Campaign Strategy
From ClimateNetworkWiki
This page is part of the Training Toolboxes
Contents |
Why campaign?
Scenario
When planning a campaign the more information you know the more effective you will be.
What are the factors at play, the history, the effects, the alternatives? Gather as much recon as possible. Research, ask questions, make sure you are informed. Who has the ability to make a decision? What is the process for the decision that is being made, and how can you effect it? How can we bring al the people with the right information together to get a full picture of what we are dealing with? Internally you need to make sure everyone in your team is on the same page, and heading in the same direction. Also you need to know when you have won- how do you use small wins to build momentum to head towards the large vision goal.
This information gathering stage is critical for crafting your message and developing a campaign strategy
Goals
Having goals is critical to a successful campaign.
PRIMO GOALS:
Precise
- specific and clear as to what, when and how
- everyone looking at this goal will come away with the same understand of what is to be accomplished
Realistic
- Sets the right balance between a stretch goal that inspires high performance and something do-able with available resources, control over variables, authority etc.
Inspiring
- connects to the vision. those who are responsible for doing the world feel motivated. The potential results are worth the effort and the resources it takes
Measurable
- Criteria for success are clear. Defines quantities and/or qualities with concrete measures or sensory experiences
Outcome-focused
Spectrum of allies
Way to looking at players and seeing where people fit. Remember: you need to have messages that resonate with where people are at. need to reach out to the people who aren’t already on your side because that is how you gain power and momentum. Use language from strategic goals and internal communications (business plan) of the organizations you see as “opponets”
Targets:
Who are the people you need to influence? Is the decision you want made decided at a city hall meeting or a committee of your schools Board of Governors? Who around the table makes the decision or has influence? Who influences the decision makers? Is it their children, their wife, their assistant? How do you influence the people who influence the person who holds the power to make decisions? Identifing who you need to win over helps craft targeted messaging and strategies that will help win your campain.
Tactics:
To develop an effective campaign you need to mobilize public support, and illustrate to decision makers that you have this support. It is also critical that tactics used represent and stay true to your goals and messaging. If you are calling for a collaborative process, a rally outside your president’s office might not be the best tactic. On the other hand there are other causes and goals that benefit from rallys or civil disobedience, like the Clayqount Sound protests. Tactics are a message of scope and goals and part of a larger campaign strategy. Some tactics include
- tabling
- letter writing
- media campaign
- media stunts
- rallys, sit-in, protests
- poster campaign
- educational events
- meeting with your elected representatives
- letter of support
Organizational Considerations
What is your capacity? What are your strengths and challenges? Who can you bring to the table for extra support?
