That doesn't mean that you can't work on policy change at any other time, but simply that it's smart to strike while the iron is hot. If it's a good time for change, you're that much more likely to be successful.
Election years. Politicians are often more receptive to suggestions from constituents when an election - especially a close election - is on the line. If you're seeking a change in official government policy, close to an election may be the best time.
When the issue first arises. Even though policies about the issue may already exist, it's sometimes easiest to change misguided ideas before there's been an investment of time and money in trying them out. If you can convince policy makers or the public that there's a better way, they have less to lose by listening than they will after they've put their resources and reputations on the line backing something different.
When there's a deadline for adding input to or making a policy decision. In 1995, for instance, when the federal Adult Education Act (which provided over $300 million for adult literacy) was up for renewal or discontinuation, adult educators and learners in many states mobilized to testify at public hearings, write to members of Congress, and otherwise try to influence the final decision.
When a crisis is reached, and it's clear the current policy isn't working. If the community, for instance, has been responding to a drug problem with increased enforcement and punishment, and it's continuing to get worse, people may be willing to try alternatives. By the same token, a government agency or foundation may be willing to try a new program or approach when it has become clear that what they've been funding hasn't been particularly effective.
When a particular event or circumstance puts your target population at risk. A state fiscal crisis can often result in the threat - or reality - of a reduction in services, for example. You may have to address policy to stave off the threat.
When public opinion has reached critical mass. Policy makers often - very often, in fact - lag behind the public in their judgment of what people actually think and want. The public may be more progressive, and be behind the change you're aiming for. If that's the case, then it's a perfect time for a policy-change campaign.
Another circumstance when public opinion can be your guide is when the public has become fed up with the policies of a particular business or institution. That entity might then be convinced to change its policies out of self-interest.
When there's a specific debate about the issue. When policies are already under discussion, it's a good time to advocate for change. It may also be a necessary time to advocate for change, to prevent a disastrous or badly flawed policy from being enacted. If a new law or regulation is being proposed - especially if it's ill-advised - if funding is about to be cut, or if a course of action on a specific issue is about to be chosen, it's time for action.
When new information changes perceptions about the issue. A study showing that particular methods do or don't work, a white paper contradicting current policies, evidence that an entity involved in an issue has been lying or behaving illegally or unethically - all these might serve to make it a good time to push policy change.
The failure of the Enron Corporation and the revelation that its auditor, the accounting firm Arthur Andersen, was cooperating in bookkeeping that exaggerated the company's financial stability and profits, resulted in Congress passing stiffer laws regulating the accounting industry.
When a publication or other source brings an issue to the public attention. Michael Harrington's The Other America shone a light on poverty in America in the 1960's, and was at least partially responsible for the "War on Poverty" waged by President Lyndon Johnson's administration.
Jonathan Kozol's book, Illiterate America, when it was published in 1984, caused the public to focus on the problem of adult illiteracy. Books like these, or articles like the one in the New York Times Magazine in 1981 that first brought AIDS to public notice, can help to galvanize public opinion and change attitudes. If such a publication creates an opportunity, seize it.
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