Campaign Planning Guide

Effective advocacy requires sophisticated, strategic campaigns. This guide covers power mapping, grassroots mobilization, narrative change, and post-victory implementation.

Campaign Design Fundamentals

Campaign Elements

Element	Definition
Goal	Specific, measurable outcome
Target	Decision-maker with power to grant goal
Demand	Clear ask of the target
Timeline	Decision deadline
Tactics	Actions to move target
Metrics	How you measure progress

Goal Setting (SMART)

Criterion	Application
Specific	End 287(g) agreement with ICE
Measurable	Agreement terminated by vote
Achievable	Political analysis shows path
Relevant	Addresses community need
Time-bound	By end of fiscal year

Example Goals

Weak Goal	Strong Goal
"Improve immigration policy"	"Pass sanctuary ordinance #2024-15 by June vote"
"Get sheriff to change"	"Sheriff terminates 287(g) within 90 days"
"Raise awareness"	"50% of voters support sanctuary in September poll"

Power Mapping

What is Power Mapping

A visual exercise to identify decision-makers (targets) and the networks of influence around them.

The Power Map Grid

Axis	Spectrum
Horizontal	Opposed ← → Supportive
Vertical	Low Influence ↓ ↑ High Influence

Target Types

Type	Definition	Example
Primary	Authority to grant demand	Sheriff, City Council majority
Secondary	Influence over primary target	Major donor, union leader
Allied	Supports our position	Community organization, faith leader
Opponent	Actively opposes	Anti-immigrant group, rival politician

Mapping Process

Step	Action
1	List all relevant actors
2	Place on influence/stance grid
3	Draw relationship lines between actors
4	Identify pathways to move primary target
5	Prioritize secondary targets

Using the Map

Primary Target Stance	Strategy
Supportive	Reinforce, defend from opposition
Neutral	Persuade through secondary targets
Opposed	Pressure through vulnerabilities
Moveable opposed	Find pain points, offer face-saving
Immovable opposed	Isolate, go around, or defeat

Grassroots Mobilization

Building People Power

Strategy	Application
Base building	Expand engaged membership
Leadership development	Train community leaders
Issue education	Build understanding of stakes
Action pathways	Clear ways to participate

Turnout Tactics

Tactic	Use Case
Phone banking	Personal outreach for events
Peer texting	Reminders, rapid mobilization
House meetings	Deeper engagement, recruitment
Institutional mobilization	Churches, unions turn out members

Engaging Impacted Community Members

Principle	Implementation
Safety	Protect immigration status, identity
Agency	Community members lead, not figureheads
Compensation	Pay for time, expertise
Support	Emotional, logistical backing
Centering	Their stories, their voices

Testimony Preparation

Element	Guidance
Story arc	Personal impact, clear ask
Length	2-3 minutes, within time limits
Practice	Rehearse multiple times
Support	Accompaniment, debrief
Safety	Don't disclose status unnecessarily

Narrative Change

The Battle of Ideas

Their Frame	Our Frame
"Illegals"	Neighbors, community members
"Open borders chaos"	Family unity, community safety
"Protecting criminals"	Due process, constitutional rights
"Federal law"	Local priorities, fiscal responsibility

Values-Based Messaging

Value	Message Application
Family	"Keeping families together"
Safety	"Everyone reports crime without fear"
Community	"Our neighbors deserve protection"
Fairness	"Due process for everyone"
Fiscal responsibility	"Local taxes for local priorities"

Message Box

Quadrant	Content
What we say about us	Our positive vision
What we say about them	Their harmful position
What they say about them	Their self-justification
What they say about us	Their attacks on us

Discipline

Principle	Application
Stay on message	Don't get pulled off-script
Bridge back	Redirect hostile questions
Don't repeat opponent's frame	Even to debunk it
Lead with values	Connect policy to principles

