Resource Type: Case Studies

Recommendations from messaging research about climate change and the Green New Deal and how to communicate and engage people in the rural America include:

Every message must be embedded with Appalachian values (such as kinship, independence, resiliency, and resourcefulness) – whether it focuses on jobs or on health.
Show respect for the people who worked in coal and what they built.
Name entities behind the problem. Use the active voice.
Avoid alarmist messages. Show what the community gains. Offer local solutions that connect to regional values. Give examples of local people doing the work.

How did the alliance behind the Portland Clean Energy Fund (PCEF) move a visionary idea from concept to groundbreaking reality? In this webinar, the Climate Advocacy Lab was joined in conversation with members of the PCEF Steering Committee for an “under the hood” look at the campaign’s insights, challenges, and lessons learned –– also captured in a new, interview-based report that captures the “anatomy” of the campaign. This campaign secured a landslide ballot measure victory in Portland in November 2018, establishing a multi-million dollar municipal fund that will address climate, economic, and racial justice by providing funding for renewable energy projects, job training and apprenticeship programs, and regenerative agriculture.

Learning from experienced practitioners is a great way to more successfully run and win campaigns. This resource includes 14 detailed how-to guides on cutting-edge approaches that draw on the combined knowledge of over 100 progressive campaigners, organizers and groups that tried and tested these strategies across the world. Guides are on the following topics: building networked coalitions, distributed organizing, persuasive conversation campaigns, crowdsourcing ideas and content from supporters, canvassing and door knocking, support and coaching techniques for remote groups, texting campaigns, volunteer-led phone banking, A/B testing for sendouts, apps and digital tools for organizers, using Facebook groups for organizing, WhatsApp uses for campaigning, dealing with disinformation, digital security basics for campaigners.