Influence around the ballot box: opportunities for advocacy

Exactly 677 days after being sworn in, the chapter of the current House of Representatives has come to an end: the election recess has begun. Campaign fever is rising, as on 29 October the Netherlands will once again head to the polls. What follows seems anything but a simple repeat of moves. According to the polls, the political landscape is on the verge of profound change.

Where the polls signal a shifting political landscape, that also creates new openings for advocates. Political dynamics are once again up for debate, parties are sharpening their profiles, and candidates are searching for themes that resonate with voters. In that search lies an opportunity for organizations, businesses, and social actors to bring their issues onto the radar.

Campaign season is therefore not only exciting for politicians but also strategically valuable for anyone seeking to exert influence. It is the moment to build recognition around societal issues, to link policy proposals to current public concerns, and to strengthen relationships with (future) MPs. Advocates who are visible now, remain relevant, and know how to position their story effectively are laying the groundwork for influence in the next government term.

The Campaign as an opportunity: being visible at the right moment

The campaign period is a dynamic and short-lived phase in which parties determine their course and candidates search for relatable themes and narratives. Politicians are open to input that helps them translate policies into concrete social issues — and that’s exactly when advocates can make a difference.

Those who succeed in connecting their topic to what matters to both voters and politicians increase their influence. This can be achieved through targeted conversations with parliamentary candidates, site visits that make policy tangible, or by boosting the visibility of a theme through media and societal coalitions. The key lies in relevance and timing. Those who can link their message to the questions occupying both voters and politicians have the best chance of being heard.

In short: the campaign is the moment to take a position in the political arena. By already building relationships and connecting content to pressing social concerns, you lay the foundation for influence after election day.

After the ballot box: coalition talks and a new parliament

After 29 October, a new phase begins. The election results will produce winners, losers, and — as is often the case — a great deal of uncertainty. While parties start exploring possible majorities and coalition talks get underway, The Hague will already be buzzing with debates about the direction of the coming years. That’s precisely when the moment arrives for advocates to make their voices heard.

In the first weeks after the election, the focus will be on informateurs, formateurs, and party leaders. Organizations that already know which issues they want to place on the agenda can contribute to policymaking with concise, well-timed input. Think of letters with concrete recommendations, joint appeals from within a sector, or a well-placed opinion piece.

Then follows the reorganization of Parliament. New MPs move into their offices, factions distribute portfolios, and committees are formed. During this phase, MPs are eager for reliable information and keen to deepen their understanding of their new responsibilities. A well-crafted introduction letter or invitation for a conversation can form the basis for a lasting relationship. Those who position themselves at this moment as both substantively knowledgeable and politically astute lay the foundation for long-term influence.

Equally important in the context of sustainable relationship management — and often forgotten — is thanking departing MPs and ministers with whom you have worked. A lasting advocacy effort, after all, is about building lasting relationships.

Influence is no coincidence

The election period is not a pause for advocacy — quite the opposite. It is precisely now that the outlines for the coming political years are being drawn. For those who prepare well, there are abundant opportunities: visibility in election debates, influence during coalition negotiations, and lasting relationships with new MPs who can make a difference in the years ahead.

But influence doesn’t happen by chance. It requires foresight, sharp positioning, and patience. Successful advocacy is built on a long-term strategy in which every step is meaningful — from the first introductory conversation to deeper collaboration on key policy issues.

It’s no coincidence that Public Matters emphasizes in its training The Hague Processes and Procedures: influencing policy is a marathon, not a sprint. It demands consistency, political intuition, and the ability to tell the right story at the right moment — to the right people. Those who master that will not only be visible around election time but will also remain influential in the years that follow.