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How to be SMART while Building your Campaign

Your campaign objectives should be:

Specific

Measurable

Achievable

Relevant

Time-Bound

 

This will help you set clear targets that can become a reality, focus your campaign team around agreed upon goals and objectives,  remain on target throughout your work, stick to set deadlines, continuously assess your progress, and utilize all your resources.

 

  1. Specific

 

Your campaign must have clear and specific objectives to guide your actions and goals to your ultimate campaign vision. Establishing SMART objectives involves creating a campaign timeline and stating particular steps needed to keep on track.

 

Unspecific Objectives Specific Objectives
Help LGBTQ homeless youth.
  • Raising awareness of the amount of LGBTQ youth made homeless every year.
  • Open/collaborate with shelters willing to deal directly with LGBTQ youth.
  • Contact stakeholders who would be willing to support and advance the cause.
  • Create a support center/community center for LGBTQ youth to receive medical advice, counselling, career advice, etc.
Improve working conditions for LGBTQ individuals
  • Lobby for anti-discriminatory legislation.
  • Contact relevant stakeholders for collaboration opportunities or letters of support
  • Establish anti-discriminatory policies in the workplace.
  • Organize mandatory anti-discrimination/anti-harassment training for employees and employers.

 

Whatever you decide to focus on, knowing what advocacy groups are already working on similar initiatives and what key pieces of legislations may affect your cause will help inform your timeline for your campaign objectives and ultimate vision. This will also provide an opportunity for you to form collaborations with other organizations and get statements of support from members of the community, medical professionals, or politicians to advance your cause to overturn or resolve particular social, political, or legal issues.

 

  1. Measurable & Achievable

 

Making sure your campaign objectives can be accomplished allows you to measure your successes and analyze your campaign advancements. Whether your campaign is ambitious or relatively straightforward, it is important for you and your team to be able to recognize and work clearly on achievable objectives.

 

The victories or milestones throughout your campaign will be indicative of the success of your campaign. This requires keeping track of the WHAT, WHY, WHERE, WHO, and HOW. It is important to not only know WHO the stakeholders are, but WHY they are for/against your cause, WHAT the pressing issues advancing/delaying your successes are, WHERE to focus your strategies, and HOW to target pressure points/people that will help you get one step closer to your campaign objectives or ultimate vision . To achieve this it is a good idea to review your SWOT and the internal/external factors influencing your campaign (see SWOT).   

 

  1. Relevant

 

Now that you have set your campaign objectives, it is important to remain on track. At times social or political opportunities present themselves. While it may seem necessary or even natural to capitalize on these moments (through a direct action), this opportunity may also derail you from your original campaign objectives. In these situations, it is advisable to review your campaign objectives. This will help determine if any planned actions for to the opportunity that has presented itself will be relevant to the course of action/objectives you had originally anticipated.

 

  1. Time-Bound

 

Both your campaign objectives and plan need to be time-bound. This means a specific target date must be set for each of your actions, specific objectives, and overall plan will be achieved.

 

For example: If your campaign is meant to span over a period or 1, 2, or 5+ years, then you’ll need to set dates for when each of your objectives will be accomplished within this time frame. By updating, reassessing, and following the procedures for monitoring and evaluating your internal and external factors that arise during your campaign, you will be able to assess whether your anticipated timeframe is feasible.

 

Strategic Principles of Non-Violent Action

Non-violent action (or nonviolent resistance, NVR) relies on achieving campaign objectives and goals through tactics such as symbolic/nonviolent protests, civil disobedience, political and/or economic noncooperation without resorting to violent methods.

Organizations and movements that have been successful in nonviolent actions and strategies have come to the realization that ‘if people do not obey, rulers cannot rule’. Power is a relationship based consent. Simply put, individuals, institutions and systems that yield power over others have no influence if a large amount of people chose to withhold their consent to ruling practices in an organized and strategic manner.

