On the campaign trail

Voluntary organisations have a right to campaign, and some would say a duty to do so in a democracy. A local community protesting about the lack of pedestrian crossings near a school will need to mount a campaign to get their point across, just as international aid organisations undertake campaigns to combat hunger and famine and the effects of political repression.

How to start a campaign

You need supporters. Find out if people have heard of your group and what they think about the issue. If your campaign is local, talk to neighbours, friends and shopkeepers and gauge how they feel about the issue. If it's a broader issue, try to find people with a similar problem, or with an interest in the same area as you. Look for organisations that relate to your issue.

Local businesses

Attracting business support can be very useful, but naturally businesses will want to know what's in it for them. Is there an obvious link between your campaign and the business? Will your project offer visibility for the company concerned?

Community projects

It is well worth finding out about existing community projects. These projects tend to be run by people who are influential in the local community and have a lot of contacts. Attracting their support can give your campaign credibility - and open new doors for you.

Celebrities

A famous face can have a big impact on the profile of a campaign. Princess Diana's involvement in the campaign to stop the manufacture and use of landmines was a classic example. But tracking down celebrities and persuading them to take part is not easy. Try to reach them through their agents, publishers, record companies or media outlets. If you're running a local campaign, find celebrities who have a local connection. Don't just expect to win their support because you're a worthwhile cause. Explain what their support will mean to your campaign. Make your ideas clear in a letter, and include the rest of the material in a pack.

Getting publicity

Publicity is crucial for any campaign to gain momentum. There are a number of methods:

Editorial

This takes the form of news coverage, features and photographs. Editorial coverage is free and valuable - people prefer the informed independent opinions of journalists and commentators to advertising or 'product placement'.

You can approach all sections of the media, from local newspapers to national radio and TV news. The name of the game is to persuade busy journalists that your campaign is interesting enough for them to cover. You could write a press release, hold a news conference or invite journalists to an event or photocall. 'Sell' your story by showing how it matters to readers, listeners or viewers.

Draw attention to anything newsworthy or unexpected - journalists love quirkiness. Try to establish a social relationship with local journalists and radio producers so you can confidently call them to report your campaigns.

Printed publicity materials

Whether it is a basic flyer produced on your home PC or a glossy booklet, you need to ask yourself who it is aimed at, what you are trying to achieve and what your budget is. If you're an established organisation in the UK you will have to produce an annual report, which can be tailored to highlight your activities and priorities.

Advertising

Advertising gives you complete control over your message, although you have to conform to the codes of the Advertising Standards Authority - see resources. There have been a number of controversial charity advertising campaigns in recent years - campaign managers have to weigh up the pros and cons of using shock tactics. Will harrowing images overcome apathy and bring a neglected issue to the fore or offend the public, alienate donors and undermine the charity? See the British Heart Foundation case study. Advertising is often regarded as an expensive way of publicising something, but it can be within the reach of a small organisation too, using the internet and local newspapers.

Internet

The internet has become a powerful and relatively low-cost tool for campaigning groups and activists. But having an attractive and potentially useful website is not enough if no-one knows it's there - see getting your website noticed. Nor can you guarantee the continuing success of your website if you don't continually review its content - see maintaining your site.

Video

New digital video technology allows organisations to produce their own videos for promoting their own campaign messages. The material and the message remain under your control, you're not dependent on how a journalist interprets your story. When it comes to distributing your programme, organise screenings or send copies to broadcasters such as the Community Channel - see www.communitychannel.org

Making a difference - influencing and lobbying

Campaigns often seek to change systems or laws, and to make progress it is vital to win over the people in power - see who to lobby in your local council. For bigger issues think about lobbying your local MP since you can:

• Influence a decision which is about to be made by Parliament.
• Gain their help with your campaign.
• Persuade them to take action on your behalf.

For more on lobbying and what the law says on engaging with the political process from the point of view of a charitable organisation - see campaigns and politics.