When considering a local or national campaign, the following structure should prove useful during the preparation stage.

Strategy Test for Waterway Campaigns

All proposed campaigns should be considered against the following test:

• Does the identified issue fit within IWA’s overall mission, vision and objectives?
  
• Does it have any realistic likelihood of resulting in a positive long term beneficial change for the waterway(s). (“Change” can be stopping something happening as well as trying to get something to happen)
  
• If not IWA, then who?  Is anybody else already doing it?  Can we/should we work in partnership with them, or leave them to it?
• Does it affect waterways as a whole, not just one particular geographical area?  Yes = national campaign, No = local branch campaign

Campaign Plan Template for Waterway Campaigns

Regeneration: What we are campaigning about

Influence: Why we campaign about this; what change do we want to see

Sustainability: How we do it, in a sustainable way

Engagement: Who –  the “call to action” – (members/ supporters, branch/ regions)

Campaign overview (key message)

How does the campaign contribute to IWA objectives?

Background to the campaign/context – how to tell the story/why are we campaigning

What change do we want to see? (what is the problem, what needs to happen)

Potential partner organisations

What are we asking people to do?  (Call to Action)

Launching the campaign – how/when/where/what/who

Target Audience

Timescale/timings 

Resources required (Inputs – Budget/People)

Benefits and aims (intended outcomes)

Measures of success (outputs)

Communications (internal)

Communications (external) – PR plan

Other actions

Useful contacts