from local to global
agenda1. THE art of campaigningBart monnens - 15 mins2. campaigning in a decentralized oxfam novibJojanneke hendriks - 15 ...
TitleThe Art of         Campaigning      Sub-titleSept 2012               Bart Monnens
Campaigning Strategy andCampaigning in PracticeSome ingredients
What kind of attention does this person          Your target! It has to be a person whom   Why doesn’t this person do what...
Campaigning StrategyIntroductionThe first and most important question:                         DO YOU NEED A CAMPAIGN?•  T...
IntroductionDifferent types of campaigns•  Lobby campaign: influence decision making (direct)•  Media campaign: positive a...
Ingredient oneTHE GOAL•  Problem definition (impact): What or who is the problem?•  Problem cause (target): What or who is...
Ingredient twoTHE TARGET•  WHO NEEDS TO INFLUENCED?•  Power analysis: Who has the power to bring about these   solutions?•...
Ingredients threeTHE DEMAND•  What are you demanding from the target?•  What will success look like at the end of the camp...
Ingredient fourTHE TARGET GROUPA two way process – Talk, listen, respond. 1
Ingredient fiveLIFESTYLE CAMPAIGNING•     Your audience as a starting point.•     Where can you find your supporters? What...
Ingredient sixUSE SOCIAL MEDIA12
Ingredrient sixUSE INFOGRAPHICS13
Elements that work for usONE - PERFORMANCE CAMPAIGNINGCampaigning can be fun!  14
Elements that work for usTWO- IN THE NEWS 15
Elements that work for usTHREE – WORKING WITH SYMBOLS•  Keep it simple  16
Elements that work for usFOUR – DO IT YOURSELFSupport initiatives of supporters  17
Elements that work for usFIVE – INVOLVE FAMOUS PEOPLEWho do your supporters know best? Your organization or inter(national...
Elements that work for usSIX- THINKING IN PICTURESCreate a newspaper picture with surprising stunts.  19
Elements that work for usSEVEN- WORKING TOGETHER•  SHARING AND LINKING. 21
Elements that work for usEIGHT – THE GREEN SANTA.    22
campaigning in a decentralized oxfam novib                                        from local to global
campaigning in a decentralized oxfam novib  It’s no longer enough to target local citizens &governments. We’re fighting glo...
campaigning in a decentralized oxfam novib          opportunities we see           possibilities we see    what could camp...
campaigning in a decentralized oxfam novib          opportunities we see           possibilities we see    what could camp...
campaigning in a decentralized oxfam novib          opportunities we see           possibilities we see    what could camp...
campaigning in a decentralized oxfam novib          opportunities we see           possibilities we see    what could camp...
campaigning in a decentralized oxfam novib          opportunities we see           possibilities we see    what could camp...
pressure cooker session ‘from local to global’                                            from local to global
pressure cooker session ‘from local to global’1. form 2 groups, discuss the idea of ‘from local to global’ campaigning (pl...
thank you.             from local to global
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From local to global

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Campaigning in a decentralized organisation means a focal change. This presentation - given to several Oxfam Novib Country Directors - was meant to share and check this focus with them.

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  • Welcome! Campaigning & advocacy in a decentralised Oxfam Novib and in a more and more online context. What does that mean? Right, it means going from local to global! The following two hours we - Bart, Jojanneke and myself - want to take you on a journey. A journey to the draft outlines of our future plans on campaigning. And a journey to your needs, wishes and dreams on campaigning!\n
  • So. This is the agenda. Bart will kick off with a short introduction on campaigning. How do we campaign in the Netherlands? And what was the secret to succes on our most succesfull campaign of the past years, the Green Santa? After that, Jojanneke will tell us something about campaigning in a decentralized Oxfam Novib. What are opportunities and possible outlines? In the final part of todays workshop it will be you who’s in charge. You will set the agenda, and you will create the outlines of our 2013 yearplan!\n
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  • 1. Form 2 groups. Bart & Jojanneke will be at one group each. Discuss the idea Jojanneke presented of ‘From local to global’ campaigning. Discuss with eachother: do these plans make you happy? do yo see chances? Is it doable for your local context, or not?\n2. Write down as many possibilities you see when it comes to campaigning ‘from local to global’. 1 possibility per yellow sticky note! \n3. Write down as many difficulties / hickups you see when it comes to campaigning ‘from local to global’ 1 hickup per yellow sticky note!\n\nBeware: \nIf a possibility / hickup is specifically relevant for one country, please write down the country on the sticky note. \nFor every hickup you come up with as a group, you must also produce a possibility. So in the end there will be the same amount possibilities as hickups\n\n4. Final 30 minutes: present the possibilities / hickups to the other group. The other group members get to post the possibilities and hickups on the wall! \n(effort = time + money)\n\n5. NA HET PLAKKEN: So, this is the result, we now can see which hickups are big issues but easy to solve and we can see major possibilities that take a small amount of effort to take advantage of! These have our focus!\n
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  • From local to global

