Why a Campaign Plan?

A Problem Exists that Requires a Policy Solution/Strategy

•Often, there exist MANY strategies to solve a single problem.

•An advocacy approach requires a policy strategy which is supported by a campaign plan.

Developing a Strategy

• Strategy: an approach to making a government or corporate official do something in the pubic interest that he or she does not otherwise wish to do.

• It is about the relationship of power between you and the official.

The Midwest Academy ModelDIRECT ACTION ORGANIZATION

• Lends itself both to overall campaign strategy and to planning of specific tactics such as a public hearing .

• It poses the necessary questions in a logical order and moves people through the planning process step-by-step.

Building the Plan

Goals Internal &ExternalIssues

ConstituentsAllies &

Opposition

Targets Tactics

Ultimately, the

change we are

seeking

Resources needed/ available, internal barriers

Who supports us,

who is against us

Who is in a position to

give us what we

want

What will be done to

convince the targets to

give us what we want

Goals

• Long-term Goals– The goals you eventually hope to win.

• Intermediate Issue Goals– The goals you hope to win in this campaign.

• Short-term Issue Goals– These goals are steps toward your

intermediate goals.

Building the Plan

Goals Internal &ExternalIssues

ConstituentsAllies &

Opposition

Targets Tactics

Ultimately, the

change we are

seeking

Resources needed/ available, internal barriers

Who supports us,

who is against us

Who is in a position to

give us what we

want

What will be done to

convince the targets to

give us what we want

Organizational: internal and external considerations

Organizational Assessment

• Resources to put in campaign.

• What do we want to get out of campaign?

• Internal problems to be solved.

Building the Plan

Goals Internal &ExternalIssues

ConstituentsAllies &

Opposition

Targets Tactics

Ultimately, the

change we are

seeking

Resources needed/ available, internal barriers

Who supports us,

who is against us

Who is in a position to

give us what we

want

What will be done to

convince the targets to

give us what we want

Constituents, Allies & Opponents

• Who cares about the issue?

• What do they stand to win or lose?

• What power do they have?

• How are they organized?

• The difference between constituents and allies is that constituents are potential members of your organization, while allies are not.

Building the Plan

Goals Internal &ExternalIssues

ConstituentsAllies &

Opposition

Targets Tactics

Ultimately, the

change we are

seeking

Resources needed/ available, internal barriers

Who supports us,

who is against us

Who is in a position to

give us what we

want

What will be done to

convince the targets to

give us what we want

Decision Makers (Targets)

• Primary Decision Makers– A person with the power to give you what you

want.– Always a person with a name.

• Secondary Targets– A person who has more power over the

primary decision maker than you do, but whom you have more power over than you have other the primary decision maker.

Building the Plan

Goals Internal &ExternalIssues

ConstituentsAllies &

Opposition

Targets Tactics

Ultimately, the

change we are

seeking

Resources needed/ available, internal barriers

Who supports us,

who is against us

Who is in a position to

give us what we

want

What will be done to

convince the targets to

give us what we want

Tactics• Steps to carrying out your overall plan.

• Specific things that the people do to the people in the “Targets” column to put pressure on them.

• When you list tactics, write down who will do what and to whom.

• ALWAYS FILLED OUT LAST!

Tactics ChartActivity Level of

PriorityPoint

PersonTime-line

Status

3 Types of Tactics

• Legislative

• Grassroots

• Communications

Sample Tactics(Activities)

• Media hits• Letter writing, op-eds• Meet with editorial boards• Visits with pubic officials in their districts• Postcard campaign• Obtain support from key campaign

contributors• Make your issue an issue in the next

election

• Petition drive

• Email alerts

• Local hearings

• Rallies

• Lobby Days

• Tie in with Cause Initiatives

Sample Tactics(Activities)

Tactics ChartActivity Level of

PriorityPoint

PersonTime-line

Status

Tactics ChartActivity Level of

PriorityPoint

PersonTime-line

Status

Tactics ChartActivity Level of

PriorityPoint

PersonTime-line

Status

Timelines

• To finish the planning process, make timelines for the campaign.

• Indicate start and completion dates.

• Include all major campaign events and deadlines for preparing the publicity for each.

• Include key dates in the electoral and legislative processes.

Tactics ChartActivity Level of

PriorityPoint

PersonTime-line

Status

Accountability

• Individuals responsible for tactics must meet regularly–May be internal staff as well as

external partners• Report on progress• Reassess tactics• Reassess timeline• Hold each other accountable for

what we say we are going to do

Building the Plan

Goals Internal &ExternalIssues

ConstituentsAllies &

Opposition

Targets Tactics

Ultimately, the

change we are

seeking

Resources needed/ available, internal barriers

Who supports us,

who is against us

Who is in a position to

give us what we

want

What will be done to

convince the targets to

give us what we want

Bonus Material! CoalitionsB

Coalitions

Coalition: an organization of organizations.

Coalitions

In real life, a coalition is a mixture of individuals, representatives of organizations and people who happen to belong to organizations but were not sent by the group.

Coalitions

Disadvantages of coalitions:• Get sidetracked from your own program• Others don’t do their share• Too many compromises required• Problems with who got “credit”• We felt ripped off• The activities were too dull/too confrontational• Too many meetings.

Coalitions

Advantages of coalitions:

• Able to win something that could not be won alone

• Increases power

• Increases resources (staff, $, members)

• Broadens the scope of your work

Coalitions

Participating in Coalitions:• Know what you want to get out of it• Get agreement on rules• Maintain an independent program• Evaluate your role carefully• A coalition is rarely the road to diversity• Make sure you can have continuity of

representatives

Coalitions

When considering potential coalition partners:

• Why would they join?

• What might prevent them from joining?

• What resources would they bring?

• What liabilities would they bring?

• How should you approach them?

Building the Plan

Goals Internal &ExternalIssues

ConstituentsAllies &

Opposition

Targets Tactics

Ultimately, the

change we are

seeking

Resources needed/ available, internal barriers

Who supports us,

who is against us

Who is in a position to

give us what we

want

What will be done to

convince the targets to

give us what we want