Issue Identification

Be concrete and specific in naming the problem or issue in order to target a solution.

Goals

Name one - four clear goals for the campaign. These will be your yard-stick for determining success.

Targets

Who makes decisions about this issue? What influences or changes their decisions?

Core Constituencies

What people/groups are most affected by this issue? Who among them will be willing to participate in finding a solution?

Allies

In addition to the core constituents, who will be supportive and helpful on the organizing effort? How will you get their support?

Opposition

Who stands on the other side of this issue and will attempt to block/thwart or work against you? How do you deal with them?

Key Messages

Identify two to four key messages for your campaign. Articulate them clearly and in a language that is accessible to the public.

Tactics

What tactics will you use to accomplish your goal/s? (Much of this will be driven by power relations, community perceptions and strength of the organized base.)

Activities

Design activities to accomplish several things such as increasing involvement of your base, impacting the media, showing strength to decision-makers and gaining the initiative.

Organizational Structure

How will you be organized to accomplish your goal? Who makes what level of decision? How can you communicate efficiently?

Budget

Determine the minimum amount of money you need to conduct a campaign and how you might secure that. Build budgets with varying levels of resources. (Consider personnel, office supplies, materials, etc)

Staff/Volunteers

Will this campaign require paid staff? If so, how many and what will they do? How many volunteers are needed?

Community Building Activities

Design a few activities to build community and familiarity among the organizers.

Evaluation

How will you evaluate your campaign? How will you know if you were successful? Besides reaching our major goals, what other outcomes are desirable?