Campaign Basics

Campaign Basics

Foundation of how to build, execute and grow from campaigns

Aims of This Module

Explore the framework of effective campaigning

Gain an understanding of each part of the campaign process

Campaign Sequence

Preparation

Narrative

Execution

Final Evaluation

Preparation: Campaign Objectives

SUCCESS CRITERIA Measure of whether your campaign is a success or succeeding

IMPACTWhat impact your campaign will make

RESOURCESWhat resources do you have at your disposal?

PREPARE NARRATIVE What are your key narrative points in your campaign?

REVIEW POINTSWhen is best to review mid-campaign?

Example Resources

• Contacts
• Important figures, groups or organisations
• Sympathetic public
• Moral capital
• Cultural norms and standards

Narrative & Demand

• If you don’t tell people why you are doing an action, they are open to assuming rightly or wrongly
• Worse still, detractors can dominate the narrative of your action, use it to reinforce their agenda against you
• Clear narrative helps you create support around your campaign quicker
• Helping you build for bigger campaigns if needed
• A clear and concise demand is the quickest and easiest way of doing this
• Singular or set of demands

Execution

CENTRALISED PLANPlan is centralised, work is distributed

MOBILISATION TACTICSWhat methods will you use to leverage stakeholders around you?

MEASURE OF PROGRESSNo such thing as perfect execution

TACTICAL COMMUNICATIONOnly give people information of what they need to know

PARTICIPATION Ensure (as much as you can) each volunteer /stakeholder has some part to play

Execution

CAMPAIGNWas the campaign a success? How smooth was the execution?

ENERGYHow much and which resources has been invested?

PROCESSES & IMPLEMENTATIONAny ways to improve processes and grow?

NARRATIVEDid the messaging do its job?Did it aid or hinder the campaign?

RESOURCESGAINEDDid you gain any resources in the campaign?

Case Study 1: Keir Starmer’s U-turn on Kashmir Preparation

IMPACT

RESOURCES

PREPARE NARRATIVE

REVIEW POINTS

SUCCESS CRITERIA

• Keir Starmer does a U-turn

• Even if Starmer doesn’t respond to the campaign, we can:
• Cause awareness
• Create allies in Lab party
• Use current pressure for future mobilisation

• Assert political red line on Kashmir issue
• Raise the issue and mobilise people around the Kashmir issue
• Create a need to respect the Muslim (Pakistani-Mirpuri) vote

• Pakistani – Mirpuri labour MPs
• Strong labour membership support
• Wider Muslim community

• The Muslim vote has power. Respect it
• Keir Starmer capitulated to Zionists.
• Is he going to capitulate to Hindu nationalists?

Case Study 1: Keir Starmer’s U-turn on Kashmir

• Lab members, Muslim MPs & Muslim bodies engaged with the leader and implored the leader to take the Human Right’s stance on the issue.
• Organised an open letter to over 150 Muslim organisations calling to boycott Labour at the next elections – MPACUK signed and promoted this letter
• SUCCESS: Starmer changed his stance to the UN position

• Press Release Prepared: “Starmer’s U-Turns Shows the Power of the Muslim Vote”

Case Study 1: Keir Starmer’s U-turn on KashmirFinal Evaluation

CAMPAIGN

ENERGY

PROCESSES & IMPLEMENTATION

NARRATIVE

RESOURCESGAINED

• Very minimal energy spent due it being a very collaborative campaign

• Our focus was to create hope and foster organisation
• People involved or those who views the campaign celebrated around this narrative and wanted to plan escalation

• We achieved our goal
• Collaboration happened quicker than we imagined

• Build contacts database
• Outreach across the UK and develop relationships

• Contacts of sympathetic activists and masjids

Case Study 2: Operation Muslim Vote

Case Study 2: Operation Muslim VotePreparation

IMPACT

RESOURCES

PREPARE NARRATIVE

REVIEW POINTS

SUCCESS CRITERIA

• Did the MP get kicked out or was close to being kicked out?
• How strong was the media coverage

• Campaign gets media attention/attacked publicly
• Supporters / detractors on the ground
• Target MP introduces new tactics

• Politically educate the Muslim community
• Raise issues that impact Muslims
• Make sure that muslims are politically relevant
• Kick Islamophobic / Zionist mps out of power

• Muslim communities in marginal constituencies
• Strong Labour membership support
• Wider Muslim community

• Muslim vote has power

Example 2: Operation Muslim Vote

• The Muslim vote matters and must be respected
• To Muslims: empowers them to not only vote but also make their voices heard
• To politicians: if you comfortably want their vote, you must respect their needs and demands
• Commentary to detractors’ reaction to our campaign
• Commentary on community’s response to our community
• After the campaign: asserting the top-line narrative

