Professional Documents
Culture Documents
■ September 2015
Overview
■ 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
Types of Quick Wins
■ SMART
A SMART objective
increases the likelihood of Specific
achieving a Quick Win
Measurable
Attainable
Relevant
Time-bound
AFP Advocacy Approach
Landscape
Assessment
Evidence of SMART
Impact Objectives
Identification of SMART
Validation of results
objectives needed to
using evidence and
alter the landscape to
review of the landscape
produce effective
for change
quick wins
Quick Win
Achievement
Documentation and
monitoring of outputs
and outcomes toward
impact
AFP SMART in 9 Steps
Phase 3 Step 8
Step 7 Step 9
Set
Achieve Develop a
Benchmarks
Implement and
Change Work Plan Assess
for Success
Phase 1
Build
Consensus
Private Sector
Government
Healthcare Providers
Academia
Civil Society
Step 2
Set SMART
Objective
Step 2—Set SMART Objective
■ 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
Many SMART Objectives to
Reach One Goal
NOW GOAL
Children in CenKa Children in CenKa
neighborhood have no safe, neighborhood have a safe,
clean space to play outside clean space to play outside
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?
Example Decisionmakers
Private Sector Government
Academia Minister of Health
Economists
Researchers Minister of Gender
Healthcare
Professors Minister of Finance
providers
Advisors to the Minister
Civil Society Technical Officers
Nongovernmental Organizations
Faith-based Organizations Healthcare Providers
Women’s Associations Doctors
Youth Groups Nurses
Advocacy Officers Midwifes
Group Work 3.1
Box 3.1
Identify Decisionmaker:
Phase 2
Focus Efforts
Placeholder
Insert 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
■ Maternal health or
women’s rights?
■ Cost-effectiveness of
public health programs?
■ Young people?
■ Socio-economic
development?
■ Cost-effectiveness?
How Do We Best Approach Each
Decisionmaker?
■ Provide information
▪ Why is our issue important?
Knowledge:
Willingness to Act:
Step 6
Determine the
Ask
Step 6—What Is Our “Ask” and
How Can We Support It?
■Emotional arguments
▪ Use evocative stories and
photos
■Ethical arguments
▪ Use a rights-based approach
From an Ask to a Quick Win
Rational
Emotional
Ethical
The Five-Point Message Box
2. Enter decisionmaker’s
3. Anticipate objections and
core concerns
prepare response
(Step 5)
1. Enter decisionmaker’s
name (Step 3)
3. Objection: Universal
2. Decisionmaker’s core
access is too expensive
concern: All women do not
Response: Family planning
have equal access to
is one of the most effective
healthcare
investments
1. Decisionmaker: Budget
analyst for the Minister of
Finance [Name of person]
2. Enter decisionmaker’s
3. Anticipate objections and
core concerns
prepare response
(Step 5)
1. Enter decisionmaker’s
name (Step 3)
2. Enter decisionmaker’s
3. Anticipate objections and
core concerns
prepare response
(Step 5)
1. Enter decisionmaker’s
name (Step 3)
2. Enter decisionmaker’s
3. Anticipate objections and
core concerns
prepare response
(Step 5)
1. Enter decisionmaker’s
name (Step 3)
2. Enter decisionmaker’s
3. Anticipate objections and
core concerns
prepare response
(Step 5)
1. Enter decisionmaker’s
name (Step 3)
2: Enter decisionmaker’s
3: Anticipate objections and
core concerns
prepare response
(Step 5)
1: Enter decisionmaker’s
name (Step 3)
1. Decisionmaker’s Name:
2. Decisionmaker’s Core
Concerns:
3. Objection:
4. SMART Ask:
5. To What End?:
Message and Messenger
Community
Policymaker Celebrity
Members
Deliver the Message
Box 6.3
Messenger Name:
Phase 3
Achieve
Change
Step 8
Step 7 Step 9
Set
Develop a Implement and
Benchmarks
Work Plan Assess
for Success
Step 7
Develop a
Work Plan and
Budget
Step 7—Assess Internal
Resources
■ Do we have financial
resources?
■ Do we have the time?
■ Do we have the data to
support our request?
■ Do we have human
resources?
Group Work 7.1
Box 7.1
Internal Challenges
SMART Next Steps/ Estimated Person(s)
Timeline
Objective Input Activities Budget Responsible
Step 8
Set
Benchmarks for
Success
Step 8— Three Ways to Measure
Success
■ Outputs—Did you carry out all
the advocacy activities in your
work plan?
NOW GOAL
Children in CenKa Children in CenKa
neighborhood have no safe, neighborhood have a safe,
clean space to play outside clean space to play outside
Box 8.1
Indicators of Progress
Anticipated Outputs Anticipated Outcomes (Quick Wins):
Step 9
Implement and
Assess
Step 9—Putting it All Together
Landscape
Assessment
Evidence of SMART
Impact Objectives
Identification of SMART
Validation of results
objectives needed to
using evidence and
alter the landscape to
review of the landscape
produce effective
for change
quick wins
Quick Win
Achievement
Documentation and
monitoring of outputs
and outcomes toward
impact
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
■Tokeep our eyes on the long-term impact as we track our
quick-wins
What Do You Do After a Quick
Win?
advancefamilyplanning.org
Evaluation