ANALYZING THE ISSUE
|What is the problem?|
• What are the effects of the problem?
• What are the negative consequences?
• What are the root causes of the problem?
• What are the sources of harm within the system?
|What is the history of this issue?|
• When and how did the problem originate?
• What efforts were made in the past to address it?
• What were the results?
|How does this problem affect?|
|What is the impact of the issue?|
• Socially / Culturally
|How frequently do these problems occur?|
How many people are affected?
|What are the solutions?|
• What can be done to fix the problem?
• How do we resolve the roots of the conflict?
• What are the immediate remedies and permanent resolutions?
• How will people benefit from the solution?
|What actions can people take to get involved?|
• What is the first thing that everyone should do right now to take action?
• What commitments are we asking of people?
DEFINING THE PURPOSE OF THE CAMPAIGN
● what is the vision of success?
● what are our core values?
● what is the group’s mission statement?
● what specific goals are we setting out to achieve?
– Long Term:
– Short Term:
● how can we accomplish our goals?
● what must be done to make an impact and advance the cause?
● what must we do to influence the situation for our advantage?
|Strategy / Tactics|
● what is the strategy for winning?
● what is the timeline for the campaign?
● what steps are priorities?
● what is the plan of action?
● what action can we take as a group?
● what action can we take as individuals?
● what activities are most effective?
Who are the major power holders, key decision makers, and core stakeholders?
Who has the power to give us what we want?
Who has a position of influence? How so?
Who are the people or groups surrounding the power holders?
Who can influence the influencers? How?
|Assessing pressure points and leverage:|
What power / leverage do we have over our targets?
What will motivate our targets to give us what we want?
|What do they stand to gain / win?|
What do they stand to lose?
|How can we influence our targets?|
How can we make our targets give us what we want?
How can our targets be persuaded?
What do we want them to do?
What are we asking / demanding of them?
|Who is causing the problems?|
Who is responsible for the injustice?
Who is profiting and benefiting?
|How are people causing the problems?|
How are people causing injustice?
How are people profiting and benefiting?
|Who is our opposition?|
Who is standing in the way?
Who is working against us?
|What weaknesses can be exposed?|
What vulnerabilities can be exploited?
|Who is being affected by the problems?|
Who are the victims of injustice?
Who is indebted and losing?
|How are people being affected?|
How are people being victimized and treated unjustly?
How are people being unfairly burdened?
|Who are our allies?|
Who is on our side?
Who is working with us?
|What are our strengths / resources?|
What are our advantages / opportunities?
|What is the key message?|
What is the most important thing that people need to know?
|Who is the intended audience?|
What are the demographics?
|What are the interests of our audience?|
|What does our audience commonly believe about the issue?|
What should they think instead about the issue that is different?
|Why should people be so concerned?|
Why is it urgent that people act now?
|How will we reach our audience?|
What is the strategy for getting the message out to the masses?
|How can we better relate the message and appeal to our audience?|
|Evaluating the message:|
Is the message:
…easy to understand?
…reaching the intended audience?
TELLING THE STORY
Who are the villains?
Who are the heroes?
|Personal Stories and Testimonials|
● dramatize the conflict
● personalize the issue
|Main Talking Points|
● write the narrative for how the story should be told
|Slogans and Sound Bites|
|Imaging and Visuals|
|Answers to FAQ’s|
|Responses to Common Arguments|
• Build a list of media outlets
• Build a list of reporters, editors, and news desks
• Make personal relationships with media people
• Keep track of who is for or against your cause
• get your issue in the news
• write a letter to the editor
• write an op ed article
• get an editorial published
• get your issue on the air
• call in to talk radio shows
• offer to appear as a guest on talk radio
• write a radio PSA
• record an audio PSA
• send PSAs to radio stations
• get your issue on TV
• broadcast a PSA on public access
• broadcast an educational video
• film interviews and testimonials
• film events, activities, and actions
PRESS CONFERENCES / STAGED EVENTS
• host a press conference / newsworthy event
• send out at press release / news advisory
• make a press packet
• stage photo ops and provide visuals
• have a spokesperson speak to the press
|INTERNET AND SOCIAL MEDIA|
• setup a website
• make a facebook page
• maintain a blog
• post blurbs on twitter
• post photos on flickr / instagram
• post videos on youtube
• post ads on craigslist
• start a meetup group
• launch a kickstarter campaign
• post comments on popular websites
• setup an email listserv
• send out a monthly newsletter
• start a public chat / discussion forum
• send mass text messages
• host a teleconference
• host a video conference
• livestream events
DISTRIBUTE PRINTED MATERIALS
• hand out pamphlets / leaflets
• post fliers and posters
• keep your audience updated
• be timely
• be persistent
• follow up with reporters who are interested
• keep a record of all press clippings
• thank reporters for favorable news coverage
RESEARCH / EDUCATION / RAISING AWARENESS
|RESEARCH / INFORMATION |
• conduct research and gather information
• gather facts and statistics
• collect news articles
• conduct interviews
• conduct surveys
• conduct a focus group
• investigate leads
• contact experts in the field
• make fact sheets
• make fliers / leaflets
• make a pamphlet / brochure
• make instructional diagrams / infographics
• make a powerpoint presentation
• make an educational video
EDUCATION / RAISING AWARENESS
• educate friends / family / coworkers
• host a teach-in / workshop
• host a documentary film screening
• host a conference / public forum
• give a speech or presentation
• get an expert to speak or present
• organize a tour / field trip / exposure visit
● what are the most important facts and statistics that people need to know?
