Creating an EffectiveSierra Club Campaign Matrix
What the heck is a
campaign planning matrix?
Campaign Plan
Webster’s Definition
“Series of military operations with a particular objective” or “a seriesof planned actions”
Campaign Plan
“If it ain’t written, it ain’t a plan”
-Bingaman
Campaign Plan
Strategic and sequentialguide for an organizer tocreate public demand andbuild power necessary toachieve the goal.
It is the strategery withwhich we beat the bad guys,build power, & WIN.
Here’s how it works:
Theory of Change Questions
•What do we want?
•Who has the power to deliver what wewant?
•Who does that person listen to?
•What will motivate those people to act?
Building a Plan is likeBuilding a House
•Sequence is key
Goals(What do we want?)
•Conservation goals-developedby the campaign
•Organizing Goals-developedby organizer & localvolunteers
•Goal setting should be acollaborative process betweencampaign and organizing staffand volunteers
Conservation Goals
•Goal for the environment
–What is the big vision?
•Specific Campaign Outcomes
•Interim Milestones
–Short Term (1 year)
–Medium-Term (5 year)
–Long Term (10 year plus)
Organizational GoalsPower Building
•Create shared goals andtactics to engage newpeople and strengthenexisting relationships.
–Leadership Ladder
–Diversity
–Coalition Partners
Building Power Metrics:
# of Team Leaders
# of Teams
# of Participant Activists
# of Grasstops
Diversity
•Specific person
•Has power todeliver the goal
Target
(Who can get it for us?)
Goals
Target
Secondary Targets
Target Audience
Tactics
Messaging
Partnerships
Target Selection
•Decision or Decision Path to Influence
–Strategic Vehicle
–Delivers a Win
•Strategic Rationale
•Primary Target
–Must be an individual
–Has the power to deliver victory
Secondary Targets(Influential to the target.)
•Can influenceprimary target
•Power Mapping
Goals
Target
Secondary Targets
Target Audience
Tactics
Messaging
Partnerships
Who does the target listen to?
•Groups of peoplethat can influencethe target
•Grasstops
Partnerships
Messaging(What will motivate these people to act?)
•Place for strategy
•Frame and narrativecapitalizes on ourstrength and exploitsopponent weakness
Messaging
•Media Story, Key talking points and slogan
–Overarching media story
–Talking points to support message frame
–Repeatable Slogan (less than 10 words)
•Organizing Narrative
–Motivational and connecting
Tactics(What will motivate these people to act?)
•Events directed attarget
•Drumbeat thatbuilds power
Tactics
•In person
•Online to offline
•Media
Tactics
Tactics
Integrating Sierra Club Outingsinto Campaign
"They're riding the thingseverywhere now," said arearancher Lee Jeffs. "[ORVsare] kind of like lice on acow...introduce one of themto an area and pretty soonthey're everywhere andbefore long the area lookslike it's about to die.”
(Salt Lake Tribune)
Tactics
Tactics
•Timeline
•Flow should create drumbeat
•Names of responsible people – bottom-liner for each tactic.
The Plan is Complete
Bad Guys
Beaten
Small Group WorkMATRIX ANALYSIS – STRENGTHS ANDRECOMMENDATIONS
STEP ONE: Review the strategy, target and tactics in the provided campaign plan on yourown. Look for strengths and weaknesses in the plan. (7-10 minutes)
STEP TWO: In your small group (15 minutes)
1.Identify the elements of this plan that you like – what works and why? Be specific inidentifying why you think the plan makes sense in how it’s articulating a strategy to win.
2.Identify the elements of the plan that you think could be strengthened . What would youdo differently and why? Be specific in both identifying the weaknesses you see and thealternatives you would propose.
STEP THREE: Prepare to report out one strength and one weakness that your group saw inthe plan.
Organizing Department Planning Process &Timeline
•Organizing Department Planning Guidancereleased Q4.
•Organizing Site Plans Due Q1
•Organizing Sites Plans Evaluated & Updated Q2
•NOTE: Planning should be a group processinvolving organizers and Organizing Managers;volunteers; and staff from campaign, on-line,communications, outings, compliance.
SUMMARY
•Campaign planning starts with goals. . .what real world outcomes do wehope to achieve and how will we build the organization?
•Campaign plans are a strategic and sequential guide for an organizer tocreate public demand and build grassroots power necessary to achieve ourgoal.
•Key components to campaign planning. . .
Goals
Targets
Secondary Targets
Message
Tactics/Timeline
•Tactics are those actions we take to demonstrate or build our power.