Strategy Before Planning: The Key to Winning in Policy Advocacy

I’ve seen it time and again—well-intentioned advocates jumping straight into planning. They schedule meetings, draft press releases, and rally supporters, convinced that activity equals progress. But without a clear, thoughtful strategy, all that effort is like setting sail without a map. You might be moving, but where are you going?

If you want to create real, lasting change, you don’t start with tactics. You start with strategy.

Too often, people confuse strategy with planning, but the two serve entirely different purposes. Strategy is the foundation… it defines the goal, sets the vision, and charts the course forward. It’s the careful analysis of the landscape, the identification of key players, and the anticipation of challenges before they arise. Planning, on the other hand, is about execution. It’s the process of determining the specific steps, actions, tactics, and timelines needed to bring the strategy to life. The problem is, when you dive straight into planning without first establishing a clear strategy, you risk mistaking activity for progress.

Advocacy is filled with competing priorities, shifting political dynamics, and complex stakeholder relationships. Without a strategy in place, efforts become scattered, and resources are wasted on well-intended but ineffective actions. When everyone is operating from a common strategic framework, however, each decision, message, and engagement is aligned toward a shared purpose. It ensures that tactics are not just random actions but carefully chosen steps that support a broader goal.

A well-crafted strategy also allows advocates to anticipate obstacles and adjust without losing momentum.

Policy change is rarely linear, and the ability to pivot while staying focused on the end goal is critical.

Those who rely solely on reactive planning often find themselves scrambling when opposition arises or legislative priorities shift. But those who have taken the time to think strategically can navigate challenges with confidence, knowing they are not just responding to the moment but moving with intention toward a greater objective.

It’s also impossible to overstate the role of strategy in shaping effective messaging. In advocacy, how you communicate is just as important as what you communicate. A strong strategy ensures that messages are not only clear and persuasive but also delivered by the right messengers at the right time. It keeps outreach efforts focused and intentional, avoiding the common mistake of simply amplifying noise rather than driving meaningful influence.

I understand the sense of urgency that comes with advocacy. The pressure to act quickly—to do something—can feel overwhelming. But activity without strategy is just noise. Planning must be informed by a clear, thoughtful strategy that ensures every effort moves the needle in the right direction. At On Key Strategies, we help organizations craft winning advocacy strategies that are precise, clear, and in tune with the political landscape.

In policy advocacy, success isn’t about doing more. It’s about doing the right things, in the right way, at the right time.

Before rushing into action, take a step back. Define the strategy first. Then, and only then, build a plan that will lead to real, lasting change. Because when it comes to advocacy, a strong strategy isn’t just important. It’s everything.

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~ Shannon Jones, Founder & Strategist, On Key Strategies