Guides
Planning Your Political Campaign
About the track
The foundations of strategic campaign planning, including goal setting, target voter identification, team building, message development, and the key decisions that make campaigns win.
Setting Campaign Goals
How to organise what you want to achieve?
Do you want to know whether your electoral campaign is having an impact? Defining objectives is key! Remember that objectives must have results that can be measured and compared over a defined period of time. I’ll share my favorite acronym to remember the characteristics our objectives should have:
MARTE:
Measurable – we must be able to measure our objectives numerically and/or in any way that can be documented, proven and shared
Achievable – we must be able to feasibly reach the objectives within the given timeframe, dream big but keep your feet on the ground
Realistic – the objectives must be attainable to be worth chasing in a campaign
Time–bound – objectives must include clear, practical milestones and a defined timeframe for achieving each one
Specific – objectives must be specific; general statements are not useful (usually don’t meet the time-bound category as well)
For example, I can know the size of my audience and set a weekly growth goal of 10%, and then measure whether I am meeting that objective or need to adapt my strategy. Or perhaps I want to increase my presence in traditional media, in which case I can set a goal of doing at least three television interviews per week.
These are numerical objectives that I can measure. Writing them in an Excel table and comparing results week by week always helps; there you can record whether the objectives are being met or not. I recommend setting objectives for traditional media, social media, volunteer engagement, votes secured, and also for events you organise.
Disclaimer: Our global content is produced from the knowledge network of many different people and geographies. Always research the rules applicable to your specific territory and ensure that your activities comply
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Author
Leticia Floresmeyer
Leticia Floresmeyer holds a degree in Communication from Universidad Iberoamericana in Mexico, where she was part of the student movement #YoSoy132. She has worked with civil society organizations such as…
