Louise Brown: Lobbying and campaigning on a shoestring


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Presentation by Louise Brown at the NCVO Annual Conference 2011

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  • The things we hope you will get from session are: Overview of how to run successful campaigns with limited financial resources NOTE we say limited FINANCIAL, will still need people time Some ideas of FREE and LOW COST TOOLS and SERVICES to help you run your campaign Hear from CASE STUDIES that have achieved NATIONAL and LOCAL change using FREE and LOW COST TOOLS and SERVICES
  • Effective campaigns are planned. Following the campaign cycle. They are based on a thorough analysis of the issue – its causes and consequences and an understanding of what change was needed. They know who has the power to influence and change and how to reach them. They have a strategy and a clear plan for what you’re going to carry out. They are campaigns that are delivered, using resources as effectively as possible. And they are campaigns that have clear milestones, monitoring in place and a process for evaluation and improvement.
  • The thing I am going to start by talking about is the first section of the campaign cycle: Analysing your issue and routes of influence Some of the elements of this are: Understand the issue Know how to use your evidence base to establish your campaign Develop your research and policy Examine external factors Identifying routes of influence
  • KNOWING WHAT THE WEB IS “SAYING” Keep up to date with what people are saying on websites, blogs and other online Track talk about your organisation or your campaign issue Changing role of campaigning: Campaigns no longer sit within organisations Can help you find individuals and connect/ support them
  • STAYING ON TOP OF THE NEWS RSS pushes information to you Spot the orange symbol Save time by not having to browse sites There are political websites, news websites, organisational websites all with RSS feeds
  • To read RSS you need a reader account, such as GOOGLE READER (can also be within browser) This is mine New information is in bold I can save or share Keeps me up to date
  • Dialogue analysis can be expensive but there are some free tools … Wordle of Building the Big Society document Takes any piece of text and represents it visually Useful in picking out key words or buzz words
  • They Work for You looks at what people are saying in parliament and devolved government assemblies You can search for what a specific MP is saying or set up a search to see what people mention a keyword If you create an RSS feed of your search you can feed it in to your Google Reader account and get updates automatically You can also get these updates sent to you as an email
  • The work of Parliamentary Outreach includes: Delivering free training explaining the work of Parliament Promoting engagement with Select Committee inquiries Showing how the public can get involved with legislative scrutiny Demonstrating Parliament's relevance to each part of the UK The Parliamentary Outreach service works in partnership with a diverse range of organisations, from local community groups and businesses to national campaign networks and NGOs.
  • As part of your planning you need to think about who you need to influence and how to reach them. Social media is making it easier to reach people with your campaign. These are some social media profiles: Polly Toynbee on Twitter – asks for case studies Guardian Society – ask for case studies Many MPs and Councillors Zac Goldsmith on Facebook, I would say not as good for connecting with people as can have someone else running Blog for a councillor in Wales.
  • Louise Brown: Lobbying and campaigning on a shoestring

    1. 1. Lobbying and campaigning on a shoestring Louise Brown, NCVO Rod King, 20's Plenty for Us Jackie Schneider, Children’s Food Campaign
    2. 2. <ul><li>How you can be successful in your campaigns with limited financial resources </li></ul><ul><li>Discover free and low cost tools, services and online resources </li></ul><ul><li>Hear from case studies that have succeeded in making a change, at both a local and national level, on a limited budget </li></ul>
    3. 3. Following the campaign cycle
    4. 4. Analysis of the issue & developing your strategy
    5. 5. <ul><li>What do we need our tools to do? </li></ul><ul><li>Find out what people are saying </li></ul><ul><li>Send us the latest news </li></ul><ul><li>Tell us the latest policy information </li></ul><ul><li>Connect with influencers and decision makers </li></ul>
    6. 6. <ul><li>Google blog search and Google alerts </li></ul>
    7. 7. <ul><li>Making alerts work for you </li></ul><ul><li>Brainstorm key words for your searches </li></ul><ul><li>Create a Google account to manage searches </li></ul><ul><li>Respond to what you find & feed it in to your discussion </li></ul><ul><li>Connect with & support people talking about your issue </li></ul>
    8. 8. <ul><li>RSS (really simple syndication) feeds </li></ul>
    9. 10. <ul><li>Making RSS work for you </li></ul><ul><li>Brainstorm the sites relevant to your issue </li></ul><ul><li>Set up an RSS reader account to receive news </li></ul><ul><li>Add blogs that you’ve found through searches </li></ul><ul><li>Add RSS feeds for your keyword searches </li></ul><ul><li>Use the information you find </li></ul>
    10. 11. <ul><li>Wordle of the Localism bill </li></ul><ul><li>Dialogue analysis of documents </li></ul>
    11. 12. What are your MPs talking about? They Work For You The Public Whip
    12. 13. Parliamentary Outreach Who do you talk to?
    13. 14. <ul><li>Reaching the influencers and decision makers </li></ul>