A campaign is an organised effort designed to achieve a specified goal in the near, intermediate, or distant future. Campaigning is an excellent way to assess the effectiveness of an organisation's activities.

1. WHAT IS THE DEFINITION OF 'CAMPAIGN?'

2. GOAL AUDIENCE
CAMPAIGN: STRATEGY, CONTENT, PACE, PLATFORMS,
SPECIAL TACTICS

3. BEHAVIOURAL CHANGE

4. A WAVE
BUILDS STRENGTH OVER TIME AND BECOMES A MOVEMENT

5. T H E A U D I E N C E ' S J O U R N E Y
AWARENESS INTEREST EMOTIONAL ENGAGEMENT
(COMPLETED ACTION) JOY + LOYALTY RETURN + PROMOTION
People see and find you and your messaging:
online/ offline, website, social media pages,
events, printed material
People read/ view/ talk to you/ ask questions/
comment/ get in touch
People begin the process of participation:
downloading a form, preparing a tweet, signing
up to a workshop, starting training, initiating a
donation
The action finishes successfully: application form
submitted, tweet sent, training completed,
donation received, petition signed, workshop
completed, etc
People become part of your loyal base:
become fans, willing partners
Loyalty translates into return: recurring donations,
advocacy, lobbying, regular volunteering, regular
attendance, regular commenting/sharing

6. HOW TO BUILD
AWARENESS
HOW TO ENGAGE
HOW TO CREATE ACTION
SOUNDING A WIDER CALL:
Strong content; SEO;
endorsement; ambassadors,
branding, being visible; being
on right platforms.
BUILDING A COMMUNITY: A good
experience; fast responses; authentic
comments; clearly answering questions;
right tools; encouraging; thanking;
building a database, segmenting
audiences; targeted content.
TAKE ACTION: Emotional buy-in; options are clear; path to
success; sound tools; audience feels safe + trusts; reward,
loyalty, maintain relationships.

7. THE CAMPAIGN STAGES IN FACEBOOK

8. CAMPAIGN ELEMENTS:
STRATEGY: Audiences; goals; budget; production; distribution; measurement
CONTENT: Forms; narratives; frames; messaging; calls to action; resources
Pace: Time frame; events; occasions
PLATFORMS: Web; social media; newsletter; instant messaging; op-eds; media
releases + their interaction.
SPECIAL TACTICS: Ambassadors/ reps; personalisation; citizen content production;
direct contact; free data; a challenge.