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Introduction to campaign strategy and planning

Introduction to campaign strategy and planning. Supported by. Harmit Kambo Learning and Development Manager harmit.kambo@smk.org.uk smk.org.uk campaigncentral.org.uk Twitter: @SMKcampaigners Facebook: SMK Campaigners. About SMK. We are a unique charity, focusing on campaigners

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Introduction to campaign strategy and planning

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  1. Introduction to campaign strategy and planning Supported by Harmit Kambo Learning and Development Manager harmit.kambo@smk.org.uk smk.org.ukcampaigncentral.org.uk Twitter: @SMKcampaigners Facebook: SMK Campaigners

  2. 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

  3. 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!

  4. Campaign strategy You are here You want be here Your campaign strategy is how you get therein the straightest line possible

  5. Campaign strategy • Issue • Aim • Objectives • Audiences • Key messages • Tactics • Activities and timeline • Monitoring and evaluation

  6. The issue • What is wrong? • What is the solution? • Why should anyone listen to you? (credibility/agency) • What action needs to be taken?

  7. The elevator pitch

  8. 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

  9. Objectives Objective 2 AIM “A network of specially trained counsellors to be developed to support the unique needs of families of missing people” “Families affected by a disappearance should have access to support.” Objective 1 “Every family of a missing person to be signposted to Missing People’s free emotional, practical and legal support services by the police”

  10. Objectives Must be SMART (Specific, Measurable, Achievable, Realistic, Time-bound) End homelessness Reduce single homelessness in London by 60% by December 2015

  11. 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

  12. Key messages • 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!”

  13. Tactics Give evidence to select committee Respond to consultation INSIDER MP surgery GovernmentE-petition Get involved with APPG Use Sustainable Communities Act Develop dialogue with civil servants/officials Use House of Lords, instead of Commons Sponsor a private member’s bill Tweet your MP, nicely Early Day Motion OFFLINE Use celebrity ONLINE Twitter/ Facebook campaign (not so nicely) Freedom of Information Direct action Petition Complain Email campaign to MP Protest/ demo/march Blog Judicial review Boycott Strike Work with the media E-petition (e.g. 38 Degrees, Change.org) Use legislation: (e.g. Human Rights Act, Equalities Act) Stunts Public meeting OUTSIDER Local Government Ombudsman “If your people aren’t having a ball doing it, there is something very wrong with the tactic.” Saul Alinsky, Rules for Radicals (1971)

  14. 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

  15. Monitoring and evaluation • What’s working? • What isn’t? • Do aims / objectives / audience / tactics need to change?

  16. 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!

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