In this blog, we share the first 5 things campaigners need to consider when creating their Theory of Change.
Summary: When creating a Theory of Change for your campaign, start with the problem, consider the target, think about the missing steps, think about obstacles, build partnerships, and sign up for SMK’s Deep Dive on Theory of Change.
When you’re planning a campaign, it’s easy to jump straight into what you’re going to do: who you’ll target, what tactics you’ll use, what messaging you’ll use, when you’ll launch. It’s worth spending time thinking about how all those things will actually lead to the change you’re seeking. That’s the thinking behind a Theory of Change.
A Theory of Change helps you work backwards from the change you want to see and think about what needs to happen along the way. It can also be a useful way of testing your campaign thinking. SMK’s Deep Dive on Theory of Change teaches you how to do just that.
Here are 5 initial steps from that Deep Dive that will help you to create a Theory of Change for your campaign:
1. Start with the problem
Before jumping into solutions, spend some time thinking about what is causing the problem, what is getting in the way of the change you want, and what evidence you have.
2. Be specific about who you need to campaign to
Who are you trying to influence? Why would they change? And, perhaps more importantly, why might they not?
3. Look for the missing steps
If you do X, what do you expect to happen next? And then what? If there’s a big jump between your activity and the change you want, it’s worth exploring what needs to happen in the spaces between.
4. Think about what could get in the way
What are you relying on for your campaign to work? What might stop it from happening? Are there things you need to find out or test?
5. Build partnerships
Developing a theory of change with colleagues, partners, or other stakeholders can bring new ideas and perspectives to your thinking. Someone might spot something you’ve missed, challenge an assumption, or see a different way forward. It can help build a shared understanding of how change might happen.
If you want to explore this subject more, our Theory of Change: A Framework for Effective Social Change Deep Dive, led by James Noble, gives you the chance to explore these ideas and apply them to your own campaigning.
Across two online sessions, on 24 Nov and 8 Dec, you’ll learn more about how a Theory of Change works, think through your own campaigning and the change you want to see, and explore what might help or get in the way. You’ll also start developing your own theory of change and think about how you could use this approach with your team. Click here to find out more and book your place.
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