5. Campaign Goals

The purpose of this exercise is to determine which of the 5 primary Creative Advocacy goals are most important to your campaign.

Launching a campaign will likely require you to juggle a considerable amount of information and relationships. So, it is critically important that you clearly understand what you intend to accomplish. Identifying clear campaign goals will make it easier to establish priorities and make intentional decisions. These goals will also inform important milestones like your creative action and measures of success.

The Exercise

As we have described in the Creative Advocacy Playbook, each of the five primary goals will likely be present to one degree or another in every successful campaign. The important point is ensuring that you are clear and thoughtful about the weight you are assigning to each of these five goals. Without doing so, your campaign will undoubtedly lack focus and clarity.

For this exercise, you have 100 total votes to cast or allocate. After reviewing the goals of Creative Advocacy Campaigns in the playbook (pages 37-39) with your team, allocate your 100 votes as instructed below. When doing so, there are only 3 rules that you must follow:

1. Be sure that the total score across all purposes does not exceed 100 points.

2. You must assign a score of 40 or higher to at least one of the options below.

3. Each goal should receive a unique score (none of the goals should be scored the same).

To Inform

To Inspire

To Connect

To Mobilize

To Resource

Total Score (should add up to 100)

15 minutes

- Pens/Pencils

Notes:

5. Determining Campaign Goals (continued)

4. Once each member of your team has completed the exercise, add up all points from all participants.

5. Choose the goal with the largest number. Insert it the sentence below and then complete the sentence as clearly as you are able:

The goal of this campaign is to <<insert goal with the largest value above>> people in order to <<state the action that you want them to take related to the issue>>.

6. You may choose to create additional campaign goal statements for the top 2 or 3 scores.

Reflection

Discuss the following with your campaign team.

» With the primary goal(s) of your campaign now identified, does your organization have related experience or capacity required to undertake the project? If not, how might you augment your team to address identified needs?

» Think about the partners and community that will be involved in your campaign, what is their experience or capacity around the stated goals?

» What outcomes would best demonstrate success in reaching your primary campaign goal(s)?

Update the Campaign Canvas

Build your plan by completing sections of the Campaign Canvas that have Ex. 5 next to the heading title.

» Campaign Goal Statements

» Actions