1. How to write a winning campaign strategy

2. Today’s session Introducing campaign strategy
Learning about theories of change
Understanding how to write a campaign strategy
How does this relate to your campaign or project?
You won’t have a whole strategy by the end of the session. But depending on where we get to and how fast we move, you will have some time to work on your strategy.
And we’ll have some time at the end when you can keep going. But basically, good to take this stuff home and think about it with your group, or whoever you’re working on your campaign with.

3. Icebreaker

4. Campaign Strategy
An overarching approach to achieving our aims and goals, based on our ideas about what is most likely to make change happen
If X approach is taken
The impact will be Y
Z will be the outcome
What do you think a strategy is?

5. Campaign Strategy examples
Ending Apartheid
Armed struggle and economic pressure (X)
Bring Government to negotiating table (Y)
Achieve (Z): the end of Apartheid
Stopping Fracking
Block fracking locally using planning, legal and local opposition, and amplify battles on to national stage(X)
Political/economic confidence is lost (Y)
Unviable to raise funds for it so it can’t happen(Z)

6. Why is strategy important?
Provides clarity on central choices for the campaign
Helps to think about what is and is not worth doing, and in what order
Makes sure you don’t miss opportunities

7. Theories of change
A hypothesis about what factors make change happen, different for different campaigns, e.g.
Individual change?
Work on interests of political decision-makers?
Grassroots mobilisation?
Be the change we want to see, and the rest will follow?

8. Friends of the Earth’s Theory of Change
An alternative must be possible
There must be pressure for change
The status quo must become untenable for the decision-maker

9. Fracking campaign example
The alternative: clean energy
Pressure for change: Public resistance in affected areas and across the country
We are making the status quo untenable through public pressure and legal challenge which makes it economically and politically unviable

10. What’s your theory of change?
Does your campaign have a theory of change, and what is it?
Can you explain why it’s the right theory of change?
Are there any ways in which your theory of change could be improved?

11. How to develop your strategy

12. Campaign Strategy
An overarching approach to achieving our aims and goals, based on our ideas about what is most likely to make change happen
If X approach is taken
The impact will be Y
Z will be the outcome

13. About strategic thinking
Definition of strategic: An overarching approach to achieve aims or goals Definition of strategic thinking: A way of synthesising relevant information to inform a clear choice of approach to achieving aims or goals
How strategic thinking can be useful:
Introduce clarity in a mass of detail
Develop informed foresight into scenarios – what is likely to happen (impact and outcome)
Maximise the likelihood of achieving aims and goals

14. Effective strategic thinking: process
Research (finding the dots – the relevant information)
Analysis (understanding the dots – assessing significance of info)
Synthesis (connecting the dots – developing a hypothesis about the most likely approach to achieve an aim.)
In campaigning it is very important to:
4. Communicate (share a dot-to-dot picture)
5. Inspire (encourage people to adopt the picture – and probably to think they drew it!)

15. What makes a good strategy?
Aim
Objectives
Situation/Power analysis
Critical path
Strategic approach
Tactics
Timeline

16. Aim Difference between an Issue and an Aim
Specific thing you are trying to achieve
Is about the change you want to see
E.g.
Stop fossil fuel extraction by XX date
Get Nelson Mandela freed
Get the London Mayor to commit to ditching diesel
An issue is a big area or a problem that we might want to deal with. For instance ‘Air pollution in London’, or ‘Fossil fuels use in the UK’
A campaign aim is a specific thing within that, which you can change. You won’t be able to solve the whole world at once

17. Objectives Specific, Measurable, Agreed, Realistic, Time-bound
Examples:
100 people come to an event
3 pieces in the local media by XX date
Objectives are sort of like KPIs which help you figure out whether your campaign is on track
But they might also be things that you want your campaign
What are some examples?
X number of people sign our petition
Y number of pieces in the local media

18. Situation analysis Political Social Economic Allies Opponents
Opportunities
Risks
Give example of getting Sadiq to ditch diesel:
- Political and social analysis is that it’s a big issue in London, everyone generally agrees on that. They don’t agree about what the solutions are. Sadiq’s under pressure to do more, and to do less. At the moment we don’t have the conditions we need to go far enough.
Most vulnerable Londoners stand to gain most from what we’re calling for. But
What we’re asking for is going to be expensive for manufacturers and some motorists. But good for electric car manufacturers, and many businesses in London

19. Power Analysis Not a real example!
FoE, GP
British Lung Foundation
Support for our aim
Caroline Lucas X
X other person
Chambers of Commerce X X
Lord Deben X X
George Osborne
Car maker X X
Theresa May
How much power they have

20. Critical Path What MUST happen for your aim to be achieved.
If the aim is for Theresa May to eat marmite on toast:
TM must have a toaster and some bread
TM must have marmite
Something (our pressure, or pressure from her friends, or something else) must make TM decide to eat marmite on toast
This isn’t everything you need to do to make it happen, it’s what the tangible logistical things are that need to happen.
Is about who has the power and ability to do what.

21. Strategic Approach
This is your overarching approach to achieving your aim Eg
Get Government to phase out diesel by ruining the social licence of diesel in the UK
Stop fracking by resisting it wherever it is proposed and building up huge public opposition

22. Tactics
MUST relate to your strategic approach, and what you think will make your decision-maker change their mind.
You should be able to see/touch a tactic!
Examples?
Petition to decision-maker
A stunt
A joint letter
A big media push
Meeting a politician
It’s really tempting to get you all to sit down and think of some exciting tactics for your campaign. BUT! That’s not the way to do it. Really, you want to think about your situation, and do a power analysis, to come to a conclusion about what’s going to work.

23. Not all plain-sailing
Your strategy needs to be flexible, to respond to the external world:
Examples?
General election! (Or other political changes)
Someone powerful taking up your cause
An unexpected back-lash

24. The REALLY IMPORTANT bits
Have a crystal clear aim
Understand the politics and power around your campaign
Develop your critical path
Strategy before tactics!
Have a clear plan, but be flexible too
This won’t be everything you need to know about how to write a good campaign strategy. But it is an important start.