The future of campaigning

By Gemma Fletcher, Senior Art Director

A few weeks ago I attended People Power 2010, the first conference solely dedicated to the future of campaigning. Campaigners continue to fill an important role for charities and society, experts who bridge a vital knowledge gap that the government cannot cover. Below are a few key points that came out of the conference that I wanted to share.

Working together

Funding cuts and the rising scepticism surrounding campaigning have highlighted the need for strategic change within the sector. We need more collective action to conquer this disillusionment. Campaigning can be a competitive game, but it’s time to forget turf wars, and find links in campaigns, working together to achieve shared goals.

Over the next few years we could see a rise in coalitions, with charities joining forces to be smarter, louder and more effective. Likewise, charities which successfully close the gaps internally between departments, showing greater consistency, will attract greater support. There is no doubt there is more power in standing together.

Fast campaigning is not necessarily good campaigning

In the last few years there has been a huge rise in Internet campaigning via social networks. It was felt by delegates that some of these campaigns can lack depth: a quick click doesn’t require as much personal engagement and commitment to the issues. Social networks provide a great tool to reach out, but we need to involve people in a deeper way to recruit more committed supporters.

Evidence

Fact is king! Campaigns need to be more evidence-based with greater transparency to create a lasting impact of change. Legitimacy and accountability are going to be a big focus in the next few years. Beneficiary-fronted campaigns, used in fundraising, but often forgotten in campaigning, could make for more powerful and relatable campaigns.

Greater role of citizens

The game has changed, power has returned to the communities, small local campaigns will win out. There needs to be a growth in people playing a greater role in public policy. The panel predicted a rise in boycotts, simple but powerful actions by aware citizens ready to create a unified front. The documentary Food Inc and the recent palm oil scandal are all evidence of the power of informed consumers and people power.

The future’s bright

People Power raised some important questions and debates, providing lots of food for thought about what the future of campaigning could hold. Being in a room with some of my heroes including Tony Benn and Shami Chakrabarti, people who are truly committed to changing the world through campaigning, filled me with hope that collective action can still change lives around the world.