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To paraphrase the great American philosopher Yogi Berra  —  Advocacy is 90% strategy and planning, and the other half is execution.

How true that is.  We all know that any strategy is only as good as its execution, and that flawless execution of poorly planned strategy still leads to poor results.  Which is why I say both parts are equally important, with strategy and planning being much more important.

Since it’s not over till it’s over, let’s start with how you develop an advocacy campaign action plan.  Here is a simple outline:

• Set the goals.  A true Yogi-ism says, “If you don’t know where you are going, you’ll end up someplace else.”  Goals tell you were you are going. Do you want to impact legislation?  Shape and drive public opinion?  Or build a network of supporters for future actions?  Ask yourself, do these goals tie into your organizational mission and goals?

• Determine your financial, technological, and human resources. How much do you have to spend, and where is it going to come from? What tools do you have? Which partnerships, affiliates and internal relationships do you have? What resources are you lacking, and where will it come from?  Do you need a great legislative tracking service or on-line advocacy tool?

• Develop your messages.  Messaging is critical. It is the heart of your plan.  It is what is going to tell your story.  It is what will touch hearts and change minds.  This can be bare bones at the start if you planning to collect actual stories during the campaign, but you should have an idea of they types of stories that you want.

• Select your tactics and messaging vehicles. Draft an ideal time line and communication plan.  Who does what when and how?  Direct lobbying vs. Grassroots advocacy.  Grassroots vs. Grasstops.  Online vs. Offline. Written messages vs. pictures vs. video.  Quantitative vs. Qualitative.  Earned Media vs. Paid Advertising.  All of them are viable options in an advocacy strategy.  How will you balance them to tell your story.  Remember advocacy works best when it is a combination of activities at multiple levels.

• Train your team and your advocates.  Tell people why this issue is important, coach them on talking points, and tell your advocates what is about to happen.  That helps keep everyone on task and on message. You have now done the planning – 90% of the work.  Now you are ready for the other half -the execution.  Remember you did a great job planning and building your advocacy strategy, so stick to it … at least until you have to change it.  As Yogi might have said, “If you come to a fork in your advocacy campaign, take it.”

• Monitor your tracking service as legislation moves through the process.  Legislative movements make natural opportunities to reach out to your activists.  And keeping them informed will keep them engaged.

• Direct and grassroots advocacy occurs throughout the legislative process.  Pressure during bill filing and drafting periods can lead to more favorable legislation being introduced.  Continuing those efforts in a timely strategic manner can then help you accomplish the rest of your legislative goals. Monitor your social media to measure what messages actually works.  Social media often gives you instant feedback on your messaging, and is a great alternative to expensive focus groups and pr firms if you are bootstrapping your advocacy campaign.

Remember, your campaign does not end with that final vote or veto.  You have to say “thank you.”  And you should thank both your advocates who took the time to support your campaign and the elected officials that supported your organization.  If you want to go a bit further – here is a great legislative scorecard tool to tell all your supporters how all the legislators voted on your issues.