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Module 5 - Campaigning

Campaigning for change is the central goal of most animal protection organizations, but is your organization doing all it can to maximize its campaign efforts? Make sure you have the basics down and learn advanced campaigning techniques with this deck from WAN, and don't forget that there's even more information available in the free Strategic Advocacy Course, available here:

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Module 5 - Campaigning

  1. 1. Campaigning Module 5
  2. 2. Campaigning is: Mobilizing public concern in order to achieve a social, political or commercial aim A series of activities designed to influence the policies and practices of public or private bodies (e.g. governments, institutions, companies)
  3. 3. Campaigning v Education Campaigning is a motivational exercise Awareness often exists already Narrowing focus of attention Creating sense of urgency Desire to ACT
  4. 4. Public Opinion Campaigning helps to demonstrate that it is not just your organization that is concerned about the issue, but also members of the public, voters and consumers.  A successful campaign is one that demonstrates the concern of large numbers of the public.
  5. 5. Stand Out From the Crowd! There are so many campaigns nowadays! To make yours memorable and media-worthy: Use inspiration & creativity!
  6. 6. Which Campaign? Progress Towards Mission Strategic Choice Internal Considerations: SWOT (See our Advocacy Toolkit) Resources Skills/experience External Considerations: STEEPV (See our Advocacy Toolkit) Environment Feasibility
  7. 7. Considerations When Making Your Choice Level of animal suffering (numbers, severity and duration of suffering)? Political campaign’s likelihood of success? Consumer campaign’s likelihood of success? Media success? Fundraising potential? Supporter recruitment/retention? Cooperation/competition issues?
  8. 8. Campaigns Mix Campaigns Mix: Major Issue Gateway campaign(s) Likely successes Threat(s) to counter
  9. 9. Cosmetic testing Try to achieve ‘softer’ (easier) successes, along the way Primate testing Tests where non- animal methods exist Work to stop things becoming even worse (e.g. extra tests for chemicals, more Genetic Engineering testing etc.) Education and ‘culture shifting’ Press general messages: - *Ethical *Science (animals not good ‘models’ for humans) Education Experimentation Model Pathway to success Systematic Lobbying
  10. 10. Need for Campaigns Strategy ‘If you don’t know where you’re going, you are sure to end up somewhere else’. -Mark Twain
  11. 11. Starting Point Your mission is your starting and finishing point The following show the way: Research Analysis
  12. 12. Critical Pathway Construct a critical pathway:  Start from where your target audience is! Plan components with this in mind Find right order for journey along pathway Plan minor successes along the way Take each step at a time (complexity demotivates)
  13. 13. Success Criteria Key to successful campaign: Strategically planned pathway Ability to take advantage of key opportunities Keeping big picture in mind (helicopter view) Don’t over-allocate time or resources
  14. 14. Research & Investigations Vital importance to successful campaigns Research is essential part of campaigns strategy and planning Only way to understand subject, and political and consumer environment Investigations – overt or covert – record abuse and suffering
  15. 15. “A series of campaign ideas, steps or activities, designed to achieve progress toward a specific short-term goal” – Turnstones Campaigns Tactics Toolkit
  16. 16. Campaign ‘Tactic Toolkits’ In devising tactics toolkit bear in mind : Target audiences – must be appropriate Whether the campaign is ‘hard or soft’ Accompanying lobbying tactics
  17. 17. Campaigns Management
  18. 18. Campaign Managers Campaign Managers should be: Good at analyzing and seeing the ‘big picture’ Excellent planners and organizers Good with people – mobilizing and managing Creative Artistically imaginative Good under pressure Flexible
  19. 19. Campaign Management Campaign management is like conducting an orchestra: Selecting the score (music) Breaking into units/tasks Coordinating - Conducting Making sure all are singing from the same ‘hymn sheet’ Taking and sharing the applause!
  20. 20. Managing Your Campaign Stay on top of everything Stay flexible & maximize opportunities Listen to the opposition (but don’t be won over by them)! Never take ‘No’ for an answer!!
  21. 21. Planning Campaign Team Develop critical pathway Plan stages Plan campaigns materials Select tactics from toolkit Allocate tasks Timed plan for first stage Regular reviews
  22. 22. Vital Components! Commitment and energy are vital components of any successful campaign: Believing you will win Dedication and commitment Being in for the ‘long haul’
  23. 23. Belief is Key! “Never doubt that a small group of dedicated citizens can change the world. Indeed, it's the only thing that ever has." -Margaret Mead