Nonprofit advocacy guide: what it is and how to get started

In the nonprofit world, that usually means making sure the people we serve are heard, supported, and protected. Whether you're fighting for better healthcare, safer neighborhoods, or equal access to education, advocacy is one of the most powerful tools nonprofits have.

We’ve seen firsthand how advocacy can unlock more funding, build stronger communities, and even change laws. But we also know it can feel overwhelming, especially if your team is already stretched thin. The good news? You don’t have to figure it out alone, even large NGOs (nongovernmental organizations) use advocacy on a global scale to influence policy and drive change.

What is advocacy?

Advocacy is simply the act of speaking up. It means raising your voice to support a cause, solve a problem, or help someone else be heard. Sometimes that means talking to lawmakers. Other times it means organizing your community or sharing stories to change public opinion. No matter what it looks like, advocacy is about making sure voices, especially the quiet ones, don’t get left out.

You don’t have to be a lawyer or politician to be an advocate. If you’ve ever helped someone fill out a form, attended a school board meeting, or explained why a local policy was unfair, you’ve done advocacy. It’s about showing up and standing beside others, especially when they need backup.

There are all kinds of advocacy out there, like health advocacy, where people speak up for better medical care, or community advocacy, where neighbors rally together for safer parks or better services. Some advocacy happens one-on-one. Some happens in the streets or online. All of it matters.

What is nonprofit advocacy?

Nonprofit advocacy is when a nonprofit speaks up, not just for itself, but for the people it serves. It's about using your platform to push for change, whether that means fairer laws, more funding, or better services in your community. It’s not just “raising awareness.” It’s raising your hand and saying, “This needs to change, and here’s why.”

What makes nonprofit advocacy different is that it’s mission-driven. You’re not doing it to win votes or boost profits. You’re doing it to protect what matters, to stand up for your cause and the people behind it. That could mean pushing for a new policy, or it could mean helping someone navigate a system that wasn’t built for them.

Sometimes advocacy looks like meeting with elected officials. Sometimes it’s writing an op-ed or organizing your supporters to sign a petition. And sometimes, it’s just being a voice for someone who doesn’t have one in the room.

Nonprofit advocacy is powerful because it connects the work you do every day with the systems that shape your community. When done well, it can take your mission further than you ever thought possible.

Types of advocacy used by nonprofits

There’s no one-size-fits-all when it comes to advocacy. Different nonprofits use different approaches depending on who they serve and what they’re fighting for. Here are some of the most common types you’ll see, and maybe already use.

Statutory advocacy

This is when someone speaks up to protect a person’s legal rights. Think of it like having someone in your corner when you're dealing with government systems, like social services or healthcare. It’s often used for folks who might not be able to speak up for themselves, like people with disabilities or older adults.

Community advocacy

Community advocacy happens when a group stands up together for a shared issue, like safer streets, better schools, or clean water. It’s about neighbors helping neighbors, using their collective voice to make real changes where they live.

Peer advocacy

This one is powerful. It’s when people with similar experiences support each other. A good example? Someone who’s been through addiction recovery helping someone else through the same thing. There’s a deep level of trust here because it’s based on shared life experience.

Group advocacy

Group advocacy is when people come together to advocate as a team. Instead of one person speaking out, a group brings strength in numbers. This is often seen in support groups or community organizations that rally around a common cause.

Self-advocacy

Sometimes, advocacy is personal. Self-advocacy is when someone speaks up for their own needs and rights. Many nonprofits focus on building this kind of confidence, teaching the people they serve how to advocate for themselves.

Health advocacy

This is all about helping people navigate the healthcare system, get access to treatment, and understand their rights as patients. It can involve speaking with doctors, working with insurance, or pushing for better health policies in the community.

Each type of advocacy plays a role, and nonprofits often use more than one at a time. The key is choosing the approach that best fits your mission, and the needs of your people.

What does an advocacy group do?

An advocacy group is a team of people who focus on making change happen. They’re the ones pushing for better laws, raising awareness about important issues, or making sure the voices of everyday people are heard. Sometimes they’re part of a nonprofit. Other times, they’re their own separate group. But their mission is always the same: speak up and drive action.

What they actually do day to day can look different. Some organize rallies or town hall meetings. Others help people understand their rights or tell their stories to the media. Many work behind the scenes, meeting with lawmakers, writing policy briefs, or sharing data that backs up their cause.

A strong advocacy group doesn’t just talk about problems. They offer solutions. They connect with the right people, build public support, and keep showing up, even when change takes time. And they’re often the bridge between communities and the people in power.

