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Campaign Planning 101

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Sierra Club's presentation at the OEC's 2013 Legislative Summit.

Sierra Club's presentation at the OEC's 2013 Legislative Summit.


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  • 1. CampaignPlanning 101Jed Thorp, ManagerSierra Club, Ohio ChapterJed.thorp@SierraClub.org614-461-0734 x303
  • 2. Sierra Club Founded in 1892 (Ohio 1968) 17,000 members statewide Work on wide variety of issues (energy, water, fracking, tran sportation) Member-led, member-driven www.sierraclub.org Sierra Club: Campaign Planning 101
  • 3. What is the secret to success inorganizing? Sierra Club: Campaign Planning 101
  • 4. Grassroots Organizing Win real, immediate and concrete improvements in people‟s lives Re-align power relationships by building strong and effective organizations Empower people tobecome active andeffective in the politicalprocess, and in theircommunities Sierra Club: Campaign Planning 101
  • 5. A note on organizationbuilding… Ask Thank Inform Involve Sierra Club: Campaign Planning 101
  • 6. Campaign Planning Matrix 1. Issue Focus 2. Campaign Goals 3. Lay of the Land 4. Strategy 5. Campaign Communication 6. Tactics and Timeline 7. Resource Management Sierra Club: Campaign Planning 101
  • 7. 1. Issue Focus What problem are you seeking to address? How does it relate to your community? Will working on this issue strengthen your organization? Is this winnable? Sierra Club: Campaign Planning 101
  • 8. 2. Campaign Goals Conservation Goals:Example…Immediate: Stop the toxic waste incineratorInterim: Inform public that such facilitiesendanger public healthLong-Term: Eliminate all toxic wasteincinerators from the state- Realistic, achievable and quantifiable Sierra Club: Campaign Planning 101
  • 9. 2. Campaign Goals (cont.) Organizational Goals:- How will our organization be larger and stronger because of this campaign?- Example:- Recruit 20 new members- Create Facebook page- Raise $2,000 Sierra Club: Campaign Planning 101
  • 10. 3. Lay of the Land Organizational Strengths and Weaknesses  How much money do you have? Volunteers? Skills? Workspace? Experience? Relationships with decision-makers and media? Allies and Opponents  Who else has a stake in this issue? What resources could allies bring to the campaign? Who can we neutralize?  Know your opposition! Sierra Club: Campaign Planning 101
  • 11. 4. Strategy “Strategic Vehicle”  Legislation  Regulation  Pressure manufacturer  Ballot initiative  Consider: political climate; existing relationships; resources Sierra Club: Campaign Planning 101
  • 12. 4. Strategy (cont.) Targets  Who can give you the outcome you want?  Strategy: as much about what you WON‟T be doing as hat you WILL be doing.  The more resources you can focus on your primary target, the better  Name names: (John Kasich, Scott Nally, the CEO of company X, etc.) Sierra Club: Campaign Planning 101
  • 13. 4. Strategy (cont.)A Note about legislative bodies…  Divide into 3 groups  Our Base (for us)  Their base (against us)  Persuadables (up for grabs)  Dothe Math!  Don‟t take your base for granted Sierra Club: Campaign Planning 101
  • 14. 4. Strategy (cont.) Primary vs Secondary Targets  Who can influence your primary target?  Community leaders? Other groups?  Public audience - don‟t forget that you are also trying to win over the public. Make them a “tertiary” target Sierra Club: Campaign Planning 101
  • 15. 5. Campaign CommunicationSeven „C‟s of effective Campaign Communication Clear  Contrasting Concise  Credible Connected  Consistent Compelling Sierra Club: Campaign Planning 101
  • 16. 5. Campaign Communication “Startwhere they are” Don‟t just “preach to the choir” Focus your argument on what will be most meaningful to them Use understandable language:  “Particulate matter” vs “soot”  “ecosystem” vs “habitat” Sierra Club: Campaign Planning 101
  • 17. 5. Campaign Communication Message  Short: “Protect America‟s Environment – For Our Families, For Our Future” Story (short paragraph)  Problem  Victim (person or place)  Villain (best to individualize)  Hero (public)  Resolution (way to solve the problem) Sierra Club: Campaign Planning 101
  • 18. 5. CampaignCommunications Media  Practice message discipline  “When the campaign staff and reporters become physically ill over the repetition of the message, only then have you begun to penetrate the public consciousness”  Which media outlets will reach your targets? Sierra Club: Campaign Planning 101
  • 19. 6. Tactics and Timeline Note: this is step 6, NOT step 1 Create Demand (Build base)  Direct contact; Visibility Make Leaders Accountable (for, against, persuadables)  Use media Take Delivery Sierra Club: Campaign Planning 101
  • 20. 6. Tactics and Timeline Media, can be used to…  Influence decision-makers  Generate activism  Verify the record  Force a position to be taken  Reveal motives  Note: Media is a tactic, not a goal in-and- of itself Sierra Club: Campaign Planning 101
  • 21. Tactic Checklist What is our goal of this activity? Who is our target for this tactic? How will this communicate our message? Will this alienate our partners or hurt our credibility? Do we have the time, money, and people to pull this off? Is this “newsworthy?” How will our partners contribute to this effort? Will this be fun? Is this simple, achievable and effective? How will this set us up for our NEXT tactic? Sierra Club: Campaign Planning 101
  • 22. 7. Resource Management Know what you need Have a fundraising plan Know who to ask Know WHAT to ask Have a campaign budget  KNOW how much things cost Spend wisely! Sierra Club: Campaign Planning 101
  • 23. Sierra Club: Campaign Planning 101
  • 24. Sierra Club: Campaign Planning 101