“If it ain’t written, it ain’t a plan”
At the end of this session, participants will:
be familiar with the 3 principles of effective
have a clear understanding of the campaign planning
be prepared to use the Matrix in a real-life situation
1. Win real, immediate, and tangible improvements in
2. Change the balance of power
3. Give people a sense of their own power
• a series of military operations undertaken to achieve a
large-scale objective during a war—and more
• a series of operations energetically pursued to
accomplish a purpose.
“Without a vision, the people perish” Proverbs, 25:18
Your organization needs a clear goal and a common
vision to avoid distraction and ineffectiveness.
A long-term goal or plan makes people take your
organization more seriously, see how they can fit into
it, and help with recruitment.
1. Issue Focus
2. Background Research
3. Campaign Goals
4. Lay of the Land
6. Campaign Communications
7. Tactics & Timeline
8. Volunteer & Resource Management
“What issue are we working on?”
Identify the problem and frame the campaign in terms of a solution to the problem.
i.e. instead of saying that your campaign is about global warming, your campaign is about getting your campus to commit to being climate neutral.
Existing Policies and Programs related to your issue
History of Issue
Campus Climate Challenge Specific Questions:
Has my school done a greenhouse gas inventory?
Does my school have hybrid, efficient, and/or alternative fuel vehicle fleets?
Does/can my school measure energy consumption by dorm?
What new building projects are planned?
What buildings are in need of renovation?
Has the school done anything to increase energy efficiency? What?
Set Quantifiable Conservation and Organizational
“Someone” is not a name
“A lot” is not a number
“As quickly as possible” is not a date
What changes do you want to make with the campaign?
What should the public demand?
What should decision-makers deliver?
What determines a victory?
How will you quantify a success?
How will the campaign strengthen your group?
How many new activists?
How many new core members?
How many leaders?
Other considerations: coalition partners, media
connections, reputation in the community,
relationships with decision-makers
Short TermShort Term InterimInterim Long TermLong Term
ConservationConservation 33 22 11
66 55 44
Organizational strengths and weaknesses:
resources you have, resources you need
people, money, time, connections you have, or
Allies and opponents:
Who will share/oppose your campaign goals?
What are their strengths and weaknesses?
What will they do to support/stop you?
How are you going to win?
Pass a bill
Change a regulation
Approve a resolution
Has the power to deliver your goal
(Drives the strategic vehicle)
Name names, not titles.
Prominent in the community
Can leverage influence on decision-makers
How can you involve those people in this effort?
Your likely supporters
People outside your club, within the general
campus community and the surrounding town who
you trying to reach with your message
Think about areas, demographics, and
constituencies on campus.
One clear, concise, compelling phrase summarizing
your position, to be reiterated throughout all of your
10 words or less
The way you communicate the problem and proposed
resolution to your targets and public audience.
No more than a few compelling sentences
Identify the specific media outlets that will be most
effective in communicating your message and story to
your targets and public audiences
The goal of a tactic is to
put pressure on your
Tactics should escalate as your campaign heats up
2. Establish Power
1. Grab Attention
3. Deliver Victory
Plan Backwards. Start with deadlines and major
Be realistic—don’t overschedule yourself
Use the earlier steps of the process to inform your
Maximize your strengths; tailor your strategies based
on your allies’ and opponent’s plan
Let’s take a look at the Tactics & Timeline document,
that you downloaded the same time you downloaded
Plan out your budget
Think about fundraising possibilities
Think about how you’re going to achieve your
Try it out!
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