If you’re a nonprofit, you might already be acting like an advocacy group, especially if you’re educating your supporters, speaking out on issues, or helping folks navigate tough systems. The difference is that advocacy groups make that their full-time focus.

Legal guidelines and compliance for nonprofit advocacy

Advocacy is legal, and important, but there are rules nonprofits need to follow, especially around lobbying. The good news? You can speak up for your cause. You just have to know where the guardrails are.

The difference between advocacy and lobbying

All lobbying is advocacy, but not all advocacy is lobbying. Advocacy is a broad term, it covers anything from raising awareness to educating the public. Lobbying is more specific. It’s when you try to influence a specific piece of legislation, like asking a senator to vote yes on a bill.

Talking about an issue is advocacy. Asking someone to vote for or against a law is lobbying.

What the IRS allows for nonprofits

If you’re a 501(c)(3) nonprofit, you can lobby, but only to a limited extent. The IRS lets you use a portion of your time and resources to influence legislation, as long as it doesn’t become your main focus.

You can also educate lawmakers, host community discussions, and encourage civic engagement, all of which are considered advocacy, not lobbying.

Actions that are allowed and examples

• Hosting an event to raise awareness about a social issue
• Sharing educational resources on your website
• Meeting with local officials to discuss your mission
• Helping community members tell their own stories
• Encouraging people to register to vote

Risky or prohibited actions and how to avoid them

• Endorsing a political candidate (this is strictly not allowed)
• Spending most of your budget on lobbying
• Running a campaign that directly tells people how to vote on a ballot measure, without the right disclosures

When in doubt, stick to education, storytelling, and issue-based engagement. And if you plan to do a lot of lobbying, look into filing the 501(h) election, it gives clearer guidelines on how much lobbying is okay.

Advocacy doesn’t have to be scary. With the right understanding, it’s a safe, legal, and incredibly effective way to advance your mission.

How to start an advocacy campaign for your nonprofit

Starting an advocacy campaign might feel big, but it doesn’t have to be complicated. It’s just a plan to help your voice, and your community’s voice, make a difference. Here’s how to break it down.

Decide on a goal

Start with one clear goal. What do you want to change? Maybe it’s getting safer streets, more funding for a program, or access to mental health services. Pick something specific and doable.

Identify your audience and stakeholders

Who do you need to reach? This might be local leaders, school boards, voters, or even business owners. And who’s already on your side? Bring your staff, volunteers, clients, and community members into the conversation.

Build your advocacy team or partnerships

You don’t have to go it alone. Create a team, big or small, of people who care about the cause. This could be staff, board members, or partner organizations. Everyone brings something valuable to the table.

Fund your advocacy efforts

Advocacy can cost time and money, especially if you’re printing materials, running ads, or organizing events. Be clear about your needs and look for ways to raise funds. Don’t forget: some donors love supporting advocacy because it drives real change.

Plan communications and channels

Think about how you’ll get the word out. Email? Social media? Community meetings? Petitions? Pick the channels your audience actually uses. And make sure your message is clear, honest, and easy to share.

You don’t need to do everything at once. Start small, stay focused, and build as you go. The most effective campaigns are the ones that grow from real people, real problems, and real passion.

Tools and platforms for effective advocacy

Advocacy gets a lot easier when you have the right tools. You don’t need a big budget or fancy software, just smart systems that help you stay organized, reach people, and take action quickly.

Advocacy software and digital tools

These platforms help you plan campaigns, send emails, track supporters, and even connect directly with lawmakers. Some let your supporters email elected officials with just one click. Others help you manage events or collect digital signatures for petitions.

Tools like these can save time and make sure your efforts don’t get lost in the shuffle. Look for ones that are easy to use, even if your team isn’t super tech-savvy.

Petitions, calls-to-action, and email lists

Email is still one of the most powerful tools you have. Build a list of people who care about your cause, and keep them in the loop. You can use petitions, action alerts, or quick updates to keep your community engaged.

Calls-to-action (like “Sign this,” “Share this,” or “Show up here”) work best when they’re simple, clear, and tied to something real. People want to help. You just need to make it easy.

Campaign landing pages

A landing page is a single webpage that tells people what your campaign is about and how they can take part. It might include a video, some background info, and a big bold button to take action. It should be mobile-friendly and quick to load.

And here’s the good news, Harness can help with that. We build personalized fundraising and campaign pages that are easy to manage, look professional, and actually work. You don’t need a web team or coding skills. Just your message and your mission.

