Lobbying is a great way to press for policy changing for animals, but can be intimidating to many. Lobbying activities can be aimed at policymakers or companies. Learn how to become a successful lobbyist in this deck from WAN, then visit our free Strategic Advocacy Course for even more information! Available here: http://worldanimal.net/our-programs/strategic-advocacy-course-new/about

1. Lobbying
Module 7

2. Lobbying
Purpose:
To influence government policy and its
implementation and to help set the political
agenda
Legislative Route

3. Lobbying
But, just as campaign can be political or
corporate, so can lobbying
Influencing animal-use businesses, and their
policies
Market Route

4. Many Ways of Lobbying,
Including:
Insider advocacy (with policy makers)
Consultations
Face-to-face meetings
Presentations
Conferences etc.
Demonstrating problem/solutions
Legal challenges
Written or verbal representations

5. Insider Advocacy – Potential
Pitfalls
Tokenism – representation is given to provide
a veneer of democracy/consultation, but your
views and opinions are not taken on board.
Conflict of interests – fear of losing your insider
position could prevent you from being a
powerful advocate for your cause.
Cooption – there is a danger of becoming
coopted (peer pressure brings you to become
‘one of them’).

6. The Successful Lobbyist

7. Lobbyist:
Skills/Experience
A lobbyist needs:
Strategic ability
Interpersonal skills
Knowledge of subject

8. Lobbyist: Attitude
A lobbyist needs:
Belief in cause
Principles
Optimism – set sights high
Loyalty to organization
To be persuasive, not argumentative
To understand opponents’ views and
position, but not to be won over
Tenacity – never concede too early
To be a tough opponent!
Attitude and application
are key!

9. Media Importance
The media – press, radio and television (TV) –
shapes public opinion
It is probably the single most effective vehicle
for spreading social change messages
It is the most effective way of reaching mass
audiences
Which enables the animal protection
movement to reach new supporters (and
move towards critical mass)
It should be a leading priority for a
campaigning organization

10. Vital Components!
Commitment and energy
are vital components of any
successful campaign:
Believing you will win
Dedication and
commitment
Persistence
Being in for the ‘long
haul’
Politicians as ‘sofas’ – bearing imprint of last
person to have sat on them!

11. Managing Your Lobby
Stay on top of everything
Stay flexible & maximize
opportunities
Listen to the opposition!
Never take ‘No’ for an
answer!!

12. How Not To!
Three main errors of NGO
lobbying:
‘Speak First, Think Later’
Knowing ‘People in
High Places’
Eating Your Way Out of
Trouble
- Charles Miller

13. Aim High!
“The greatest danger for
most of us is not that we aim
too high and we miss it, but
we aim too low and reach
it”
- Michelangelo

14. Lobbying Strategy

15. Campaign & Lobbying
Lobbying should be an integral part of
campaigns strategy
Political
Corporate
Lobbying has far greater impact when
part of a strategic – and phased –
advocacy campaign

16. Success Criteria
Key to successful lobby, is same as key
to successful campaign:
Strategically planned pathway
Ability to take advantage of key
opportunities
Keeping big picture in mind
(helicopter view)
Lobbying: keeping finger on
political/corporate pulse

17. Influence
Every campaign goal involves influencing
decision-makers
This can be done through channels (e.g.
supporters, consumers etc.)
But – it is far more effective when reinforced
by personal contacts

18. Key Points
You need to know:
How lobby fits into overall campaign strategy – ‘Strategy’
How to achieve your strategy – ‘Operations’
The legislative process (power/influence) – ‘Process’
The people involved (and motivation) – ‘Players’
The law (and practice) relating to lobbying activities
You need knowledge of
policy environment and…
psychology!

19. Lobbying Strategy
The overall aim of the lobby
The targets of the lobby (President/Prime
Minister, Ministers, Parliament, Political Parties,
Civil Servants [departments/levels])
Channels to be used (e.g. meetings, letters,
petitions, motions in Parliament, questions in
Parliament, initiation of Parliamentary
commissions/enquiries etc.)
Arguments/influences to be used (including
accurate facts, use of opinion polls etc.)
Allies & opponents – including forming
alliances to give added weight to the lobby

20. Public Action/Pressure
"Public opinion is everything.
With public sentiment nothing
can fail. Without it, nothing can
succeed."
— Abraham Lincoln

21. Seven Stage Model
Ignorance
Knowledge
Motivation
Skills/Resources
Optimism
Facilitation
Reinforcement
(Applies equally to politicians!!)

22. Public Action/Pressure
Seek to raise political awareness by
campaign
Media coverage/letters to editors
Public letters
Postcards
Petitions
Meetings with MPs
Need to mobilize/use active
supporters and groups

23. Corporate Lobbying

24. Business
Business is in the game for profits
This makes threats to its customers, profits or
finances powerful!
Can be negative or positive campaign/lobby
But beware of counter action
Single company focus
Comparative focus
Thorough research is vital

25. Channels of Influence
Shareholders
Suppliers
Customers
Media
Supporters

26. Legislative Structures,
Systems and Processes

27. Government Structures
The ruling elite (core group who run the
nation)
Strategies, policies and processes
Administrative functions/bureaucracy
The legal system

28. Government Structures
Ruling Elite
Legal System
Administrative Functions
Policies Strategies
Processes

29. Structure and Power
Which government department deals with
your issue?
Who is the Minister responsible?
Spokesperson for opposition?
Relevant committees? Chairs? Secretariat?
Who advises the decision makers?

