Practical advice for early-career changemakers who want to turn their values into impact
Not everyone ‘decides’ to go into advocacy as a career. For many people, it starts with frustration, anger, or the sense that something vital is being ignored. You start a petition. You run a fundraiser. You put your name to a cause, and suddenly you (and the algorithm) realise what you care about most. Before long, you’re deep into a campaign, a spreadsheet of stakeholders open on one tab, and a thread about policy reform in another.
At some point, you wonder: could this be my job?
I had a conversation recently with a brilliant early-career applicant. She had set up a grassroots fundraiser, built support for a petition that got over 160,000 signatures, and now wants to embark on a career in humanitarian or environmental advocacy. Like many in her position, she’d done a lot of meaningful work, but none of it in a paid or ‘professional’ context yet.
If that sounds like you too, I hope you find the tips below helpful. And if you’re a leader who gets asked the same questions, I hope this is a useful cheat sheet for you to build from too.
So… Here are a few of the things I’ve learned, from both sides of that question.
Start with something, and let it be imperfect
Every meaningful advocacy campaign starts small. You don’t need a comms budget or a full team to get going. But you do need something real: a story, a goal, a piece of content, a public act. It’s easier to get funding when you already have momentum.
Big private funders (like the LEGO Foundation and the Hilton Foundation) have invested millions in advocacy in recent years for causes they care about. But the bar has gone up. Funders expect to see signs of traction, and clear outcomes, not just activities. A recent global review found that NGOs receiving new grant funding were those able to demonstrate existing reach, community buy-in, or strong content pipelines. It’s no longer enough to mean well. You have to show your work and your ability to make an impact.
So your petition, your pilot campaign, your short video? These are assets. Start small, and learn as you go. And when you’re looking at potential employers, focus on those who seem to have a strong track record and therefore will be able to attract future funding to ensure you have a long term job prospects.
Recognise the new rules of attention
We’re all operating in a crowded, emotionally fragmented information space. One scroll can take you from war, to brunch, to wildfire. That messes with our ability to process and to care. So practise creating messages that connect fast, clearly and emotionally.
That doesn’t mean dumbing down: it just means thinking clearly about tone, length, and format. What’s the one sentence that tells someone why this matters? Who is this story about, and how can the reader see themselves in it? Show this in your own social media and personal campaigning, and future employers will be able to recognise your skills.
Hope is part of the answer. We are all overwhelmed and exhausted. Difficulty cutting through noise and capturing audience attention is one of our industry’s top communications challenges in 2025. A message that offers a path forward, or shows change already happening, is more likely to get shared.
The story of a young journalist in Sierra Leone building a campaign around education might seem distant to people it doesn’t immediately affect. But if it lands in your feed from someone you trust, it becomes relatable. That middle layer matters. (This is why I try to share meaningful and valuable stories on my own LinkedIn page, alongside the occasional obligatory career brag.)
Talk to people outside your echo chamber
One of the traps of advocacy is only speaking to those who already agree with you. But if you want real-world change, your message has to reach people who aren’t already signed up.
That takes humility; and a diverse comms strategy. Think about where your message might be missing: local press, community organisations, faith-based networks, outlets you don’t normally read yourself. Ask what this issue might mean for those audiences, and be prepared to speak in language that makes sense to them.
You won’t win everyone over. But you’ll be taken more seriously if your campaign doesn’t assume the moral high ground from the outset.
It’s also worth noting: the political and civic environment is changing. In some countries, legal space for advocacy is shrinking, and communications teams are being asked to navigate compliance, reputational risk, and safety in new ways. If you’re entering the field now, keep context front of mind. Advocacy is powerful, but it isn’t always simple. It’s good to know the laws and risks in any context you might be working in (or with).
Build a simple, human portfolio
Showing your work is super important to overloaded hiring managers.
Gather everything you’ve done (petitions, fundraisers, digital campaigns, whatever you have), and present it as a portfolio. Include screenshots, links and context saved somewhere offline (don’t just rely on the websites that carry the content now – platforms change, URLs break). Then create a simple PDF or webpage that explains:
- What the goal was
- What you did
- What the outcome was
- What you learned
Canva has tons of portfolio templates – you can try adapting one of these, but make it genuinely your own.
If someone’s hiring or considering you for a freelance opportunity, this is the fastest way to show them you’re serious. Add your updated LinkedIn and a short personal paragraph that explains what kind of role you’re looking for. A clear pitch goes a long way.
And always include evidence of impact. A line like “the petition gained 160,000 signatures in three months and led to…” or “our posts were shared by 25 local teachers who pledged to…” makes a difference. The numbers don’t have to be big, but your focus on the impact has to be there. You need proof of effectiveness and your ability to see the bigger picture than just a metric or an output.
Reach out, even if there’s no job posted
It’s still acceptable (and often welcomed) to send a speculative email introducing yourself to your dream client. If you don’t have a warm contact (try to find one first!) then find the organisation’s info address, or even the advocacy lead’s email, and send a short message saying:
- Who you are
- Why their work resonates with you
- What you’re looking for
- A link to your CV and portfolio
You might not get an immediate opening, but if you present yourself well, your name will stick. It could be the difference between 200 anonymous applications and a message that lands in the right inbox at the right time.
And go to events that the team advertises. Show up in person or online when you can. Introduce yourself, ask a question, and connect with the organisers and speakers on LinkedIn.
Pace yourself
A final word, from experience. When you care about something, it’s easy to burn out. In my 20s, I went from structured diplomacy into the total chaos of founding a social enterprise. I wanted impact, and I wanted autonomy. I got both, and I loved the lifestyle a lot. But I also gave too much of myself: I neglected my personal finances, friendships, and lost perspective.
Now, as the lead at AMS, I try to strike a balance. I’m able to do purpose-driven work, but also play with my kids before bedtime. If you want to stay in this field, learn what you need to give, and what you need to keep for yourself. Our best work happens when we are well.
The takeaway
If you’ve organised a fundraiser, launched a petition, made a campaign from scratch, or helped out as a volunteer, you’re already doing the work. Our world needs that energy for positive change, to build the future we want to live in. You are and can be part of that wave of people who aren’t waiting for permission to make a difference.
And if you’re a more experienced professional reading this, perhaps you can support someone trying to get started. A message, a recommendation, a small project. It doesn’t take much to open a door. We all started somewhere.
If you’re thinking about a future in advocacy or communications, you can find more about working with AMS on our careers page. And if our approach resonates, feel free to get in touch! We’re always open to thoughtful conversations with people who are finding their way into this field.
