What is the right way to come up with a campaign strategy?
A theory of change''' is "a strategic process by which we identify a winning approach to achieving positive change, and the specific milestones and tactics that are required to effect that change." - Ella Baker School of Organizing
If we put public pressure on the banks
then they will be forced to divest from fossil fuels
because they care what customers, especially young ones, think and their reputation will be threatened.
Asset mapping is "the general process of identifying and providing information about a community [or group's] assets, or the status, condition, behavior, knowledge, or skills that a person, group, or entity possesses, which serves as a support, resource, or source of strength to one’s self and others in the community [or group]." - Healthy City
Examples of questions that could be asked when developing an asset map are:
- How much time do we have?
- How many people are ready to move with us?
- How much money or other resources do we have?
- Relationships to leverage to get to influencers-decision makers? (journalists, politicians, community leaders etc.)
So which should come first?
Hub Community Responses
| Emily Thiessen (Climate Justice Victoria and Our Time Vancouver)
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"When we did [our strategy process], we ended up just skipping Theory of Change entirely because we had to cut something (and it was fine) but if we did do it the plan was to set goals for the year first and then come up with a theory of change *for* each goal. I've found before that things get mushy and vague when we've *started* with Theory of Change. We did: 1. agree on the process 2. asset mapping 3. power mapping 4. campaign goals 5. timeline."' |
| Caitlin Chan (Climate Justice Montreal)
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"The general strategy for Theory of Change first is that filtering out is easier than adding in after. Perhaps, depending on the group situation, maybe starting in a specific root (goal) and sprouting out makes more sense." |