High-Performance Partnerships - National Academy of Public ...

COMMUNICATIONS
chapter eight
BROADENING THE PARTNERSHIP’S
SUPPORT BASE THROUGH
ADVOCACY
The Challenge
A well-informed community is not necessarily
a supportive one. Building and sustaining
public interest and funder support for a mission
are critical to a partnership’s long-term
viability. Implementing the external communications
plan described above is important.
Producing outstanding results also is key.
However, an effective advocacy initiative goes
beyond these two features.
The advocacy function is especially critical when
the partnership operates in a multi-level or governmental
environment, or when funding sources
are varied or tentative. Advocacy involves building
vocal support—policy, financial, and
resource—for the partnership and its mission.
The Strategy
Aside from disseminating information, a communications
strategy must include a marketing
campaign to develop a corps of advocates.
People must understand the issues and be
compelled to do something about them. If the
partnership seeks grassroots advocacy, it must
undertake a public relations campaign and
“brand identity” to which the community can
relate. A name, logo, or phrase can capture the
partnership’s essence and make it easier for
supporters to champion a cause.
The partnership also must be savvy about the
key pressure points for obtaining legal, policy,
or resource decisions. Once these are identified,
it can determine the best approach for
making its case. This is where access can be
especially helpful. The partnership could use a
member’s political standing to get an audience
with key policy-makers.
Success is a primary way for a partnership to
gain morale and financial support for its mission
and activities. Through performance criteria
and an annual scorecard, the partnership
can engender additional support. The partnership
and stakeholders should recognize
achievements, both small and large.
Celebrations not only draw attention to the
achievements, but provide an intangible
reward for those who have supported the
partnership along the way.
The purpose of Indianapolis’s Family
Strengthening Coalition is to foster a community
movement to support a broad range of
strategies to help families become strong, capable,
and connected. The coalition’s goal is to
touch thousands of Indianapolis families with
its message. It is an excellent example of
comprehensive communications and advocacy.
106 Powering the Future: High-Performance Partnerships