AFP SMARTA Guide to Quick Wins

Reach the Right Decisionmaker

with the Right Message

at the Right Time

May 2014

Overview

Developing an effective strategy requires understanding

Key advocacy terms and concepts

Goal

Objective

Quick Win

SMART

The 3 phases essential to ensuring success

Phase 1

Build Consensus

Phase 2

Focus Efforts

Phase 3

Achieve Change

Goal

Long-term outcome to describe the overall mission or purpose of a project, usually supported by several objectives

Objective

Brief statement of intent describing the specific outcome sought

Quick Win

Discrete, critical policy or funding decision that must occur in the near term to achieve a broader goal

Definitions and Key Concepts

Types of Quick Wins

FundingDistrict budget for village and workplace family planning interventions increases by 54% from $190,000 to $293,000

PolicyNational family planning guidelines are amended to allow community-based distribution of contraceptive injectables

VisibilityGovernment announces Family Planning 2020 (FP2020) commitment at the International Conference on Family Planning

The Secret to a Quick Win

Focus our energy and attention on

opportunities for action that have

the highest potential for impact in

the near term

Definitions and Key Concepts

SMART

A SMART objective increases the likelihood of achieving a Quick Win

Specific

Measurable

Attainable

Relevant

Time-bound

AFP Advocacy Approach

LandscapeAssessment

Quick Win Achievement Documentation and

monitoring of outputs and outcomes toward

impact

Evidence of Impact

Validation of results using evidence and

review of the landscape for change

SMART Objectives

Identification of SMART objectives needed to alter the landscape to

produce effective quick wins

AFP SMART in 9 Steps

Phase 1

Build Consensus

Step 1

Decide Who to Involve

Step 2

Set SMART Objective

Step 3

Identify the Decisionmake

r

Phase 2

Focus Efforts

Step 4

Review the Context

Step 5

Know the Decisionmake

r

Step 6

Determine the Ask

Phase 3

Achieve Change

Step 7

Develop a Work Plan

Step 8

Set Benchmarks for Success

Step 9

Implement and Assess

Phase 1Build

Consensus

Step 1Decide Who to

Involve

Step 2Set SMART Objective

Step 3Identify the

Decisionmaker

Step 1

Decide Who to Involve

Step 1—Decide Who to Involve

Civil SocietyAcademia

Healthcare Providers

Private SectorGovernment

Step 2

Set SMART Objective

Step 2—Set SMART Objective

What are we trying to accomplish and what can we do now?

Specificindicates what will be achieved and by what means

Measurableframed with quantitative or qualitative descriptors

Attainable is within reach

Relevantcontributes to the overall goal of your advocacy efforts

Time-bound sets a specific date for achievement

Goal

To have a safe, clean space for children to play outside

SMART Objective

Kampala Resident City Commissioner signs ordinance to schedule fixed days for waste pick-up in Central Kampala division including CenKa neighborhood, by April 11

Sample Advocacy Goal and SMART Objective

Many SMART Objectives to Reach One Goal

Objective 1

Kampala Resident City Commissioner

signs ordinance to schedule fixed days for waste

pick-up in Central Kampala

division, as a pilot

Objective 2

Neighborhood association organizes

volunteer brigade to convert

existing space into a playground

for young children over two

weekends

Objective 3

Division Councillor for

Central Kampala division signs

order releasing funds for speed bumps and one-way conversion of neighborhood

streets

Objective 4

GTZ provides sports equipment and supplies to neighborhood

association

Objective 5

Kampala Resident City Commissioner

signs ordinance to enable

neighborhood association to

use land for team sports for older

children

NOWChildren in CenKa

neighborhood have no safe, clean space to play outside

GOALChildren in CenKa

neighborhood have a safe, clean space to play outside

Our Goal and Objectives

What do we hope to achieve in the long term?

What are the short-term SMART objectives of our advocacy?

What do we do first?

Long-term Goal Placeholder

Group Work 2.1

Box 2.1

Broad Goal:

Smart Objective:

Step 3

Identify the Decisionmaker

Step 3—Who Makes the Decisions?

Who has the power to help ensure that your issue is addressed?

For example, who can ensure that contraceptive supplies and services are available for women who would want and need them?

