Campaign strategy

In order to make a change in the world, you first need to think about what you want to change. Once you have decided that, you need to plan your strategy to achieve that change.

To do this, it can help to break down your campaign into a series of steps that you will take to achieve your goal. Step one might be to hold a protest. Step two might be to get media coverage and then step three to lobby your democratic representatives. 

It’s unlikely that just doing one of those things will mean you reach your goal. But each step can be a powerful tool when used strategically as part of a bigger plan. 

To get started, refer to the strategy cycle below:

1. Find your vision

• What does the world look like when your problem is solved?

2. Map your power and context

• What are your strengths and weaknesses?
• Who has power on your issue?

3. Theory of change

• How do you think you can make the change?

4. Set your strategy

• Work out your objectives
• Make a plan to achieve them

5. Act!

• Run your campaign

6. Reflect and evaluate

• How did it feel to take the actions you took?
• What does any data tell you about the effect you had?

This chapter provides support and advice on how you can use some key strategic tools to develop your campaign. You’ll discover how to pick your issue and set your objective, understand the strengths and weaknesses of your group, build more support for your cause, work out your theory of change – and then pull all of these steps together into a strategy.