YEREVAN, Armenia — Visiting lecturer Aino Alaverdyan’s Non-Profit Management course has immersed 25 graduate students from the American University of Armenia’s (AUA) Master of Public Affairs (MPA) and Master of Arts in International Relations and Diplomacy programs in hands-on, real-world projects. Through collaborations with non-profit organizations, students have had the opportunity to contribute to project planning, advocacy campaigns, and strategic development. By engaging in these different activities, students gain invaluable experience in the non-profit sector.
On July 28, as part of the course, Zara Sargsyan, communication specialist at UNICEF in Armenia, led a dynamic capacity-building workshop on Advocacy Strategy Development. UNICEF stands as a global leader in advocacy for children and adolescents, with a long-standing commitment to protecting and promoting the rights of children, young people, and women, as affirmed in its mission statement. UNICEF defines advocacy as “the deliberate process, based on demonstrated evidence, to directly and indirectly influence decision makers, stakeholders, and relevant audiences to support and implement actions that contribute to the fulfilment of children’s and women’s rights.”
Emphasizing the power of advocacy, Sargsyan explained: “It enhances program effectiveness and drives systematic change, all while attracting resources and ensuring alignment with the organization’s mission. At UNICEF, advocacy serves as a catalyst for addressing underlying issues, such as weak laws, policies, and practices that impede children’s rights. Hence, by advocating adherence to international laws and standards, we ensure that decision-makers are accountable to protecting and promoting the rights of children.”
A key learning outcome of the course has been Theory of Change (ToC), which the workshop reinforced by introducing the ToC canvas from the advocacy perspective. Students applied this canvas to their nonprofit organization cases and identified advocacy tactics tailored to their specific contexts, target audiences, and organizational capacities.
MPA students Anna Hovhannisyan (MPA ’26), Mane Arekelyan (MPA ’26), Harutyun Hakobyan (MPA ’26), and Milena Janazyan (MPA ’26) reflected on the outcomes of the workshop: “This workshop was a turning point for us, especially in understanding the impact of strategic communication in a nonprofit environment. We had the chance to discuss our Keron Foundation playground initiative, for which we wrote a communication toolkit, and understand how evidence-based advocacy can shape public perception, influence policies, and help build inclusive spaces, where no one is left behind. This hands-on experience highlighted that, in addition to raising awareness, advocacy is also about creating systemic change for communities.”
Advocacy is a cornerstone of effective nonprofit management. Sargsyan’s lecture provided a deep dive into the best practices used by UNICEF as a global leader on children, advocating their wellbeing in development and humanitarian contexts. Reflecting on the value of the workshop, Alaverdyan said: “The students already bring expertise in tackling complex challenges and creating sustainable solutions to these challenges. The advocacy tools they have learned will help them strategically deliver evidence-based recommendations that influence decisions and drive systemic changes in support of human rights and social justice.”
Founded in 1991, the American University of Armenia (AUA) is a private, independent university located in Yerevan, Armenia, affiliated with the University of California, and accredited by the WASC Senior College and University Commission in the United States. AUA provides local and international students with Western-style education through top-quality undergraduate and graduate degree and certificate programs, promotes research and innovation, encourages civic engagement and community service, and fosters democratic values.