While the pros and cons of using nonviolent actions must be assessed according to the particularities surrounding each action or cause, there are many advantages to conducting nonviolent actions within your campaign.  Agreeing upon a nonviolent approach to each campaign actions allows members of the group/organization to listen to differing points of views, be held accountable to each other, know what they are signing up for, and keep your groups united when being swayed into a different approach. This approach may not always be conducive to your campaign and should be reevaluated at all times. For centuries though, it has proven effective time and time again to counter repressive and violent political and social systems with nonviolent actions. While you may chose to resort to nonviolent strategies and actions, state actors (such as police force and armed forces) may not chose to respond likewise. Direct actions do come at personal risk and it is important to stay safe and minimize the consequences as much as possible.

For more information on how to design actions and minimizing risks: Take Risks but Take Care

 

For tips and examples of effective non-violence actions check out:

Black Queer Activists Engaged in Civil Disobedience at Gay Pride Parade

‘Die-in’ against Homophobia, Hong Kong

Steps in a Nonviolent Direct Action Campaign

The trifecta of civil resistance: unity, planning, discipline

ActUp! History of NonViolent Action

Resources for Campaign Fundraising

In the 21st century, where over three billion people communicate online, a large chunk of your campaign costs normally spent on spreading the word and communicating with each other can now be done for free. Using social networking sites, websites, blogs you can reach out to your stakeholders and raise awareness and garner support from the general population. However, while some campaigns may be relatively cost free, most will need some financial support to be successful.

There is an infinite list of resources out there for fundraise. We only list here a few to get you started

8 Surefire Ways to Run a Successful Fundraising Campaign

Fundraising UK

Engage

Campaign Petition Websites

There are many petition sites out there to help  get the word out about your campaign. Here is a list of online campaign platform tools that can provide insight into other successful campaigns, help get large numbers of people to take interest in your cause, take direct action, and write letters of support. This is particular resourceful if you are working towards a deadline such as a vote or major decision. Petitions have always played an important role in creating civil dialogue and engaging civil society – make sure to include relevant information (research, articles, policies, websites, statements of support from stakeholders)  about the cause you are petition for or against.

 

CrowdFunding Websites*

Site Fee Important Information
PinkStart LGBT Organisations Free (Fixed Funding) or

2.9% Flexible Funding

Global Crowdfunding site for the LGBT Community. Processing fee of 2.9% + 0.30 applies
Go Fund Me 5% Processing fee of 2.9% + 0.30 applies
KickStarter 5% No personal fundraising. Processing Fee between 3-5%
Indiegogo 5% Processing Fee of 3$
Chuffed No Fees No Fees

 

*It is advisable to research legal and tax matters contingent to the countries involved in your campaign as each country will have its own tax laws regarding donations.

 

Media KnowHow: Tips and Resources

Effective campaigns differ by subject, scope, audience, location, cultural/political/social relevance, finances, strategies, and tactics (to name a few). There are various models for effective online and offline campaigning, however, whatever you are working all effective and successful campaigns should adhere to these four simple characteristics/rules:

 

  1. Be clear and concise.  The core message—regardless of the media platform you choose—is easy to understand and based on one core idea.
  2. Your campaign needs to be relevant.  When exposed to the campaign, people in the target audience feel that it’s relevant to their them, their surroundings, and things taking place around them.
  3. Your Objectives need to be tangible.  The call to action is clear. This helps people understand what you are asking of them, what action to take, what ways they can support it, and if they want to engage with your campaign and strategy to begin with.
  4. Use Emotion.  In most cases, information (such as reports, statistics, etc) alone are not inherently motivating. Effective campaigns appeal to people’s emotions as much if not more than their rational side.

 

Here are some sources on tricks and tips to help you make the smart decisions about the message, timing, and effectiveness of media coverage towards your cause.

Resources:

How the Media Works

Tell It – A Campaign Guide to Getting your Message out

The Art and Science of Framing an Issue

How to Get Media Coverage for your Campaign

Press Release Tips

Setting Campaign Objectives

Identify the Problem – Be Specific!

