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Introduction to campaign strategy and planning
Harmit KamboLearning and Development [email protected]
smk.org.ukcampaigncentral.org.uk
Twitter: @SMKcampaignersFacebook: SMK Campaigners
Supported by
About SMK• We are a unique charity, focusing on
campaigners• Annual SMK Campaigner Awards, to support
new and emerging campaigners• Events and workshops• Campaign Central, the online community
for campaigners• Promoting the rights of campaigners
What do we mean by ‘campaign’?
•Individuals or organisations mobilising to influence change, or prevent change•A series of planned activities designed to create pressure•‘Change’ can mean policy, practice or behaviour•A campaign MUST present solutions!
Campaign strategy
You are here
You want be here
Your campaign strategy is how you get therein the straightest line possible
Campaign strategy
• Issue• Aim• Objectives• Audiences• Key messages• Tactics• Activities and timeline• Monitoring and evaluation
The issue• What is wrong?• What is the solution?• Why should anyone listen to you?
(credibility/agency)• What action needs to be taken?
The elevator pitch
Aim• What is the intended impact of your
campaign? • A simple, compelling and visionary
statement about what the future should look like e.g.– Children have equal opportunities to succeed in schools– women are free from violence in the home– A society without child poverty
• Try to stick to one aim
Objective 1
Objective 2AIM
Objectives
“Families affected by a disappearance should have access to support.”
“Every family of a missing person to be signposted to Missing People’s free emotional, practical and legal support services by the police”
“A network of specially trained counsellors to be developed to support the unique needs of families of missing people”
Objectives
Must be SMART (Specific, Measurable, Achievable, Realistic,
Time-bound)
End homelessness
Reduce single homelessness in
London by 60% by December 2015
Audiences• Core target: Who can make the change you want?
(e.g. Secretary of State for Work & Pensions / Head of Social Services at Local Authority / Chief Executive of BP etc)
• Influencers: Who has influence on them? (e.g. Voters, shareholders etc)
• Who are your allies? • Who are your opponents? How do they see
things?‘Keep your friends close
but your enemies closer” Niccolo Machiavelli
• What will get your target audiences to act?• Frank Luntz, US strategist and pollster (‘inheritance tax’ >
‘death tax’; ‘oil drilling’ > ‘energy exploration’)• Tailor messages for different audiences• Start from where the audience is, not from where you are• Use their language, not yours
“These taxes are regressive!”
Key messages
Tactics
OUTSIDER
ONLINEOFFLINE
INSIDER
“If your people aren’t having a ball doing it, there is something very wrong with the tactic.” Saul Alinsky, Rules for Radicals (1971)
GovernmentE-petition
MP surgery
Twitter/Facebook campaign
(not so nicely)
Respond to consultation
Protest/demo/march
Direct action
Strike
Blog
Work with the media
Judicial review
Use legislation: (e.g. Human Rights Act, Equalities Act)
Develop dialogue with civil
servants/officials
Freedom of Information
Stunts
Use celebrity
Email campaign
to MP
Public meeting
Get involved with APPG
Give evidence to select committee
Tweet your MP, nicely
Sponsor a private
member’s billEarly Day Motion
Boycott
Complain
Use House of Lords, instead of Commons
Petition
E-petition (e.g. 38 Degrees, Change.org)
Use Sustainable
Communities Act
Local Government Ombudsman
Activities and timeline• Identify key dates and points of
influence• Decide on best mix of activities • Be clear about how planned activities
work together for maximum impact
Monitoring and evaluation
• What’s working? • What isn’t?• Do aims /
objectives / audience / tactics need to change?
Recap
• Have a strategy (‘fail to plan and you plan to fail’). Write it down
• Break your campaign down into all of its component parts & it’s simple!
• It should be a living, evolving document that harnesses your passion, not a strait jacket!