30. The System
Legislative system
and stages?
Legislative
procedures?
Committee system
and procedures?
Role of any animal
welfare committee?

31. Parliamentary Processes
What mechanisms are
available to raise issues?
Introduction of bills into
Parliament?
Motions/speeches for
debate?
Parliamentary Questions – oral
and written?
What are relevant
parliamentary rules and
procedures?
Parliament information office?

32. Structures and Democracy
Government structures
Democratic principles
Human rights
Openness & transparency –
freedom of information
Consultation
International sensitivities
Animal protection &
constitution

33. Enforcement
'Enforcement is of fundamental importance,
because any measures to improve animal
welfare can only be effective if they are
properly implemented and enforced.‘
--Professor Sir Colin R W Spedding KBE, former
Chairman, UK Farm Animal Welfare Council
Legislation must give clear duty
Allocation of responsibility?
Enforcement is 90% education and advice

34. People

35. Players Involved
The legislative process is controlled by people
All members of legislature not equal
Majority party members have more power
Senior members more influential
Senior legislative staff wield enormous power
Know legislators – interests, past records etc.
Lobby the administration (do all briefing & recs)
Remember: Some aides wield power and
enormous influence

36. Pyramid of Power
Know the ‘Pyramid of
Power’
But don’t let it rule you!
There are often useful
‘pinch points’
Internal or expert pressure
on the top may be most
influential
Political pressure sometimes
needed first – importance
of timing

37. People Skills
Dress acceptably
Be well organized
Get to know people
Familiarity
Mirroring
Be pleasant
Be constructive
Politeness
Always say ‘thank you’

38. Exploiting Weaknesses
Elected politicians – Ego and vanity
Politicians’ aides – The influence game
Bureaucrats – Lethargy/laziness
Opposition – Facade of ‘ethical watchdog’
Elections – Crazy time! Promise anything to
win.

39. Overcoming Barriers

40. Overcoming Prejudices
Prejudices include:
Animal welfare seen as marginal issue consideration
Prejudice towards people issues
Perceptions of animal protection movement (middle
class luxury, white/female, ‘bunny huggers’, cat ladies
etc.)
Possible ways to overcome/answer:
Opinion surveys in different communities to
demonstrate popular support
Show that situation can improve without substantial
cost
Show potential costs of inactivity
Suggested arguments – see next slide

41. Use International Policy
International animal welfare policy (and
international opinion) can be a powerful
lobbying tool!
Know the international policy
environment, and use this in your
lobbying
See WAN website
Ask WAN for advice, if in doubt

42. Reasons for animal
protection:
Altruistic: Protection of animals for their own sakes, recognizing
the intrinsic value of animal life
Moral/ethical: 'The greatness of a nation and its moral progress
can be judged by the way its animals are treated' Gandhi
International acceptance: As above, but playing on a country's
desire for international acceptance and regard
Democracy: The 'people want it'
Protecting country's fauna 'heritage': Domestic animals/wildlife
Humanistic/social: Preventing animal cruelty because this can
have adverse impact upon human values and actions
Public health: Protecting animal and public health
Ownership/responsibility: Encouraging responsibility (liability)
Economic: Following changing consumer trends and competition

43. Importance of High
Standards
Status of animals can be raised by
improvements to legislation
Practical treatment can by raised by
high legislative
provisions/enforcement
Opponents – include vested financial
interests – will seek to lower standards
Animal protection organizations are
advocates for voiceless – animals
Time element – legislative timetable
and animals not priority so:
MAKE MOST OF PRESENT
OPPORTUNITY

44. Researching and Using
Opportunities
Constant political environmental
‘scanning’
Conferences
International highlights/activities
e.g. UN/OIE activities, World Animal Day
Official press releases
Current major concerns
e.g. Climate change, obesity, health,
etc.

45. Communicating your
Message

46. Communications
Briefing – one page or Annex
Formal letters ranked highest
E-mails (and faxes) becoming
more acceptable
E-lobbying e.g. Advocacy Online
Don’t only write – talk too if
possible
Follow telephone call by written
confirmation
Protests – numbers versus
originality

47. Information
Credibility
Reliable research is essential
Accurate and well-presented
Don’t be over-emotional or
exaggerate
You might need/use European or
other precedents
Scientific evidence may already exist
(or consider commissioning)

48. Making Commitments
Stick
Record in writing
Record with press conference
Staged live interview (TV, radio)
Inclusion in election manifesto
Get commitment at public meeting
Get commitment at conference

49. Just Do It!
Don’t be intimidated…
Remember, lobbying is
your democratic right