Creating people-powered change: Campaigning theories, strategies and tactics to engage and mobilise people to action

This masterclass will provide attendees with a practical overview of the latest advocacy and campaigning methodologies that can engage millions and inspire them to act. We’ll examine a range of examples from the global campaigning landscape to introduce participants to key themes and trends in 21st-century campaigning. The training will focus on three key practice areas:

Campaign Strategy: How to develop a strong vision and effective supporter-centred theories of change, including:

  • Defining a problem through systems and root-cause analysis
  • Mapping targets: who has the power to unlock change
  • Segmenting and defining key audiences and clear roles for people
  • Developing creative campaign briefs that enable effective creative and tactical ideation

Creative Campaign Tactics: How to develop participatory campaigns that engage supporters in meaningful action, including:

  • Beyond petitions: building an engagement pyramid that goes ‘beyond the first click’ to deepen engagement
  • Linking online and offline action
  • Exploring full potential of people-powered tactics – from digital volunteering to distributed organising

Storytelling and Culture: How to inspire new audiences and motivate supporters to act, including:

  • Crafting compelling campaign narratives and story frames through testing and experimentation
  • Building a toolkit of creative assets for deployment
  • Developing distribution strategies that reach target audiences via both earned and paid digital media strategies
  • Participants will also have the opportunity to workshop campaigns based on problems and issues that delegates bring into the session. The session includes hands-on skill and experience sharing focused on learning from one another to build capacity and foster innovation.

Learning outcomes

  • How to develop public mobilisation campaign strategies that engage supporters and motivate them to take meaningful action
  • How to leverage culture to develop stories that inspire supporters
  • How to design outreach strategies and tactics to recruit new supporters and reach existing ones effectively

Who should attend

  • Delegates who want to learn how to practically build campaigns focused around generating public action
  • Fundraisers seeking to understand how to deploy new engagement tactics in their work
  • Leaders looking to learn about innovative approaches to building strong supporter bases through blended digital and offline strategies
  • Delegates who have specific campaign ideas that they would like to collaborate with others to co-create.

Session style: At the core of the approach is a hands-on, participatory session where delegates will be invited to apply new principles and frameworks to real campaign challenges or scenarios