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Deep Dive – How to develop an effective campaign strategy


You want to make change – but you’re not sure where to start, or if you’re doing it right. At SMK, we know from talking to campaigners and changemakers that there is active demand for training in how to develop an effective campaign strategy.   

SMK Deputy CEO Rob Abercrombie and SMK Associate and former CEO Julia Beart will run this in-depth session for experienced campaigners and leaders.  We hope it will appeal to Chief Executives, senior leaders, community leaders and emerging leaders who want to explore how to do campaign strategy better.   

This three-hour session will take place on Tuesday 27 February from 10-1pm on-line. This training, alongside our tools and case studies will help make your campaign strategy as good as it can be. 

In this session you will find out how to  

  • Develop a campaign strategy that works using our 4Cs approach to campaign strategy (more below) 
  • Understand how to apply this approach in today’s fast-moving landscape 
  • Dive deep into some case studies of how to balance strategy planning with agility  
  • Gain a set of practical tools to support your strategy development 

Introducing the 4Cs of campaign strategy
The 4Cs are Change, Collaboration, Capacity and Context.  Each ‘C’ represents an essential building block in SMK’s framework for developing campaign strategy.  We recommend that an effective strategy includes all 4Cs, but you don’t need to follow a particular sequence.  Instead start wherever makes most sense for your situation.  We explain more about the 4Cs in the deep dive session. 

About the session facilitators
Session facilitators are SMK Deputy CEO Rob Abercrombie and SMK Associate and former CEO Julia Beart, both experienced strategists. 

Before joining SMK Rob was Director of Programmes at The Royal Foundation.  He was Director of Research & Consulting at NPC for 7-years, leading NPC’s consulting work with charities, foundations, and philanthropists. During this time, he developed expertise in systems change. He was Head of Strategic Intelligence at Which? Rob is Chair of the Board at Global Dialogue. 

Julia is the Director of Pragmatic Radicals, a consultancy practice specialising in strategy and organisational development, Julia supports organisations to map their ecosystems, shift power, and realise systemic change. Previously she was CEO of social enterprise Primary Care International where she spent seven years growing the organisation from a start-up to a leading global social enterprise. Julia is a Trustee at the Aplastic Anaemia Trust. 

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