Grassroots – Word of Mouth

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The three phases of Grassroots campaigning:

Input phase »»» Organisation phase »»» Training Phase = Mobilisation

1)    INPUT:
– Get family, friends, etc., involved in the action (maybe with the help of a survey).
– How can our concern be strengthened? (Research!) Set goals you want to aim for. These goals are to be communicated later on.
– What are you prepared to do? The message for the audience: You are prepared to give all of your energy for these goals.

2)    ORGANISATION:
– Construction of a network of activists.
– Feeding structures: Teams and team leaders to serve the activists should be built. They have to assume their well-defined responsibilities.
– Geographical position of the activists: In large countries and regions, activists should be pooled geographically – as should the responsible teams and team leaders.
– Objectives: Everyone should know the aim they are working towards.
– Activists have different goals, different resources: Keep in mind that activists cannot do all the campaign work. You should suggest different actions to them, in line with their goals and resources.
– Communication with the activists: This is a very important issue! Continuous communication – face-to-face, on the internet, or via e-mail – is necessary to jolly the activists along, ensuring their continuous support.
– Feedback options: Give your activists the chance to give feedback on the actions and support they receive. They talk to plenty of people – they may possess information that is essential for your party and campaign. Activists want to be taken seriously. So please take their feedback seriously.

3)    TRAINING:
Train your activists and enable them to talk to their friends in their own language. They must receive the following information:
– What are the objectives (of the campaign)?
– What is the strategy?
– Which tactics are used?
– Which message(s) should be communicated?
– What will the activists do exactly?

Note:
Offer exclusivity for your activists. (Give them ‘insider’ information, offer them information earlier than the public.)

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