Appleseed Theory of Change
Methodology
Goals
Opportunity and
Justice for All
Government Advances
the Public Interest Fairly
and Efficiently
Corporations Treat
Consumers Fairly and
Efficiently
Individuals and
Organizations are
Empowered to Demand
Rights and Genuine
Opportunity for All
Appleseed’s Distinct Contributions
Successes
Pro Bono
Profession
al Help
Strategic
Staff
Research +
Advocacy
for Practical
Changes
Proof,
Evaluation,
Replication,
Scale
Issue Identification: Where We Get Our Projects
Center projects
Allies suggest need
Board/Staff ideas
Next Step on Existing
Work
New
Project
Scoping Memo
Note: Not all need
to be in place
to move forward.
We consider
Would this
all, though.
project advance
Appleseed and
build allies?
Could we
achieve a victory
in the short,
medium or long
term?
Is funding
available?
Does the Board
support it?
What else has been
done on this topic
by other
researchers and
advocates?
Does it build on
our expertise?
Can we staff
the project?
Could
Appleseed
fill a gap?
Is there a clear
claim to
justice?
Are Centers
supportive?
Let’s
go!
Can pro bono
partners
contribute?
Engaging Pro Bono Help
Shop
project
Secure
commitment
Engagement
memorandum and
initial meeting
Regular Check-ins,
brainstorming
Pro Bono Research
Legal/Policy Research
Expertise
Interviews
Surveys
Convening
Draft
Report
Reports Include Recommendations
findings
Principle
(opportunity/
justice)
Achievability
in Short,
Medium or
Long Term
Recommendations
for Action
Circulate Draft Report: Concept Checking
Appleseed
staff, board
committee,
interested
Centers
Vet
conclusions
with targets
Check with Allies
Finalizing Report
Synthesize
and
evaluate
input
Fill in
remaining
holes
Acknowledgements
Proofing
and
Final
Checks
Design
Print or
Online
release
Advocacy Phase:
Overlapped With Research
Vetted
conclusions
Continued
with
interviews
Began with gap
analysis
Advocacy Plans
Get Report to
Decision makers
May Need New
Pro Bono Partners
Meet with Decision
makers
Target: Who Has the
Power to Make the
Change We Wish to
See?
Each
Recommendation
May Need Its Own
Plan
Build Allies Who
Can Influence
Decision makers
Address or Avoid
Obstacles to
Securing Change
What is Appleseed Advocacy?
Letters to corporate
or governmental
officials
Meetings with
Decision makers
and a Call-toAction
Drafting suggested
reform language
Amicus briefs &
possibility of
litigation (some
Centers do more)
Media: Op-Eds,
press quotes,
blogging
Activating
Allies/Building
Coalitions
Case Studies/Best
Practice Replication
Comments on
Proposed Rules;
Testimony
Running Pilots
Build Public Support for Changes Opening Doors
to Opportunity and Justice
Focus on what
influences decision
makers: would they be
more likely to make
the change if publicly
pressured?
Proactive: Appleseed
This Week, Blogs, Op
Eds,
Posting: Website,
Facebook, Twitter
Engage Allies:
Leaders, Other NGOs,
Grassroots Voices
Goal = Systemic, Structural Changes
Market Based:
New Products;
Fair Corporate
Practices
Legislative:
New Rights or
Funding
Administration:
Better
Enforcement or
Implementation
of Existing Law
Judicial:
Rulings That
Affect Many
Persons
How We Get to Goal
Encourage new
products and fair
practices
Testify; Staff
Meetings;
Appropriations;
Letters to
agencies
Comment on
proposed rules;
Encourage better
Agency Practices
Gather Evidence;
Refine Legal
Claims; Meet
with Counsel;
Make Demands;
File Suit; Amicus
Briefs
Engaged and Active Constituents
Know Your Rights; Protect Your Rights
Community Forums
Institutionalize
Change
Responsibility
Assigned and
Accepted
Foster
Constructive
Dialogue
Complaint
Process
Assess Impact
Quantify/
Describe
Impact
Spokespeople
& Stories
Lessons Learned
Replicate Success
Case Study,
Personal
Stories,
Endorsements
PeerReviewed
Articles
Engage
Centers/Allies
Replicate Success
Speak at
Conferences
Secure
Funding
Publicize
Successes
Many Ways to Make Change
Centers
Appleseed
Theory of Change
Appleseed
Center
National
Appleseed
Grassroots
Need
Experts/
Allied
NGOs
Professionals
Appleseed
Center