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BUS2SUS Business Sustainability

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Aidan Ricketts, the author of the prescribed text this week, starts of chapter 3 by stating that “Effective strategy lies at the very heart of successful activism. It is all very well to have a good cause, good information and good intentions, but to be effective, activists and social change advocates need to coordinate all of this into an effective strategy. Strategic thinking needs to saturate every aspect of campaign practice.” So how IS an activism campaign strategy developed?

What makes social movements work? To understand why a strategy is required, and what it entails, the following video illustrates some key points that are required in the development of a social movement strategy.

Where the community organization agrees to devolve authority and power, the well-informed campaign worker may be able to exercise their discretion or initiative to promptly respond to new information, changed conditions or the actions of the intelligent opponent, sparing the need for the convening of a formal strategy session to make the relevant decisions.

Because of the complexity of working within community organizations, it is important that all campaign workers understand and accept the group’s Strategy

The sense of empowerment that well-informed campaign workers can gain from being actively involved is a major reason why people persist in what can be long and difficult public interest strategies and campaigns

The brainstorm: in a brainstorm anyone is invited to suggest any idea that may contribute to group vision or aim, no matter how crazy, without rebuke; all these ideas are then reviewed, grouped and prioritized.

  • Drawing a power-holder map: this identifies the key players, their relationships and critical links. Once this is done the aim is to focus on weak points to break these links. In the next chapter you will be introduced to various mapping techniques including power-holder maps and allies and foes maps, each of which contributes to this process.
  • Drawing a campaign calendar or ‘road map’: identifying the present situation and the intended final (conceptual) destination; sketching in steps and stages along the way, working both forwards and backwards in time to identify lead times and the action sequence.
  • Drawing an integrated strategy map: in brief, the place to start is the immediate goal that galvanized the group into action (‘the immediate goal’); the next step is to identify a deeper underlying objective that represents a unified vision for the group. Once these processes are complete it’s possible to begin to move down the map to devise component strategies and in turn specific tactics for achieving the goal and objectives. provides detailed instructions on how to approach the making of an integrated strategy map.
  • SWOT analysis: strengths, weaknesses, opportunities and threats. SWOT is a popular method for undertaking strategic analysis. It is beyond the scope of this book to analyse it here. Nonetheless, many people find SWOT to be a very useful tool. A useful Internet site for an understanding of SWOT processes.
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