● what are the latest news articles on the issue?
● who can we contact that is an expert on the subject?
● who can give us a first hand account of the issue?
● who in the group can help to create instructional materials?
● who can help research?
● who can help to write, edit, and format?
● who can do graphics or illustrations?
● who can help to get the materials printed and published?
● what are some good ways to raise the issue with our friends, family, and co-workers?
● what are the best documentary films on the subject?
● where is a good place to host an educational event?
● who can give a speech or presentation?
OUTREACH AND NETWORKING
• make a personal contact list
• make a directory of groups and organizations
• map out key places to target in different communities
• target people who care about the issue
• diversify your outreach strategy to include a variety of people
NETWORKING WITH OTHER GROUPS
• contact allied groups and organizations
• schedule meetings and appointments
• team up with community leaders
• build a coalition
• join the local struggle
• support ongoing activities and events
PLACES TO ORGANIZE
• political precincts / districts
• high schools and college campuses
• public spaces
• neighborhood hangouts and hot spots
• community centers
• on the sidewalk
• at social events
• canvassing / leafleting
• door knocking
• flyering / postering
• phone banking
• mass mailing
● who do we know that can help?
● what other organizations are working on the issue?
● where are the essential places to organize within the community?
● what neighborhoods and demographics do we have to target?
● who do we need to reach out to?
● what are the common bonds we share?
● how can we work together?
● how can we support each other?
● how can we collaborate?
● how can we build a broad coalition?
● what are our points of unity?
● who do we know in the area that can help give us an inside edge?
● where are the best places to go that will draw a good crowd?
● when is the best time to go to these places?
● who is ready to hit the streets?
● who is ready to pick up the phone and make some calls?
SETTING UP AN ORGANIZATION
• make a signup sheet
• make a questionnaire
• maintain a contact list of all members
• set up an email listserv for members
• maintain a calendar of events
• send out action alerts
• set up group emails and phone numbers
• host a meeting
• lead a discussion
• facilitate participation
• host a volunteer training session
• organize fun and engaging events
• recruit and retain new members
• assess people’s knowledge, skills, and resourcefulness
• keep volunteers actively involved and encourage participation
• get people to help
• develop leadership
• encourage teamwork
COMMUNICATING WITH THE GROUP
• correspond regularly with volunteers
• conference calls
• video conferences
• do a debriefing
• evaluate progress
• keep a record of accomplishments
• set up an organizational structure
• adapt a consensus based decision method
• establish roles and responsibilities
• coordinate projects
• delegate tasks
● how will the organization be structured?
● how will the group reach consensus?
● how often should the group meet?
● what projects do we need to work on?
● what tasks need to get done?
● what skills / jobs are needed?
● what resources are needed?
● what activities will we organize?
● how are people able to contribute?
● who is willing to volunteer?
● who has the ability to complete the task?
● how can we all work better as a team?
● how can we help each other?
● how is the campaign progressing?
● what is working?
● what is not working?
● how can we do better?
• research the legislative process
• make a directory of legislators, public officials, and policy makers
• make a map of legislative districts and precincts
• research the demographics of voters in the last election
• find out how many people voted in each district and precinct
• research the election results and polling data
• find out how many votes the incumbent won and what was the margin of victory
• rate politicians on a scorecard based on their stance towards your issue
• prepare materials to give to officials
TASKS FOR INFLUENCING POLICY MAKERS:
• write letters to public officials
• ask public officials to sign a pledge
• circulate a petition
• get a referendum on the ballot
• propose legislation
• get sponsors and cosponsors
• visit public officials at their local office
• organize a lobbying day
• plan a public hearing or accountability session
• attend legislative hearings and policy sessions
• attend a town hall meeting
• organize a district meeting
• campaign to elect a public official
• register voters
• turn out voters on election day
| ● Who are your local representatives?|
● Who are your state representatives?
