A good lobbying campaign must have a clear focus. What do you want to communicate, and who to? What do you want to do? These basic questions must be crystal clear when you begin. Also, ask yourself how your lobbying action will fit with existing anti-poverty campaigns. You will be more effective if you are working as part of a larger campaign. And do yourself a favour - be realistic. You don't have to change the world trading system in one week. Maybe your contribution can be 100 postcards sent, or a story in your local paper.

• Know what you want to tell people.
• Know what you want to do.
• How long is this going to take? Do you want a quick flash of publicity, or will you work for a long term goal
• Enlist friends or like minded people to help you get what you want.    

Haranguing a shop assistant about fairtrade might fulfil some deep need inside you - but it won't achieve effective change. You need to talk to the right people in the right way.

MPs, MEPs or members of your regional assembly (see the Christian Aid guide).

Local councillors

The local media (see our How to write a press release guide).

Religious leaders and congregations

Schools and businesses

Trade unions and members

Shops - the Co-op, for instance, welcomes involvement and you may get a place on one of the region committees

The public - all of the above have to take account of public opinion.         

Can you influence or harness this in your local area?

There's more than one way to run a successful lobbying campaign - it really depends on what you want to do. For example if you want to influence a vote in a parliament, go to your representative. If you want to change the buying policy of a shop, go to the manager, and get as many customers on side as possible. Just remember to be personable and polite. If you wind people up it will probably not help your cause.

• Inform people, impress people, entertain people, surprise people - but don't annoy them.
• Talk on the phone or write. Be brief, clear and friendly. Explain what you want, and why they should support you.
• Arrange a meeting to put your case - take representatives of your local community and campaign group with you.
• If you get a meeting, plan who will say what. Cultivate contacts with the local media, and with local politicians and business people. If you can approach someone through their friends, so much the better.
• Don't know who your parliamentary or EU representative is or how to get hold of them? Go to our 'Lobby your MP' guide for some pointers.     

To persuade people, you need to be able to demonstrate that yours isn't some marginal cause that will hijack years of their life. Instead show how it will make a big difference for people who really need their help.

• Be specific and very clear about what you expect someone to do, and what result it is likely to have.
• Show you have wide support - often people will help you if they think you've already got momentum.
• Make your campaign relevant to your area. Use any links in your community to the countries, industries or problems you are campaigning on.    

Find out about the issues you're lobbying on. Know the main arguments for - and against - what you are striving for.

• Know your stuff, but keep your lobby campaign simple and focused.
• Get your facts right, and present reasoned argument. You need credibility to get what you want.
• Enlist a friendly expert from a local university or business who will work with you. You could use their credibility and expertise.
• If your campaign succeeds, whose life will be better, and in what way? Make sure you know this, and communicate this.     

You should aim to make supporting you easier and more useful than it is to ignore you.

• Make it easy for people to help or join in.
• Ask clearly for what you want and explain why it's needed.
• Find common ground with people - don't alienate them.
• Get timing right - if what you want is in the news, you are more likely to succeed.
• Be credible - use facts to support your case. Pressureworks has plenty of stuff, see our Resources section.         

You need to get your campaign noticed. Try to give your local media a local angle on national and international events. If you can provide this kind of interest - and something good to take a picture of - then you stand a good chance of making a splash. 

• Use colourful, noisy or just entertaining events to get out and tell people what you want. See our How to Organise an Event guide.
• Get your story in the media (see our How to Write a Press Release guide).
• Use stunts. For instance, run an opinion poll and use it to publicise your campaign and add weight to your argument.
• Create striking and clear leaflets and posters to put your case. See our How to Write a Leaflet guide for more on making leaflets.
• Use meetings with influential people in your community to get your lobbying point across.    

What do you say to a supermarket manager at 10.30 in the morning? What if you're worried no one will come to your photo splash? You can call our campaigns office on 020 7523 2264 for more on the best ways to put your message across.

Tell us if we're useful, tell us if we're not. We need to know. Did this guide help? Do you have other things you need to know? Do you have some tips we could add? Let us know. Send us your feedback.