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 This toolkit will provide you with the basic structure and strategies needed to plan and carry out an effective grassroots public education or advocacy campaign. It includes what you need to do to establish your goals, create a strategy, make a step-by-step plan, and mobilize the people, partners, and resources to make it all achievable.
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Below please find informational guides for specific components of your campaign -- suggestions and tips to help set your plans in action!
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The Leadership Conference Field Department Overview
An outline of the field department's work, including support available at the national, state and local level.
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Chapter 1: Setting Goals
The first step of any campaign is setting goals and identifying benchmarks toward achieving them -- here is how to ensure your campaign goals are "SMART".
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Chapter 2: Developing Strategy
Strategic planning is the bridge between setting your goals and taking action -- here are tips for mapping out the steps to achieve your objectives and reach your goals.
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Chapter 3: Raising Money
Fundraising is essential to any campaign. All campaigns will need some money for expenses – here are some basic tips on how to raise those funds.
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Chapter 4: Building and Sustaining Coalitions
Coalitions work together strategically to create a whole that is greater than the sum of its parts - here are ways to develop meaningful coalitions.
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Chapter 5: Organizing Your Community
Your campaign tactics will focus on moving people, individually and collectively effort -- here is how to choose the best tactics for your campaign.
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Chapter 6: Communicating Effectively
Developing and delivering strong messages is essential - here is how to craft winning messages and leverage different communications vehicles, such as earned media.
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Chapter 7: Using New Media
New media is an inexpensive way to reach your networks, target audiences, and a wider universe of people -- here are tips to using online platforms to network, organize, and advocate. Download this chapter in color. (PDF)
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Chapter 8: Educating and Engaging Public Officials
Federal, state, and local officials make policies that impact peoples' lives -- here are ways to educate them about the issues central to your campaign. Download this chapter in color. (PDF)
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