You have helped your clients see themselves and their families in a new light as economic actors. You can do the same for their lives as civic actors. The nations of the world have agreed to the Sustainable Development Goals, goals such as eradicating extreme poverty, eliminating preventable child deaths, and ensuring all children complete secondary school all by 2030. In this training you will learn how to empower your clients to use their voices as citizens on issues that matter in their lives, the lives of community members, and across their nation. By helping clients influence village leaders and members of Parliament through advocacy, we will make the SDGs real.

1. Economic Empowerment
and Civic Empowerment:
Engaging Clients in Citizen
Advocacy
Microcredit Summit, Abu Dhabi
March 17, 2016
RESULTS
the power to end poverty

2. Welcome
 Welcome & Introductions
 Description of the workshop
 How we’ll use the day
 Logistics

3. Description
You have helped your clients see themselves and their
families in a new light as economic actors. You
can do the same for their lives as civic actors. The nations of the
world have agreed to the Sustainable Development Goals
(SDGs), goals such as eradicating extreme poverty, eliminating
preventable child deaths, ending the epidemics of AIDS,
Tuberculosis and Malaria, and ensuring all children complete
secondary school all by 2030. In this training you will learn how
to empower your clients or members of your network to use their
voices as citizens on issues that matter in their lives, the lives of
community members, and across their nation. By helping clients
influence local leaders and members of Parliament through
advocacy, we will make the SDGs real.

4. How we’ll spend the day
 Get to know each other.
 Explore the Sustainable Development Goals (SDGs).
 Learn what citizen advocacy is and how we might use it to
improve the lives of our clients and networks.
 Gain skills in developing a campaign and employing some
proven advocacy tactics used by RESULTS.
 Leave being able to experiment with integrating citizen
advocacy into your work.

5. Logistics
 Research the name and contact information for your Member
of Parliament during breaks or lunch.
 Please be on time.

6. Getting to know each other
 What is your name?
 What is your institution?
 What is your role there?
 What moves you about working for an MFI or MFI support
institution
 Who do you want to be in the world?
 What do want to get out of this training?

7. Advocacy experience?
 Sam’s story of self
 Ken’s story of Kenya advocacy
 Who has had experience with
advocacy to change policy?

8. Context for advocacy:
Sustainable Development Goals
(SDGs)
 What are the SDGs?
 What inspires you about the SDGs
 Can you name one or more that are most inspiring
and most relevant to your clients, your
organization, the communities in which you work,
and your nation?
 Hand out

10. Your country and the SDGs
 If your MFI continued doing what you’re doing and all the
other NGOs in your country and the government
continued doing what they are doing, would that be all
that’s needed to fulfil the SDGs among your clients, in
their communities and in your nation?
 Let’s assume that most MFIs, NGOs, MFI support
institutions, and governments around the world are not
doing all that’s needed to reach the SDGs by 2030.

11. Your country and the SDGs
 Should you and should they? How would working to
fulfill the SDGs align with who you want to be in the
world?
 What would engaging clients in citizen advocacy look
like in your setting, why would it matter, what are some
obstacles?

12. Your country and the SDGs
 Review your country data on child mortality, AIDS, TB
and Malaria, and primary & secondary school
completion rates. Start with child mortality.
 How far is your country from achieving the SDGs?
 What progress has been made in the last five years?
 We’ll ask you to choose one SDG to work on later.
 To prepare you, we’ll work on one together now.

13. Advocacy case study: Global
Fund to Fight AIDS, TB, Malaria
 Look at elements of an advocacy campaign
 Work together on a timely SDG advocacy campaign:
SDG#3: Ensure healthy lives and promote well-being
for all at all ages
 3.3 By 2030, end the epidemics of AIDS, TB, and
malaria…

14. The Global Fund to Fight AIDS,
TB, and Malaria (Global Fund)
 Who knows something about the Global Fund?
 How does it work?
 How have things changed since the Global Fund was
founded in 2002?
 Video
 Case study

15. End it for Good

16. A Brief Case Study in Global
Health Campaigning
By John Fawcett
Legislative Director, RESULTS
2010 Global Fund
Replenishment

17. Background: The Global Fund
• Unique public-private partnership that pools
and distributes funding to fight AIDS, TB and
malaria.
• Innovative model that funds high quality
proposals developed at country level.
• High levels of transparency and accountability.
• Donors make replenishment pledges every
three years.
• Flat or decreased funding from U.S.

18. Advocacy Goal
The United States should
make a three-year, $6 billion
replenishment pledge to the
Global Fund to Fight AIDS,
Tuberculosis and Malaria.