While organizing, it’s easy to get lost in all the ways varying aspects intersect with the broader cause we are trying to work for and change. An essential process before implementing any action is identifying an issue or problem that can be tied to the broader frameworks of our cause. The purpose of this is to help you, as facilitator, and your group/organization narrow down your focus, allows members to understand each other’s different opinions and priorities, and make room for effective actions that will lead towards substantial gains in achieving your overall goal.

For example: If your group or action’s objectives are focused on LGBTQ rights, then identify the specific problem you would like to tackle such as: LGBTQ homeless youths, Anti-bullying campaigns, or AIDS awareness. Once that’s decided you can go on to identify your goals, vision, stakeholders, and overall campaign strategy!

Identify Goals and Ultimate Vision

After you have identified the specific issue your group/organization would like to focus on, it is time to establish the key indicators that mark your group’s progress. These can be considered the victories along the way that demonstrate important milestones passed in reaching the ultimate vision that you have been working towards.

Questions to Ask Yourself while Identifying your Goals and Vision

  • What problem(s) are you trying to solve?
  • How do you imagine the world after you have resolved the problem? tangible , outcomes, expected outcomes of the campaign, (policy change? win court case?)
  • What are the changes needed to resolve this issue?
    (developing key strategies)

Identify a Target Audience

Every cause will have particular stakeholders, targets, and audiences that need to be considered before you can move forward with your actions. Stakeholders can be anyone (people, groups, organizations, and institutions) that are involved in or affected by the problem you are trying to solve. These people may be supporters of your campaign, be affected by the issue in one way or another, be responsible for the problem, or be in a position of power to change the situation. Either way, when creating your campaign, you need to know everything about your stakeholders, their relationship to each other and the problem at hand, and identify their willingness or unwillingness to help you advance your cause in order to come up with an effective strategy to resolve the problem.

Here are some examples of questions that will help you identify and map out your stakeholders provided by the Tactical Technology Collective:

Discuss the interaction that is at the root of the problem your campaign wants to address. Who creates the problem? Who is affected by it? How and why are these entities connected to one another?
Continue, taking notes as you go along, until you can identify the interaction between entities (nodes) that most represents what you seek to change.
Identify all of the nodes between which this kind of interaction is happening.
Place these nodes at the center of your map.
Identify the relationships of these central nodes with others nodes on your map. Start locally and move outward regionally, nationally, internationally and globally, if relevant. Depending on your problem, expand your map with two or more levels of nodes (marking these in a clear way):
First level: entities with direct contact to the central nodes (family / local)
Second level: entities with contact to the first level (regional / national)
Third level: nodes with general influence on the issue (international / institutional)
Next, draw lines representing relationships between these nodes and identify the kind of relationship they have; for example:
Power
Mutual benefit
Conflict
Potential

Building your Overarching Strategic Frameworks

Now that you have decided what to campaign on, what your goals and ultimate vision are, and who your key stakeholders are, you are ready to create your campaign strategy. The first step is identifying what would need to change for the problem to be resolved. This is a good time to assess your organization, the work you have done so far, and the cause you are working for.

  • Identify where you will have the most impact.
  • Asses which objectives and goals you can achieve.
  • Identify who will help you achieve these goals.

One of the simplest ways to assess this information is to create a SWOT (Strengths/Weaknesses/Opportunities/Threats) analysis. This is a popular and effective way to measure your campaign strengths, weaknesses, and everything in between:

Analysis_SWOT

 

Set Campaign Objectives

Your campaign objectives should help you map out, plan, and design the actions and events that will achieve the desired outcomes. This will also be vital in monitoring and assessing the effectiveness of your campaign. It is important to do this in order to be able to assess if your campaign actions are yielding the necessary results to get you closer to your ultimate vision.

Campaign objectives need to be SMART (Specific, Measurable, Achievable, Relevant, & Time-Bound).

Check out this mechanism of change worksheet provided by The Change Agency.

Storming the Stage: A History of Disruptions to Advance Our Rights

Excellent article from the Advocate

 

Storming the Stage: A History of Disruptions to Advance Our Rights

Storming the Stage: A History of Disruptions to Advance Our Rights

Jennicet Gutiérrez, a transgender woman and undocumented immigrant, received both praise and condemnation for interrupting President Obama’s speech at a White House LGBT Pride reception in June to call for an end to deportations. But whatever you think of her action, it’s inarguable that it’s part of a long tradition in our movement.

