DAY 1, TUESDAY 21 JANUARY: ORIENTATION & OBJECTIVES
Theory and strategy
Day one will provide a comprehensive orientation as to how social change is happening today, drawing on SMK’s ground-breaking Social Power report. We will look at key drivers and emerging trends to consider best approaches to pursuing change. We’ll take a look at language and consider what terminology works best for which audiences. And we’ll refresh our understanding of the current regulatory environment for charity campaigners.
We will then introduce you to the ‘Twelve Habits of Effective Change-Makers’ – exploring the ways successful campaigners think and behave.
Expect to hear from one of UK’s the leading thinkers on contemporary campaigning.
DAY 2, WEDNESDAY 22 JANUARY: TOOLS, TACTICS & THEORIES OF CHANGE
What to do when, and having a plan
Day two considers how best to plan your campaign, building on what we learned on day one. We will cover power analysis, setting clear objectives, the spectrum of tools and tactics in the campaigning toolkit, creativity and collaboration. Having decided how you’ll 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. This is crucial for internal buy-in and external engagement, notably with funders. We will share case studies and hear from someone who has led a particularly innovative campaign.
DAY 3, MONDAY 17 FEBRUARY: 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 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, TUESDAY 18 FEBRUARY: INFLUENCING EXTERNAL AND INTERNAL STAKEHOLDERS
Influencing power and decision makers
Day four is about influencing stakeholders – both inside and outside your organisation. We will take a close look at influencing government, working with the Parliamentary Outreach Service to give a detailed briefing on the structure and process of national and local government, touching also on the EU. We’ll examine 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. You will hear from a speaker who has led a campaign that has succeeded in influencing government. We will also consider some of the internal influencing campaigners often find they have to undertake, to secure buy-in and support from their own organisations.
DAY 5, TUESDAY 24 MARCH: IMPACT AND SELF-CARE
Self-care and energy
Day five looks at measurement, evaluation and learning (MEL). Trying to track and report on campaign success is a notoriously difficult task. Change is complex, and rarely are we acting alone. We will share some of the most up to date thinking on how to evaluate campaigns and meaningfully learn something in the process.
Then we get personal. We’ll consider what it takes to be a campaigner and the importance of nurturing your well-being 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.