Presentation by Sinisa Sikman of CANVAS at ECF Europe 2017. ECF Europe brings together activists and fundraisers from across the non-profit sector in Europe for two days of learning and exchange in Berlin. europe.ecampaigningforum.com

1. What can NGO campaigners learn from
non-violent pro-democracy movements?

3. PICK THE BATTLES YOU CAN WIN

5. UNDER MILOSEVIC
Biggest banknote in the world history, 11 zero “Gas station” - from 1,5 litar bottle up to a 25 liter canister
Wars in former Yugoslav Republics of Slovenia, Bosnia & Herzegovina, Croatia, and Serbian province Kosovo & Metohia
Refugees NATO bombing
Daily inflation rate: 65 percent Price doubling every 34 hours
Hyperinflation
Sanctions
Isolation

8. KEY RESOURCES FOR FURTHER RESEARCH
A Curriculum on
nonviolent
struggle for
activists:
Complete
Teacher`s book,
Student`s book,
Basic and
Advanced course
Handbook manual for
activists
“Nonviolent struggle
– 50 crucial points”
www.canvasopedia.org
Making Oppression
Backfire
Learn political
jiu-jits
u

11. The core of CANVAS’s work is rather to
spread the word of “people power” to the
world than to achieve victories against
one dictator or another. Our next big
mission should obviously be to explain to
the world what a powerful tool nonviolent
struggle is when it comes to achieving
freedom, democracy and human rights.

14. VISION OF TOMORROW
BUILDING UNITY THROUGH ARTICULATING A
STRONG

15. NONVIOLENT
DISCIPLINE
UNITY
PLANNING
“HOLLY TRINITY” OF PRINCIPLES FOR SUCCESS

16. MAPPING THE BATTLEFIELD
Which social groups will you need to mobilize, and do they support your cause?

17. POWER
IN SOCIETY
PILLARS
OF SUPPORT

18. SOURCES OF POWER IN THE SOCIETY
THERE ARE 6 UNIVERSAL SOURCES OF POWER IN EACH SOCIETY
AUTHORITY
HUMAN
RESOURCES
SKILLS
&
KNOWLEDGE
MATERIAL
RESOURCES
INTANGIBLE
FACTORS
SANCTIONS

19. PILLARS OF SUPPORT
If people withdraw
their support the pillar
collapses and status
quo starts wobbling.
Power in society is
exerted through
institutions and
organizations we
call “PILLARS OF
SUPPORT” and
each institution “is
made of the
people”.
Cutting through each
pillar will unveil
similar “concentric
circle structure.

20. PUSH VS PULL
Main difference between violent and
nonviolent struggle is in the way you address
pillars of support
PUSH PULL

21. OBEDIENCE IN THE HEART OF POLITICAL POWER
If people do not obey
rulers cannot rule, but -
WHY DO PEOPLE OBEY?

22. WHY DO PEOPLE OBEY?
1. Habit
2. Self-interest
3. Fear of sanctions
4. Zone of indifference
5. Absence of self-confidence
6. Moral obligation
7. Psychological identification with
rulers
8. Superhuman factors
9. Helplessness and hopelessness
10. Majority is doing it

23. OBEDIENCE: LOYALTY PIE
Each individual “owes” his or her multiple loyalties to different stakeholders.
Understanding and reversing these obedience patterns is a key of mobilizing
people in order to change “status quo” in your struggle.
“LOYALTY PIE” To whom do we owe our loyalty?

24. OBEDIENCE
PERSONS` “DAILY ROLES”- which roles do we play during our life?

25. MELTING FEAR AND BUILDING ENTHUSIASM
Similar to Chile, South Africa and Serbia,
movements in Tunisia and Egypt have
recognized that once FEAR starts melting
and enthusiasm starts growing, a repressive
regime based on pillars of coercion cannot
adapt. The use of low-risk tactics of
dispersion and humor was crucial in
undermining the fear and authority of
Mubarak.
ARAB SPRING AND LESSONS FROM SERBIA

26. THINKING AND PLANNING STRATEGICALLY IN NVS
GENERAL
STRATEGY
STRATEGY
CAMPAIGNS
INDIVIDUAL TACTICS
VISION IS
WHERE WE WANT TO
BE
HOW TO GET THERE
NECESSARY STEPS TO ACHIEVE IT
How we are going to win this nonviolent war and
make our Vision of tomorrow happen?
Strategy is the conception of how best to
achieve objectives in a conflict
What strategic objectives we need to fulfill
Series of linked tactics that target
different pillars or social groups
toward strategic goals
What is the most appropriate
tactic for given goal?

