Campaigning….. Campaigning is a fight for power

You have got to be convinced you can win!

Successful campaigns offer solutions (and are winnable)

What does success look like?

Is there a clear theory of change - if and when

Get on offence and off defense

Organisation is important – do the housework!

Build membership/participation– this is your power base

People connect on basis of values – emotions engage

Communication is a two way process

Have your facts straight and homework done

‘Crisistunity’

Strategy is your plan to win

Strategy is turning the RESOURCES

you have into the POWER you need

to get the CHANGE you want

Goals Strategy is…

Into the what you need Turning what you have

Resources To get what you want

Strategising Process

People and problem The actors involved and the challenges they face

Purpose The change you want – the campaign goal

Power The Theory of Change–What you think it will take to turn

the resources you have into influence you need to make

change

Path Immediate action steps, tactics designed on a time line,

key milestones,

First the ignore you, then they laugh at you, then they fight you, then you win Mahatma Gandi

Strategy

Tactics

What makes a good tactic

It has a good theory of change

It fits with the strategy

It builds leadership and ownership

Tactics

Speak Out

Speak Up

Organise

Why do we tell stories?

Story-telling is a practice of

leadership the “why” of organising

each of us has a compelling story to tell

the art of translating values into action

values inspire action through emotion

Analysis – How/Head Narrative: Why/Heart

Story telling of experience

Motivation

Critical deliberation Facts

Strategy

Shared understanding

Public Narrative Invites others to be

in relationship with you

Invites others to join

your community

Invites others to take

ACTION!

Story of Self

tells why we have been called to do this

Story of Us

communicates the values and experiences that a community, organisation, campaign or movement shares

and what capacity or resources that community of “us” has to accomplish its goals.

Story of Now

communicates the urgent challenge we are called upon to face now and calls us to action

Me

Us

Now