THE MATRIX

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THE MATRIX
Strategic Campaign Planning

• If it aint written, it aint a plan

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Session Objectives

• At the end of this session, participants will
• be familiar with the 3 principles of effective
  organizing
• have a clear understanding of the campaign
  planning process
• be prepared to use the Matrix in a real-life
  situation

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There are Two Types of Power

• Money

• People

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Three Principles of Organizing

• Win real, immediate, and tangible improvements in
  peoples lives.
• Change the balance of power
• Give people a sense of their own power

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What is a Campaign?

• a series of military operations undertaken to
  achieve a large-scale objective during a warand
  more peacefully,
• a series of operations energetically pursued to
  accomplish a purpose.

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Why is campaign planning essential?

• Without a vision, the people perish Proverbs,
  2518
• Your organization needs a clear goal and a common
  vision to avoid distraction and ineffectiveness.
  
• A long-term goal or plan makes people take your
  organization more seriously, see how they can fit
  into it, and help with recruitment.

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Welcome to the OC
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The Matrix
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Steps of Campaign Planning

• Issue Focus
• Background Research
• Campaign Goals
• Lay of the Land
• Strategy
• Campaign Communications
• Tactics Timeline
• Volunteer Resource Management

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1.) Issue Focus

• What issue are we working on?
• Identify the problem and frame the campaign in
  terms of a solution to the problem.
• i.e. instead of saying that your campaign is
  about global warming, your campaign is about
  getting your campus to commit to being climate
  neutral.

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2.) Background Research

• Existing Policies and Programs related to your
  issue
• History of Issue
• Campus Climate Challenge Specific Questions
• Has my school done a greenhouse gas inventory?
• Does my school have hybrid, efficient, and/or
  alternative fuel vehicle fleets?
• Does/can my school measure energy consumption by
  dorm?
• What new building projects are planned?
• What buildings are in need of renovation?
• Has the school done anything to increase energy
  efficiency? What?

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3.) Campaign Goals

• Set Quantifiable Conservation and Organizational
  Goals
• Someone is not a name
• A lot is not a number
• As quickly as possible is not a date

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3a.) Conservation Goals

• What changes do you want to make with the
  campaign?
• What should the public demand?
• What should decision-makers deliver?
• What determines a victory?
• How will you quantify a success?

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3b.) Organizational Goals

• How will the campaign strengthen your group?
• How many new activists?
• How many new core members?
• How many leaders?
• Other considerations coalition partners, media
  connections, reputation in the community,
  relationships with decision-makers

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Goal-setting
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4.) Lay of the Land

• Organizational strengths and weaknesses
• resources you have, resources you need
• people, money, time, connections you have, or
  could use

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4.) Lay of the Land (cont)

• Allies and opponents
• Who will share/oppose your campaign goals?
• What are their strengths and weaknesses?
• What will they do to support/stop you?

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5a.) Strategic Vehicle

• How are you going to win?
• Pass a bill
• Change a regulation
• Approve a resolution

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5b.) Targets

• Primary Target
• Decision-maker
• Has the power to deliver your goal
• (Drives the strategic vehicle)
• Name names, not titles.

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5c.) Targets

• Secondary targets
• Prominent in the community
• Can leverage influence on decision-makers
• How can you involve those people in this effort?

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5d.) Targets

• Public Audiences
• Your likely supporters
• People outside your club, within the general
  campus community and the surrounding town who you
  trying to reach with your message
• Think about areas, demographics, and
  constituencies on campus.

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6.) Campaign Communication

• Message/slogan
• One clear, concise, compelling phrase summarizing
  your position, to be reiterated throughout all of
  your campaign
• 10 words or less

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6.) Campaign Communication

• Story
• The way you communicate the problem and proposed
  resolution to your targets and public audience.
• No more than a few compelling sentences

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6.) Campaign Communication

• Media Outlets
• Identify the specific media outlets that will be
  most effective in communicating your message and
  story to your targets and public audiences

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7.) Tactics

• The goal of a tactic is to put pressure on your
  target

pressure
tactics
pressure
tactics
pressure
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7.) Tactics

• Tactics should escalate as your campaign heats up

3. Deliver Victory
2. Establish Power
Time
1. Grab Attention
pressure
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7.) Tactics Timeline

• Plan Backwards. Start with deadlines and major
  events
• Be realisticdont overschedule yourself
• Use the earlier steps of the process to inform
  your creative tactics
• Maximize your strengths tailor your strategies
  based on your allies and opponents plan

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Sample Timeline
Lets take a look at the Tactics Timeline
document, that you downloaded the same time you
downloaded this presentaiton
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8.) Volunteer Resource Management

• Volunteer Recruitment
• Leadership Development
• Organizational Development
• Plan out your budget
• Think about fundraising possibilities
• Think about how youre going to achieve your
  organizational goals.

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• Try it out!

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Debrief

• Was this presentation useful?
• Did this session generate any new ideas?
• Top Lessons . . .