Campaigning in a decentralized organisation means a focal change. This presentation - given to several Oxfam Novib Country Directors - was meant to share and check this focus with them.

1. from local to global

2. agenda
1. THE art of campaigning
Bart monnens - 15 mins
2. campaigning in a decentralized oxfam novib
Jojanneke hendriks - 15 mins
3. pressure cooker session ‘from local to global’
you - 60 mins
from local to global

3. TitleThe Art of
Campaigning
Sub-title
Sept 2012 Bart Monnens

4. Campaigning Strategy and
Campaigning in Practice
Some ingredients

5. What kind of attention does this person Your target! It has to be a person whom Why doesn’t this person do what you
dislike? can it cost him votes? or clients? or you can address your concerns to, and want? What is the conflict of interest?
Who are they? your own lobbyists? shareholders? who can respond. Make sure it is not Is this conflict interesting and under-
the media? your constitency? who? Company X, but it’s CEO. standable for your target-audience?
The target group puts pressure on a person they have a conflict with.
How do you make your campaign What can your audience do? Sign a petition?
visible for the outside world? Boycott? Name, fame or shame this person?
They do this by undertaking a number of public actions over a specified
What is the best time to start the What do you and the target-audience
campaign. When is there momentum? exactly demand? Make your demand
And: each campaign has a set enddate. SMART and keep it attractive, simple and
clear. Be outspoken.
period of time. They demand this person to make a public promise -
Put a deadline on your demand.
Before which date you expect a reaction What change in policy or practice do
of the person/target? you wish to see to solve the conflict?
before a certain date - to change his/her policy or practice. This change
How will poor people benefit from
the result of your campaign?
will have a positive impact on poor peoples’ lives in the near future.

6. Campaigning Strategy
Introduction
The first and most important question:
DO YOU NEED A CAMPAIGN?
• There is no ONE success formula
• Campaigning is trial and error: learning!
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7. Introduction
Different types of campaigns
• Lobby campaign: influence decision making (direct)
• Media campaign: positive attention (indirect)
• Public/Popular campaign: mobilizing the public (indirect)
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8. Ingredient one
THE GOAL
• Problem definition (impact): What or who is the problem?
• Problem cause (target): What or who is the cause of the problem?
Input Activities Output Outcome Impact
[people, [campaign] [support] [target [fair world]
money etc] promises
change]
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9. Ingredient two
THE TARGET
• WHO NEEDS TO INFLUENCED?
• Power analysis: Who has the power to bring about these
solutions?
• Identifying target: Who is the main person to influence?
• Conflict: Why hasn t the target responded to your demands yet?
1

10. Ingredients three
THE DEMAND
• What are you demanding from the target?
• What will success look like at the end of the campaign->
SMART
• SMART-demand:
– Specific
– Measurable
– Achievable
– Relevant
– Timebound
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11. Ingredient four
THE TARGET GROUP
A two way process – Talk, listen, respond.
1

12. Ingredient five
LIFESTYLE CAMPAIGNING
• Your audience as a starting point.
• Where can you find your supporters? What are they interested in?
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13. Ingredient six
USE SOCIAL MEDIA
12

14. Ingredrient six
USE INFOGRAPHICS
13

15. Elements that work for us
ONE - PERFORMANCE CAMPAIGNING
Campaigning can be fun!
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16. Elements that work for us
TWO- IN THE NEWS
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17. Elements that work for us
THREE – WORKING WITH SYMBOLS
• Keep it simple
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18. Elements that work for us
FOUR – DO IT YOURSELF
Support initiatives of supporters
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19. Elements that work for us
FIVE – INVOLVE FAMOUS PEOPLE
Who do your supporters know best? Your organization or inter(national)
celebrities?
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20. Elements that work for us
SIX- THINKING IN PICTURES
Create a newspaper picture with surprising stunts.
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21. Elements that work for us
SEVEN- WORKING TOGETHER
• SHARING AND LINKING.
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22. Elements that work for us
EIGHT – THE GREEN SANTA
.
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23. campaigning in a decentralized oxfam novib
from local to global

24. campaigning in a decentralized oxfam novib
It’s no longer enough to target local citizens &
governments. We’re fighting global problems, which
need global solutions
from local to global

25. campaigning in a decentralized oxfam novib
opportunities we see
possibilities we see
what could campaigning look like?
possible outlines
what could it look like?
from local to global

26. campaigning in a decentralized oxfam novib
opportunities we see
possibilities we see
what could campaigning look like?
possible outlines
what could it look like?
from local to global

27. campaigning in a decentralized oxfam novib
opportunities we see
possibilities we see
what could campaigning look like?
possible outlines
what could it look like?
from local to global

28. campaigning in a decentralized oxfam novib
opportunities we see
possibilities we see
what could campaigning look like?
possible outlines
what could it look like?
from local to global

29. campaigning in a decentralized oxfam novib
opportunities we see
possibilities we see
what could campaigning look like?
possible outlines
what could it look like?
from local to global

30. pressure cooker session ‘from local to global’
from local to global

31. pressure cooker session ‘from local to global’
1. form 2 groups, discuss the idea of ‘from local to global’ campaigning (platform)
with bart & jojanneke, they can answer any question
(i.e. does this make you happy? do you see chances? is it doable?)
2. write down which possibilities on campaigning you see for your country office /
partners and post them on the possibilities wall. (i.e. capacity building, tech support)
3. write down which difficulties / hickups on campaigning you see for your country
office / partners and post them on the hickups wall. (i.e. language problems,
contentgathering)
For every hickup, one must post 1 possibility!
from local to global

32. thank you.
from local to global