CampaigningTraining

BelarusAlfred Mozer Foundation (AMS)

15-18 november 2012Lobke ZandstraRik Winsemius

• Who are we?• What do we do?

Alfred Mozer Stichting (AMS)and its trainers

Alfred Mozer Stichting (AMS)

• Founded in 1989 to support ‘sister’ parties in newly established democracies in former Eastern Europe countries

• Linked but independent of the PvdA, with own board and financing

• Promoting and assisting social democracy through training of party members and organising topical seminars

Alfred Mozer Stichting (AMS)

• Changed geographic scope in 2002• Became the secretariat of the European Forum

for Democracy and Solidarity in 2003• Active in 15 countries; 600.000 euro annual

budget; 4 permanent staff members in Amsterdam

• Around 50 projects a year with the help of contact persons

• Demand-driven organisation

www.AlfredMozerStichting.nl

www.EffectiveTraining.org

http://www.europeanforum.net/

www.europeanforum.net/country_updates.php

The AMS method• The method is more important than the contents

• Campaign training is like making your traditional soup

• We hand over some ‘universal’ ingredients

• You add your specific national and regional ingredients

• Together we make the soup

• Lot’s of workshops

Workshop 1:

Introduction of the participants; getting to know each other and the expectations of the training

Workshop 2:

•Challenges for you & Belarus

Strategy: General Remarks

Strategy

• DefinitionThe way in which a good plan becomes a firm result

• Results:1. Knowing what your voters think (research)2. Knowing your strenghts and weaknesses (SWOT)3. Formulating what you want (Central Message)4. Communicating what you Want (Communcating

Central message)

Strategy

Criteria of an effective strategy:

• Concrete

• Attaintable/ realistic

• Inspiring

Remember!

It’s about the futureIt’s about the voterIt’s about trying to winIt’s hard workIt’s inspiring and fun

Strategy: Research, SWOT

Step 1: Research

•Means– Free information– Own research– If possible: focusgroup & polling info

•Objective– Know what the state in your country/

region/municipality is– Know the profile of your leader– Who are the voters you’re aiming for– What’s their perspective

Step 2: SWOT

SWOT- analysis:

• Strengths

• Weaknesses

• Opportunities

• Threats

SWOT- analysis

Strengths

(Internal)

Weaknesses

(Internal)

Opportunities

(External)

Threats

(External)

Case:PvdA (Dutch Labour Party)2012

Weak:• New leader: unknown• Issues: all big parties cover the same issues• Big chance of losing position as the largest leftist party

Strong:- New party leader: young and credible- Issues: concrete issues for common families, economic crises- Target groups: people who used to vote PvdA in 2010- Experienced campaigning team

Case:PvdA (Dutch Labour Party)

• State of the country 2012- Swinging voters in left and right corner- People wanted a stable coalition

- Effects of economic crises more feasible

Workshop: SWOT- analysis

Making an SWOT- analysis Keep in mind: • the state of the country/region/Muncipality • your opponents • your own party / movement/ candidate!

Strategy: central message

Part 2: From strategy to central message

Central message• Central message functions as the pivot of the

campaign• Central message plays an important part in

the build-up of your campaign- and media-plan

• Central message defines the campaign• Central message is the beacon to where you

can always return

Characteristics of a central message

• 6 C’s– Clear– Concise– Compelling– Connected– Contrasting– Credible

• KISS (keep it short & simple)• It’s like a chewing gum• Future- and solution orientated• Use the central message as a repeat machine

Example of a central message 2012

The time to take Holland into a new direction is now. A direction of growth and optimism. Our country can be stronger and more social.

Our economy does not recover by solely cutting expenses. Especially now we should invest in our businesses and the best education for our childeren. That is the way to create jobs for the young and the old.

Common families are the engine of our economie. That’s why we reverse the higher taxes on groceries and the taxes on travelling to work, while at the same time we ask a little bit from of the people with higher incomes. We cancel the payements for residing in hospitals and stop the wasting influnce of the free market ideology in the healthcare.

That’s how we create growth and jobs and clean up our budget. That’s how we prevent that in our civilised country, one to ten childeren are being raised in poverty. That’s how we prepare Holland for the future.  The Labour Party. Holland Stronger and more social 

Issues (pledges) & Slogan

Pledges:•Cancel taxes on groceries and travelling from and to work•Revers paying for residing in Hospital•Invest in businesses and in the best education for our childeren•We create jobs & economic growth.

Slogan•Stronger and more social

Workshop 4: developing a central, message with pledges and a slogan

1. Develop a central message for the campaign of your party or for your candidate

Keep in mind:

- The 6 C’s- Orientation on the future- Orientation on solutions- Keep it short and simple

Pledgecards

• First rule as politician:– Know what you want to say to whom

• Ultimate proof:– 3 pledges of no more than ten words

• Your own slogan

• Especially important on a local level

Workshop 5: Pledgecard

1. Make your own pledgecard

Keep in mind:- Three points- Local problems- You’re own slogan