Running Effective Issue CampaignsVal VilottOutreach Associate for Family Economic Security, Education and EmploymentNational Women’s Law Centervvilott@nwlc.org

Part One – What’s a Campaign?• What campaigns are we NOT talking about?• Electoral• Media

• What we want to focus on:• Direct action – the people directly impacted by something

organize, decide on a solution, and then take targeted action to change the status quo.

• Advocacy – organizations or groups advocate for a community facing a problem, with or without those people knowing it.

Combined efforts – direct action with advocacy – almost always yields better results.

Some Truths• Issue Campaigns require PLANNING, even when you might feel

you’re doing it on the fly.

• Everyone has limited capacity.

• Acknowledge your limitations and be realistic about goals, but never underestimate yourself.

• Campaign planning takes time, but it can lead to higher rates of efficiency and success.

So how do I do it?

Introducing…

Key Considerations:• This chart is a tool, not a solution. The best strategies can fail

because there aren’t the right people in the right place at the right time to implement them.

• Fill it out from the start• This is a living document. Changes happen.• Keep in mind the “Ripple Effect” – a change in one column

should ripple forward to the other columns and backward to the goals.

GOALS

What are you trying to do?

• Now? get a fair tax bill introduced• Next month? 37 cosponsors by Nov 15• Next year? Progressive tax policies in place

that fund public services for 5-10 years.

Goal Pitfalls: Don’t select goals that you can’t measure. Goals are wins. XYZ passes ABC body. Public funding of $123 amount is secured for 456 years.

Organizational Considerations

Welcome to your Campaign Reality Check!

What and who is doing this?

What do you want to get out of it?

Murphy’s law – what can/will go wrong?

Pitfalls: Don’t be discouraged. If you have a lot of negative organizational considerations, that doesn’t mean your campaign is a bad idea. It means you need to seek support and get creative.

Constituents, Allies, & Opponents• Who cares and why?

• How tough are they?

Pitfall #1: Remember there’s a difference between organized and unorganized constituencies. “Teachers” as a body are different from “teachers union.”Pitfall #2: Assuming power of constituencies.Pitfall #3: Turning your “opponent” into your target.

BONUS for you: • Helps prioritize a

laundry list • Reminds you of

the breadth of your movement.

Constituents, Allies, & Opponents

Some Questions to ask:

• How many members do they have?• Do they work for (or vote for) someone you are dealing with

either as a target or a supporter?• Have they already or will they potentially give money to your

campaign?• Do they have special credibility? e.g. clergy, special interest

groups, community leaders• Do they have unique or special appeal? e.g. children,

veterans• Are they organized? If they are, make sure you know who

their leadership is.• Do they have a reputation you need to be sensitive of? e.g.

unions are tough, business leaders are conservative• Are they newsworthy? (Think: Warren Buffett)

Targets

... Are PEOPLE.

The person with the pen.

The person with the power.

Decision Makers.

TargetsIf you are in a Virginia coalition and want a bill including standards of care for patients in Virginia clinics, who is your target?

Your target is not:• The state of Virginia.• The Virginia government• The Virginia legislature• The Virginia Senate• The Virginia Senate Committee on Education and Health

Your target IS:• Senator R. Edward Houck (D-17), Chair of the Virginia Senate

Committee on Education and Health.

Targets

• Who can make your problems go away?

• Why should they?

• Who are their cronies?

HUGE pitfall: targeting your opponent instead of your true target.

Tactics (the fun part)

• WHO does WHAT and TO WHOM?

• What leverage does this tactic use (or create)?

Pitfalls: Forgetting the ripple effect and jumping to tactics first.Tactics should always be strategic: if you plan a lobby day, you’d better make sure a bill is introduced first. Don’t waste a good tactic by using it prematurely.

Bringing it all together…

`

Empower your base to

Toward

So they give you

Action!

Decision-makers

Strengthen your base

To

Ultimate Goal !!!

To continue

the fight for Take

What you want

A GOOD CAMPAIGN WILL …

Questions?

Part Two – Put it into action!• Breakout sessions – 25 minutes to fill in a chart based on

scenarios provided• Report back• We’ll talk through your charts