This year, we had a client come to us with a clear agenda and a short timeline. They had a policy goal, a compelling story, and real urgency. And by the end of session? They didn’t get what they wanted. They didn’t get a vote. They didn’t get across the finish line.

On paper, they got nothing they asked for. It was frustrating for them and frustrating for our team. But our client walked away calling it a win.

Why? Because what they gained was just as valuable:

  • Expanded awareness among key legislators
  • New relationships that didn’t exist at the beginning of the year
  • Internal clarity about what they need to do next
  • Direction about where to head next

That’s what realistic advocacy goals look like. A win isn’t always about passing a bill. Sometimes it’s laying the foundation for next year. Sometimes it’s stopping something quietly (or publicly). Sometimes it’s just showing up and being taken seriously for the first time.

Want to make progress? Start by defining success in broader terms:

  • Did we move the conversation?
  • Did we grow our network of allies and champions?
  • Are we better prepared for the next round?

I’ve told clients for a decade that sometimes, it takes multiple years to get something passed. That’s not because of a lack of effort on my side or their side. It just takes time to move minds when there are 1,000 other competing issues.

  • Year 1: Dismissal
  • Year 2: Recognition
  • Year 3: A half-measure
  • Year 4 (or beyond): Success

Takeaway:
You won’t win every time — but you can get stronger every time. Set goals that reflect the full value of advocacy: visibility, relationships, and long-term leverage. That’s how real change begins.