Changemakers' Toolkit/Analysing the problem and planning for change/Mapping entry points
Introducing the tool[edit]
In any campaign, our goal is to engage particular people or groups. For example, we might:
- want our supporters to sign a petition or join a demonstration;
- want a politician to vote for a bill; or
- want a company to focus its investments differently.
Whatever our goal, we need to find ways to make our issue feel relevant and important to the audience we’re speaking to.
This is what we mean by entry points.
An entry points map can be useful for considering the different factors involved in an issue. Start by analysing our own situation – whether working alone, as part of a voluntary group or as part of a constituted organisation – and consider how to make best use of the resources to drive the campaign.
First, think about your position. Why are you the right people to be taking on this campaign? What are your strengths? What's your vision and focus? What resources do you have at your disposal?
Secondly, think about the need for your campaign. Are you tackling a neglected issue? Or one that’s become urgent because of external events? Or maybe there’s limited public awareness of the issue and you want to change that?
Thirdly, consider the opportunity for change. Are there new alliances emerging on the issue? Is a significant piece of legislation being introduced to parliament? Has a celebrity spoken out and drawn attention to your issue?
This approach can help you to think strategically about where your campaign momentum comes from, and to come up with creative ways of making it more powerful.
Remember that this tool is most effective when it’s discussed by groups or teams. This will ensure you get a wider range of views and that more people are invested in your campaign strategy.
Case study[edit]
A Wikimedian in Residence is an established role within the open knowledge movement. These roles address a specific need within an organisation, and build on an opportunity. In 2020, African Library & Information Associations & Institutions (AfLIA) hosted a residency, supported by the Wikimedia Foundation.
Need: To connect the librarian community in Africa with the free knowledge movement
Organisation: AfLIA is the umbrella organisation for libraries in Africa. Its mission is to “empower African librarians and information professionals with skills that can transform lives and communities, as well as drive global and continental development”. It is strong in its network of professionals, and its vision. What it required was expertise in open knowledge.
Opportunity: Partnership with the Wikimedia Foundation enabled AfLIA to access expertise and support for a Wikimedian to carry out the Wikipedia in African Libraries project. This trained and empowered librarians to edit Wikipedia and add cultural context to articles.
The residency discovered that 54% surveyed information professionals were unaware of the potential of free knowledge. To address this, cohorts of librarians in over 30 countries were trained by the Wikimedian, not only to edit but to act as advocates in their organisations.
Source[edit]
- "Alice Kibombo, wikimedian in residence at the African Library & Information Associations and Institutions". Library Policy and Advocacy Blog. 2 March 2021.
- Wikipedia in African Libraries
Homework exercise[edit]
Take ten minutes to apply the entry point mapping to your own campaign, or a campaign you might like to start. Make three lists, around position, need and opportunity.
Then think about what other perspectives you need on your campaign. Who are the key people that you need to include and consult when planning a campaign?
If you can, talk through your ideas with another person and get feedback.