● Who are your federal representatives?
● What departments, agencies, or offices deal with your issue? Who has jurisdiction?
● Which officials support your issue?
● Which officials are against your issue?
● What laws are on the books regarding your issue
(1. federal, 2. state, 3. county, 4. municipal)
● What specific legislation / bills are currently being proposed regarding your issue? What is the status of those bills?
• know the views of the officials you are lobbying
• get to know the legislative staffers and assistants
• build relationships
• always be courteous
• dress appropriately and look presentable
• ask for what you want
• be clear and to the point
• be prepared to negotiate
• be persistent
• follow up and keep in contact
NONVIOLENT DIRECT ACTION
• how can we stop the problems from precipitating?
• how can we stop participating in the problem?
• how can we stop the injustice? How do we halt and shutdown the system?
• how can we start creating alternative solutions?
• How can we as individuals and groups be a part of manifesting the solution?
• civil disobedience
• create alternatives
• expose corruption
• occupation / encampment
• strike / walkout
• withdraw support
|INDIRECT ACTION / PUBLICITY STUNTS|
• how can we publicly put pressure on the power holders to make them give in to our demands?
• what can we do to generate publicity and bring the issue to widespread attention?
• banner drop
• guerrilla art
• mock award
• mock election
• mock trial / tribunal
• performance art
• petition drive
• street theatre
• symbolic act
FINANCES AND FUNDRAISING
• create a budget
• manage an account of financial transactions
• keep a record of all income and expenses
• open a bank account
• make a list of donors and sponsors
• solicit donations in public
• organize fundraising events and benefits
• ask members for contributions / dues
• set up an account to collect online donations
• set up an automatic payment system
• call donors and sponsors
• host a telethon
• launch a kickstarter campaign
• sell merchandise
• ask frequently
• thank people for contributing
• show gratitude
• send out letters of appreciation
● what are the group’s basic operating expenses?
● how much money do we need to raise to complete our current projects?
● what is our current revenue?
● how do we secure capital investment?
● how will revenue be allocated?
● how can we raise money?
● where are good places to go to solicit donations?
● who are some likely donors / financiers / sponsors?
● what will encourage people to donate?
● what will people get in exchange for contributing?
|Week 1||Week 2||Week 3||Week 4|
|Activities and Events|
|Week 1||Week 2||Week 3||Week 4|
|Activities and Events||-host a meeting||-host a movie screening||-host a teach in||-host a fundraising event|
|Direct Action||-start a boycott / divestment campaign||-organize a march / demonstration-do a banner drop||-send out mock awards|
-engage in street theatre
|-organize a vigil|
-gather facts and statistics
-collect news articles
|-make a fact sheet|
-make a pamphlet / brochure
-educate family, friends, and co-workers
|-host a teach in|
-organize a field trip / exposure visit
|-give a speech|
-make a presentation
|Fundraising||-create a budget|
-open a bank account
-start an account book
-set up online donations
|-ask members to contribute|
-call donors and sponsors
|-solicit donations in public|
-start a kickstarter campaign
|-host a fundraising event|
|Lobbying||-research legislative process|
-make a directory of legislators and officials
-prepare materials to give officials
|-write letters to public officials|
-circulate a petition
-find out if public officials will support the issue
|-call public officials|
-attend a town hall meeting
|-organize a lobbying day|
-visit officials at their local office
|Media||-make a list of media outlets|
-make a list or reporters, editors, and news desks
|-write a letter to the editor|
-write an op ed article
-call in on talk radio
|-make a PSA for radio|
-make a PSA for TV
|-host a press conference|
-send out a press packet / news advisory
-stage a photo op
|Social Media||-set up a website|
-make a facebook page
-make a twitter account
|-invite friends to join|
-promote social media sites
|-post articles to the blog|
-post pictures on flickr
-post videos on youtube
|-start a viral social media campaign|
|Outreach and Networking||-make a contact list|
-make a directory of groups and organizations
-map out key areas of outreach
|-contact allied groups and organizations|
-schedule meetings and appointments
-go to local offices and community centers
-table at an event-hand out pamphlets and leaflets
-put up fliers and posters
|-go door knocking|
-organize a phone bank
|Volunteers||-contact members |
-set up an email listserv
-set up a calendar of events
-set up group emails and phone numbers
-send out action alerts
|-host a conference call|
-set up a group structure
-assign roles and responsibilities
|-recruit new members|
-host a volunteer training session
-develop leadership and teamwork
|-send out a monthly newsletter|
-report on progress and accomplishments