AcademiaResearchersProfessors

Healthcare ProvidersDoctorsMidwifes

Private SectorEconomistsHealthcare providers

Civil SocietyNongovernmental Organizations

Faith-based OrganizationsWomen’s Associations

Youth GroupsAdvocacy Officers

GovernmentMinister of HealthMinister of GenderMinister of Finance

Advisors to the MinisterTechnical Officers

Box 3.1

Identify Decisionmaker:

Group Work 3.1

Phase 2Focus Efforts

Step 4Review the

Context

Step 5Know the

Decisionmaker

Step 6Determine the

Ask

Step 4

Review the Context

Step 4—What Is the Decision-making Context?

PlaceholderInsert photos or statements

representing what decisionmakers or other influential individuals or bodies

are saying about the issue to be addressed by your goal and objective

Group Work 4.1

Box 4.1External Challenges

Box 4.1External Opportunities

Step 5

Know the Decisionmaker

What is their background? What are their core concerns?

Have they made any statements for or against family planning?

Whose opinion do they care most about?

Are they willing and able to act on issues they care about?

Step 5—What Do We Know About the Decisionmaker?

Maternal health or women’s rights?

Cost-effectiveness of public health programs?

Young people?

Socio-economic development?

Cost-effectiveness?

What Does the Decisionmaker Value?

How Do We Best Approach Each Decisionmaker?

Provide information

Why is our issue important?

Encourage the will to act

What is most likely to persuade the decisionmaker to take action?

Recognize their leadership

How can we thank the decisionmaker publicly and celebrate his/her role in securing a win?

Group Work 5.1

Decisionmaker Name (from Box 3.1):

Box 5.1Core Value

Knowledge:

Values:

Willingness to Act:

Step 6

Determine the Ask

Support the ask through

Rational arguments

Use facts or evidence

Emotional arguments

Use evocative stories and photos

Ethical arguments

Use a rights-based approach

Step 6—What Is Our “Ask” and How Can We Support It?

From an Ask to a Quick Win

Example: Advocates considered what was needed to amend the

national family planning guidelines to enable community health

workers to provide contraceptive injectables

How Did They Do It?

Group Work 6.1

Box 6.1

Identify Decisionmaker:

Rational

Emotional

Ethical

The Five-Point Message Box

5. Answer the question: “What is the benefit?”

2. Enter core concerns(Step 5)

3. Anticipate objections and prepare response

4. Articulate the SMART ask

1. Enter decisionmaker’s name (Step 3)

The Five-Point Message Box—Example

5. Benefit: Health gains for underserved groups (e.g., lower maternal mortality)

2. Core concern: All women do not have equal access to

healthcare

3. Objection: Universal access is too expensive

Response: Family planning is one of the most effective

investments

4. SMART ask: Create a line item for family planning in the

budget

1. Decisionmaker: Budget analyst for the Minister of Finance [Name of person]

Enter the Decisionmaker’s Name

5. Answer the question: “What is the benefit?”

2. Enter core concerns(Step 5)

3. Anticipate objections and prepare response

4. Articulate the SMART ask

1. Enter decisionmaker’s name (Step 3)

Enter Core Concerns

5. Answer the question: “What is the benefit?”

2. Enter core concerns(Step 5)

3. Anticipate objections and prepare response

4. Articulate the SMART ask

1. Enter decisionmaker’s name (Step 3)

Anticipate Objections and Prepare Response

5. Answer the question: “What is the benefit?”

2. Enter core concerns(Step 5)

3. Anticipate objections and prepare response

4. Articulate the SMART ask

1. Enter decisionmaker’s name (Step 3)

Articulate the SMART Ask

5. Answer the question: “What is the benefit?”

2. Enter core concerns(Step 5)

3. Anticipate objections and prepare response

4. Articulate the SMART Ask

1. Enter decisionmaker’s name (Step 3)

Answer the Question: “What Is the Benefit?”

5: Answer the question: “What is the benefit?”

2: Enter core concerns(Step 5)

3: Anticipate objections and prepare response

4: Articulate the SMART ask

1: Enter decisionmaker’s name (Step 3)

Group Work 6.2

5: To What End?

