In breve
Le campagne forti si basano su una serie di obiettivi intelligenti a breve e medio termine, che funzionano come passi intermedi verso un obiettivo più ambizioso. Questo aiuta a essere più precisi, realistici ed efficaci per tutta la durata di una campagna, oltre a valutare se abbiamo raggiunto con successo i nostri obiettivi.
Cosa possiamo fare oggi, in modo che domani possiamo fare ciò che non siamo in grado di fare oggi?
— Paulo Freire
Origini
Questa metodologia ha avuto origine nel mondo del marketing e della gestione aziendale ed è stata utilizzata dagli attivisti per aiutarli a pianificare le campagne.
Elaborare un obiettivo della campagna potrebbe sembrare un compito semplice, tuttavia è abbastanza comune nel mondo degli attivisti trovare obiettivi formulati male che sono impossibili da raggiungere. Questo tipo di errore può avere un forte impatto negativo sul successo di una campagna.
Come usare
Specific - An objective must be simple and well-defined, communicating what you wish to happen and avoiding dubious interpretations. This can best be achieved by using strong action verbs, such as: expose, develop, build, plan, execute, perform. Some questions that can make your objective more specific are:
What exactly are we hoping to achieve?
Why is this important?
What are the benefits to reaching this goal?
How evident is the result?
Measurable - When an objective is measurable, we can monitor our actions as we progress. The possibility of measuring allows comparisons. If you can’t measure, you won’t be able to manage your actions and evaluate your results. Some of the questions that can help with this are:
How will we know that the change has happened?
What are the indicators of success?
What benefits are created, what targets are hit, what values are increased or decreased, what places/people/objects/fauna/flora are protected, what territories/rights are guaranteed?
Can these measurements be obtained?
Achievable - In social change efforts, objectives can be bold and challenging, but they should never be impossible to achieve — and if the SMART logic is employed correctly, they won’t be. If the objective requires resources that your group simply doesn't have, then everyone will be frustrated. Consider the following questions:
Has anyone ever done this successfully?
Is this possible in the deadline we have set?
Are all the restrictions evident? (e.g. logistic, legal, cultural)
Realistic - Can often be mistaken for Achievable. The basic difference is that in many cases while the objective can be achieved, it is not particularly realistic for the people involved due to some form of conflict. In certain cases, an internal change in the pattern of collective organization will be necessary to turn the objective into a realistic one. You should consider these factors:
Is your group willing to fight for this objective?
Is this objective aligned with your group’s mission and vision?
Are any ethical principles jeopardized by this objective?
Are there enough resources available?
Time-bound - A time limit means setting a deadline to reach the objective. This criteria can slightly overlap with Specific. Time-bound provides the necessary impetus to keep people motivated to make things happen, and the start and end periods must be achievable and realistic. This time period must not be so short that the objective is impossible to reach, nor so long that the group disintegrates over time. Deadlines create the necessary urgency and stimulate action. Try using questions such as:
Is there a window of opportunity within which we need to act? (e.g. before the next election, board meeting, etc.)
When will this objective be reached?