Using the Advocacy and Policy Change
COMPOSITE LOGIC MODEL
to
Articulate an Advocacy Strategy
Or Theory of Change
September 2007
Julia Coffman
Harvard Family Research Project
Advocacy and Policy Change Composite Logic Model
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Goal Setting
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Media
Partnerships
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
Voter Education
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Public Service
Announcements
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 What is the Advocacy Goal?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
= Relevant strategy component
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Media
Partnerships
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
Voter Education
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 Who is the Audience?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
= Relevant strategy component
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Media
Partnerships
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
Voter Education
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 What Will it take to Convince or Move the Audience?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
= Relevant strategy component
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Media
Partnerships
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
Voter Education
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 What Contextual Factors Might Impact the Strategy’s Success?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
= Relevant strategy component
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Media
Partnerships
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
Voter Education
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 Where Doesn’t the Strategy Need to Focus?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
= Relevant strategy component
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Media
Partnerships
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
Voter Education
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 What Will Strategy Collaborators Do?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
= Collaborator focus
Media
Partnerships
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
Voter Education
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
= Relevant strategy component
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 What will the Opposition or Competition Do?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
= Opposition focus
Media
Partnerships
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
Voter Education
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
= Relevant strategy component
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences
 Is There a Contingency Plan?
Inputs
Activities/Tactics
Capacity Building
Fund Raising
Staffing and
Leadership
Development
Interim Outcomes
Policy and Politics
Skills
Development
Infrastructure
Development
Issue/Policy
Analysis and
Research
Policymaker and
Candidate
Education
Advocacy
Capacity
Policy Proposal
Development
Organizational
Capacity
Litigation or
Legal Advocacy
Problem
Assessment
Policy
Assessment
Landscape
Mapping
Strategy
Development
Relationship
Building with
Decision Makers
Polling
Message
Development
Electronic
Outreach
Materials
Development
Earned Media
Paid Media
Public Service
Announcements
Partnerships or
Alliances
Issue
Reframing
Collaboration
and Alignment
Awareness
(including
messaging)
Coalition and
Network Building
New Advocates
(including unlikely
or nontraditional)
Grassroots
Organizing and
Mobilization
= Contingency plan
Media
Partnerships
New
Champions
(including
policymakers)
New Donors
Briefings/
Presentations
Demonstration
Projects or Pilots
Voter Education
More or
Diversified
Funding
Potential Partners/
Competitors/ Opponents
Audiences
Policy
Implementation
Salience
Attitudes or
Beliefs
Policy Monitoring
and Evaluation
Policy
Maintenance
Public Will
Policy Blocking
Political Will
Constituency or
Support Base
Growth
Improved
Services
And Systems
Positive Social
And Physical
Conditions
Elected Officials
Voters
Media
Community
Leaders
Candidates
Political Donors
Courts
Public
Administrators
Specific
Constituencies
Popular Culture
Artists/Gatekeepers
Political Climate
Issue Competition
Placement on the
Policy Agenda
Policy Adoption
Organizational
Visibility or
Recognition
Contextual Factors
Prior Experience
Policy
Development
Impacts
Rallies and
Marches
= Relevant strategy component
Social Climate
Media
Coverage
Communications and Outreach
Partner
Development
Goal Setting
Economic Climate
Policy
Lobbying
Preparation/Planning
Data Collection
Policy Goals
Business
Other Audiences