Introduction to Toolkit
The Campaign Accelerator blends high-performing campaign strategy tools with proven methods inspired by design thinking.
This is a practical guide for planning campaign projects that put people at the centre of our efforts for change through a collaborative process that involves the entire project team using visual templates, methods and exercises.
To access the PDF of each module click on the heading link.
Module 0 – Introduction, Table of Contents
People powered campaigns thrive on strategies that put people at the centre of change. It’s a shift for many campaigns and campaigners, so we created the Campaign Accelerator to blend a systems approach to strategy with proven methods inspired by design thinking. We’ve found that this hybrid approach enables teams to build campaigns that engage more people in deeper, more powerful ways, quicker. By accelerating the planning process we can get campaigns out the door faster, and learn and adapt from our campaigning to create more effective people powered campaigns.
This is an action-based process. We develop ideas and test theories. We get out of the meeting room and work with key audiences. Over five days, the plan evolves and gets refined. By the end of the five day programme, teams generate a project plan with clear next steps based on an analysis of the problem and solution, audience feedback, and tested ideas that address the campaign challenge. Teams also walk away with processes and tools for radical collaboration and planning that can be taken forward and used long after the Accelerator ends.
Module 1 – Define
Purpose
At this stage we are beginning to define where the campaign will go, aligning on vision, exploring the problem and system that creates the problem. We will identify topline strategies and the key people that we want to engage and influence.
Outcomes
At the end of this stage you should know which problems you will focus on solving and the system you are campaigning to change. You should have a first iteration of your strategic direction and the key people you need to engage with to create that change.
Templates
- Problem Diagram
- Context Map
- System Map
- Iceberg
- Systems Campaigning Toolkit
- Who will you work with
- Campaign Canvas
Module 2 – Sense
At this point you should have defined your challenge, have an idea of possible strategies and key stakeholders and audiences you need to engage and mobilise.
Purpose
To build a deeper understanding of and empathy with the specific audiences we need to engage and conduct field research to provide inspiration for how we can motivate and engage those audiences to be part of the solution.
Outcomes
At the end of this stage you should have insights about each of the audience segments for your possible strategies. This may enable you to make decisions about strategies, narrow audience focus and it will provide you with a solid base from which to proceed to idea generation.
Templates
- Persona Worksheet
- Framing worksheet
- Questioning Worksheet
- Interview Worksheet
- Insight Statements Worksheet
- First Focus Questions Worksheet
- Focus Questions based on Insights Worksheet
- Focus Questions Mash-Up Worksheet
- Focus Questions Formula Worksheet
Module 3 – Create
At this point you should have defined your challenge, have an idea of possible strategies and tested these with key stakeholders and audiences to understand their motivations, barriers and how they relate to the issue. From these audience insights, you should have developed some focus questions (see Module 2).
Purpose
To generate and develop ideas based on your sensing insights that will inspire and engage specific audiences to engage with the project and help create change.
Outcomes
At the end of this stage you will have a few ideas with enough detail that you can test the concepts and tactics with specific stakeholders & audiences to support your project strategy.
Templates
- Creative Model
- Idea Generation
- Idea Evaluation
- Idea Development
- Idea Concretisation
- Revolutionary Matrix
Module 4 – Prototype and Test
Purpose
To create quick and rough prototypes of the campaign solution and test with audiences and allies to determine key project activities and improve ideas through feedback.
Outcomes
At the end of this stage you should have a clear direction for the campaign solution and as well as feedback from audiences to build on and improve ideas for implementation.
Templates
Module 5 – Plan and Pitch
Purpose
To turn the work you have done as a team by working through Define, Sense, Create, and Prototype into a plan you can take forward with clear next steps. You should generate an outline of a plan with enough actionable details and success indicators that the team is able to proceed with key activities, and establish how you will work together as a team.
Outcomes
Your specific outcomes will depend on what you want to accomplish during the accelerator, and the specific end products your team needs. The important thing is to agree as a team a plan for how you will take your strategy and ideas forward. This may include further research, sensing and testing. This guide is composed of the exercises we typically use at this stage to create a plan teams can take forward.
Templates
- Creating a call to action
- Engagement Pyramid
- Your Engagement Pyramid
- Open Campaigning Handout
- Creating a team culture
Sample Agenda
A sample agenda of each specific module.
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