• Summary: The role of social work has not, to date, been sufficiently explored in persuasive policy practice. This article draws upon messages from a study about the motivators used by educators to reach more privileged learners on issues of social justice. Applying messages to policy practice allows advocates to comprehensively craft advocacy practices that draw from these motivators, which have been shown to enlist support from more privileged power holders in social justice issues.
• Findings: This article confirms the importance of Goodman’s motivators (2000, 2001) of empathy, values and beliefs, spirituality, and self-interest; a deeper complexity about how to effectively use these motivators is explored. The research reveals that another four categories of motivators can be added to persuasion strategies: guilt, anger, desire to create a legacy, and a universal yearning for justice.
• Applications: The contribution of this article is to advance the strategic dimensions of advocacy efforts undertaken by social workers. It seeks to inspire practitioners of the need to move away from a value-neutral position of social work (where practitioners avoid using their influence to obtain specific outcomes) to exploring the strategic value of being as persuasive as possible, in order to advance social justice among policy-makers.
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