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Creating an EffectiveSierra Club Campaign Matrix
What the heck is acampaign planning
matrix?
Campaign Plan
Webster’s Definition “Series of military operations
with a particular objective” or “a series
of planned actions”
Campaign Plan
“If it ain’t written, it ain’t a plan”-Bingaman
Campaign Plan
Strategic and sequential guide for an organizer to
create public demand and build power necessary to
achieve the goal.
It is the strategery with which we beat the bad
guys, build power, & WIN.Here’s how it works:
Theory of Change Questions
• What do we want?• Who has the power to deliver what
we want?• Who does that person listen to?• What will motivate those people to
act?
Building a Plan is likeBuilding a House
• Sequence is key
Goals(What do we want?)
• Conservation goals-developed by the campaign
• Organizing Goals-developed by organizer & local volunteers
• Goal setting should be a collaborative process between campaign and organizing staff and volunteers
Conservation Goals
• Goal for the environment–What is the big vision?
• Specific Campaign Outcomes• Interim Milestones– Short Term (1 year)–Medium-Term (5 year)– Long Term (10 year plus)
Organizational GoalsPower Building
• Create shared goals and tactics to engage new people and strengthen existing relationships.
– Leadership Ladder– Diversity– Coalition Partners
Building Power Metrics:# of Team Leaders# of Teams# of Participant Activists# of GrasstopsDiversity
• Specific person• Has power to
deliver the goal
Target(Who can get it for us?)
Goals
Target
Secondary Targets
Target Audience
Tactics
Messaging
Partnerships
Target Selection
• Decision or Decision Path to Influence– Strategic Vehicle– Delivers a Win
• Strategic Rationale• Primary Target–Must be an individual– Has the power to deliver victory
Secondary Targets(Influential to the target.)
• Can influence primary target
• Power MappingGoals
Target
Secondary Targets
Target Audience
Tactics
Messaging
Partnerships
Who does the target listen to?
• Groups of people that can influence the target
• Grasstops
Partnerships
Messaging(What will motivate these people to
act?)
• Place for strategy• Frame and narrative
capitalizes on our strength and exploits opponent weakness
Messaging
• Media Story, Key talking points and slogan– Overarching media story– Talking points to support message
frame– Repeatable Slogan (less than 10
words)• Organizing Narrative–Motivational and connecting
Tactics(What will motivate these people to
act?)
• Events directed at target
• Drumbeat that builds power
Tactics
• In person• Online to offline• Media
Tactics
TacticsIntegrating Sierra Club Outings
into Campaign"They're riding the things everywhere now," said area rancher Lee Jeffs. "[ORVs are] kind of like lice on a cow...introduce one of them to an area and pretty soon they're everywhere and before long the area looks like it's about to die.”(Salt Lake Tribune)
Tactics
Tactics
• Timeline• Flow should create drumbeat• Names of responsible people –
bottom-liner for each tactic.
The Plan is CompleteBad Guys
Beaten
Small Group WorkMATRIX ANALYSIS – STRENGTHS
AND RECOMMENDATIONS
STEP ONE: Review the strategy, target and tactics in the provided campaign plan on your own. Look for strengths and weaknesses in the plan. (7-10 minutes)
STEP TWO: In your small group (15 minutes)
1. Identify the elements of this plan that you like – what works and why? Be specific in identifying why you think the plan makes sense in how it’s articulating a strategy to win.
2. Identify the elements of the plan that you think could be strengthened . What would you do differently and why? Be specific in both identifying the weaknesses you see and the alternatives you would propose.
STEP THREE: Prepare to report out one strength and one weakness that your group saw in the plan.
Organizing Department Planning Process & Timeline
• Organizing Department Planning Guidance released Q4.
• Organizing Site Plans Due Q1• Organizing Sites Plans Evaluated &
Updated Q2• NOTE: Planning should be a group process
involving organizers and Organizing Managers; volunteers; and staff from campaign, on-line, communications, outings, compliance.
SUMMARY• Campaign planning starts with goals. . .what real world outcomes
do we hope to achieve and how will we build the organization?• Campaign plans are a strategic and sequential guide for an
organizer to create public demand and build grassroots power necessary to achieve our goal.
• Key components to campaign planning. . .GoalsTargetsSecondary TargetsMessage Tactics/Timeline
• Tactics are those actions we take to demonstrate or build our power.