Beschreibt alle gängigen Fundraising-Methoden und gibt Anleitung zur praktischen Umsetzung. Mit zahlreichen Beispielen aus der Praxis: u.a. Greenpeace, Deutsche Welthungerhilfe, WWF, Deutsche Herzstiftung.
"This is a practical guide for writers, producers and others who use radio dramas as the vehicle to bring about behaviour change among socioeconomically disadvantaged communities in the developing world. Divided into three parts, the first argues for the power of radio to initiate change and stresse
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s the need for careful planning of programmes; the second describes in detail the duties of the programme manager; while the third provides guidance and tips for script writers." (Publisher description)
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"This book is an invitation—an invitation to discover the potential of a simple video camera and the power it holds to spark social change. Every day, all around the world, activists draw upon video in creative, strategic ways and use the results to ensure that silent voices are heard and importan
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t reforms are made. In this book we will show you how they do this, and how you can do it too [...] These chapters will walk you through the process of “video advocacy.” By this phrase we mean the use of video as an essential tool in social justice activism—one that can be deployed as strategically and effectively as more traditional forms of “advocacy” referring to the range of ways to exert pressure for a defi ned goal of change, including persuasion, relationship-building, lobbying, organizing, and mobilizing. We will draw on the inspiring real-life experiences of social justice video advocates worldwide—groups that have worked with the human rights organization WITNESS where I work, and a range of other wellknown and lesser-known fi gures in the activist universe. Throughout you’ll fi nd an emphasis on the emotional and empathetic aspect of video, on its humanizing ability to communicate across boundaries. We also stress the need for collaboration within organizations and among outside allies to more successfully facilitate the production and use of video." (Introduction, page xii-xiii)
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"Als Beispiel einer Kampagne habe ich einen Wahlkampf genommen, da Wahlkämpfe gegenüber anderen Kampagnen in aller Regel zwei zusätzliche Komponenten aufweisen: Personalisierung. Zwar ist der Spitzenkandidat für eine Partei, was auch BrentSpar für die Anti-Shell-Kampagne von Greenpeace gewesen
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ist: Person bzw. Einzelsymbol stehen als Teil für das Ganze, sie versinnbildlichen das Anliegen, geben der Kampagne Gesicht. Doch ist der Spitzenkandidat immer auch Subjekt der Kampagne, nie nur Objekt. Das erfordert eine sehr intensive Zusammenarbeit zwischen Kandidat und Kampagnenleitung.
Unmittelbare Konkurrenz. Die Anzahl von Mandaten ist fest gelegt und die Möglichkeit, nach der Aufstellung der Wahllisten auf andere „Stimm-Märkte“ auszuweichen, nicht gegeben. Das erfordert zusätzliche strategische Überlegungen. Dieses Buch zeigt, wie eine Kampagne ablaufen kann und soll – mit Anleihen aus der Theorie, mit Blicken auf die USA, mit einem Beispiel, ... und mit Verweisen auf andere MuP-Bücher, mit denen dieses Buch eng verzahnt ist. Die Inhalte sind auf Kampagnen im Non-Profit-Bereich übertragbar. Die skizzierte Kampagne am Ende zeigt ein Beispiel dafür." (Seite 9)
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"This guide profiles public campaigns from around the world that have already proved their positive impact on the public, including communications on energy savings, water and air pollution, waste management, and natural resources' shortage. The guide is a first step towards the development of an in
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ternational network of public and private communicators working on sustainability campaigns." (Publisher description)
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"Section 1 focuses on campaign strategies. Mats Abrahamsson, a former Greenpeace campaign coordinator and founder of the Swedish consultancy Selene, shows you: how to develop a strategic framework for campaigning that helps campaigners choose the activities that can best meet their objectives and av
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oid rushing into activities that misuse time and resources (Section 1.1); how to conduct a “power analysis” that identifies the powers at play and how they interact in order to deploy limited resources where they can have the greatest impact (Section 1.2); how a Greenpeace campaign convinced Coca-Cola to stop using ozone-destroying chemicals in all its refrigeration equipment (Section 1.3). Section Two shows an example of an IFEX member – the Media Institute of Southern Africa – that has realised the need to build on, and go beyond, the issuing of alerts by developing a strategic vision for defending freedom of expression (chapter 7). Section Three provides 10 campaign tools that IFEX members can use to compliment the issuing of alerts. These tools can be used separately or in combination with each other as part of a campaign. Each tool comprises: a toolbox of tips, ideas and questions to consider; a best practice case study of an IFEX member or other organisation that has successfully used the campaign tool; a list of resources for further information." (Page 7)
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