Campaign Planning Questions

Campaign Planning Questions

Developing a Strategic Campaign

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What problem are we trying to solve?What problem are we trying to solve? Global: what are the big picture problems we Global: what are the big picture problems we

want to solve?want to solve? Local: what immediate and local issue Local: what immediate and local issue

demonstrates or provides an example of how this demonstrates or provides an example of how this big picture problem affects our state/municipality? big picture problem affects our state/municipality?

Why is this important? Why is this important? Why and how does this advance the Why and how does this advance the

organization’s mission?organization’s mission?

Step 1: Identifying the Problem, the Step 1: Identifying the Problem, the Solution, Campaign Goals and ObjectivesSolution, Campaign Goals and Objectives

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What are we trying to achieve?What are we trying to achieve? Long Term: what are the long-term objectives of the campaign? Address Long Term: what are the long-term objectives of the campaign? Address

the big picture or large-scale change (we will get to specific policy the big picture or large-scale change (we will get to specific policy changes later) that will happen as a result of your campaign.changes later) that will happen as a result of your campaign.

Intermediary goals: what are the step-by-step goals?Intermediary goals: what are the step-by-step goals?

What specific changes in policy or law will function as steps toward What specific changes in policy or law will function as steps toward our long-term objective? our long-term objective?

What victories or accomplishments will act as benchmarks and give What victories or accomplishments will act as benchmarks and give people a sense of their own power?people a sense of their own power?

What actions involve people in the issue, educate people about a What actions involve people in the issue, educate people about a problem; and encourage them to act?problem; and encourage them to act?

The Solution and GoalsThe Solution and Goals

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Internal Goals

How many activists, members, donors and supporters will we get involved in this campaign?

Give specific growth targets based on existing lists and projected outreach.

What other goals do we have for building the organization through the campaign?

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What other individuals and organizations share our goals and What other individuals and organizations share our goals and work to achieve them?work to achieve them?

Who works to either oppose our goals Who works to either oppose our goals or maintain the status or maintain the status quoquo??

What other individual organizations work on similar or related What other individual organizations work on similar or related issues?issues?

What are the strengths and weaknesses of other What are the strengths and weaknesses of other organizations in the field?organizations in the field?

Why is the organization uniquely qualified to achieve this Why is the organization uniquely qualified to achieve this goal? What particular assets do we bring to the field?goal? What particular assets do we bring to the field?

Step 2: Power MappingStep 2: Power Mapping

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What is our advocacy strategy? Who are our legislative targets? Are there other steps? Do we need to build a base of support for our

solution? If so, what kind? Grassroots, grasstops, lawmakers?

Step 3: Developing Campaign Strategies

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Step 4: Elements of the CampaignStep 4: Elements of the Campaign

AdvocacyAdvocacy What will we do to advance our legislative strategy? What will we do to advance our legislative strategy? How will we build support among decision-makers for How will we build support among decision-makers for

our solution? our solution? What specific actions will we take in order to win What specific actions will we take in order to win

support?support? How can we involve activists, members and How can we involve activists, members and

supporters in our direct advocacy efforts?supporters in our direct advocacy efforts? Is there an elected leadership/are there legislative Is there an elected leadership/are there legislative

champions who can help us build support to advance champions who can help us build support to advance our legislative vehicles?our legislative vehicles?

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GrassrootsGrassroots

What specific actions can activists take to advance our What specific actions can activists take to advance our objectives? objectives?

Have we identified a range of actions for activists that will Have we identified a range of actions for activists that will attract a diverse What actions and events will attract new attract a diverse What actions and events will attract new activists to the issue?activists to the issue?

base of support and allow for different preferences of base of support and allow for different preferences of communications style, time restrictions, and other communications style, time restrictions, and other variables? variables?

Have we set specific numeric goals for our grassroots Have we set specific numeric goals for our grassroots activities (how many signatures, letters, postcards, etc.)activities (how many signatures, letters, postcards, etc.)

Are there opportunities for leadership for particularly Are there opportunities for leadership for particularly committed activists?committed activists?

What materials do we need to effectively motivate and What materials do we need to effectively motivate and mobilize activists?mobilize activists?

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Coalition and OutreachCoalition and Outreach

Target Constituencies Target Constituencies What specific groups of people will we target in our What specific groups of people will we target in our

outreach and communications? Why? outreach and communications? Why? How will each group help us reach our goal?How will each group help us reach our goal?

Coalition PartnersCoalition Partners What organizations can help us advance our reform and What organizations can help us advance our reform and

growth objectives? growth objectives?

What activities will we undertake to build our coalition?What activities will we undertake to build our coalition? What do we want each of our coalition partners to do to What do we want each of our coalition partners to do to

advance the advance the

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ChampionsChampions

What politicians, celebrities and other high-profile What politicians, celebrities and other high-profile personalities can we involve?personalities can we involve?

Why would they want to work with us?Why would they want to work with us? Do we need expert voices?Do we need expert voices? How will we collaborate?How will we collaborate? How will we support them?How will we support them? What do we expect of them?What do we expect of them?

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Media, Communications and MessagesMedia, Communications and Messages

MessagesMessages The message should have four components: the problem that The message should have four components: the problem that

requires change; the solution and its benefits; what we are requires change; the solution and its benefits; what we are doing to forward the solution, and actions people can take.doing to forward the solution, and actions people can take.