For more than 40 years, LGBT activists have been interrupting speakers, forcing their way into events or significant spaces, and sometimes even throwing pies to either challenge our adversaries or push our allies. Here we look at some of these instances we call “storming the stage.” We’re avoiding sanctioned protest marches, like the various marches on Washington, or spontaneous reactions to injustice, such as the Stonewall rebellion, the Compton’s Cafeteria uprising, or the White Night riots — they have all been important in our history, but this article focuses on a specific kind of action

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Above: Barbara Gittings, Frank Kameny, and John E. Fryer in disguise as Dr. H. Anonymous at an APA panel discussing psychiatry and homosexuality. Photo by Kay Tobin Lahusen (Wikimedia Commons)Gay Activists Disrupt Psychiatrists’ Conference, 1970
The American Psychiatric Association removed homosexuality from its list of mental disorders in 1973, but the process began when gay activists invaded and disrupted the APA’s conference in San Francisco in 1970. Outside the convention center, some formed a human chain; inside, some greeted psychiatrist Irving Bieber with “shouting matches and derisive laughter,” according to Hannah S. Decker’s 2013 book The Making of DSM-III: A Diagnostic Manual’s Conquest of American Psychiatry. “Pandemonium broke out,” Decker writes, and speakers and activists exchanged heated language. Gay advocates disrupted the APA convention again in 1971, but in 1972 the event included an officially sanctioned gay panel, featuring legendary activists Barbara Gittings, Frank Kameny, and John E. Fryer in disguise as Dr. H. Anonymous — he was a psychiatrist who could have lost his license if his homosexuality became known. And the next year, the APA decided it would no longer consider homosexuality a mental illness. “The gay activists were the catalyst,” New York City–based psychiatrist Jack Drescher told Reuters this year.

 

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A Pie in the Face for Anita Bryant, 1977
Bryant, a popular singer turned spokeswoman for the Florida citrus industry, added “antigay crusader” to her résumé in 1977. A conservative Christian, she became enraged when the Miami–Dade County government enacted a gay rights ordinance that year. Her activism led to a voter repeal of the ordinance and a statewide ban on adoption by gay people, repealed just this year (it had been unenforceable since a 2010 court decision). Not satisfied with campaigning for antigay discrimination in Florida alone, she took her crusade national. At a press conference in Des Moines on October 14, 1977, gay rights activist Tom Higgins threw a pie in Bryant’s face.She commented, “At least it was a fruit pie,” then prayed for Higgins and burst into tears. Her antigay activism did serious harm in the short run but was counterproductive in the long run, providing an opportunity to educate the public about gay people. “In the weeks before and after Dade County, more was written about homosexuality than during the total history of mankind,” Harvey Milk said later.

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Above: Bowen (second from left); Reagan (far right).Boos for Reagan AIDS Policies, 1987
AIDS activists were incensed by Ronald Reagan’s long silence about the disease and lack of action on it, as well as the wrongheaded proposals of his administration, such as a call for routine voluntary HIV testing for all and mandatory testing for some. At the 1987 International Conference on AIDS, held in Washington, D.C., President Reagan, Vice President George H.W. Bush, and Health and Human Services Secretary Otis R. Bowen were heckled, booed, and hissed by activists. Hundreds stood in protest during a speech by Bowen and attempted to shout him down; a group called the Lavender Hill Mob was behind the action. Fortunately, routine/mandatory testing did not become the law of the land, although some other harmful policies were enacted in the Reagan years — for instance, a ban on the entry of HIV-positive immigrants and visitors into the U.S., finally lifted under President Obama in 2009.

 

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ACT UP Shuts Down the FDA, 1988
The AIDS Coalition to Unleash Power, founded in 1987, took direct action to new levels. One of its highest-profile efforts came October 11, 1988, when hundreds of protesters tried to enter the Food and Drug Administration’s headquarters in Rockville, Md., in a call for reforming the drug approval process to speed up the availability of AIDS medications. They did not manage to enter the building, but they did block access to it, and the FDA shut down for a day. And the agency soon began seeking input from AIDS activists and adopted many of their ideas.

