DAY 1: ORIENTATION & OBJECTIVES
Theory and strategy
Day One will provide a comprehensive orientation as to what is meant by ‘campaigning’ and consider different types and models of change-making. We will draw on SMK’s recently published Social Power report to consider how social change is happening today, and look at the big trends affecting campaigning and how these might affect your efforts.
We will then introduce you to the foundations of planning a campaign – from clarifying aims & objectives to using analytical tools to identify solutions. Expect to hear from one of UK’s the lead thinkers and writers on contemporary campaigning.
DAY 2: TOOLS, TACTICS & THEORIES OF CHANGE
What to do when, and having a plan
Day Two builds on the previous day to consider how best to achieve your campaign goals, looking at the spectrum of tools and tactics in the campaigning tool bag – from creativity to coalitions. Having decided on how you plan to make the change you seek, we will then look at theories of change to help you express your plan in a clear yet adaptable model – crucial for internal buy-in and external engagement, notably with funders. We will share a number of case studies and hear from someone who has led a particularly innovative campaign.
DAY 3: FRAMING, MESSAGING & MOBILISATION
Getting your voice heard by those you want to hear
Day Three is about communicating. The day will help you clarify priority audiences, explore framing and messaging; and consider the pros and cons of different channels from word of mouth to social media. We will also consider the respective benefits of different recruitment strategies from mass engagement to supporter mobilisation. To round things off, we’ll also practise pitching and getting your voice heard in less than a minute.
DAY 4: GOVERNMENT & THE LAW
Influencing power and decision makers
Day Four is about influencing formal power – so Government. We will provide a detailed briefing on the structure and process of national and local Government, touching also on the EU. We will consider how best to influence these institutions and the people within them touching on the do’s and don’ts of lobbying; when to use petitions; how best to use the law; and when to stay outside of power and use direct action and protest. You will also hear from a speaker who has led a campaign that has succeeded in influencing government.
DAY 5: KIT
Self-care and energy
Day five looks at what it takes to be a campaigner and the importance of nurturing your wellbeing during demanding and stressful times. Campaigners come in many shapes and sizes but there are some attributes that all campaigners need. We’ll look at what it takes to be an effective change-maker, and how to continually learn and develop. We’ll also offer some TLC recognising that it is not always easy trying to change the world. Expect some advice on keeping your energy going, avoiding burn out and how to get help when you need it.