19. Target: Obama Administration
• President and top political advisors
• Office of Management and Budget (OMB)
• National Security Council (NSC)
• Department of State
• Office of the Global AIDS Coordinator (OGAC)
• US Agency for International Development
(USAID)

20. Timeline
• June: RESULTS International Conference
• July: International AIDS Conference
• August: Recess and Election Campaigning
• September: MDG Summit
• October: Global Fund Replenishment

21. Key Messages: General
• Leverage. Every $1 the U.S. contributes to the
Global Fund has been matched with $2 from
other donors.
• Aid Effectiveness. The Global Fund is on the
leading edge of implementing the best
practices and principles of effective aid.
• Impact. Since the Global Fund's inception in
2003, its efforts have saved 5.7 million lives.

22. Key Messages: Outsider
• President Obama must not break his promise to fully
fund the fight against global AIDS.

23. Key Messages: Insider
• Multi-year Global Fund pledge will help
achieve the goals of the Obama Global Health
Initiative.
• Global Fund pledge will diffuse criticism on
HIV/AIDS funding.

24. Key Tactics
• Grassroots Advocacy
• Media
• Policy Analysis
• Grasstops Advocacy
• Direct Lobbying/Persuasion

25. Grassroots Advocacy

26. Grassroots Advocacy
• Rep. Barbara Lee (D-
California)
• Chair, Congressional
Black Caucus
• Co-Chair, Congressional
Task Force on
International HIV/AIDS

27. Grassroots Advocacy

28. Grassroots Advocacy

30. Policy Analysis

31. Policy Analysis
Global Fund challenges
• Global Fund seen as
separate from US funding –
don’t “own” its success
• No accepted methodology
to attribute Fund’s
achievements to a single
donor
Global Health Initiative
challenges
• Ambitious health targets
without clear system to
monitor and report success
• Limited ability to spend
money and deliver results
rapidly

32. Policy Analysis
Service GHI target Pledge results in
2015 (as % of GHI
target)
Definition / calculation
ART: people on ART 4.0 million 1.7 million (43%) ART coverage assumed to gradually build
over subsequent years to cover 1.0 and 1.7
million patients, respectively, in 2015.
DOTS: treatments of
smear-positive cases
2.6 million 1.5 million (59%) GHI target: treatment of 2.6 million new
cases.
LLIN:
Number of nets
distributed
75 million 43 million (58%) The GHI target is to ‘Reduce burden of
malaria by 50%’, which could be realized by
annual distribution of 75 million LLINs
PMTCT: HIV positive
women on ART
480,000 240,000
(50%)
GHI target: babies of HIV-positive mothers
born HIV-free.
Orphans and Vulnerable
Children supported
5.0 million 1.0 million (20%) Basic care and support services, including
food, clothing, bedding, shelter, health
care, education and psychological support

33. Media

34. Media
• Editorials
• Op-eds
• Letters to the Editor
• Television
• Radio
• Blogs

35. Media
• Michael Gwaba
• “Here I Am” Campaign
Ambassador
• Seattle, Portland, San
Jose, San Francisco

37. Spend globally, benefit locally
Consider: UNC-affiliated global health leaders like
Sam Phiri, the director of the Lighthouse Clinic in
Malawi, are tightly affiliated with our research
programs, which increases North Carolina's
"knowledge economy" and has a direct impact on
our ability to attract pharmaceutical and biotech
firms to the area. Global advances are, in this case, a
major engine for local economic development.

38. Media
• 14 Editorials
• 18 Op-eds
• 41 Letters to the editor

39. Outcome
“I was pleased to announce
yesterday that the Obama
Administration is making a three-
year pledge of $4 billion to the
Global Fund for 2011 through
2013. This marks the first time
that the United States has made a
multi-year pledge to the Global
Fund.
“What's more, this pledge is a 38
percent increase in the U.S.
investment over the preceding
three years and is by far the
largest dollar increase of any
donor nation this year. ”
Dr. Eric Goosby
US Global AIDS Coordinator

40. Global Fund Opportunity
 What’s happening this year with the Global Fund?
 What is the goal of the replenishment?

41. Global Fund Opportunity
 What do we want from donors?
 Increase pledges for the upcoming replenishment to reach the $13 billion
goal.
 What do we want from beneficiaries?
 Make a symbolic pledge to the Global Fund
 Commitment of more domestic resources for AIDS, TB, and malaria via
healthcare workers, % of budget for healthcare, and reaching the poorest
 Ensure universal access to prevention, testing, treatment
 Acknowledge benefits of partnering with the Global Fund
 Encourage donors to be bold this October/November

42. Creating Relationships with MPs
and Decision Makers
 Who knows who your MP is?
 Who has written to your MP?
 Who has met with staff of an MP?
 Who has met with an MP?
 Who has a relationship with an MP?
 How would someone find out who their MP is in your
setting?

