Campaigning Wiki

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Summary

A theory of change is the explicit, testable if/then chain from activities to outcomes to long-term impact, with every “because” stated out loud so the campaign can be argued against and revised.

Body

A theory of change (ToC) is the campaign’s answer to how will what we do plausibly lead to the change we want? It is the document the campaign refers back to when the strategy is challenged, when a tactic is proposed, or when evaluation asks whether the work has worked.

The Commons Library treats the ToC as a falsifiable proposition: the conditions under which the campaign would fail should be stated, which makes the document useful both for planning and for mid-campaign evaluation [source: commons-library]. The People Power Manual’s Campaign Strategy Guide devotes two process guides — *Creating a theory of change 1 and *Creating a theory of change 2 — and a Theories of change handout to the practice, treating the ToC as the analytical centre of the strategy layer rather than an annex [source: people-power-manual]. The Community Tool Box runs the ToC inside its action-planning sequence, so the situational analysis and the objectives are produced in the same exercise that produces the theory of change [source: community-tool-box].

The standard structure is a chain of if/then links working backwards from the long-term goal: if we do A, then B happens, because [assumption]; if B, then C… down to the activities the campaign actually controls. The Center for Theory of Change breaks its methodology into six sequential steps — identifying long-term goals, backwards mapping and connecting outcomes, completing the outcomes framework, identifying assumptions, developing indicators, and identifying interventions — and stresses that each step feeds into evaluation planning [source: center-for-theory-of-change]. The Commons Library’s organising modules name the levels as activities → outputs → outcomes → impact, with the discipline that each level has a distinct type of measurement and a distinct type of actor the campaign is trying to move [source: commons-library]. The UNAIDS Conjunto de Herramientas (Spanish-language workbook) structures its advocacy planning around exactly this chain — situational analysis, objective-setting, audience segmentation, then tactics — and provides worksheets at each step [source: incidencia-unaids]. ONGAWA’s Spanish Manual de campañas stresses the integration of mobilisation and policy: the ToC should explain how an acción pública (public action) translates into a policy change, not assume the two are connected [source: manual-campanas-ongawa].

The assumptions column is where the discipline lives. Every if/then link rests on an assumption — that the decision-maker will care about the message, that the base will turn out, that the opposition will not adapt. The People Power Manual’s Theories of change handout is structured precisely to surface these assumptions: it asks the team to name the because under every link and to mark which assumptions are tested, untested, or unknown [source: people-power-manual]. The Commons Library repeats the same discipline: a ToC with no assumptions column is decoration [source: commons-library].

The ToC is the strategy spine that connects every other planning/management page in the wiki:

  • The SMART goals are the milestones at each level of the ToC.
  • The logframe is the operational, indicator-attached form of the ToC.
  • The evaluation plan is the test of whether the ToC’s if/then links actually held.
  • The MEL framework decides what to measure at each level.
  • The campaign plan is the sequenced actions that operationalise the activities layer of the ToC.
  • The contribution analysis answers the honest question — did our ToC hold, given that we were one of many actors?

Common failure modes. The Commons Library warns against three: (a) the marketing ToC — every step looks plausible on paper because the assumptions were never tested [source: commons-library]; (b) the orphan ToC — produced at the start of the campaign and never revisited; (c) the attribution ToC — implies the campaign alone caused the change, when in advocacy most wins are contributions alongside others. The antidote to all three is the same discipline: at every link, ask under what specific conditions could this step not lead to the next? If no one can answer, the chain is decorative. The People Power Manual treats ToC revision as a recurring rhythm — re-read the ToC at each re-evaluation point in the campaign cycle, not once at kick-off [source: people-power-manual].

Use it for

Drafting a campaign proposal; aligning a coalition on what the campaign is trying to do; evaluating an existing campaign mid-flight; testing the discipline of a new tactic before scaling it; reporting to a funder or board.

Open Questions

None yet.

Sources & verification

  • sources/commons-library — grounding: secondary — RAW (5257 chars)
  • sources/people-power-manual — grounding: secondary — RAW (7977 chars)
  • sources/community-tool-box — grounding: secondary — RAW (833 chars)
  • center-for-theory-of-change — grounding: secondary — RAW (6048 chars)
  • sources/incidencia-unaids — grounding: secondary — RAW (PDF)
  • sources/manual-campanas-ongawa — grounding: secondary — RAW (PDF)

Verified 2026-06-23 by llm-qc.

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