Media Strategy

Earned Media Tactics

Tactic	Application
Press conferences	Announce positions, respond to events
Press releases	Background for reporters
Op-eds/letters	Community voice platforms
Editorial board meetings	Influence paper's position
Exclusive stories	Deepen reporter relationships

Building Reporter Relationships

Practice	Purpose
Beat tracking	Know who covers what
Background briefings	Educate reporters
Rapid response	Be source for breaking news
Story pitches	Proactive story placement
Exclusive access	Build relationship equity

Spanish-Language and Ethnic Media

Approach	Importance
Dedicated outreach	Don't assume coverage
Spanish-language materials	Accessible content
Community radio	Trusted platforms
Digital/WhatsApp	Community information channels

Social Media Strategy

Platform	Use
Facebook	Community groups, events
Instagram	Visual storytelling
Twitter/X	Reporter engagement, rapid response
TikTok	Youth engagement, viral content
WhatsApp	Community alert networks

Direct Action

Complementing Policy Advocacy

Purpose	Tactic
Visibility	Rallies, marches
Pressure	Office visits, sit-ins
Solidarity	Vigils, demonstrations
Disruption	Escalated tactics when needed

Direct Action Principles

Principle	Application
Strategic	Serves campaign goal
Disciplined	Planned, coordinated
Safe	Minimizes risk to participants
Legal support	Know your rights, attorney access

Victory and Implementation

Defining Victory

Level	Definition
Policy win	Law/policy adopted
Implementation win	Policy actually enforced
Sustained win	Policy defended over time
Cultural win	Shift in public understanding

Post-Victory Work

Phase	Action
Celebration	Acknowledge achievement, energize base
Implementation monitoring	Ensure compliance
Defense preparation	Anticipate rollback attempts
Build on momentum	Next campaign goals

Compliance Monitoring

Method	Purpose
Public records	Track implementation
Community reporting	Document violations
Watchdog reports	Public accountability
Relationship with allies	Internal monitoring

Defending Against Rollback

Threat	Response
State preemption	Legal challenge, local resistance
Administration change	Political pressure, public support
Federal pressure	Coalition solidarity, legal defense
Media attacks	Rapid response, narrative discipline

Campaign Timeline Template

6-Month Campaign

Month	Phase	Activities
1	Research	Power mapping, policy analysis
2	Coalition	Build partnerships, align strategy
3	Launch	Public campaign kickoff
4	Escalation	Increased pressure, media
5	Peak	Hearing, vote preparation
6	Decision	Victory, implementation

Week of Decision

Day	Activity
Mon	Final vote counting, pressure calls
Tue	Media blitz, op-eds
Wed	Last-minute meetings, testimony prep
Thu	Hearing/vote day, turnout
Fri	Celebration or regroup

Campaign Metrics

Process Metrics

Metric	Target
Coalition members	X organizations
Petition signatures	X,000 names
Phone calls made	X calls to officials
Hearing attendance	X community members
Media coverage	X stories

Outcome Metrics

Metric	Target
Vote count	Majority secured
Policy strength	Key provisions included
Implementation	Compliance verified
Durability	Defense successful

Campaign Planning Checklist

Strategy Development

[ ] Define SMART goal
[ ] Conduct power mapping
[ ] Identify primary and secondary targets
[ ] Develop message box
[ ] Set timeline and milestones

Coalition Building

[ ] Identify potential partners
[ ] Align on strategy and demands
[ ] Establish governance and roles
[ ] Coordinate communications
[ ] Plan joint actions

Mobilization

[ ] Build turnout infrastructure
[ ] Train spokespeople
[ ] Prepare testimony
[ ] Coordinate logistics
[ ] Ensure safety protocols

Media

[ ] Develop press materials
[ ] Build reporter relationships
[ ] Plan earned media events
[ ] Prepare rapid response
[ ] Coordinate social media

Victory

[ ] Prepare implementation monitoring
[ ] Plan celebration
[ ] Document lessons learned
[ ] Identify next campaign
[ ] Sustain coalition

Related Resources

Last updated: March 24, 2026