43. Creating Relationships with MPs
and Decision Makers
 Why develop relationships with our MPs?
 They can have an impact on issues that are important to us and our
clients.
 Personal relationships drive change.
 Why would they listen to us?
 We are constituents/voters—only we can hire and fire. We pay their
salaries. They work for us and represent us.
 We have valuable information.
 We approach them in partnership with the interests of the people in mind
(verses self interest).
 What are we trying to do with advocacy?

44. Assess
where they
are, then
move them
up the
Champion
Scale
4 Champion
3 Leader
2 Advocate
1 Supporter
0 Uninformed/Neutral
-1 Opponent
Remember what are
we trying to do?

45. How Decision Makers Decide
 Constituents
 Staff
 Colleagues
 Media
 Paid Lobbyists
 Experts
 Personal History

46. Video: First meeting
 https://www.youtube.com/watch?v=uSHy7iCDSOo&feature
=youtu.be&t=3m4s

47. Advocacy Tool #1:
Monthly Action Sheet
 Monthly Action Sheet
 One page
 Provides education on an issue and guidance for action
 Produced monthly
 Let’s read together

48. Advocacy Tool #2: EPIC
EPIC as a powerful communication tool
Engage: capture attention
Problem: state the problem
Inform: inform about the solution
Call to action: ask them to act

49. Advocacy Tool #3: Laser Talk
The Laser Talk is a powerful,
concise way to communicate
about an issue and ask for action.

50. Taking action: write a letter to
your Member of Parliament
 Write a personalized letter to your MP on the Global
Fund.
 Brainstorm your first sentence out loud.
 Let’s read one or two aloud.
 Making the best use of letters and next steps?
 Send them
 Follow up to set up a meeting with MP
 Have a group rehearse and attend meeting together.

51. Advocacy Tool #4:
In person meetings
 Who has met with an MP or decision maker?
 How did you set the meeting up?
 Who was with you?
 What was your agenda?
 Was the meeting effective?

52. Preparing for In-Person
Meetings
 Gather background on the MP
 Find something to thank them for
 Go with constituents
 Decide on clear agenda
 Decide on roles (facilitator, storyteller, educator/asker,
recorder, follow up person)
 Practice with the team beforehand

53. In person meeting agenda
 Introductions and thank-yous (what moved you to run for
Parliament)
 Meeting overview
 Story-teller tells a personal stories
 Make the request
 Discuss the response
 Leave-behind materials
 Follow up

54. In person meeting opportunity
Your MP will be here in 20 minutes
Plan an effective meeting on the Global Fund
using the planning sheet
--
Role-play meeting with Ken and Sam

55. In person meeting opportunity
How did the meeting go? What worked? What
didn’t?
Do you feel you could do this back at home?

56. Forming your advocacy
campaign
 Which SDG do you want to begin to focus on?
 Who would you need to talk with and enroll in moving
forward with this campaign
 Sketch out your campaign
 Shares on your plans

57. Role play introducing your
campaign back home
 Role play a conversation with members of your board,
staff or with a group of clients on citizen advocacy for
your SDG campaign goal.

58. What are the possibilities?
 What possibilities are you seeing for your MFI, your
clients, or your network with citizen advocacy?
 What next steps do you want to take once you return
home?

59. This is the true joy in life, the being used for a purpose
recognized by yourself as a mighty one, the being a force of
nature, instead of a selfish, feverish little clod of ailments and
grievances complaining that the world will not devote itself to
making you happy. I am of the opinion that my life belongs to
the whole community, and it is my privilege to do for it
whatever I can. I want to be thoroughly used up when I die, for
the harder I work, the more I live. I rejoice in life for its own
sake. Life is no brief candle to me, it is a sort of splendid torch
which I've got a hold of for the moment, and I want to make it
burn as brightly as possible before handing it on to future
generations.
Man and Superman, GB Shaw

60. Assess
where they
are, then
move them
up the
Champion
Scale
4 Champion
3 Leader
2 Advocate
1 Supporter
0 Uninformed/Neutral
-1 Opponent
Remember what are
we trying to do?