Key

eleme
nts of
an
effecti
ve
camp
aign
strate
gy

What
needs to
change? T
o answer
that
question, it
takes:

a purpose
that drives
the
campaign
strategy.
an analysi
s of the
situationa
nd the
specific pro
blem the
campaign
will
address(ide
ntified in
the
Campaign
planning
stage)

a vision for
the future
the
campaign
is intended
to
contribute
to.

How will
the
campaign
contribute
to
change?
The
strategy
needs:
a theory of
change tha
t explains
how the
campaign
will
contribute
to the
desired
change.
(See
Theories of
Change in
Campaigni
ng)

the
solutions or
pathways
of change
promoted
by the
campaign,
i.e. the
changes in
policy,
institutional
practice or
peoples
behaviour
that the
campaign
will aim to
achieve
(goals,
specific
outcomes)
.
the approa
ch or types
of
actionsto
be carried
out, by
whom, how
and when.

Who are
the
stakeholde
rs? The
strategy
must
define:

The target
audiences,
i.e. the
persons or
institutions
the
campaign
needs to
influence to
attain its
goal, and
how these
audiences
will be
reached.
(See also
Stakeholde
r Analysis)
Prospective
allies and
participatin
g groups
likely to join
the
campaign,
and their
potential
roles in the
campaign.

What
strategic
elements
of the
campaign
are needed
to reach
its
goal? An
effective
campaign
strategy
requires
sub-
strategies
for specific
aspects of
campaign
implementa
tion:
The comm
unications
strategy,
which
outlines key
messages,
and the
channels
and tools
by which
the
campaign
will
communica
te with the
target
audiences.
The resour
ce
mobilizatio
n strategy,
which maps
available
and
required
resources
(financial,
institutional,
networks,
etc), and
outlines the
campaign
fundraising
plan. (See
Resource
Mapping
and
Financing
and
Fundraising
Strategies)

A scaling-
up strategy,
if it is
intended to
bring the
campaign
to a larger
scale.
An exit
strategy,
which
determines
when and
how the
campaign
will be
ended.

In longer-
term
campaigns,
it may be
useful to
include
different sc
enariosfor
the future.