The Robin Hood Tax campaign has used a range of new and innovative tactics that other campaign coalitions could learn from.
I suspect that you’ll be hearing a lot about the Robin Hood Tax in the coming week. The campaign has a great opportunity to succeed when G20 leaders meeting in France at the start of November, while the ongoing #OccupyLSE protests have increased the level of debate about what’s stopping the UK government implementing the tax.
I’ve highlighted before that the campaign has produced some fantastic campaign videos, but a few other tactics that I’ve seen the campaign use stand out.
Innovation Day – Back in the summer, the organisers behind the campaign opened up the planning process to anyone who wanted to come along and attend its Innovation Day. The day was hosted in London and facilitated by a team involved in the campaign. It’s great to see a campaign ‘open-source’ its planning process in this way, inviting supporters to help to shape the direction and contribute their ideas. The day ended up producing two ‘concepts’ that supporters were invited to provide further feedback on and get involved in. I’m not sure what happened next, but it’d be good to see more invite committed supporters to get involved like this.
Fundraising for adverts – The campaign isn’t the first to invite supporters to make small contributions towards advertising or other campaign activities, but by using it the Robin Hood Tax campaign has highlighted a growing trend by campaigning organisations – asking for small donations for specific items of spending.
You can see the strengths in the idea with PayPal it’s easy for people to donate, and micro donations of £1-£3 don’t feel like an enormous cost to an individual. My only concern with this approach is that is doesn’t help to communicate the less visible costs of a campaign (producing a policy report, paying for staff, etc). We need to ensure that we’re encouraging people to commit to long-term support for campaigning organisations as well.
Gone after the vested interest – Often in campaigning I think we’re guilty of not spending enough time thinking about the forces and organisations who don’t want our campaigns to succeed. We campaign under a belief that if our arguments are ‘right’ then we’ll succeed. The RHT campaign was clearly aware this wouldn’t be the case when it came to heavy resistances from the financial sector, and it’s been good to see how the Robin Hood Tax hasn’t been afraid to highlight the ideological and financial links between the current government and the bankers.
Exemplary use of a experts – Bill Nighy has been an inspired choice as a spokesperson for the campaign. He’s been active in the campaign for the last year, appears on TV to talk about why we need a RHT, writes op-ed pieces and turns up at events. Unlike other celebrities he appears committed for the long-haul of the campaign.
It’s also been good to see how the campaign has used Economists, like getting over 1,000 to sign a letter ahead to G20 financial minister and more recently Jeffery Sachs writing to the UK Chancellor, to counter the financial voices that say that a FTT can’t work.
What else has impressed you about the Robin Hood Tax campaign? What hasn’t worked so well?