transformational advocacy: what it is, what it isn’t, and why we do it 

Results is a grassroots advocacy organization. We talk about advocacy a LOT. But what is it and why are we stubborn about doing it in a transformational way? 

We define advocacy as conducting actions to influence decision-makers to bring about specific changes. So it’s about

• what you do (take action)
• to whom (decision-makers) and
• why (to bring out change, in our case to generate the political will to extreme poverty.

But within this definition there are two types of approaches: transactional advocacy and transformational advocacy. At Results, we believe that a transformational approach is more impactful for both the advocate and the goal they’re trying to reach. 

Let’s break down the two approaches to give you a better idea. 

transactional advocacy  

Here, you might click a box in a form, sign an online petition, send a form letter, or re-post a post written by an organization. While these actions can raise awareness, they often involve limited engagement and do not always encourage you, the advocate, to develop strong advocacy skills or deeper involvement and understanding in the issues you care about.  

Sure, transactional advocacy is quick and easy, but does it make an impact? 

We hear from decision-makers consistently that hearing from an individual who cares and knows about an issue is more powerful that 50 form emails or 100 petition signatures. This is especially the case with Members of Parliament who are deeply concerned with their constituents’ priorities. 

transformational advocacy  

Here, you help shape the petition, you mobilize others, and you stay engaged until the goal is achieved. Being a transformational advocate means going beyond simply participating in something developed by others. It is about building advocacy from the ground up. It involves: 

• identifying issues
• gaining a deeper knowledge about them (you don’t have to be an expert, just know enough to speak confidently about it with others who know very little)
• mobilizing others to take action with you
• creating strategies for that action
• taking action using your own words and experiences (such as writing an email, submitting a letter to the editor, placing a phone call, or meeting with a decision maker yourself)
• following up and being involved and invested in the outcome 

Transformational advocacy is rooted in initiative, reflection, and a commitment to creating meaningful, lasting change.

it's not easy – but it’s worth it 

To see change happen, we often have to overcome the fear of starting and the fear of reaching out. It means drafting your own letter, sending it to a parliamentarian, asking for a meeting, and following up until you hear back. It is about building relationships with the media, even when it feels uncomfortable. That discomfort is often a sign that you are stepping into growth. When you take time to reflect on your experience and the impact of your actions, you begin to see the distance between where you started and where you are now. 

At Results, people dig really deep in terms of their advocacy, pushing themselves to be very bold and get outside of their comfort zone. This often comes with fear. But when you feel your heart beating fast, this is your "inner applause." It's reminding you that you're doing something big and you're doing something bold and you should be proud of that especially when what you're doing is fighting for a better world fighting for a world free of poverty. 

As the founder of the Results movement, Sam Daley Harris says: 

“Transformational advocacy requires an ongoing willingness to move past our fears wherever we find them. It also requires the cultivation of citizen spokespersons who can move their elected officials, members of the media, and others in the community to action.” 

Transformational advocacy is ultimately about choosing to show up fully, even when it feels uncertain or uncomfortable. It is the shift from being a participant to becoming an actor in change, someone who takes initiative, builds relationships, and stays committed over time. It asks for courage, consistency, and reflection, but in return, it creates deeper impact and a stronger sense of purpose. In the end, it is not just about what we advocate for, but how we grow in the process and how we bring others along with us.  

why not give it a try? 

Is there an issue that you care about where you’ve been clicking on those petitions and sending those form letters? Try elevating your efforts with transactional advocacy.  

Actions you can take: 

• Email or call a decision-maker (such as your government representative) to talk about your concerns
• Request a meeting with a decision-maker to talk about it face-to-face. Those that represent you are often open to such meetings!
• Write a letter to the editor to raise awareness of the issue in your community or in the country. Chances are your government representative is reading these and could be influenced by your opinions
• Share your passion on social media and talk to your friends and family about your issue. The more people know, the more likely they are to take action to further the cause. Especially if someone they know – you! - is already doing so.

The biggest thing you can do for transformation advocacy, though, is to join Results Canada. Become a volunteer advocate and we’ll give you the tools and guidance to make sure your advocacy hits hard and that you gain the confidence and skills to make an impact in the world, in your community, and in yourself.