Effective Campaigning & Lobbying

10 October 2018

Matthew Davis

• 09.30 Registration & coffee• 10.00 Plenary - Introductions, course outline, expectations• 10.15 In pairs - Exercise 1: ‘Icebreaker’ (campaign examples)• 10.30 Plenary - Presentation 1: Dynamics of campaigning• 11.00 Coffee• 11.15 Plenary - Presentation 2: Audiences & messaging• 11.45 In groups - Exercise 2: The ‘Message House’• 12.30 Plenary - Presentation 3: Media, story telling & lobbying• 12.45 Lunch• 13.30 In groups - Exercise 3: Lobbying an MP• 14.15 Plenary - Presentation 3: Campaigns revisited• 14.30 In groups - Exercise 3: Developing a campaign work-plan • 15.30 Coffee• 15.45 Plenary - Presenting the work-plans• 16.00 Q&As• 16.30 Close

Learning outcomesBy the end of the day participants will better understand:

• the issues relating to audience analysis and segmentation• framing & messaging • how to influence political processes and decision-making • the theory, practice and impacts (risks vs.. rewards) of campaigning• how to develop & execute campaign work-plans• the need for evaluation and exit strategies

What is a campaign?• A series of planned and integrated activities within a set timescale, that

motivates action and support for a change in national/local government policy, business practice and/or individual behaviours in order to achieve specific objective(s)

• A challenge against the unacceptable

What it is not• Business as usual (BAU)

Whether to campaignIs the campaign:

• a priority for your organisation?• essential to the delivery of the (organisation’s) objectives?• important & urgent?• communicable?• public facing?

Advocacy approachesPorticus pin wheel:

1. Working in groups and networks2. Influencing professional practice3. Influencing policy4. Challenging social attitudes5. Support and advocacy for individuals

6? Behavioural change

Risks• Pressure on resources/capacity• Lack of campaign expertise and ‘buy-in’• Potential alienation of supporters, government, business• Tension between campaigners and policy• Mixed/over-simplified messages• Running too many campaigns at the same time• Campaigning impact diluted by excessive targeting• Someone goes ‘off message’ or behaves inappropriatelyand…• The ‘Gagging Bill’ (Lobbying Act)

Rewards• Effects positive social, corporate and political change• Helps deliver organisational strategy, profile, cohesion, market

differentiation• Reach new stakeholders and demographics • Provides voice for a wider constituency• Demonstrates organisation’s ability to influence by delivering results• Constructive engagement with business, community leaders and

politicians• Convert support for the campaign to support for the organisation

(data capture)• Increased staff motivation & personal development• Supports creative and innovative thinking - it’s fun!

Campaign trends

• Disenchantment with ‘traditional’ politics and political parties?• Campaigns becoming supporter/member-led demanding engagement

–single issue focus?• Decision making paralysis at a coalition/multi-national level? • Increasing importance of social networks• Jettison strategic approaches for reactive, short-term campaigns• Mobilisation -> Movements

Campaign proposition• Enemy• Problem• Solution• Benefit• Action

• Trust: in your organisation’s values/brand• Credibility: know your stuff (but no information overload)• Belief: courage of conviction• Persuade: hearts and minds• Connect: with people’s experience• Action-orientated: enable engagement

Campaign strategy

You are here A

You want be here: Z

Strategy is how you get there

Strategy – Top 10 Tips1. Media activity aligned with corporate objectives2. Internal communication3. Prioritisation & planning 4. SMART, flexible, objectives5. Research/evidence 6. ‘Horizon scanning’ & analysis of barriers7. Benchmarking8. M&E9. Capacity 10.Budget

Top 10 Tools for campaigning1. Reports, fact sheets, newsletters and briefings2. ‘Stunts’, events, protests, direct action and public meetings3. Polls (quantified data)4. Petitions & letters5. Media, advertising, collateral6. ‘New media’ – website, social media, blogs7. Photos and films8. External ‘pegs’9. Working with partners (including celebrities)10. Research (quantitative and qualitative)

Allies and partnersStrength in numbers and a joint agenda can be very effective means of

grabbing attention. Coalition working requires clear TOR/processes.

Barriers• Reputation & trust• Cumbersome and time consuming• Will it diminish the brand? (achievement vs. attribution)Benefits• Efficient use of resources• Knowledge & information sharing• Stronger, united voice• Better co-ordination

Evaluation & exit

Outputs vs. outcomes

Learning• What worked?• Were there any unexpected outcomes?• What would you do differently?• How to maintain momentum?• How to build on your successes and embed change? (exit strategy)

Key audiences

Why segment your audience?Treat everyone the same• One extreme is to offer the same service delivered in the same way

irrespective of location, size, need

Treat everyone as individuals• Tailor every communication specifically to the individual

Segmentation is a middle ground• Divide customers into groups that display similar behaviour and

characteristics• Create services and communications based on the needs of these groups

Values

Fostering ‘intrinsic’ values - among them self-acceptance, care for others, and concern for the natural world - has real and lasting benefits.

