Step 4 – Choose the right tactics

Now you know who you are aiming your campaign at, who you are working with and what is most likely to influence them, you can decide which campaigning tools you are going to use. 


This Model of Social Change is a useful tool to help you make the best use of your resources for maximum impact. Campaigning tools are like ingredients, you simply choose the right ones to fit your recipe. We’ve listed some popular campaigning tools below:


Gather evidence – write a report or a briefing, conduct a survey, take photographs, collect statistics or put in a Freedom of Information request. This NCVO blog post shows how it could be used and gives an example from Greenpeace


Talk to the person(s) you want to influence – arrange a meeting with them, write a letter or send an email about the issue. Always research them, their responsibilities and their interests to enable you to engage effectively with them.


Involve others – It is important to involve other people who can contribute to and support your campaign. Invite those businesses, organisations, individuals, community groups and politicians that you identified earlier that might be supportive of your campaign.


Publicise your campaign – tell everyone about your campaign by using social media, attending meetings of local community groups, creating leaflets, posters, campaign stickers, t-shirts or badges to promote your campaign.


Use the media – write a letter to your local newspaper or ring in to your local radio phone-in and raise the issue. If your story is good enough then other media will also pick it up.


Use the internet – write a blog or post comments on online message boards or social networking sites, send an email to people asking them to support your campaign (particularly worth doing for popular local bloggers or Twitter users) or create your own campaign website. If it’s a long term campaign consider setting up a blog, Facebook and/or Twitter accounts to promote what you’re doing. Sharing photo and video content is a good way to get people’s attention. Consider using Thunderclaps, Infographics and Storify.


Organise an event – hold a public meeting, a launch event, a rally or a demonstration or create a media stunt to raise awareness of the issue.


Once you've decided which campaign tools you are going to use, you need to decide which order to use them in. Your plan won’t work if you use your tactics in the wrong order. For example, there’s no point contacting local media before you have collected evidence that there is a problem.

Top tip

The UNICEF website has some tips on campaigning with local media (bear in mind that the local MP may not be your target)

Useful Resource

Planning your campaign – a useful resource can be found on the Seeds for Change website