2: Core Concern 3: Objection

4: SMART Ask:

1: Decisionmaker Name

Each team member should be able to deliver the message and the supporting message points

Remember: the messenger is as important as the message

Message and Messenger

Determine the Messenger

Policymaker CelebrityCommunity

Members

Will your request be part of an informal discussion or require a formal presentation?

How much time will you have to make your case?

If more than one of you is involved in the meeting, who will present the issue and who will ask the decisionmaker to act?

How will you follow up after the meeting? Is another meeting needed?

Deliver the Message

Group Work 6.3

Box 6.3

Messenger Name:

Phase 3Achieve Change

Step 7Develop a Work Plan

Step 8Set

Benchmarks for Success

Step 9Implement and

Assess

Step 7

Develop a Work Plan and

Budget

Do we have financial resources?

Do we have the time?

Do we have the data to support our request?

Do we have human resources?

Step 7—Assess Internal Resources

Group Work 7.1

Box 7.1Internal Challenges

Box 7.1Internal Opportunities

How will the activity further our objective?

How does it relate to what the decisionmaker considers important?

Is the activity worth the time and money it will require?

Is the activity needed to achieve a Quick Win?

Is the activity SMART?

Specify Advocacy Activities

Group Work 7.2

Box 7.1Internal Challenges

SMART Objective

Next Steps/Input Activities

Estimated Budget

Person(s)Responsible

Timeline

Step 8

Set Benchmarks for

Success

Outputs—Did you carry out all the advocacy activities in your work plan?

Outcomes—Did you fulfill your SMART objectives and achieve a Quick Win?

Impact—Did your Quick Win improve the situation for those who need and want access to family planning?

Step 8— Three Ways to Measure Success

Sample Benchmarks

Objective 1

Kampala Resident City Commissioner

signs ordinance to schedule fixed days for waste

pick-up in Central Kampala

division, as a pilot

Objective 2

Neighborhood association organizes

volunteer brigade to convert

existing space into a playground

for young children over two

weekends

Objective 3

Division Councillor for

Central Kampala division signs

order releasing funds for speed bumps and one-way conversion of neighborhood

streets

Objective 4

GTZ provides sports equipment and supplies to neighborhood

association

Objective 5

Kampala Resident City Commissioner

signs ordinance to enable

neighborhood association to

use land for team sports for older

children

NOWChildren in CenKa

neighborhood have no safe, clean space to play outside

GOALChildren in CenKa

neighborhood have a safe, clean space to play outside

SMART Objective:

Kampala Resident City Commissioner signs ordinance to schedule fixed days for waste pick-up in Central Kampala division, as a pilot

Outputs—One-on-one meeting with city commissioner; a brief with data on previous successful pilot waste pick-up projects

Outcomes—Signing of ordinance; resources allocated in city commission budget

Impact—Did your Quick Win improve the situation? What’s the next objective?

Sample Benchmarks

Group Work 8.1

Box 8.1Indicators of Progress

Anticipated Outputs Anticipated Outcomes (Quick Wins):

Step 9

Implement and Assess

Step 9—Putting it All Together

LandscapeAssessment

Quick Win Achievement

Documentation and monitoring of outputs and outcomes toward

impact

Evidence of Impact

Validation of results using evidence and

review of the landscape for change

SMART Objectives

Identification of SMART objectives needed to alter the landscape to

produce effective quick wins

Assessing Our Impact

We assess

Because advocacy can produce useful results

To capture longer-term gains from quick wins

To better explain the value of our investments in advocacy

To keep our eyes on the long-term impact as we track our quick-wins

Review your plan

Ask: What must happen next to get to your goal?

Has your landscape changed? Is the next objective still correct?

Should you reformulate your advocacy strategy? Should you add another objective?

What Do You Do After a Quick Win?

What are our immediate actions following this meeting?

Review assignments and next steps

Set up the next phone or in-person follow-up on progress

Evaluate progress against benchmarks to ensure that we are on track

Time to Take Action

For More Information

AFP Advocacy Portfolio: http://advancefamilyplanning.org/portfolio

advancefamilyplanning.org

Thank You!AFP aims to increase the financial investment and political commitment needed to ensure access to high-quality family planning through evidence-based advocacy.

Evaluation