Forcefield Analysis [Process Guide]

Objectives
A forcefield analysis helps to think about forces affecting the movement including, but not limited to external groups, internal division, psychological powers and blocks. Through discussion with others, the force field analysis can help us tease out differences of perspectives within our group. It can thus produce a rich analysis of potential places of growth for the campaign.

How it’s done

Step 1
Clearly identify the problem or campaign vision.

Step 2
Identify forces contributing to the success and forces against success. (helpful to place in the following table format where everyone can see)

Note: When Change Agency facilitators support campaigners to learn and apply this tool, we encourage folks to first brainstorm forces then arrange them into clusters, grouping together forces under headings such as political and parliamentary factors, economic factors, and community and movement factors.

Step 3
Rate the impact/strength of each force (+10 to +1 or -10 to -1 as relative impact of force on movement.)
Discussion is an opportunity for sharing insights with each other

Step 4
Think collectively about how to maximize the forces for success and how to minimize the forces against success. What are tactics (currently being used and especially those not being used) that can maximize our success.

Source: Created by George Lakey, Training for Change

Macro Strategy Exercise (Tug of War)
Here’s a kinesthetic way to introduce forcefield analysis, based on Kurt Lewin’s Force Field Analysis

How it’s done
This exercise is designed to embolden the imagination and enlarge possibilities, politicize everyone regarding macroforces in a dynamic way and to explore how your group and allies can influence the forces “out there”.

The basic format is a tug of war, with rope which has multiple ends knotted in middle. Small teams are created, half of which identify a negative force in your group’s environment and half identify a positive force. These can be negative and positive forces acting right now and likely to act in the near future. As each team identifies a force, it takes its place on positive or negative side of tug of war.

Then, action!

After one side wins, teams huddle; negative force teams ask selves how their power could be under-mined; positive force teams ask selves how their power could be enhanced.

Each team writes its conclusions.

All teams report to the whole the two most important ways (of enhancing or undermining).

Harvest learnings via newsprint.

Source: Created by George Lakey, Training for Change

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Sophie Peer

Sophie Peer, ChilOut campaign director

The Change Agency is like a best friend in the drawer. As the only paid employee in a very small not for profit, it is fabulous to know there are trusted, well tested resources a click away. Whether it's workshop planning, strategic re-think, tactics - tCA is the chamomile tea to my campaigner-stress.
The Change Agency
2014-05-16T14:31:59+10:00
Sophie Peer
The Change Agency is like a best friend in the drawer. As the only paid employee in a very small not for profit, it is fabulous to know there are trusted, well tested resources a click away. Whether it's workshop planning, strategic re-think, tactics - tCA is the chamomile tea to my campaigner-stress.
Jack Bertolus

Jack Bertolus, Market Forces

The Community Organising Fellowship introduced a plethora of new and exciting concepts in campaigning and community organising, and gave us the practice and tools to apply these effectively. The time spent learning with and from the talented and experienced cohort was an invaluable insight into Australian social movements and established what I’m sure will be lifelong connections.
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2017-11-12T18:54:18+11:00
Jack Bertolus
The Community Organising Fellowship introduced a plethora of new and exciting concepts in campaigning and community organising, and gave us the practice and tools to apply these effectively. The time spent learning with and from the talented and experienced cohort was an invaluable insight into Australian social movements and established what I’m sure will be lifelong connections.
Emilie Carey

Emilie Carey, Solar Citizens


I really admired your facilitation skills. I learnt lots watching you guide us through the evening. I'll definitely be using lessons from last night. You're a total pro and I'm really grateful you're generous enough to share your knowledge.

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2016-03-25T10:35:26+11:00
Emilie Carey
I really admired your facilitation skills. I learnt lots watching you guide us through the evening. I'll definitely be using lessons from last night. You're a total pro and I'm really grateful you're generous enough to share your knowledge.

Cate Faehrmann, Director, Nature Conservation Council NSW, 2005

We did a two-day workshop with The Change Agency early this year which provided our organisation with some much-needed tools for strategic campaigning and planning. There was nothing but positive feedback from our staff and board members about what they gained from the two days spent with James and Sam. The power mapping exercise was particularly insightful for staff and board members alike and as a result our campaigns are more pro-active - we are seeing results!
The Change Agency
2014-03-30T07:51:49+11:00
We did a two-day workshop with The Change Agency early this year which provided our organisation with some much-needed tools for strategic campaigning and planning. There was nothing but positive feedback from our staff and board members about what they gained from the two days spent with James and Sam. The power mapping exercise was particularly insightful for staff and board members alike and as a result our campaigns are more pro-active - we are seeing results!