Case Study 2 : Operation Muslim VoteExecution

CENTRALISED PLAN

MOBILISATION TACTICS

MEASURE OF PROGRESS

TACTICAL COMMUNICATION

PARTICIPATION

• Have messages specific to seats based on the MPs record.
• Leaflets, press releases, digital content

• MPs/journalists reacting publicly to campaign
• Positive response from Muslim residents. People talking about MPACUK locally

• Work out central strategy and distribute relevant actions to teams

• Centralised teams for each seat with appointed heads only given information needed for their campaigns and remits

• Even if a person can give a few hours in the campaign, let them join you.
• It’s not a waste

Case Study 2: Operation Muslim VoteFinal Evaluation

CAMPAIGN

ENERGY

PROCESSES & IMPLEMENTATION

NARRATIVE

RESOURCESGAINED

• High energy given the physical and lengthy nature of the campaigning
• Ensure frequent breaks, reviews and team bonding to keep morale high

• Muslim vote has power and must be respected
• Muslims voice matters and change is possibly but only if you organise

• Most seats either saw a target MP de-seated or a big reduction in the MPs majority

• Build contacts database
• Outreach across the UK and develop relationships

• Contacts gained for other sympathetic masjid leaders
• Reputational and moral capital, campaign experience, publicity
• Volunteers and donations

Case Study 3: Women’s Space in MasjidPreparation

IMPACT

RESOURCES

PREPARE NARRATIVE

REVIEW POINTS

SUCCESS CRITERIA

• Are other masjids / stakeholders in the area supporting the demand?

• Are we getting a lot of support in the community?

• When the masjid/stakeholder speaks out
• When petition was submitted or media report on it

• Women gain their place in the masjid again
• Creates a cultural shift within the community
• Sisters can organise their own events/circles to engage everyone

• Other masjids provide this service
• Local religious precedent
• Sisters (and brothers) in the community
• Political stakeholders
• Local media

• Muslim women deserve a space in the Masjid
• Dignify our sisters as Allah and the Prophet (pbuh) dignified them
• Some benefit to the community

Example 3: Women’s Space in the Mosque

• Muslim Women Deserve a Space in the Masjid
• Arguments around spiritual equality
• “Masjid is more than just a prayer hall. It is a space for our community”
• Dignify our sisters as Allah and the Prophet (pbuh) dignified them
• The Prophet (pbuh) never forbade women from coming to the Masjid
• Some benefit to the community
• Community needs both brothers and sisters to work together
• Parents of the community can leverage the masjid to raise the future generations
• Safe space from Islamophobia and racism

Example 3: Women’s Space in the Mosque

CENTRALISED PLAN

MOBILISATION TACTICS

MEASURE OF PROGRESS

TACTICAL COMMUNICATION

PARTICIPATION

• Announce the issue with clear narratives encouraging the need for change to warm the ground for the campaign

• Review points with clear means to escalate where possible

• Work out central strategy and form a small team who share the same goal

• Talk to the masjid to understand why they don’t allow women
• Talk to other women-friendly masjids and ask for support

• Organise a petition to demonstrate wide community support for the campaign with action plan and deadlines

Example 3: Women’s Space in the Mosque

CAMPAIGN

ENERGY

PROCESSES & IMPLEMENTATION

NARRATIVE

RESOURCESGAINED

• Very minimal energy spent due it being a very collaborative campaign

• We achieved our goal
• Collaboration happened quicker than we imagined

• Our focus was to create hope and foster organisation
• People campaign celebrated around this narrative and wanted to escalation

• Build contacts database
• Outreach across the UK and develop relationships

• Contacts of sympathetic activists and masjids

Campaign Sequence

Preparation

Narrative

Execution

Final Evaluation

Useful Tools

• Petitions - creating and demonstrating mass interest for a campaign
• Open Letters - creating and demonstrating wide institutional interest for a campaign

• Lobbying With Letters - useful for those who have to follow an internal procedure for complaints

Petition/Open Letter Best Practices

• Powerful headline that grabs attentions summarises cause and create emotional connection
• "Stop the slaughter of seal pups"
• "End child food poverty – no child should be going hungry"

• Short paragraphs with clear language
• Stick to the facts. Don't exaggerate.
• But do explain on the possible impacts of failing of change

Petition/Open Letter Best Practices

• Clear and specific demand of what you want to change/stop happen
• Clear call to action that invites people to sign and share
• “Sign & Share Now"
• A specific person or organisation who has the power to make decision in this matter
• Extremely important and needs to be planned beforehand
• Can waste resources and risk goodwill of signatories

Exercise: Create your own campaign

List 3 social/political issues you care about:1.1 Start to practice and gain familiarity in how the Campaign Sequence works.1.2 Brainstorm potential allies you have for each of the campaigns