Use Outside Game Strategies to Create Momentum
Success in advocacy is rarely achieved behind closed doors alone. Engaging in the “inside game” is essential, but not enough.
Whether fighting for DC voting representation in Congress, defending immigrant families from mass deportation, or other advocacy efforts, we know that change also requires engaging in “outside game” activities that help fill headlines, shift public sentiment, and move policymakers to act.
The Power of External Pressure
In the early 2000s, DC voting rights advocates cultivated legislative champions and engaged in direct lobbying. Because they understood that the cause needed a robust outside game to succeed, they also launched public protests, convinced the City Council to add “taxation without representation” on the DC license plates, held “tea parties” in colonial garb, brought together prominent Democrats and Republicans at news conferences, and engaged in other activities that generated thousands of media stories.
That visibility made it possible for advocates to recruit grassroots supporters in targeted states who, in turn, urged action at congressional town hall meetings, demonstrated at rallies, and wrote letters to their elected officials. By 2009, the combination of the inside and outside games led to DC voting rights receiving the highest level of bipartisan support in over 30 years.
Learning from DC Voting Rights Campaign and Today’s Immigration Fights
Here are four core strategies from the DC voting rights experience that directly apply to today's immigration advocacy:
1. Empower the Grassroots
People are powerful messengers who add legitimacy and urgency to your cause. Equip supporters with the tools and confidence to speak out—whether that's writing letters to the editor, attending rallies, or meeting with legislators.
Immigration Example: Pro-immigrant organizations provide "Know Your Rights" resources in multiple languages, help families build emergency plans, and train over 100,000 immigrant youth to advocate for themselves. Empowered communities create sustainable change.
2. Craft Stories that Resonate
Craft stories that resonate with the public and with elected officials alike. Use personal narratives, host public events in compelling settings, and, when possible, post creative videos to drive awareness among your target audience. See the blog, Mastering the Art of Message Framing, to help you decide who makes up your “audience.”
Immigration Example: Advocates are highlighting personal stories like families separated from newborns and the economic impact from farm worker shortages to drive narratives and help shift public opinion.
3. Build off the Advocacy-Media-Political Engagement Cycle
The most effective campaigns don't stop at awareness. They create and benefit from engagement cycles—public pressure leads to media coverage, which drives legislative engagement, which brings more public support.
Immigration Example: When workplaces were raided in June of 2025, that triggered protests, which, in turn, generated media coverage, led to protests across the country prompted politicians to take positions publicly, and resulted (at least temporarily) in backtracking by the administration.
If managed correctly, each cycle can strengthen an advocacy campaign, add urgency to fix a problem, force opponents to consider altering their approach, and, ultimately, build momentum for policy changes in the future.
4. Direct Outside Engagement
Where possible, direct outside efforts at legislative districts represented by influential politicians. To do that successfully, align your messaging with their constituents. Also, ensure your outside game activities reach your legislative champions – they need to appreciate how passionate you are about your cause so that they, in turn, feel compelled to act. Read the blog, Recruiting the Right Policy Champions, for more information.
Immigration Example: While national polling shows division in the U.S. on immigration issues, the cycle of community protests, media coverage, and political engagement in target districts resulted in people like Rep. David Valadao (R-CA) expressing concern for "hardworking people who have lived peacefully in the [Central] Valley for years."
Conclusion
The key to achieving success in advocacy is integrating your outside efforts with inside strategies. That means pairing policy expertise with personal stories, holding protests and legislative meetings, and, when needed, responding to legal challenges with effective lawsuits. By aligning your work, you can turn action into influence and influence into policy changes.