Alycia Gawthorne, GetUp! organiser

The Fellowship has challenged the way I previously thought about campaigning and community organising, and made me rethink how I approach my work. It’s afforded me the space to take a step back and look at the entire movement. I feel like the skills I take away from the Fellowship will be invaluable, but far more important will be the deeper understanding I have about my role and how it fits within a larger movement.
The Change Agency
2015-03-17T19:33:28+11:00
The Fellowship has challenged the way I previously thought about campaigning and community organising, and made me rethink how I approach my work. It’s afforded me the space to take a step back and look at the entire movement. I feel like the skills I take away from the Fellowship will be invaluable, but far more important will be the deeper understanding I have about my role and how it fits within a larger movement.

Peter Archer, World Vision

I have shared with my friends and family that this workshop was the most valuable training I have done. It came at a time when I had become aware of my passion for grassroots activism. The follow-up support equipped me quickly and powerfully to put my learning into practice and age my confidence a huge boost.
The Change Agency
2014-03-30T08:11:05+11:00
I have shared with my friends and family that this workshop was the most valuable training I have done. It came at a time when I had become aware of my passion for grassroots activism. The follow-up support equipped me quickly and powerfully to put my learning into practice and age my confidence a huge boost.

Claire O’Rourke, National Director, Solar Citizens

The fellowship has helped me further develop the skills and strategic thinking necessary to ensure that we deliver sound policy by working in partnership with our supporters and volunteers in communities across Australia.

Organising helps to build relationships and skills both within and between communities and the fellowship follows the same approach. The fellowship is essential for organisations that are working to build power within communities or considering making the leap into this work. 
The Change Agency
2015-03-17T21:03:10+11:00
The fellowship has helped me further develop the skills and strategic thinking necessary to ensure that we deliver sound policy by working in partnership with our supporters and volunteers in communities across Australia. Organising helps to build relationships and skills both within and between communities and the fellowship follows the same approach. The fellowship is essential for organisations that are working to build power within communities or considering making the leap into this work. 
nka

Josey Sharrad, International Fund for Animal Welfare

The Change Agency facilitated our two day intensive strategy workshop to bring together animal welfare and rescue groups from across Australia to set up a National Koala Alliance. James and Taya's facilitation of the workshop was absolutely brilliant and everyone came away with renewed enthusiasm and determination. James' extensive campaigning experience and strategic thinking provided invaluable guidance to this newly- formed alliance and we will continue to tap into his wealth of strategic advice as we go forward to protect koalas. Thank you!

The Change Agency
2014-08-18T14:37:24+10:00
nka
The Change Agency facilitated our two day intensive strategy workshop to bring together animal welfare and rescue groups from across Australia to set up a National Koala Alliance. James and Taya's facilitation of the workshop was absolutely brilliant and everyone came away with renewed enthusiasm and determination. James' extensive campaigning experience and strategic thinking provided invaluable guidance to this newly- formed alliance and we will continue to tap into his wealth of strategic advice as we go forward to protect koalas. Thank you!
John Edye

John Edye, March 2017

James and Fee... Thank you for your inspiring leadership, commitment and engagement. You are epic facilitators, and the first workshop was one of the best training experiences I have ever attended. I feel very privileged to be a participant and am looking forward to the next three. Experiencing such a high level of training and working with so many young, intelligent and professional organisers left me feeling a bit overwhelmed by my lack of experience but very optimistic about the future challenges we face, instead of the rather bleak and jaundiced view I came with. Thank you for your compassion and thoughtfulness and the incredible resources that were on our seats on the first day. It was and will be an incredible learning experience.
The Change Agency
2017-03-28T12:18:24+11:00
John Edye
James and Fee... Thank you for your inspiring leadership, commitment and engagement. You are epic facilitators, and the first workshop was one of the best training experiences I have ever attended. I feel very privileged to be a participant and am looking forward to the next three. Experiencing such a high level of training and working with so many young, intelligent and professional organisers left me feeling a bit overwhelmed by my lack of experience but very optimistic about the future challenges we face, instead of the rather bleak and jaundiced view I came with. Thank you for your compassion and thoughtfulness and the incredible resources that were on our seats on the first day. It was and will be an incredible learning experience.
Nic clyde

Nic Clyde, Climate team leader, Greenpeace Australia Pacific

Before coming into this cohort, my community organising ability was – at best – intuitive, with not much structure and theory... or ‘all hat and no horse’ (as the Texans say). This is starting to change. This fellowship has reinvigorated my thirst to become a better campaigner. It has built my skills in strategy and community organising. It has connected me with a mob who are passionate, connected and willing to help out in whatever way they can. Thanks!
The Change Agency
2014-05-23T16:40:41+10:00
Nic clyde
Before coming into this cohort, my community organising ability was – at best – intuitive, with not much structure and theory... or ‘all hat and no horse’ (as the Texans say). This is starting to change. This fellowship has reinvigorated my thirst to become a better campaigner. It has built my skills in strategy and community organising. It has connected me with a mob who are passionate, connected and willing to help out in whatever way they can. Thanks!
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