To lobby (verb) is to seek some political result by a means other than a person making a run for office - see campaign for the verb that should be applied to such runs.

To lobby is to appeal to those already in power to do things. The Green Party of Canada often campaigns AS a lobby effort - with little chance to win, it engages and seeks to co-opt legislators who will advance its platform into law.

It also coordinates with pure lobby efforts, notably those by Mike Nickerson for a Genuine Progress Indicator and those by the Civic Efficiency Group for a better approach to urban infrastructure as part of the New Deal For Cities.

When there are commercial interests funding a lobby effort there are rules to officially register as a federal lobbyist. These do not apply to small scale unfunded values-driven efforts that do not advance any particular technology or method.