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ACT UP Confronts Catholicism and Capitalism, 1989
ACT UP continued driving home its points in 1989. In December of that year, dozens of ACT UP members and allies disrupted a Mass at St. Patrick’s Cathedral in New York City, condemning Cardinal John O’Connor’s statements against gay sex and condom use; he urged sexual abstinence to fight AIDS, saying, “Good morality is good medicine.” Some protesters chained themselves to pews, and others lay down in the cathedral’s aisles, while thousands more demonstrated outside. “O’Connor says get back, we say fight back,” they chanted. More than 100 people were arrested. Just two months earlier, ACT UP activists had infiltrated the New York Stock Exchange, chained themselves to a balcony, and halted trading in protest of the cost of AIDS drugs. Shortly thereafter, drugmaker Burroughs Wellcome lowered the price of AZT, the first AIDS med approved by the FDA.

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Above: A cartoon by Danny SotomayorDanny Sotomayor Speaks Truth to Power, 1989
Sotomayor, a Chicago-based nationally syndicated cartoonist, was a thorn in the side of many,including President George H.W. Bush, commentators Andy Rooney and Mike Royko, and most especially Chicago Mayor Richard M. Daley (son of another famous Chicago mayor, Richard J. Daley). Eventually, the second Mayor Daley became known as an ally of LGBT people and those with HIV or AIDS, but his first few years in office were rocky. Sotomayor, a founder of the Chicago chapter of ACT UP, often criticized Daley’s response to the AIDS crisis in the city; at a 1989 press conference where the recently elected mayor announced an AIDS action plan, Sotomayor shouted him down, calling the mayor’s words “garbage.” It was one of many confrontations the cartoonist had with the mayor and other powerful types, making a major mark in his brief life. Sotomayor died of AIDS complications in 1992 at the age of 33.

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Queer Nation on the Oscars Red Carpet, 1992
They didn’t quite disrupt the Academy Awards, but activists with Queer Nation managed to take their cause to the red carpet prior to the ceremony on March 30, 1992. The group was objecting to the portrayal of LGBT people as villains in high-profile films. Two had been released the previous year and were Oscar-nominated: The Silence of the Lambs, which would go on to sweep the major awards that night, featured a transgender serial killer, and JFK, a largely fictional “historical” film, had a gay cabal plotting the president’s assassination. Another was about to be released — Basic Instinct, starring Sharon Stone as a bisexual serial murderer. Hundreds of demonstrators clashed with police in riot gear outside the Dorothy Chandler Pavilion in downtown Los Angeles, resulting in punches being thrown, arrests made, and “Fag” stickers slapped on 24-foot-tall Oscar statues. “We were told that we would be given room on the sidewalk,” protester Annette Gaudino told The Advocate in 1992. “The next thing I know, the police just came out swinging.”

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Lesbian Avengers Invade the U.N., 1994
Direct action groups proliferated in the late 1980s and early 1990s. The Lesbian Avengers, founded in 1992 in New York City, stormed the stage at a United Nations Development Fund for Women conference in 1994. Members of the group grabbed the mike and told attendees, “You can’t raise chickens in jail,” making the point that economic development wasn’t a sufficient solution when in some nations, lesbians were persecuted and prosecuted simply because of their identity.

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A Christmas Surprise for N.Y. State Senator, 2009
As states began considering marriage equality bills, it looked like New York would join the equality column in 2009, but the legislation failed to pass. State Sen. Hiram Monserrate of Queens had initially voiced support for the bill but then voted against it, being one of a handful of Democrats who did so, and in reaction an ACT UP-style LGBT group called the Power crashed his Christmas party in December of that year. It happened to be the one-year anniversary of Monserrate’s attack on his girlfriend Karla Giraldo, dragging her through his apartment building’s lobby, resulting in his conviction on misdemeanor assault charges. “Hiram believes marriage should be between one man, one woman, and a broken bottle,” screamed one protester, referring to the accusation that Monserrate had slashed his girlfriend’s face with broken glass, something the senator claimed was an accident. “It’s the one-year anniversary of Hiram slashing his girlfriend! Hiram’s a wife beater! He can get married and we can’t!” screamed the same unidentified protester before throwing the event into chaos and being tossed out of the party. Members of the Power also called out Monserrate’s gay chief of staff, Wayne Mahlke. Monserrate was subsequently expelled from the Senate, and New York legislators approved a marriage equality bill in 2011.

