Advocacy in 2020 – Guest blog by Tom Baker
What will advocacy or campaigning look like in a decades time? Our guest blog from Tom Baker looks into a number of recent reports that explore future trends and highlights some common themes that we should all be thinking about now.
Tom Baker works in the advocacy department of a large international development charity. He's passionate about building the effectiveness of campaigns and set up his own blog the Thoughtful Campaigner to help provide a space for the sector to do so. This blog post was first published on the thoughtful campaigner on the 14th August.
Advocacy in 2020 - Future trends and how to prepare for them
I’m not sure what caused it but the spring saw a number of reports being produced by NGOs which looked at future trends. The two I’ve found most useful are Leading Edge 2020 (opens as a PDF) by Troicaire and 2020 Development Futures by Action Aid.
They’re well worth a read as they provide a huge amount of insight into what might be coming on the horizon, much of which could have huge impacts on our advocacy and should also provide a challenge for any organisation that hasn’t spent a little time thinking about how it’ll respond to a changing environment.
Alex Evans who, amongst other things is editor of the excellent GlobalDashboard.org, authored the 2020 development futures paper for Action Aid, in it he makes 10 recommendations for the next 10 years.
They’re all insightful but five stand out as being especially important to advocates;
1. Be ready for external shocks – A reminder that external shocks are often the key driver of change, reflecting on the quote from Friedman that ‘Only a crisis – actual or perceived – produces real change. When that crisis occurs, the actions that are taken depend on the ideas that are lying around‘. Evans suggests that ‘Civil society organisations should put aside a substantial proportion of their policy and advocacy to roll them out rapidly when ten times as much political space opens up overnight, for three weeks only‘.
2. Putting members in charge – arguing that we’ve traditionally built our engagement on largely passive engagement of members who have responded by signing a postcard or donating money. Evans argues that CSOs need to ’put their members in charge as far as possible using technology platforms to ask them regularly what to campaign on, where, how to do it, and how they want to be involved’.
3. Specialise in coalitions – but not simply civil society organisations, suggesting that power is going to become more diffuse and that it’ll be going to bloggers, citizens, NGOs, businesses and beyond. The effective civil society organisations will need to be the catalysts to create shared platforms and the glue to keep them together. Practically, Evans suggests that coalitions will need to be more diverse and will need staff within CSOs who have experience outside the civil society sector who can act as ‘translators’ in bring these diverse coalitions together.
4. Expect failure – Which is linked to being ready for external shocks, but also recognising that CSOs will also expect to find their own operations under stress. I’ve written before about how we shouldn’t see failure as a bad thing as long as we learn from it.
5. Be storytellers – suggesting ‘if diverse coalitions are key to effecting political change, it is narratives, and compelling visions of the future, that can animate networks and coalitions over the long-term‘ and calling on CSOs to be storytellers about the future.
If you’re inspired to spend some time thinking about how future trends might impact your work, here are some ideas to get you started.
Have a read of NCVO's Making Sense of the External Environment booklet (opens in a PDF).
Gather together some colleagues and spend 30 minutes trying to draw together PEST or PESTLE analysis on the trends that might affect campaigning in the coming years – both are simple tools that allow you to gather your thoughts on what might be happening in key areas.
Based on your PEST chart, ask yourself what will campaigning look like in 2020. Identify different scenarios and consider how your campaign might adapt.
Spend sometime soaking up ideas on sites like trendwatching.com or www.3s4.org.uk
Look at NCVO Future Focus booklet which asks what will campaigning look like in five years time.
Come up with a list of up to five practical things you’re going to do to respond. I’ve found it’s easy to spend lots of time thinking about future trends but organisations often struggle to start to act on them.
Do you agree with the recommendations that Evans makes? How do you go about reflecting on future trends?
This blog post was first published on the Thoughtful Campaigner which carries this disclaimer - This is my personal blog and the opinions expressed are my own and don’t represent the views of any organisations I’m involved with.
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