Category:
A primary tool (but feel free to adapt content to suit your purposes)
Description and Purpose:
This is a tool for analyzing the best choice of advocacy issue. It works by rating each issue against given criteria.
Method:
Apply a rating to each issue for each criterion – using a positive ranking of 1-5 (with 5 being the maximum).
Adapt according to your organization’s priorities and needs (e.g. add fundraising potential; media potential etc.). Consider changing rankings to reflect major priorities (e.g. give double point to likelihood of success, potential benefits and potential for your organization to make an impact).
| Criteria | Policy Issue 1 | Policy issue 2 | Policy issue 3 |
| Likelihood of success | |||
| Potential benefits for animal welfare |
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| Potential for you to make a difference (or is the bus overcrowded?) |
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| Relevance to your work and objectives? |
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| Potential for networking and coalitions (i.e. relationship with the relevant allies is strong) |
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| Possibility to use the advocacy for capacity- building |
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| The issue is something you care passionately about (this is important as it will motivate you to take action on the issue? |
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| TOTAL |
This can be amended according to your own criteria (and perceived level of importance). As with all tools, it is simply for guidance, and should be adapted where necessary to achieve the most relevant results for your organization. For example, although it is generally accepted that you should try to make the most difference to the welfare of animals through your choice, if this is your first advocacy initiative you may want to start with a small, limited-time advocacy issue – to build aptitude and confidence.