Nonprofits must master both advocacy and lobbying to shape public policy effectively. While these terms are often blurred, knowing the difference—and how to act on each strategically—can unlock new power for your mission.
Definitions Matter
Getting clear on terminology is the first step. Advocacy and lobbying both play essential roles in your work, but they are not interchangeable.
Advocacy is the broad effort to educate lawmakers, the public, and stakeholders about issues you care about. It’s unlimited, legal, and essential.
- Share stories of impacted communities
- Host site visits for elected officials
- Provide nonpartisan voter education and registration
- Publish neutral policy analyses
Lobbying is advocacy aimed at influencing specific legislation.
- Ask lawmakers to vote for or against a bill
- Mobilize supporters to contact officials about legislation
- Draft policy briefs or prepare for Hill Days
What You Can Do, By Maturity Level
Nonprofit advocacy efforts evolve with your organization’s size, resources, and strategic focus. The following recommendations are tailored to different program maturity levels.
New Programs (Grassroots isn’t core yet)
If your organization is in the early stages of advocacy work, start by focusing on compliance and low-barrier engagement tactics. You can build capacity gradually over time.
Recommended actions:
- Submit testimony when requested
- Launch nonpartisan get-out-the-vote (GOTV) campaigns
- Create a basic action center using email or low-cost tools
Compliance Tip: Elect the 501(h) test. It provides clearer guidance than the vague “substantial part” rule.
For a hands‑on guide to building campaigns, download Quorum’s Advocacy Strategy Plan Template.
Established Programs (Advocacy is tied to mission)
Organizations that have embedded advocacy into their mission can begin scaling outreach, targeting audiences more precisely, and integrating advocacy with other areas of work.
Strategies to consider:
- Create grasstops programs using key volunteers or board members
- Host in-district meetings with elected officials
- Integrate advocacy with communications and fundraising platforms
Tools to Explore: Platforms like Quorum can help track actions and report return on investment.
Explore how to align lobbying and grassroots teams with shared goals in Aligning Lobbying & Grassroots Teams for Greater Advocacy Impact.
Advanced Programs (Large budget, full team)
Organizations with greater capacity can lead coalitions, influence policy at multiple levels, and create data-driven engagement experiences for supporters.
Tactics may include:
- Investing in paid list growth and text messaging programs
- Gamifying engagement through leaderboards, badges, and shout-outs
- Launching real-time dashboards for supporters
- Coordinating national coalitions and annual Hill Days
Compliance Tip: Assign a legal or compliance lead, train all departments, and integrate lobbying tracking into your time reporting system.
Read Next: 8 Lobbying Techniques That Will Take Your Team to the Next Level.
Common Pitfalls—and How to Avoid Them
Even strong advocacy programs can run into challenges. Below are common problems and solutions:
| Problem | Solution |
|---|---|
| Unclear on lobbying limits | Choose 501(h), train staff, and track time + dollars |
| Low supporter action rates | Use segmentation, personalization, and strong CTAs |
| Lack of media impact | Pitch op-eds, build reporter relationships, monitor coverage |
| Budget constraints | Share costs with comms/fundraising; show ROI through reports |
| Coalition conflict | Use MOUs with roles, funding, and data-sharing protocols clearly defined |
Amplify Your Impact Through Storytelling
Effective storytelling can elevate your advocacy and lobbying strategies, particularly through media outreach and public engagement.
Here are ways to incorporate stories into your campaigns:
- Plan earned media campaigns tied to policy pushes
- Run “Share Your Story” drives to build a storyteller bench
- Measure media coverage and adapt messaging in real time
Advocacy builds public awareness. Lobbying turns that awareness into policy outcomes. Nonprofits that understand and balance both can achieve greater policy impact.
To do this well, invest in:
- Clear definitions
- Practical compliance infrastructure
- Story-driven media work
- Smart coalitions
- Digital tools that track, mobilize, and measure
Your mission deserves a seat at the policy table. Let your people take you there.
FAQs
What is lobbying and how does it differ from general advocacy?
Lobbying is a type of advocacy that focuses on influencing specific legislation or governmental decisions at the local, state, or federal level. It includes:
- Communicating with legislators, staff or agency officials to support, oppose or propose a particular bill
- Encouraging the public to contact elected officials about that bill (grassroots lobbying)
General advocacy is broader. It aims to inform or persuade the public or policymakers about an issue without calling for action on a specific piece of legislation.
- Sharing success stories of a federally funded program
- Publishing neutral analyses of proposed laws
- Inviting officials to tour a program site
- Providing technical assistance at an agency’s request
The key distinction is whether the activity aims to influence a particular bill. If it does, it is lobbying.
Why is lobbying by nonprofit organizations important, and what are some common misconceptions?
Nonprofits often have deep expertise and firsthand experience with community needs. Their voices can shape policies that improve outcomes in areas such as homelessness, health care or dementia care.
Common misconceptions include:
- Myth: Lobbying is illegal for 501(c)(3) organizations.
- Fact: Federal law permits nonprofits to lobby within defined limits. Many nonprofits avoid lobbying only because they fear it will jeopardize their tax-exempt status or alienate supporters.
Which types of organizations conduct grass-roots advocacy and lobbying?
- Charitable nonprofits (501(c)(3)) Limited lobbying; must track time and expenditures
- Trade and professional associations (501(c)(6)) Lobbying is central to member services
- Social-welfare organizations (501(c)(4)) Unlimited lobbying; some political activity allowed
- Corporations Use advocacy for corporate social responsibility and business objectives
- Chambers of commerce (501(c)(6)) Advocate for business-friendly policies
How do governing bodies regulate lobbying to ensure transparency and prevent undue influence?
- Broad definitions of lobbyists and activities to cover all relevant efforts
- Mandatory registration so lobbyists must disclose clients, issue areas, and spending
- Frequent disclosures (often quarterly or monthly) detailing bills lobbied and expenditures
- Active enforcement by independent agencies with fines or legal action for violations
- Complementary ethics rules, such as revolving-door restrictions and asset disclosures for public officials
What types of lobbying exist and how are nonprofit limits determined?
- Direct lobbying Contacting lawmakers or staff about a specific bill
- Grassroots lobbying Urging the public to reach out to lawmakers about that bill
Nonprofits choose one of two tests to measure lobbying:
- Substantial part test (default): “Substantial” is not precisely defined but often interpreted as under 5% of total activities
- 501(h) expenditure test (optional): File IRS Form 5768 to elect clear dollar limits based on exempt-purpose spending
How can 501(c)(3) nonprofits engage in policy advocacy while staying compliant?
- Understand the rules by training staff and board
- Plan strategically by designating a compliance lead and tracking time
- Use coalitions wisely with clear agreements
- Start small with activities like program site visits or voter registration
- Consult experts when in doubt
What media strategies do lobbyists and interest groups use to influence public opinion?
- Access strategy: Build journalist relationships
- Information strategy: Provide data, visuals, op-eds
- Publicity strategy: Stage events and stunts
- Persuasion strategy: Use compelling narratives
- Monitoring strategy: Track coverage trends
What challenges and downsides accompany lobbying and coalition work?
- Complex regulations with compliance risks
- Resource constraints due to tight budgets
- Reputational concerns around perceived politicization
- Coalition conflicts over decision-making
- Nonpartisanship requirements for 501(c)(3)s
- Long time horizons for policy change