Timeline and Tactics
Engagement Campaigns
NOV
2Election Day
ENGAGEMENT
PERSUASION MOBILIZATION
Traditional Campaign Phases
Engagement Campaign
What are some major dates?
What are some major dates?
November 2: Election Day
Voter Registration Deadline
Fundraising Deadlines
Labor Day Weekend
Halloween
What are some major dates?
November 2 Election DayFundraising Deadline
Labor Day Weekend
Halloween/GOTV
Voter RegDeadline
What is your goal for each peak?- Volunteers and Donors
Zoom In to a Peak
Labor Day
Set your Goal:How many volunteer leaders do you need?How many volunteers do you need to recruit?How much do you need to raise?
Identify smaller peaks in this phase of the campaign
Four Criteria for Choosing Tactics
• Will it get you closer to your goal?
• Will it use your resources creatively to shift power? Does it build new resources?
• Will it create organizational capacity?
• Will it develop leadership and buy-in?
HOW?
Tactics: What do you do?
• Are there people you can reach more easily?
• Unique chances to get your story covered?
• Does it drive people to take action?
Tactics: What can you do?
Websites Partner Outreach
Email Field and Volunteers
Social Networking Events, Rallies & Vigils
Social Media Fundraising
Marketing & Ads Media & Bloggers
Strategic Planning
Breakout
NOW:• Identify major peaks through Election Day
• Create a second timeline through Labor Day
• Brainstorm tactics to reach your goal
LATER:• Use the “Tactic Scale” to help rate tactic choices• Start to fill in your Strategic Planning Calendar for
each phase of your campaign
Breakout
Return at 5:20
So…. What is this winning thing?
• Create your website, social media and social networking content
• Launch a strategic email campaign– Tonight: Introduce your campaign– Monday: Supporter Events– Other messages are up to you
• Strategic Plan