The majority of charities devote less than 2% of their budgets to advocacy or lobbying. Does it matter? Should Charities take on the mantle of Advocacy as an element of their mission?

Most charities have a two pronged mission: strive to alleviate some type of struggle or suffering in the immediate term and to change the cycle that allows the harm to continue. I suggest it is impossible for most charities to achieve their mission without advocating and lobbying for their particular cause.

The following mission statements from some well known charities make the point: • Eliminate educational inequity by enlisting our nation's most promising future leaders in the effort. (Teach for America) • Helping Americans prevent, prepare for, and respond to disasters and emergencies (American Red Cross)

The educational experience for a group of students can indeed be improved in the immediate term through the injection of qualified teachers. The system of education inequity, however, cannot be changed without a deliberate and strategic approach to advocacy. Similarly, American disaster response cannot be achieved without the coordination of multiple relief providers at the local and national level. Curing disease, eliminating poverty and enriching music education all require public lobbying and advocacy in addition to near term intervention.

Not only should these activities be an explicit part of a charities' strategy, but progress and results should be measured and reported to funders. Yes, foundations and other funders should value and fund this kind of activity. But charities also need to prove their own commitment to making a difference through advocacy.

I believe that advocacy, or "raising the voice of the issue" should be an explicit part of an organizations strategy and Balanced Scorecard to ensure impact is measured. Only then will charities find the most effective way to achieve that impact. Perhaps it is not through individual letter writing but creation of a coalition of similar charities. Perhaps with increased traction and greater data based evidence donors would value leadership in this area. Whatever the solution, without measuring both successes and failures advocacy will not be valued by donors and impact will not be the result.