How do you frame community organizing campaigns?

1 Identify your problem and solution

The first step in framing your campaign is to clearly define the problem you want to address and the solution you propose. This will help you communicate your purpose, goals, and demands to your target audience, allies, and opponents. To structure your message, you can use a problem-solution framework that outlines what the problem is, how it affects your community, and what the root causes and consequences are. Additionally, you can explain your proposed solution, the benefits and challenges of it, why now is the time for action, and what the risks of inaction are.

2 Know your audience and stakeholders

The second step in framing your campaign is to identify and understand your audience and stakeholders. These are the people who have an interest, influence, or power over the issue you are working on and can be divided into supporters, opponents, and neutrals. Supporters share your vision and values and are willing to join or help your campaign; you need to motivate, mobilize, and retain them. Opponents oppose or resist your vision and values and are trying to stop or undermine your campaign; you need to expose, challenge, and counter them. Neutrals are undecided, unaware, or indifferent about your issue; you need to educate, persuade, and recruit them.

3 Choose your frame and narrative

The third step in framing your campaign is to choose your frame and narrative. A frame is a way of presenting and interpreting an issue, using language, symbols, and stories that resonate with your audience and stakeholders, while a narrative is a coherent and compelling story that connects your problem, solution, and actions. Examples of frames and narratives include the value frame, which emphasizes the moral or ethical principles underlying your issue; the issue frame, which focuses on the specific aspects or dimensions of your issue; the identity frame, which appeals to the shared identity or culture of your audience or stakeholders; and the power frame, which highlights the power dynamics and relationships that shape your issue.

4 Develop your strategy and tactics

The fourth step in framing your campaign is to develop your strategy and tactics. A strategy is a plan of action that outlines objectives, methods, and resources, while a tactic is a specific action or activity that implements the strategy. There are several types of strategies and tactics you can use, such as mobilization, communication, advocacy, and direct action. For example, a mobilization strategy can involve organizing meetings or events to build and sustain a base of supporters, while a communication strategy might include creating and distributing flyers or social media posts to raise awareness. An advocacy strategy could involve lobbying or petitioning to change or create policies, and a direct action strategy could include protesting or striking to disrupt the status quo.

5 Evaluate and adapt your campaign

The fifth step in framing your campaign is to evaluate and adapt it. Evaluation is the process of measuring and analyzing the results and impacts of your campaign, using indicators, data, and feedback. Adaptation is adjusting and improving your campaign based on the evaluation findings and changing circumstances. To do this, you can use various methods and tools such as a logic model diagram, a SWOT analysis tool, SMART criteria for setting objectives and indicators, or a feedback loop system to collect and respond to feedback from stakeholders.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?