campaign accelerator: a new approach to campaign planning, inspired by design thinking - michael...

Campaign AcceleratorPeople-Powered Campaign Planning

Michael Silbermanmichael@mobilisationlab.org

“A Colossal Failure”

© Greenpeace / Robert Keziere

A new generation of “digital first” campaigning organisations

© Avaaz

We can continue with business as usual, do a lot of actions, hold a lot of protests, but fail –and betray our constituency in the process.

Or we can press the reset button.

Kumi NaidooFormer International Executive Director, Greenpeace

Greenpeace launches MobLab• Digital Mobilisation “Centre of Excellence”

• Mission:

• Campaigns win with people

• Build digital / engagement capacity

• Accelerate innovation

• Source of best practices, testing, and strategy development for network of 25+ regional offices, 3,000 staff

Credit: Content+ Magazine

Strategy Development + Collaborative Processes + Design Thinking

Bigger wins(with people)

Current System Whois losing under the current system?

What Supports?Who or what substaintuallysupports the system but is notdirectly involved in it? How?

DisruptionsWho and What is/can disrupt the current system?

Where is there disruption/vulnerability in thesupporting systems?

Who wants/needs to disrupt the current system?

WHICH RELATIONSHIPS THAT YOU IDENTIFY ARE SYSTEM CRITICAL?

Who and What maintains or advances the status quo? What are the key relationships? Who has power in this scenario?

Produced by Mobilisation Lab | www.mobilisationlab.orgThis work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Produced by Mobilisation Lab | www.mobilisationlab.org | Original Design Credit: UK Design CouncilThis work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

?

Select ideas that havecreative potential.

!Evaluation& Selection

IdeaDevelopment

IdeaConcretisation

IdeaGeneration

Project Plan Outline• Campaign story• Engagement strategy • Timeline of activities • Responsibilities• Success metrics • Immediate next steps

RisksAssumptions

What’s the story?What are the key elements of the story that will inspire key audiences and allies to act and show that their efforts have impact?

What do people need to do?How can key audiences and allies help bring about this change? What are our asks to them?

What do we need to do?What are the key activities and tasks that we need to do to support people to take action and create a shift?

9

10

11

13 14

Tracking & measuringWhat else will we track and measure to show we are making progress towards our objectives?

Outcomes & indicatorsWhat does success look like? How will we know we’re on the right path?

Goals & objectivesWhat is the specific goal for the project? What do we need to bring this about?

8

7

How can we create that change?What are the key power dynamics, relationships and mindsets that need to change? What else can create the shift needed to bring about change?

What influences?What relationships, trend or events currently has influence/helps sustain the current situation?

What needs to change?Based on the problems we’ve identified that contribute to the current situation, what needs to change?

What power dynamics need to change?

What mindsets need to shift?

Vision

1

3

2 4

Contributing factorsWhat trends, events and relationships do we need to keep an eye on that could shift the situation?

5

Who can help?Who do we need to bring about this change? Who has influence? Who is affected? And who can we collaborate with?

6

12Produced by Mobilisation Lab | www.mobilisationlab.orgThis work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

§ Get TRAINED§ Download TOOLKITS§ Schedule WORKSHOPS

mobilisationlab.org/accelerator

Effective advocacy organisations today need to become as ü CREATIVE ü COLLABORATIVEü PEOPLE POWERED as the world in which they now operate.

MobLab is a global innovation, training, and research hub dedicated to enabling a diverse network of changemakersto build a more just, peaceful, and sustainable world.

Amidst growing threats -- to people, the planet, and the very right to advocate for change -- we equip campaigners around the world with the strategies, tools, tactics, and partners needed to win in the digital era.

Innovations in people-powered campaigning and digital mobilisation from around the world:

MobilisationLab.org

Join 3,000+ campaigners from Amnesty Intl, 350.org, Oxfam, Doctors Without Borders, and other leading organisations.