Differentiate: Strategy vs Plan

1. A plan states resources, timing, and expectations, in detail. A plan has a more limited scope than a strategy and shall be rapidly developed to allow rapid deployment and action

2. A strategy is a story of how you plan to move from today position to your desired end. The strategy describes methods to overcome challenges decrease vulnerabilities, and leverage assets and forces to the desired end.

3. One may write the plan and the strategy separately or choose to integrate them into a single document.

4. Write down the overarching goals and the intermediate objectives (stepping stone), define the ways to reach the target groups and the timing of the actions; bear in mind that the best objectives are the realistic ones, not the overambitious ones, no matter how glamourous or desirable they may be.

5. This is not a formal exercise, the result is not the text of the plan and strategy, but a structured and organized approach and way of thinking. This is a living working document, with multiple iteration expected.

Know your social environment

1. Know your stakeholders and your interested social groups and plan not only to reach the audience but to trigger the dialogue with stakeholders – what are their interests, their concerns and their peers.

2. Refer to your contacts from previous campaigns or projects, if any. Keep your friends close and ask for help.

3. Don’t be afraid to go for innovative ideas or even disruptive approaches.

Prepare the campaign

1. Plan in parallel for online and offline advocacy actions, because they should coexist.
2. Make your aim visible, apply logos, punching statements, drawings and whatever deems necessary to draw people attention.