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Activists Interrupt Bill Clinton at AIDS Conference, 2014
LGBT and AIDS activists had high hopes when Bill Clinton became president in 1993, but they held his feet to the fire after he dashed those hopes with legislation such as “don’t ask, don’t tell” and the Defense of Marriage Act. Advocates continued confronting him post-presidency as he worked on global concerns. At the International AIDS Conference in Melbourne, Australia, in 2014, he was speaking on the state of HIV prevention and treatment in Asia and Africa when activists marched to the front of the auditorium chanting, “Clinton end AIDS with the Robin Hood tax,” a proposed tax on stock trades to help fund AIDS services. The former president ended up being a textbook example of how to respond; he kept his cool and let the protesters have their say, Australia’s Star Observer reported. As they continued chanting, he asked the audience, “Have you got the message?” then said, “Give them a hand and ask them to let the rest of us talk,” upon which the demonstrators took their seats.

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Queer People of Color Occupy Gay Bars in Castro, 2015
In reaction to violence against people of color and transgender Americans, 150 activists with Queer Trans People of Color marched into two bars in San Francisco’s Castro District that serve a largely white clientele. In support of #BlackLivesMatter and #TransLivesMatter, “they chose to interrupt business-as-usual over the Martin Luther King Day weekend at two bars, Toad Hall and Badlands, regarded as sites of middle-class white privilege,” S.F. Weekly reported. As the decried what they saw as the larger LGBT movement’s half-hearted response to the killings of marginalized people, they temporarily shut down Toad Hall and drew reactions “ranging from tearful embraces to rudeness and physical encounters,” according to the paper.

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Trans Activists Storm the Stage at Creating Change, 2015
This year has continued to be marked by direct action. At the National LGBTQ Task Force’s Creating Change conference in Denver in February, about 100 transgender activists and allies,led by Bamby Salcedo, stormed the stage and interrupted emcee Kate Clinton, carrying handmade signs and chanting “Jessie Presente!” in reference to 17-year-old queer Latina Jessie Hernandez, who was shot to death by Denver police the previous week. Salcedo demanded better accountability on the part of police and the criminal justice system, and called for LGBTQ organizations to include transgender people on their boards and staffs as decision-makers. “If you serve us, you need to include us,” Salcedo said to a crowd cheering and raising their fists in solidarity. Task Force deputy executive director Russell Roybal thanked the demonstrators for their input and announced that Denver Mayor Michael Hancock would not speak as planned.

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#BlackOutPride Protesters Disrupt Chicago LGBT Parade, 2015
The LGBT Pride parades held in many cities on July 28 of this year had a particularly festive atmosphere, as the U.S. Supreme court had ruled in favor of nationwide marriage equality two days earlier. But a group called #BlackOutPride called out racism among white gays and drew attention to the situation of trans people and people of color. Eight people interrupted the Chicago parade with a die-in, lying on the pavement, as others with the group stood around them carrying signs. A statement was read explaining “why, as more than one sign declared, ‘Marriage is not enough,’” TruthOut reported. The statement was this: “Queer youth experiencing homelessness, and the plight of trans and queer communities of color, is not merely an issue of transphobia and homophobia in Black and Brown communities; it is equally about classism, racism and gentrification. It is about the draconian measures of austerity that push our people onto the street, refuse us reentrance into real estate and the job market, and the police and prison systems which work together to ensure we stay locked out. Young, Black, Brown, Native, trans, poor, working, immigrant and disabled people are suffering because every system of governance in this country is geared to destroy us.”