    1. 1. from local to global
    2. 2. agenda1. THE art of campaigningBart monnens - 15 mins2. campaigning in a decentralized oxfam novibJojanneke hendriks - 15 mins3. pressure cooker session ‘from local to global’you - 60 mins from local to global
    3. 3. TitleThe Art of Campaigning Sub-titleSept 2012 Bart Monnens
    4. 4. Campaigning Strategy andCampaigning in PracticeSome ingredients
    5. 5. What kind of attention does this person Your target! It has to be a person whom Why doesn’t this person do what you dislike? can it cost him votes? or clients? or you can address your concerns to, and want? What is the conflict of interest? Who are they? your own lobbyists? shareholders? who can respond. Make sure it is not Is this conflict interesting and under- the media? your constitency? who? Company X, but it’s CEO. standable for your target-audience? The target group puts pressure on a person they have a conflict with. How do you make your campaign What can your audience do? Sign a petition? visible for the outside world? Boycott? Name, fame or shame this person? They do this by undertaking a number of public actions over a specifiedWhat is the best time to start the What do you and the target-audiencecampaign. When is there momentum? exactly demand? Make your demandAnd: each campaign has a set enddate. SMART and keep it attractive, simple and clear. Be outspoken. period of time. They demand this person to make a public promise - Put a deadline on your demand. Before which date you expect a reaction What change in policy or practice do of the person/target? you wish to see to solve the conflict? before a certain date - to change his/her policy or practice. This change How will poor people benefit from the result of your campaign? will have a positive impact on poor peoples’ lives in the near future.
    6. 6. Campaigning StrategyIntroductionThe first and most important question: DO YOU NEED A CAMPAIGN?•  There is no ONE success formula•  Campaigning is trial and error: learning! 5
    7. 7. IntroductionDifferent types of campaigns•  Lobby campaign: influence decision making (direct)•  Media campaign: positive attention (indirect)•  Public/Popular campaign: mobilizing the public (indirect) 6
    8. 8. Ingredient oneTHE GOAL•  Problem definition (impact): What or who is the problem?•  Problem cause (target): What or who is the cause of the problem? Input Activities Output Outcome Impact [people, [campaign] [support] [target [fair world] money etc] promises change] 7
    9. 9. Ingredient twoTHE TARGET•  WHO NEEDS TO INFLUENCED?•  Power analysis: Who has the power to bring about these solutions?•  Identifying target: Who is the main person to influence?•  Conflict: Why hasn t the target responded to your demands yet? 1
    10. 10. Ingredients threeTHE DEMAND•  What are you demanding from the target?•  What will success look like at the end of the campaign-> SMART•  SMART-demand: –  Specific –  Measurable –  Achievable –  Relevant –  Timebound 9
    11. 11. Ingredient fourTHE TARGET GROUPA two way process – Talk, listen, respond. 1
    12. 12. Ingredient fiveLIFESTYLE CAMPAIGNING•  Your audience as a starting point.•  Where can you find your supporters? What are they interested in? 11
    13. 13. Ingredient sixUSE SOCIAL MEDIA12
    14. 14. Ingredrient sixUSE INFOGRAPHICS13
    15. 15. Elements that work for usONE - PERFORMANCE CAMPAIGNINGCampaigning can be fun! 14
    16. 16. Elements that work for usTWO- IN THE NEWS 15
    17. 17. Elements that work for usTHREE – WORKING WITH SYMBOLS•  Keep it simple 16
    18. 18. Elements that work for usFOUR – DO IT YOURSELFSupport initiatives of supporters 17
    19. 19. Elements that work for usFIVE – INVOLVE FAMOUS PEOPLEWho do your supporters know best? Your organization or inter(national)celebrities? 18
    20. 20. Elements that work for usSIX- THINKING IN PICTURESCreate a newspaper picture with surprising stunts. 19
    21. 21. Elements that work for usSEVEN- WORKING TOGETHER•  SHARING AND LINKING. 21
    22. 22. Elements that work for usEIGHT – THE GREEN SANTA. 22
    23. 23. campaigning in a decentralized oxfam novib from local to global
    24. 24. campaigning in a decentralized oxfam novib It’s no longer enough to target local citizens &governments. We’re fighting global problems, which need global solutions from local to global
    25. 25. campaigning in a decentralized oxfam novib opportunities we see possibilities we see what could campaigning look like? possible outlines what could it look like? from local to global
    26. 26. campaigning in a decentralized oxfam novib opportunities we see possibilities we see what could campaigning look like? possible outlines what could it look like? from local to global
    27. 27. campaigning in a decentralized oxfam novib opportunities we see possibilities we see what could campaigning look like? possible outlines what could it look like? from local to global
    28. 28. campaigning in a decentralized oxfam novib opportunities we see possibilities we see what could campaigning look like? possible outlines what could it look like? from local to global
    29. 29. campaigning in a decentralized oxfam novib opportunities we see possibilities we see what could campaigning look like? possible outlines what could it look like? from local to global
    30. 30. pressure cooker session ‘from local to global’ from local to global
    31. 31. pressure cooker session ‘from local to global’1. form 2 groups, discuss the idea of ‘from local to global’ campaigning (platform)with bart & jojanneke, they can answer any question(i.e. does this make you happy? do you see chances? is it doable?)2. write down which possibilities on campaigning you see for your country office /partners and post them on the possibilities wall. (i.e. capacity building, tech support)3. write down which difficulties / hickups on campaigning you see for your countryoffice / partners and post them on the hickups wall. (i.e. language problems,contentgathering)For every hickup, one must post 1 possibility! from local to global
    32. 32. thank you. from local to global
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