, and evaluation methods specific to advocacy work. This course will emphasize strategy and evaluation.

CEUs/ILUs: 1.6
Length (in hours): 16
Price in USD $195.00
Price in CAD $265.00


Unit 1

Introduction and Panning

  • What we mean by advocacy
  • Elements of a successful advocacy campaign (case study)
  • What is your objective? (planning worksheet)
  • Environmental scan: who else is doing similar work? What will help your efforts? What could work against you? (Environmental Scan worksheet)

Unit 2


  • Identifying what you want and how you’ll get there (using the strategy planning matrix)
  • Identifying influencers and champions for your cause
  • Incorporating key elements

Unit 3


  • Making mid-course corrections
  • Documenting what happened
  • What successful implementation looks like: campaign case studies

Unit 4

Evaluation: Data Collection, Analysis, and Use

  • Build evaluation in from the start
  • Advocacy evaluation is different than traditional evaluation – examples
  • Data collection methods in advocacy evaluation (intense period debriefs, checklists, real time eval, bellwether methodology, key informant interviews, etc.)
  • Participatory data analysis – making sense of all that info you collected
  • Distributing the knowledge – who needs to know what
  • How to use what you’ve learned