Welcome Back!Welcome Back!
Thank you to our sponsors!City of Richmond
Office of Neighborhood SafetyThe California Endowment
Y&H Soda FoundationBay Area LISCLISC National
Morning Agenda: May 31, Morning Agenda: May 31, 20122012
9:00 Welcome & Introductions
9:15 Ice Breaker
9:30 Campaign Strategy Chart (Local)
11:00 BREAK
11:15 Campaign Strategy Chart/Debrief
12:15 LUNCH
Afternoon Agenda: May 31, Afternoon Agenda: May 31, 20122012
1:15 Your Issue
2:30 BREAK
2:45 Involving Others & Building a Base
3:30 Reflections & Discoveries
4:15 Evaluation
4:30 Adjourn
Review: What We Learned, Review: What We Learned, Part 1Part 1
1. Managing a Member-Driven Effort/Organization:
a. Structures: Coordinating Council, Staff, Momentum Teams, Members
b. Processes: Governance policies, membership criteria, forming and training teams, kicking people out
Review: What We Learned, Review: What We Learned, Part IIPart II
1. Three Decision-Making Techniques:
a. Ethics Gym (Food Justice, Kids Now, Home Developers): using explicit ethics and intentions to guide decisions
b. Fist to Five (New Planet): high-stakes, limited resource decision-making
c. Decision Matrix (blue walls): using defined criteria and ranking to make a transparent and accountable decision without fighting
What We’ll Learn TodayWhat We’ll Learn Today
1. Techniques to develop strategies and take action:
a. Turning a “problem” into an “issue”
b. Developing an action strategy related to a real local issue
c. Developing an action strategy to address the specific interests that brought you to this training
d. Identifying other people who are part of your “base”
Campaigns, Problems, Campaigns, Problems, IssuesIssues
Campaign: A group of activities dedicated to achieve a specific goal by changing the power relations within a defined time frame
Is it an issue or a problem?◦ Problem: Big and broad, too general, abstract, no accountable target, what you are asking for is fuzzy:◦ Issue: Concrete, winnable, doable, clear
target (person with a name), clear demand
e.g. We want to keep all kids in school!
e.g. We want the California State Assembly (Toni Atkins) to amend penal code 55 by Dec. 13, 2013 so all children under 18 go to counseling instead of jail if arrested.
Is It Strategy or Is It Is It Strategy or Is It Tactics?Tactics?
Strategy is a plan or series of actions to accomplish your goal
Tactics are specific individual actions you take to advance your overall strategy.
What do you need to do to get your target to get you what you want?
High-heat v. Low-heatValues: How do you feel about your tactics
and why?
Types of TacticsTypes of TacticsParticipatory Action Research: Publish DataHave the“influencer” call the targetMedia blitz: Press conferences, news articleGive praise: Public thank you, give an awardBuild relationships: One-on-ones, study circles,
research meetingRally, march, protestPublic meetings: Forums, accountability session,
demand sessionPetition driveLetter-writing campaignThreatsLawsuit
Which are high-heat and which are low-heat? Why?
When do you use one v. the other?
Building a BaseBuilding a Base
People Power: Relationships = Power
Outreach: The purpose of outreach is to identify new members in order to develop leaders and build your campaign base.
Your Base: The “base” is your members, people who will take action on behalf of the campaign.
Preparation StepsPreparation StepsHave a clear “issue cut”Set recruitment goals and planIdentify good “points of entry” or “tur
f”Choose the appropriate activityDevelop a “rap”: be very clear about
what you are asking them to do:◦Attend an info meeting◦Give money◦Sign a petition◦Become a member
Basic Outreach Activities Basic Outreach Activities Canvassing a neighborhood, clinics, bussesOne-on-one (personal visits)Sign a petition Info MeetingsTablingFree trainingsGround truthingTestimonialsParticipatory action researchHouse meetingsListening sessionsPublic events or celebrations
Execution StepsExecution StepsMeet people who are “most impacted”
Identify their “self interest”
Assess their potential for involvement and collective action (social capital)
Record their contact information
Work the list in order to build relationships and ask them to become members and get involved
Self-InterestSelf-InterestSelf Interest: What someone gets out of
something, something that matters to their life
Not selfishness, not selflessness
Example: I am part of the Mid-City CAN Access to Healthcare Momentum Team’s Campaign for a Healthy Neighborhood because my son has autism. A healthy neighborhood will get my son the treatment he needs while not disrupting the attendance of his siblings and helping me to stay employed because I won’t have to miss so much work to take him to appointments.