--- title: "Advocacy Campaign Cycle | Common Ground Consulting" description: "A five-phase approach to advocacy campaigns: Identify, Research, Plan, Act, and Evaluate. Adapted from PACT methodology." lang: en json-ld: | [ { "@context": "https://schema.org", "@type": "Article", "headline": "The Advocacy Campaign Cycle: A Five-Phase Model", "description": "A structured approach to advocacy campaign planning with five phases: Identify, Research, Plan, Act, and Evaluate.", "author": { "@type": "Person", "name": "Craig A. Bowman", "affiliation": { "@type": "Organization", "name": "Common Ground Consulting" } }, "publisher": { "@type": "Organization", "name": "Common Ground Consulting" }, "dateModified": "2026-02-01" }, { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://commongroundconsulting.ai/" }, { "@type": "ListItem", "position": 2, "name": "Resources", "item": "https://commongroundconsulting.ai/#services" }, { "@type": "ListItem", "position": 3, "name": "Advocacy Planning", "item": "https://commongroundconsulting.ai/resources/advocacy-planning" }, { "@type": "ListItem", "position": 4, "name": "Advocacy Campaign Cycle" } ] } ] --- [![Common Ground Consulting logo: stylized circular emblem with the firm's name, linking to the homepage](/assets/commonground-logo-white-RKdLhTAB.png)](/) [Home](/)[About](/about#company-metrics)[Partnership](/strategic-implementation-partnership)[Cases](/case-studies)[Clients](/clients)[Blog](/blog) - About - Services - Interventions - Resources Search Search 1. [Home ](/) 2. [Resources ](/#services) 3. [Advocacy Planning ](/resources/advocacy-planning) 4. Advocacy Campaign Cycle Campaign Framework # The Advocacy Campaign Cycle A five-phase model for systematic advocacy campaign planning and implementation. Craig A. Bowman, Common Ground Consulting Updated February 2026 The Advocacy Campaign Cycle provides a structured approach to planning and implementing advocacy campaigns. This five-phase model helps organizations move systematically from issue identification through evaluation, building strategic discipline into their advocacy work. ## Phase 1: Identify Select and define your issue Select and define the issue your campaign will address. Scan the environment for issues affecting your constituents, assess which align with your mission and capacity, and consider timing and political windows of opportunity. Key questions: - • Why is this issue important to our organization? - • Who is affected and how? - • Is there a realistic opportunity for change? ## Phase 2: Research Information is power Research is the foundation of effective advocacy. **Information is a type of power.** Method Purpose When Literature Review Understand existing knowledge Early in campaign Key Informant Interviews Gather expert perspectives Throughout Focus Groups Understand community perspectives Issue definition Surveys Quantify opinions and experiences Message testing Policy Analysis Understand legal/regulatory landscape Strategy development Power Mapping Identify decision-makers and influencers Target identification ## Phase 3: Plan and Budget Develop your campaign strategy Develop your campaign strategy using the [Nine Questions Framework](/resources/nine-questions): 1. Define goals and objectives 2. Identify targets and audiences 3. Develop messages for each audience 4. Select appropriate tactics 5. Assess resources and gaps 6. Create timeline and assign responsibilities ## Phase 4: Act Implement your strategy Implement your campaign strategy while maintaining strategic discipline and adapting to opportunities. Coordinate coalition partners, track implementation, document outcomes, and communicate regularly with stakeholders. Tactical categories: - • **Media:** earned, owned, paid - • **Direct advocacy:** meetings, testimony, letters - • **Mobilization:** events, petitions, demonstrations ## Phase 5: Evaluate Learn and adapt Assess what worked, what didn't, and why. Evaluation should be ongoing, honest, and actionable. Evaluate at multiple levels: - • **Process:** Did we implement our plan as intended? - • **Outcomes:** Did we achieve our objectives? - • **Impact:** Did we contribute to our long-term goal? ## The Cycle is Iterative Advocacy campaigns rarely follow a straight line. Expect to cycle back through phases as you learn and as circumstances change. The cycle provides structure while allowing flexibility. **Attribution:** This model is adapted from methodology developed by PACT and refined through Common Ground Consulting's work with civil society organizations in 40+ countries. [Back to Advocacy Planning Guide](/resources/advocacy-planning) ## On This Page - Introduction - Phase 1: Identify - Phase 2: Research - Phase 3: Plan and Budget - Phase 4: Act - Phase 5: Evaluate - The Cycle is Iterative ### Contact [+1 202 744 2567](https://wa.me/12027442567) [info@commongroundconsulting.org]() Global Reach. 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