Crafting Your Census Campaign Plan 1
Hi, I’m Christina! Senior Project Manager 270 Strategies 2
270 Strategies and Do Big Things Who We We are community organizers, digital strategists, Are communications professionals, and data scientists who have dedicated our lives to building communities, campaigns, and organizations focused on making the world a better place. We got our start working for presidential campaigns and cause-based organizations and know that organizing starts with a deep understanding of your community. Over the last five years, we’ve worked with hundreds of national and international campaigns and advocacy organizations to build out their campaign and engagement programs. 3
Our Since October 2018 our team has conducted digital assessments of National Process Hubs: Content is driven by a comprehensive analysis of the field, paired with our Ongoing Collaboration: organization’s wealth of experience in relevant civic engagement work 4
The Broader Landscape 5
Getting Started Download the Campaign Planning Template and Sample Budget Keep it handy for the second half of this training 6 6
7
Training Schedule TODAY JUL 24 Crafting Your Census Campaign Plan UP AUG 13 Assessing Your Digital Readiness for GOTC NEXT SEP 10 Content Strategy for HTC Communities SEP 24 Developing Your Hard to Count List This is the first of five online trainings that will walk you OCT 08 Optimizing your GOTC Program through GOTC from plan development to program evaluation 8 8
Training Goals Today’s Plan Components Agenda GOTC Overview GOTC Campaign Framework Here’s what we’re going to cover today 9
Understand the key elements of campaign Goals for planning with an emphasis Today’s on digital organizing Training Begin developing your census GOTC strategy 10 10
Digital organizing is all about using digital tools to reach your audience and get them to take action Our lives are increasingly online and are ● Digital dependent on a culture of convenience Organizing This is the first time the census is conducted ● online Engage your community on the same mediums ● where they’ll eventually fill out the form Scale and track your outreach ● 11 11
One GOTC plan that seamlessly integrates ● both the online and offline tactics Digital organizing is all about the tactics you ● A Digitally use to reach people Forward Digital is not just investment into apps, ● Campaign software, and technologies Plan Tailored to how your community engages ● with digital platforms 12 12
Plan Components 13
Program overview and timeline Plan objective and the pacing Planning framework Your Plan Your mission, strategy, goals Components Staffing Building capacity for the short and long-term Budget Costs associated with plan implementation Program Measurement Key metrics for program evaluation 14 14
Get Out the Count Overview 15
16 16
Timeline for GOTC Action Promotion & Targeted Education Mobilization Action Now - Dec ‘19 Jan ‘20 - Apr ‘20 May ‘20 - Jul ‘20 Encourage households Raise awareness about Outreach to those who the upcoming census to fill out the census have not yet responded to the census 17 17
Get Out the Count Campaign Framework
Open your campaign planning template In this next section we’ll walk you through each component of your campaign framework 19 19
Framework Overview
Campaign Framework Mission Ultimate end-result or achievement Objective that must be reached to advance Goals the mission Plan of action designed to use your resources Strategy to achieve the goal Specific actions taken to carry out the Tactics strategy 21 21
Campaign Framework Mission Ultimate end-result or achievement Objective that must be reached to advance Goals the mission Plan of action designed to use your resources Strategy THIS IS to achieve the goal WHERE IT GETS DIGITAL Specific actions taken to carry out the Tactics strategy 22 22
Mission
Your GOTC Program 1Mission1 Increase your community’s participation in Mission the 2020 census Goals Strategy Tactics 24 24
Example: VOICES for Alabama’s Children Ensure that all children, birth through 5, are Mission counted in Alabama Goals Strategy Tactics 25 25
Goals 26
Your GOTC Program 1Goal1 Mission Increase self response submissions for your Goals HTC targets Strategy Tactics 27 27
What kind of organization are you? Outreach Organization Serves HTC Populations Your You provide a service You specialize in Audience: to a community that organizing/outreach Question to includes a lot of people and you will need to who are also likely to build a list of targets. Consider be undercounted. Move HTC to Message Targets Action 28
Total number of people your program will reach ART SCIENCE Related to total ● Developing a ● Motivating (lofty HTC target but realistic) number Goal Number ● Makes sense from Informed by data & ● a narrative past census perspective numbers FOR MORE: Attend our Developing Your Hard to Count List training on September 24th HTC Move to Message Targets Action 29
Example: VOICES for Alabama’s Children Ensure that all children birth through 5 are Mission counted in Alabama Increase count in communities where children Goals were undercounted in 2010 census Strategy Tactics 30 30
Strategy
Your GOTC Program 1Strategy1 Mission Goals Plan for engaging & mobilizing your HTC Strategy targets Tactics 32 32
HTC Move to Components Message Targets Action of Your Strategy Audience, narrative, and action are the foundations of engagement strategy 33 33
Strategy Rubric 1. If your strategy is executed effectively, will it enable you to meet your goal? 2. Does your strategy take advantage of your organization's current strengths? 3. Does your strategy detail how you’re going to interact with your community to achieve your goal? (i.e. who will you educate, persuade, and mobilize?) 34 34
Who’s Hard Hard to Locate to Count Examples Hard to Hard to Young children Hard to ● ● Highly mobile persons Contact Interview Interview Racial & ethnic minorities ● Non-English speakers ● Low income persons ● ● Persons experiencing Hard to homelessness Undocumented ● Persuade immigrants Souce: United State Census Bureau – The 2020 Census: Counting Everyone Once, Only Once, and in the Right Place Move HTC to Message Targets Action 35 35 35
Integrating Mapping Tools Move HTC to Message Targets Action 36
[AWARENESS] The 2020 Census is coming soon. ● Will you and your community count? Or will you be missing? Message [FOCUS ON SPECIFIC COMMUNITY RESOURCES] ● If your community isn’t fully counted in the 2020 Stay tuned for updates at Census, you will miss out on political CensusCounts.org representation , on money for your children’s classrooms , on jobs and health care centers for the next 10 years. [ACTION] Pledge to be counted in the 2020 ● Census. / Apply for a job./ Tell a friend about the importance about the 2020 Census. Move HTC to Message Targets Action 37 37
Example: VOICES for Alabama’s Children Audience + Message 38
What actions do you want your audience ● Move to to take? Action How will these actions change over time? ● Will actions change by phase? ● Move HTC Message to Targets Action 39 39
Learn about census impact Sample Sign pledge card Actions Over Time Follow up from trusted messenger Fill out census reminder Move HTC Message to Targets Action 40 40
Example: VOICES for Alabama’s Children Ensure that all children birth Mission through 5 are counted in Alabama 1. Audience Communities where children birth Increase count in communities where through 5 were undercounted in Goal children were undercounted in 2010 2010 census 2. Message Target HTC audience geographically to Focus on impact on community Strategy educate, show impact and increase awareness through online and offline 3. Action Plan outreach bolstered by statewide Learn, understand, commit, fill out connections 41 41
Tactics 42
Your GOTC Program 1Tactics1 Mission Goals Strategy How will you enact your plan? Tactics 43 43
Take a look at the strategy you determined Start with your for your campaign. What specific actions strategy will you need to take in order to effectively execute your strategy? Best For each potential tactic you listed, Set impact metrics Practices for each tactic determine what it would look like to make a tangible impact for Do you have the resources and capacity to Selecting Consider resources & make an actual impact using the tactic? If capacity not, don’t do it Tactics Can you implement a program around this Develop tactics tactic that encourages lasting for sustained engagement? If not, don’t do it action 44 44
Recommend
More recommend
