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Chris Rose’s How to Win Campaigns (2005, 2nd ed. 2010) — the standard practical reference for NGO campaigners — and the values-based segmentation (CDSM psychographic model) developed with Phil Bennett. [source: campaign-strategy-rose]

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Chris Rose is a UK-based campaign strategist, former Greenpeace campaign director (he led the Brent Spar campaign, 1995), and author of How to Win Campaigns: 100 Steps to Success (Earthscan, 2005, 2nd ed. 2010) and Campaign Strategy (online textbook, campaignstrategy.org). His work synthesises a generation of practitioner knowledge from the UK direct-action and international NGO movements, drawing on the lessons of Greenpeace, the anti-apartheid movement, the anti-tobacco campaign, and the climate movement.

Rose’s most-cited contribution is the values-based segmentation (CDSM) framework, developed with Phil Bennett at the Campaign Strategy consultancy. The framework segments the UK public by motivational values rather than demographic characteristics: the “Pioneer” core (intrinsically motivated to act), the “Prospectors” (extrinsically motivated, status-seeking), the “Settlers” (tradition-oriented, security-seeking), and the “Hostiles” (alienated from all three). The segmentation predicts which messages will move which segments and which campaign tactics will be effective in each. Rose’s 12 Basic Guidelines for Campaign Strategy (free PDF on campaignstrategy.org) is the most-downloaded practitioner document in the field. [source: campaign-strategy-rose]

Rose’s Ambition Box model — “what is the smallest ambition that would actually change the situation?” — is a direct challenge to large-ambition campaigns that fail because they over-reach. The model recommends choosing the ambition that is just larger than the target’s capacity to ignore. [source: campaign-strategy-rose]

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