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How to Plan an Effective Legislative Campaign

How do I develop a sound legislative campaign plan?

The backbone of any well-run legislative campaign is the ability of its leaders to come together, create a strategic campaign plan, and stick to that plan once it has been created. The campaign planning matrix described below.

Identifying your focus and goals is the essential first step to organizing your grassroots effort. Next, it is important to assess your organizational needs, allies, and opponents. Further, you’ll need to identify targets and tactics, and develop a thoughtful media strategy.

The Sierra Club has a wealth of materials and resources to assist you in your campaign planning efforts. Be sure to call the North Star Chapter’s office for more information and assistance.

Sierra Club volunteers in Dakota County strategize about light rail Sierra Club volunteers in Dakota County strategize about how to
convince the Minnesota legislature to pass funding for a study
promoting the Robert Street Corridor Light Rail Project.

Here are a few of the things to consider when developing your campaign plan:

  • Issue Focus: What is the main issue focus of your campaign? What environmental problem are you seeking to address? How does it relate to the Sierra Club’s local, state, and/or national conservation priorities?
  • Campaign Goals: What are the long term, intermediate, and short term goals of the campaign. Try to describe specific outcomes that will allow you to measure your success.
  • Organizational Considerations: What does your group or committee bring to the campaign? What are its strengths and weaknesses? How do you want your group or committee to be strengthened by undertaking the campaign?
  • Allies and Opponents: Who cares enough to join or help? What specific groups or people will be willing to contribute their resources to help you achieve your goals? Who stands to lose if you win? What specific groups or people are most likely to expend effort to prevent you from achieving your goals?
  • Targets: A target is always a person. Who has the power to give you what you want? Who are your secondary targets (the people who have influence on the opinions of your primary targets)?
  • Tactics and Timeline: What actions will you take to put pressure on your targets and convince them to grant your goals/demands? In what sequence or order will you implement those tactics? When exactly will you do each of these activities and who will do them?
  • Media Strategy: What is your strategy for getting the media to cover your campaign and the tactics in your campaign plan? What are the public audiences you want to reach? What is the message and story that you want to convey as part of your campaign?

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