Broad message that captures your mission/goals as an Broad message that captures your mission/goals as an organizationorganization

Targeted message (s) that speaks to specific constituenciesTargeted message (s) that speaks to specific constituencies Logo or visual/branding by which the campaign and the Logo or visual/branding by which the campaign and the

organization are recognizedorganization are recognized What are the central messages that we will use What are the central messages that we will use

consistently throughout the campaign? consistently throughout the campaign?

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Earned MediaEarned Media

What media reach our audiences? What media reach our audiences?

What actions can we take, reports can we produce or What actions can we take, reports can we produce or events can we hold to create news that will get coverage events can we hold to create news that will get coverage (see list of suggested actions at end of document)?(see list of suggested actions at end of document)?

What venues are the best environments to create news on What venues are the best environments to create news on the issue?the issue?

Who will be our spokespeople?Who will be our spokespeople?

How can we work with our coalition to expand coverage How can we work with our coalition to expand coverage (multiple news conferences, letters in coalition groups’ (multiple news conferences, letters in coalition groups’ newsletters, etc.)?newsletters, etc.)?

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Paid MediaPaid Media

Is paid media an option for the campaign?Is paid media an option for the campaign?

Would advertising be an effective medium to carry Would advertising be an effective medium to carry certain messages to particular audiences? certain messages to particular audiences?

Which messages and which audiences?Which messages and which audiences?

What is the most cost effective paid media strategy?What is the most cost effective paid media strategy?

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Educational Materials Educational Materials

What information on the issue and campaign do we What information on the issue and campaign do we need on the web?need on the web?

Other than our own web site, where can we place Other than our own web site, where can we place our content? our content?

What other educational materials do we need to What other educational materials do we need to develop? How will we distribute them?develop? How will we distribute them?

Whom are we targeting with these materials?Whom are we targeting with these materials?

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Research/InvestigationsResearch/Investigations

What questions would we ask our members, supporters What questions would we ask our members, supporters and the general public to understand their attitudes and the general public to understand their attitudes toward these issues?toward these issues?

What do we need to understand about our opposition?What do we need to understand about our opposition? What factual and research questions need to be What factual and research questions need to be

answered to shed light on the problem we seek to solve?answered to shed light on the problem we seek to solve? What research reports can we produce to make news on What research reports can we produce to make news on

this subject?this subject?

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Step 5: Raising the Resources for your Step 5: Raising the Resources for your Campaign and through your campaignCampaign and through your campaign

What is the budget for the campaign?What is the budget for the campaign? How do you intend to raise the necessary resources for How do you intend to raise the necessary resources for

this campaign? (Be specific, e.g. how much will you this campaign? (Be specific, e.g. how much will you raise from each of the sources you have outlined and raise from each of the sources you have outlined and see questions below)see questions below)

What foundation targets exist? Who are the primary What foundation targets exist? Who are the primary donors in this issue area? In related issue areas?donors in this issue area? In related issue areas?

What new fundraising opportunities does this campaign What new fundraising opportunities does this campaign present?present?

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Step 6: Tracking and Measuring ProgressStep 6: Tracking and Measuring Progress

Timeline and CalendarTimeline and Calendar

Do you have a timeline for the campaign?Do you have a timeline for the campaign?

Do you have a monthly or weekly (or even daily) Do you have a monthly or weekly (or even daily) calendar of responsibilities and deadlines, including calendar of responsibilities and deadlines, including key events for during the campaign?key events for during the campaign?

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Benchmarks and TargetsBenchmarks and Targets

How many contacts will we make through each How many contacts will we make through each method available to us (e.g., email, direct mail, phone method available to us (e.g., email, direct mail, phone bank, door to door, event, potential donors) Over bank, door to door, event, potential donors) Over what period of time?what period of time?

What percentage of our contacts for each method will What percentage of our contacts for each method will result in action? result in action?

What percentage/how many of our activists will take What percentage/how many of our activists will take more than one action?more than one action?

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EvaluationEvaluation

At what intervals will we evaluate the overall progress At what intervals will we evaluate the overall progress of the campaign?of the campaign?

What will our incremental measures of progress be?What will our incremental measures of progress be? How will we measure our success at achieving our How will we measure our success at achieving our

objectives?objectives?

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Campaign Plan/Monthly ViewCampaign Plan/Monthly ViewMonthMonth ResearchResearch LegislationLegislation FieldField MediaMedia FundFund

RaisingRaising

JulyJuly AstroturfAstroturf

ReportReport

Focus on Focus on Blue DogsBlue Dogs

Targeted in Targeted in district local district local releaserelease

National National Conference Conference on Reporton Report

Invite Invite Funders to Funders to eventevent

AugustAugust In district In district meetings meetings during during recessrecess

Post report Post report on blogs on blogs and other and other sitessites

SeptemberSeptember Follow up Follow up on Original on Original ReportReport

Check-in Check-in meetings meetings with with supporters/supporters/potentialspotentials

Petition Petition drive on drive on telecom telecom principlesprinciples

Press hits Press hits on petitionson petitions

Update Update funders/funders/

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Target ListTarget List

Donald Duck 3 We can get him, keep working

Winston Churchill 5 No chance in heck

Hillary Clinton 1 They are on our side, keep in touch

John Briscoe 2 Pretty sure but keep an eye out