Measuring the impact of advocacy

When you're deep in the work, it’s easy to forget to stop and ask: “Is this making a difference?” But measuring your advocacy impact is key. It helps you learn what’s working, what’s not, and how to grow stronger.

KPIs and success metrics

Start by setting a few simple goals you can track. These might include:

• How many people signed your petition
• How many emails or calls were sent to lawmakers
• How many people showed up to an event
• How many new donors or volunteers joined after a campaign

If your goal was to change a policy, measure how close you got, did the bill pass? Did the city council take action? Even if the answer is no, tracking progress helps show momentum.

Tools to track outcomes

You don’t need fancy software to measure impact, but it helps to keep your data all in one place. Use spreadsheets, simple dashboards, or platforms to keep track of emails sent, actions taken, and donations received.

It’s not just about numbers, though. Stories matter too. Did someone speak at city hall for the first time? Did a partner organization reach out to collaborate? Did a local paper cover your campaign? These are all signs your voice is being heard.

Reporting to donors, boards, and the public

Sharing your results, good or bad, builds trust. It shows your community and funders that you’re serious about the mission and learning as you go. A simple recap email or post that says, “Here’s what we did, here’s what we learned, and here’s what’s next” goes a long way.

Advocacy is about progress, not perfection. Measure what matters, learn from the work, and keep moving forward.

Challenges and risks in nonprofit advocacy

Advocacy can be powerful, but it’s not always easy. When you step into the public eye or speak up on tough issues, challenges come with the territory. Knowing what to expect helps you stay steady and focused.

Operational and legal risks

The biggest concern for most nonprofits is staying within legal limits, especially when it comes to lobbying. As long as you understand what’s allowed and keep good records, you’re on solid ground. But it’s smart to double-check the rules before launching a big campaign.

You may also need staff time, budget, and tech tools you didn’t plan for. Advocacy takes energy, so make sure your team is aligned before diving in.

Reputation and messaging pitfalls

When you speak up on an issue, people may disagree with you. That’s part of the deal. But confusion or unclear messaging can make things worse. Be sure your message is simple, true to your mission, and easy for supporters to repeat.

Try to avoid jargon or complicated language. If a fifth grader can’t understand what you're fighting for, it’s probably too complex.

Managing community backlash or political tension

Some causes are harder to talk about. They can bring out strong emotions or opposition. If that’s the case for your issue, it helps to prepare in advance:

• Know your facts
• Train your team on how to respond to criticism
• Focus on the people your advocacy helps, not the noise it stirs

And remember, it’s okay to start small. A single story, shared at the right time, can open doors without making headlines.

Advocacy isn’t about avoiding discomfort, it’s about being brave in service of something bigger. Just go in with your eyes open, your team aligned, and your mission clear.

Inclusive and ethical advocacy practices

Advocacy isn’t just about speaking up, it’s about making sure the right voices are being heard. That means creating space for the people who are most affected by the issues you’re working on. If your advocacy leaves them out, it’s not complete.

Engaging marginalized voices

The best advocacy doesn’t speak for people, it speaks with them. That means inviting community members into the planning process, not just the photo ops. If you’re advocating for housing, talk to people who’ve experienced homelessness. If you’re pushing for healthcare reform, listen to patients and caregivers first.

These voices bring not only lived experience, but also powerful insight into what solutions actually work.

Accessibility in communications

If people can’t understand or access your message, it won’t go far. Use plain language. Offer translations if needed. Make sure your digital content works with screen readers. If you’re hosting an event, think about physical accessibility, ramps, seating, transportation, child care.

It doesn’t have to be perfect. Just start where you are, and keep improving.

Culturally sensitive messaging

Every community has its own history, language, and way of doing things. Before launching a campaign, ask: “Does this message make sense to the people we’re trying to reach?” Run it by trusted partners or community leaders. They’ll help you spot tone-deaf language or unintentional harm before it happens.

Ethical advocacy means being thoughtful, respectful, and humble. You're not just pushing for change, you’re building trust. And in this work, trust is everything.

Advocacy Matters

Advocacy isn’t a separate thing from your mission, it is your mission, just spoken out loud. It’s what happens when you turn your values into action and give your community a voice in the systems that affect them every day.

You don’t need to be an expert. You just need to care, be clear, and take that first step. Whether you’re educating your supporters, meeting with decision-makers, or simply telling stories that matter, you’re already doing the work.

And you don’t have to do it alone.

Whether you're launching your first advocacy campaign or scaling a movement, Harness is here to help.