Municipal Development Counselling (MUDEC) Group .:: MUDEC GROUP ::.
  • Our Mission

    • Reducing poverty in our municipalities through encouraging gender equality and increasing citizen (End User) participation in democratic and governance processes.

Conducting an Advocacy

Conducting an Advocacy /Lobbying Campaign


Presented by Charlie Mbonteh Charlie Team leader- MUDEC Group, Buea


  1. I.                   Background on Advocacy  and Lobbying
  • They are Complimentary and not the same
  • They are Consecutive but Linked


  1. II.                Understanding Basic Concepts
    1. a.      Advocacy

This is a defense, a plea for a cause, talking on behalf of “Some person” or for “Something” before an Authority

  1. b.      Lobbying

To suggest  or propose change(s) to Decision Markers. To influence for change given the means available. Put Action in place

  1. c.       Campaign

This is a Movement or an Expedition where Human, Material and Financial Resources are put at the disposal of Advocacy and Lobbying

  1. d.      Communication

To transfer information from one to another for the beneficiary to the informed and cause reactions

  1. III.             Why carry out Advocacy  and Lobbying
  • To fight against the status quo; against poverty, corruption, unbalanced development.(defense of the poor/n or voiceless)
  • It is part of the legitimate mission of Civil Society
  • The need  for Development
  • The need for Concrete Solutions
  1. IV.             Assuring the Success of Advocacy  and Lobbying
  • Understand the Positions of Others
  • Consider their Arguments
  • Review your Methodology (Balance Package) such as 20% Legality, 20% Political, 20% Economic, 20% Diplomatic and 20% Communication.
  • Need Specialist Input
  • Techniques for Intervention especially Persuasion (Listening, Understanding and Agreement)
  •  Qualities ( Sense to Analyze, Prudence, Tact, Diplomacy, Social Dimensions, Communication)
  • Others ( Receive , Handled, Disseminate Information, Documentation for Target Groups, Search Information, Team Work, Render Account, Share Responsibilities )
  • Finally: for success in Advocacy  and Lobbying; Civil Society should express dynamism, have solidarity, fight against inequalities in representation by defending the interests of minorities, Look for New Social Order and look for the General Interest where in more people can benefit.
  1. V.                The Cycle of Advocacy  and Lobbying


  1. a.            Proposition:

           Establish evidence as to the existence of a problem through constant contact with the population

  1. b.            Information Gathering:-

Absolutely necessary to take time and gather maximum information that will be necessary and useful to analyze the situation, verify what exists else where and gather information on “Potential” as well a “Real” targets.

Information should be applicable to:-

  • The Problem and Implications
  • The Solutions and  Propositions
  • The Target  ( causes, real/potential including target and real Decision Makers)
  • Allies  and Adversaries (what collaboration)
  • Strengths, Weaknesses, Opportunities to exploit
  • Risks to be Managed
  1. c.             Analyze for Exploitation (Action)
  • Analyze/ Evaluate globally what role to play if you engage in Advocacy  and Lobbying
  • Consider whether problem is evident, urgent, available socio political solutions
  • Is message clear? Are there proposals for changes?
  • Are you sure the Real target and Decision Makers know your actions?
  • Are you working directly or through intermediaries?
  • Can Adversaries become Allies and vice versa?
  • Which Risks and how can they be minimized?
  1. d.      Planning

–          Formulate clear strategy, what is your Roadmap (think of b and c above to formulate strategy). Must relate to the problem. Should include problem, objectives, target, activities, methods, allies, potential adversaries, responsible for task and roles. Determine the calendar with performance indicators

–          Produce the document and be careful not to give your strategy to anyone who can  use it against you.

  1. e.             Activities

These can be Cultural, Social and Political (use a Mediator Language where necessary). For ERUDEF in the domain of Environment which is covering. North West, South West and Western Regions in Cameroon, what actions will you carryout for the benefit of the poor that you are working with?

(Coordination of steps d and e above)

  1. f.             Evaluation (Why/How)
  • Constantly follow-up
  • Constantly Evaluate progress
  • Clear objectives  and measurable indicators  will assure success
  • Objectives, Expected results, Influence attained will depend on quality of contacts and the changes obtained.
  • Think of how you would improve on the exercise next time.



Take off Point

The Cycle:

Lobbying “Working for Change 


Advocacy “Defense”


The Gospel: “Only after Proposing, Gathering Information and Analysis can you Advocate”

                     “Always play the Devil’s Advocate (Seek Information, Ask Questions and Analyze) 


(ii)               The Schema


The Poor




  • To Obtain a change in the Status quo
  • To Obtain a change in Politics
  • To Modify the Living Conditions of People that we work with.


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