Five Tips to Run an Effective Issue Campaign
Running an effective campaign, one that is promoting an issue or a project or a change you are seeking is not easy, especially when you are managing a coalition of individuals and organizations. Here are five tips for success:
Set a common agenda for your campaign members
Everyone comes to the table with their own agenda and mission - and that is okay. What is important is that you set up the “common agenda” or the reason why people are coming together and the goal they are trying to achieve. This could be a specific “ask” of decision-makers, whether for funding or a certain decision on a project, or for something larger, such as a piece of legislation or policy change. Write it down and get everyone to agree on it up front.
2. Decide who speaks for the campaign
Unauthorized or side negotiations between coalition members and decision-makers can sink your campaign. Coalition members that barter for items more important to their own mission are not only at risk of leaving the campaign once they achieve their personal goals, but they also lose the trust of the other members. Decide, as a group, when meetings will occur, with whom and who will be representing the group. Include a mechanism for transparent reporting back to the group of what happened in the meetings.
3. Build trust within the coalition
Sometimes you are working with long-time partners and this is less of an issue, but sometimes you may find yourself in a coalition with someone you were just on the opposite side of an issue the month before. Building trust can be difficult. To address this campaign leaders should make sure decision-making is transparent, notes and information on day-to-day operations of the campaign are available to all members, and information is shared equally.
4. Set your markers and let the decision-makers know
You have already written down your “ask” for the members to better understand what they are signing up for when they join the coalition, now make sure the decision-makers know. Be clear in written and oral communications what you are asking for - and give decision-makers a chance to respond. If you do not hear back, check in with them again. Ultimately, decision-makers may not support your request, but you can be better prepared to avoid criticism of your process if you make your request clear and offer opportunities for engagement for the decision-makers.
5. Escalate when needed
Sometimes in a campaign, you may have to escalate the issue, especially if decision-makers are non-responsive or non-committal. As a coalition you need to decide what level of comfort members have in escalating activities. This could mean an op-ed, online petition, media advertising or even airplane banners! Make sure your coalition members are on the same page on what tactics and materials the campaign will be using so no one is caught by surprise.
