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Campaign Strategy Planning Template

This planning template prompts you to apply a number of different campaign strategy, community organising, and civil resistance concepts and tools. Copy the template into your own document. As you complete each section delete the instructions (text in italics) until you have your own plan, or initial document to discuss in your organisation.

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Elements of Campaign Strategy

This overview of campaign strategy elements is offered to clarify language shared by campaigners. The elements include campaign focus and goals; vision; situational analysis; critical path analysis; organisational considerations; allies, constituents and targets; objectives; tactics; evaluation and success indicators.

Cover of the handbook. Includes a black and white photograph of a group of people rallying and the text 'Organizing: People, Power, Change'

Organizing: People, Power, Change

This handbook, based on the work of Marshall Ganz, aims to support you in developing your capacity for effective community organizing. It covers five key practices of organizing.

A group of people stand on a bridge holding large letters spelling 'Global Goals'.

Tactics analysis

A process guide to be used in training workshops and planning sessions to develop campaign strategy. Activists often love our tactics! We can even be wedded to our favourite tactics. Here’s a tool to help move from tactics to a larger strategy conversation by analysing tactics.

Cover of the report 'Networked Change: How progressive campaigns are won in the 21st Century'

Networked Change

Directed-network campaigns combine self-organized people power with enough centralized structure to focus on clear political and cultural targets. The Networked Change Report maps out the strategies and practices that made today’s most successful advocacy campaigns work.

Photograph of a number of paper plates laid out on the ground with a person pointing at one. The plates have writing on them describing campaign steps.

Critical-path analysis: Process Guide

A process guide to be used in training workshops and planning sessions to develop campaign strategy. Critical path analysis can shift focus to outcomes rather than tactics and provide experience and skill in defining clear objectives. The process also deepens understanding about how change happens and clarifies key threads running through a campaign.

Photograph of River Red Gum trees submerged in water.

Victorian Red Gum Forests: A Historic Victory

A comprehensive case study of the successful campaign to protect Victorian Red Gum Forests. Includes the history of the Barmah-Millewa Campaign, its goals and results. Given the historic outcomes of the campaign it is worth examining how such an effective green-black alliance emerged in south-eastern Australia.

People walk across an open square. The ground is painted with a calendar depicting days of the week and dates.

Tactical Timeline Guide

A process guide to be used in training workshops and planning sessions to develop campaign strategy. A tactical timeline can support the development of a strategy designed to win over third-party support. This exercise needs to be used after the spectrum of allies exercise. It can also be used to enrich a critical path.

Photograph of multiple pairs of metal scissors.

How to cut the issue into bite sized chunks

A process guide to be used in training workshops and planning sessions to develop campaign strategy. This process will help reduce the scope of campaigns in order to focus efforts on where change can really be achieved, and consider the possible consequences of working on one part of a problem rather than others.

Picture of a red manual.

Campaign Strategy Guide

Social movements become more powerful as more people are equipped to analyse their political context, consider paths to change and mindfully plan tactics. This Campaign Strategy Guide equips activist educators to facilitate a range of participatory exercises with activists, organisers and citizens. It can also be used as a do-it-yourself guide for campaigners.

Cover of Original Power's Building Power Guide - features a drawing of a turtle in red.

Campaigning to Solve Our Issues

This is an introduction to campaigning for Aboriginal and Torres Strait Islander people. Campaigning involves activating, mobilising, and organising people to make change and influence others to make change. This is an excerpt from Building Power: A Guide for Aboriginal and Torres Strait Islanders Who Want to Change the World.

A group of people stand behind a Lock the Gate banner and hold yellow triangles in the air.

Coal Seam Gas – The Ongoing Battle

The struggle between the developers of unconventional gas (coal seam, shale and tight gas), farmers and communities has struck a chord with people all over the country and has rightly been referred to by Lock the Gate as ‘the fastest growing social movement in the country’. This short case study shares some of the keys to success of the LTG approach.

A large crowd marches behind a banner reading 'Peoples Climate March'. The march is led by First Nations people. Marchers hold colourful placards depicting sunflowers. A large banner is held high reading 'Frontlines of Impact, Forefront of Change'.

Networked Change Campaign Grid

The Networked Change Campaign Grid provides a clear path for integrating top-performing approaches into your strategic planning and design process. This worksheet helps you apply the principles of the directed-network campaigning.

A group of people gathered to protest the proposed development at James Price Point

What makes Non Violent Direct Action (NVDA) effective?

Nonviolent direct action can play a powerful role in campaigns. This article summarises some of the characteristics that can make NVDA either effective or ineffective, and encourages the use of clear tactics criteria in developing campaign strategy.

Image of protesters gathered with flags tied around them

Learning From a Tibet Campaign Win

Kyinzom Dhongdue from Australian Tibet Council shares the story of a campaign win and the lessons that can be taken from it. The country’s oldest university cancelled a talk by the Dalai Lama. Within a week, the University of Sydney backtracked and released a hasty statement welcoming His Holiness on campus in June. The short campaign shows the value of rapid response people power tactics.

Protestor holding Stop Adani sign on stage with Queensland Premier Annastacia Palaszczuk.

Stop Adani and the Suffragettes: Reflections on targets and tactics

Joel Dignam analyses two campaign moments: Stop Adani’s targeting of the ALP in the 2018 Queensland state election and the UK women’s suffrage campaign targeting of Liberals in 1905. The lesson? Target those most likely to give you what you want, and sometimes that means creating political risk for them.

3 tools to test your campaign

3 tools to test early versions of campaign ideas with target audiences starting with deciding on what to prototype. These tools are by Mobilisation Lab.