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? • Individuals? • Families? • Society? | |
| What is the impact of the issue? • Socially / Culturally • Economically • Politically • Environmentally | |
| 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
| Vision ● what is the vision of success? | |
| Values ● what are our core values? | |
| Mission Statement ● what is the group’s mission statement? | |
| Goals ● what specific goals are we setting out to achieve? – Long Term: – Short Term: | |
| Objectives ● 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? | |
| Activities ● what action can we take as a group? ● what action can we take as individuals? ● what activities are most effective? |
POWER MAPPING
| Primary Targets: 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? | |
| Secondary Targets: 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? | |
| Formulating demands: What do we want them to do? What are we asking / demanding of them? |
OPPONENTS
| 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? |
ALLIES
| 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? |
MESSAGING
| 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: …clear? …convincing? …persuasive? …easy to understand? …accurate? …sensational? …reaching the intended audience? |
TELLING THE STORY
| Antagonists Who are the villains? | |
| Protagonists Who are the heroes? | |
| Personal Stories and Testimonials ● dramatize the conflict ● personalize the issue 1. 2. 3. | |
| Main Talking Points ● write the narrative for how the story should be told 1. 2. 3. | |
| Buzzwords | |
| Slogans and Sound Bites | |
| Memes | |
| Imaging and Visuals | |
| Answers to FAQ’s | |
| Responses to Common Arguments |
MEDIA CHECKLIST
| MEDIA CONTACTS • 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 NEWSPAPERS • get your issue in the news • write a letter to the editor • write an op ed article • get an editorial published RADIO • 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 TV • 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 COMMUNICATION MEDIA • 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 TO DO’s • 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 INSTRUCTIONAL MATERIALS • 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
| GETTING STARTED • 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 OUTREACH METHODS • canvassing / leafleting • door knocking • tabling • 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
| GETTING STARTED • 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 ACTIVITIES • host a meeting • lead a discussion • facilitate participation • host a volunteer training session • organize fun and engaging events VOLUNTEERS • recruit and retain new members • assess people’s knowledge, skills, and resourcefulness • keep volunteers actively involved and encourage participation • get people to help • train interns • 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 | ORGANIZATIONAL STRUCTURE • 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? |
LOBBYING
| GETTING STARTED • 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? TIPS • 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
| DIRECT ACTIONS • 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? • arrest • barricade / blockade • boycott and divestment • civil disobedience • create alternatives • disruption • embargo • expose corruption • intervention • mutiny • noncompliance • occupation / encampment • shutdown • strike / walkout • take-over • withdraw support • whistle-blowing | 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? • assembly showing mass support • banner drop • blacklist • debate • demonstration • die-in • effigies • fasting / hunger strike • festival • guerrilla art • issue public order to cease and desist • march • mock award • mock election • mock trial / tribunal • performance art • petition drive • picketing • prank • pray-in • protest • rally • sit-in • street theatre • symbolic act • vigil • walk • wanted posters |
FINANCES AND FUNDRAISING
| GETTING STARTED • 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 FUNDRAISING METHODS • 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 TIPS • 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? |
ACTION PLAN
| Week 1 | Week 2 | Week 3 | Week 4 | |
| Activities and Events | ||||
| Direct Action | ||||
| Education | ||||
| Fundraising | ||||
| Lobbying | ||||
| Media | ||||
| Social Media | ||||
| Outreachand Networking | ||||
| Volunteers |
ACTION PLAN
| 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 |
| Education | -conduct research -gather facts and statistics -collect news articles -contact experts -conduct interviews | -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 -sell merchandise |
| 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 -propose legislation -seek sponsors |
| 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 | -go canvassing -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 -delegate tasks | -recruit new members -host a volunteer training session -develop leadership and teamwork | -send out a monthly newsletter -report on progress and accomplishments |