city council campaign training

1
Training Strategizing Campaigning to Get the
Milwaukee City Council to  Pass a Resolution to
End U.S. Aid to Israel 
Josh Ruebner, National Advocacy DirectorUS
Campaign to End the Israeli Occupation
2
AGENDA

1. Defining Our Terms (30 minutes)
2. Thinking Strategically (60 minutes)
3. Paper Plate Challenge How Well Win Our Campaign
   (45 minutes)
4. Tornado Drill Finding Our Roles in the Campaign
   (30 minutes)
5. Developing Our Elevator Pitch (30 minutes)
6. Moving Forward (30 minutes)

3
Defining our terms
GOALS
STRATEGY
CAMPAIGN
TACTICS
4
goals

• Shared vision
• Desired outcome
• The change we want
• Multiple goals possible

What Is a Goal?
5
strategy

• A plan to achieve goal
• Multiple strategies needed to reach goal
• Campaigns can have sub-strategies

What Is Strategy?
6
TACTICS

• Steps actions w/in your strategy
• Many tactics always needed
• Tactics are flexible

What Are Tactics?
7
CAMPAIGN

• Long-term, ongoing implementation of your
  strategic plan, utilizing many tactics, to
  achieve your goal

What Is a Campaign?
8
Putting it together
campaigning
9
THINKING STRATEGICALLY



10
OBJECTIVES

• Short-term goals
• Medium-term goals
• Long-term goals
• Content goals
• Process goals

What Do We Want?
11
TARGETS

• Mayor
• City council members
• Who should be converted, pressured, avoided?

Who Can Get Us a Win?
12
ALLIES

• Groups/institutions
• Constituencies
• Issues
• How can we be good allies to others?

Who Can Help Us Build?
13
FRAMING

• Why should I care?
• Start where people are at, not where you want
  them to be
• Different messages

What Do People Need to Hear?
14
TACTICS

• How to show support
• How to communicate
• How to engage politicians
• How to achieve victory

What Do We Do to Win?
15
RESOURCES

• Skills, knowledge
• Experiences
• Money
• Think creatively, use all useful resources

What Do We Have?
16
GAPS

• Skills, knowledge
• Experiences
• Money
• Help from the US Campaign

What Do We Need?
17
FIRST STEPS

• Contact info
• Next meeting
• Coming up w/ plan
• Developing campaign timeline

How Do We Begin?
18
EVALUATION

• Reassess often
• Change tactics
• Alter timeline
• Exploit unforeseen opportunities

How Do We Know Were Winning?
19
PAPER PLATE CHALLENGE
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PAPER PLATE CHALLENGE
Utilize SMART (Specific, Measurable, Achievable,
Realistic, Time-Specific) Tactics to Win
21
TORNADO DRILL
ORGANIZING
MEDIA
COALITION
FUNDRAISING
PUBLICITY
WEBSITE
POLITICS
ACTIONS
22
ELEVATOR PITCH
Convince members of your community and your
elected officials to support your initiative in
30 seconds
23
MOVING FORWARD

• Contact info
• Who wants to do what
• Next meeting
• Help from US Campaign

24
Training Strategizing Campaigning to Get the
Milwaukee City Council to  Pass a Resolution to
End U.S. Aid to Israel 
Josh Ruebner, National Advocacy DirectorUS
Campaign to End the Israeli Occupation