29. TACTIC CHOICE: HOW DO WE DECIDE ON A SUITABLE TACTIC?
What is an “affordable” level
of risk and investment
for them to participate
in this tactic?
Does the tactic fit in the "broader picture"
of the campaign or general strategy?
Who are the people I want to
mobilize?

30. CHOICE OF RIGHT TACTIC AND BACKGROUND ANALYSIS:
You will need to do background analysis of the people you want to mobilize, and find a
proper target (s) for your tactic, and a tactic that will suit to the group you want to
mobilize. First step is to cleverly choose your Target, whether it’s a pillar of support or a
specific social group.
STEP ONE:
BACKGROUND ANALYSIS AND
TARGETING
1. DO YOUR HOMEWORK
2. CHOOSE THE TARGET – WHO/WHAT
IS TARGETED BY THE ACTION
3. PICK THE BATTLES YOU CAN WIN

31. QUANTITATIVE COST/BENEFIT ANALYSIS IN TERMS OF RESOURCES:
FUNDS: What is the
total budget required
for this action (the
total budget
comprises
not only the
production of the
action, but also
office and
travelling costs,
coffee and juice
consumed at
preparation
meetings and the
like)?
PEOPLE: How many activists/staff are needed to organise the action successfully? What skills or
knowledge are required by the chosen tactic? How many people might join the movement if the
action is successful? How is recruitment efficiency ensured?
TIME: How many
person-hours are
required to plan
and implement the
action? Could a
better effect be
achieved by using
that number of
person-hours on
some other tactic
(e.g. a
door-to-door
campaign instead
of organising a
rally)?
HUMAN
RESOURCES
MATERIAL
RESOURCESTIME

32. IMPACTING AUDIENCES
In order to communicate messages, we need to decide
whom we want to impact (THE TARGET)
TARGETED COMMUNICATION

33. Effective targeted communication requires
target identification, a message, a
messenger, and a feed-back mechanism.
Pre-communication activities are very
important when analyzing target groups and
defining the message and messenger. These
activities play a crucial role in influencing
attitudes of target audiences.
Pre-communication assists in our objective
both by permitting us to know the target
better and making the target more
receptive for later propaganda.
It is important to examine and define 4
different target audiences, and learn how to
prioritize objectives in our communication
with each of those groups. As purpose of
targeted communication is to influence
attitude and behavior, the most important
communication goals will be strategically
oriented, and those influencing emotions of
target audience.

34. What do we really buy, girls & boys?
TARGETED COMMUNICATION

35. Who we talk to
What message we send
Who sends the message
Feedback

36. THE ROLE OF
NEGOTIATIONS

37. SUN TZU ON CONFLICT STRATEGY AND NEGOTIATIONS FROM THE POSITION OF POWER:
"War is a continuation of policy by
military means, and conflict is THE
MOST EXPENSIVE WAY to solve a
problem. Estimate the situation and
choose one of the three ways:
• if you are WEAKER, consider
retreat;
• if you are STRONGER, negotiate
and demand surrender;
• if your strengths are EQUAL, start
a conflict."

38. PLANNING FORWARD
AND PLANNING BACKWARDS

39. PLANNING FORWARD ON VARIOUS LEVELS
GENERAL
STRATEGY
STRATEGY
CAMPAIGNS
INDIVIDUAL TACTICS
VISION
WHERE WE WANT TO
BE
HOW TO GET THERE
NECESSARY STEPS TO ACHIEVE IT
Planning the whole process
Planning for separate strategic goals
Planning details, coordination
and logistics

40. IT HAS
TO BE
YOU!