“Values represent our guiding principles: our broadest motivations, influencing the attitudes we hold and how we act.” Tom Crompton, Common Cause.

FramesCommunicate a positive vision; capture the imagination - not doom & gloom

• Fairness• Leadership• Opport(unity)

Or• Blame• Hopelessness• Threat

It’s not all about you…

“Can you help us to help the starving refugees?” puts the charity in the middle. Instead, simply say something like: “Can you feed starving refugees?”

Messaging• K.I.S.S.• Clarify what you want to achieve (and your audiences to feel/do)• Tailor messages for different audiences• Avoid jargon - use the audience’s language• Ensure messages are relevant to the target audience• Keep messaging focused - one headline, 2-3 key points• Review/measure the impact of your messages• Understand the culture/values of your audiences• Choose the most appropriate channels

Message testing• Quantitative, e.g. surveys, questionnaires• Qualitative, e.g. 1-1 interviews, focus groups

Message House

Your home or business could flood this year. Find out now by calling Floodline or visit our flood map at www.environment-

agency.gov.uk/floodline

Proof Points

We know which homes and

businesses flood from rivers and seas in England

Climate change will make flooding more

frequent

Learn how to prepare for and be safe in a flood. It

could save your life

Key facts about our flood map

Key facts about climate change

Key facts about how to prepare and be safe in a flood

Supporting Messages

Exercise 2 - building a message house

Power of persuasion…

What motivates your supporters? How do they feel? Youcan provide a meaningful experience by…

• Offering feel-good factor/benefits• Making it easy and simple• Enabling them to be part of something bigger

We need to explore what types of communication appealto nurture these relationships

“An awful lot of storytelling isn’t about making people understand, it’s about making people care.”

Title of training course day month year

What makes a story?

The Inverted Pyramid• Most important headline message up front• The 5 Ws (& H)• All other information to support headline:

Why it is important Key statistics/research Quotes Pictures Contact details

Key platforms

Target audience(s) and outcomes influence your choice of channels:

• National, regional, local newspapers (+ on-line)• TV & radio • Agencies• Specialist, technical & lifestyle magazines• Social media/blogs

Local & regional media

• Trust• MPs et al• Local case studies• Local celebrities• News, feature, letter, listing?• Localise national issues

A picture’s worth….•

• Select photographers, build library• Utilise YouTube/FB/Instagram/Pinterest

…a thousand words?

Social Media-Top 10 Tips

1. 3⁄4 of journalists find stories via Twitter; follow key journos 2. Content is king (50/30/20% rule) 3. Interactive – rewards & risk (gatekeeper) 4. Use others to amplify & disseminate 5. Always add images, video &/or links 6. Google alerts 7. Best platform for your audience 8. Use analytics 9. Build/join communities of people & practice (#) 10. Plan!

3Ps: politics, power & policy• Where is the power• Who makes decisions?• Who can influence these decisions?

Government(s) can influence our behaviours through1. Information2. Taxation3. Regulation/legislation4. Incentives5. Regional and global frameworks/mechanisms

We influence them through political lobbying, public pressure and…voting!

Top 10 Tips for lobbying

1. Identify where support may lie (incl. cross-party)2. Research & analyse where support may lie

(MSP/MP/minister/councillor) incl. cross-party3. Be strategic4. Focus on key message(s) - grab attention and keep it (case

studies/constituent)5. State what you want them to do (and make it easy for them to do it)6. Understand the 3 Ps: process, positioning, power7. Clear, accurate and short briefings; contact details8. Follow-up & evaluate your success9. Be aware of any potential spending & other constraints due to the

2014 Lobbying Bill10. Network, network, network!

Exercise 3 – lobbying your MP

Campaign case study:Give the orang-utan a break

Destroying rainforests for palm oil in Indonesia.GP: ‘Supporters believe change happens because we campaign by shaming people to

action. It is an educative process. We campaigned on a big brand, then explained the whole story, how it all fits together and then fed back on its success. Under pressure Nestlé developed a plan which will identify and remove any companies in their supply chain with links to deforestation so their products will have "no deforestation footprint”.’

• Sinar Mas -> Nestle –> Kit Kat = public resonance/public campaign• Research + Outrage + Fun = successful global campaign

Behind the scenes • Investigation into supply chains• Research into impacts of commodity purchasing• Face-to-face meetingsFront of house• Direct Actions (AGM); Ad; media coverage (incl. Sun)• Facebook/YouTube (pulled ad)

Key strategic components

Stage 1: Vision/campaign objectives/sub-objectives/targets

Stage 2: Horizon scanning/analysis (issue, barriers, audience)

Stage 3: Frames/messages

Stage 4: Work plan - 2Ts: tactics/tools, timeline

Stage 5: Capacity & Resources

Stage 6: Evaluation

Exercise 4 - devise a campaign work-plan

Hearts & minds

“Tell me the facts and I’ll learn Tell me the truth and I’ll believe Tell me a story and it will live in my heart forever.”

Native American proverb

Thank you – additional Qs?