NCVO: New report says campaigners must see issues through to the end
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Wednesday, 21, Nov 2007 12:00
A new report, which has evaluated over ten years' of charity campaigns, and come up with the ten key elements to successful campaigns, says that charities must get better at seeing issues through to the end. The report, which for the first time ever assesses the effectiveness of charity campaigns, identifies patterns that have characterised winning campaigns over the past decade. The report, Tips for Good Practice in Campaigning, has been published by the Campaigning Effectiveness Programme, based at the National Council for Voluntary Organisations (NCVO), and is available free at www.ncvo-vol.org.uk/ce.
Chris Stalker, Head of Campaigning Effectiveness, said:
'Securing meaningful social and political change can take years. While it may seem that the smoking ban came on all of a sudden, it has taken around 40 years for that to come into effect.
'The important thing for the credibility of charities and campaigners is to ensure that we finish what we have started. Government commitment to change should not be the end for campaigners, but a new beginning, to ensure that changes are implemented effectively, for those on whose behalf we carry out the campaigns.'
The report highlights some common pitfalls for campaigners:
Moving on prematurely - sometimes, it is just at the point when issues are
moving up the political agenda, that the campaign draws to a close, as the organisation moves onto a new issue
Lack of stamina - the best campaigns focus on forthcoming events, however
if campaigners focus too much on these and the short term opportunity, the momentum for the long term goals can be lost
Limited vision - this is the tendency to focus too much on a campaign
launch, and not think far beyond this
Policy change is just the beginning - implementation is everything.
Changing policy should be celebrated as success but not regarded as the end of the battle; in most cases it represents the start of a new one
The 10 key elements to successful campaigns, according to the report are:
1. Select the issue that's right for you - the issue you are campaigning on
must fit in with the mission and aims of your organisation. You must have the skills and resources to see the issue through to resolution and the prospect of success
2. Compile strong and compelling evidence
3. Understand targets and audiences and track what's going on - do some
research on the background and attitudes of the people you are trying to influence. Keep up to date with all the factors that could influence the success of your campaign
4. Be clear about what you are trying to achieve
5. Use a range of tactics according to the situation - insider and outsider
campaigning, media, switching targets etc
6. Involve beneficiaries - testimony of the people who will benefit from the
campaign
7. Find and work with useful allies - joint working can be the key to success
8. Communicate well and persistently
9. Stay with the issue through to resolution
10. Promote a campaigning culture - your whole organisation should be behind the campaign and seeing it through to the end
For more information please contact Siobhan Wakely in NCVO's Media Office on 020 7520 2569 or Siobhan.wakely@ncvo-vol.org.uk.
Notes to Editors:
The National Council for Voluntary Organisations (NCVO) is the
umbrella body for the voluntary sector in England, with sister councils in Wales, Scotland and Northern Ireland. NCVO has a growing membership of over 5,400 voluntary organisations, ranging from large national bodies to community groups, volunteer centres, and development agencies working at a local level.
For more information please visit www.ncvo-vol.org.uk.
The Campaigning Effectiveness Programme will be holding its annual
campaigning conference: Skills for Change: Campaigning in a challenging Environment on Wednesday, 2 April 2008 at the Barbican, London EC2. This will be an important opportunity for campaigners to improve practical skills and share learning with delegates, from across the sector, on some of the most current and challenging areas of campaigning. Speakers will include: Patrick Butler, Editor of Society Guardian, John Gaventa, Institute of Development Studies, Baroness Helena Kennedy QC (invited), Chair of the Advisory Group on Campaigning and Nick Higham, from the BBC. For more information go to www.ncvo- vol.org.uk/ce.
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