Category Archive: Uncategorised

1. I want you to fail in your campaigning!

   17th May 2026 3:06 pm Leave a Comment

   The ski resort of Borovets in Bulgaria several years ago was the scene for me of a very powerful experience in my work trying to support people to campaign for change. I had been in this beautiful location for several days doing some work supporting Roma communities across the country; sadly, it was summer time and there was no opportunity for any winter sports.

   We had covered all of the basics around campaigning and had developed some real momentum around the issue on health care that the group particularly wanted to focus on. All seem to be going really well until we moved onto the penultimate session for the workshop, where we were focusing on what I would call the future story or the chain of events that you will make happen that will help bring about change on your issue.

   I sensed that there was a real nervousness in the room, and at the coffee break I was keen to explore why people had suddenly become quite anxious.

   It became apparent that the key reason was that a representative of their key funder was in the room. There had been the dawning realisation amongst some of the participants that in essence I was encouraging them to think about the future to say that they would do things not fully confident that those things would actually happen.

   Some of them expressed their anxiety that they would be incredibly reluctant to say anything to a funder, without a cast-iron guarantee that they could actually make it happen. In essence they were incredibly nervous and scared about anything that might even begin to look like failure, thinking that such a statement would be used against them.

   I thought this was a really interesting and helpful insight. One really important element of campaigning is, I think, a readiness to accept that you will do some things that will fail – that certainly has happened to me in my career! But it is only by doing things and sometimes failing that you learn and are able to do things differently. Failure can be very important as long, as you don’t keep repeating it, but look to learn lessons from your experience.

   I discussed this feedback with the representative of the funder. She very graciously offered to stand up at the beginning of the next session and explicitly say to the group that she was looking for them to be ready to fail, to tell her why they had failed, but most importantly to tell her what they had learnt and what they would do differently. She did just as she had promised and placed huge value on having the courage to do things, being prepared to fail but then reflecting on the learning.

   There seemed to be a collective sigh across the whole of the room. Her words certainly didn’t reassure everybody in the group, but enough people took heart from what she had said, and there was a sense of being able to report in a very different way on their campaigning.

   I think working in the NGO sector, but it is not exclusive to that sector, that there is a real nervousness about failure. And sometimes this nervousness can actually hold people back from trying things which could potentially move them on. For me it was so powerful to hear a funder talk about failure, embrace it, attach a value to it, but also say how keen she was to be able to see the learning from this experience.

   How do you embrace failure in your campaigning? Are you ready to embrace it and reflect on the learning or do you feel sometimes it holds you back? It would be great to know what you think.

   To find out more about Jonathan’s work, do visit his website:  https://jonathanelliscampaigns.com

2. What to look for in a campaigner?

   27th April 2026 8:58 am Leave a Comment

   Recently I’ve been doing some work for a charity tackling elements of child poverty in the north of England. It has been a fascinating piece of work so far as up until now they have focused on delivering a direct response to the challenges that they faced, but now the trustees are keen that they begin to campaign for change based on their own operational experience.

   
   

   It has been exciting to begin a conversation with them as we think about the potential asks, both locally and nationally, together with potential targets and messengers for the campaign.

   
   

   They are also looking at some point to expand their capacity, which made me think about what skills and experience should you be looking for when you think about recruiting somebody to help you campaign? I’ll be really interested to know your thoughts too on this question.

   
   

   Over the years I have formed a view that I think there are two critical elements to look for:

   
   

   Firstly, I think you should look for a proven ability to make things happen, either in a paid or voluntary role, and that the individual can show that their actions had a direct impact on getting the wheels moving on a campaign and building momentum. I would be looking to see how they developed a core message, developed routes for influence with potential messengers for the message, thought about influence potential on the target, made time to think about opposing arguments, and began to build momentum based on their future story for the campaign. I’d also be interested to explore how they coped with setbacks to their campaign. With practical examples from their experience, this would show me that they had an ability to make things happen.

   
   

   And secondly, I would think about the interview test, where I would like to see them set out their campaign strategy based on the organisation’s own priority problem and solution.

   I would be really interested to see how they framed the campaign to build momentum. I would also be interested to see how they could confidently assert their future story for the campaign based on a robust assessment of the external environment. But I’d also be interested to see whether they would be prepared to show some degree of humility to accept and respond to any challenges. I would be keen to see whether they could be confident, but also humble, in developing a strategy, and excite the interview panel with what might be possible.

   
   

   So those are the things that I would be looking for, but am I right? Do let me know what you think!

   
   

   To find out more about Jonathan’s work, do visit his website:  https://jonathanelliscampaigns.com

3. Reflections on campaigning across the globe

   23rd March 2026 9:47 am Leave a Comment

   Reflections on campaigning across the globe

   By Jonathan Ellis

   I am just back from Rome where I was facilitating a workshop for a global campaign, and this experience prompted me to reflect on the reality of trying to campaign across the globe.

   It was so good both to be back in the eternal city and to have the chance to spend time with campaigners from different regions across the world. I continue to be excited by what is possible to be achieved online, but you can’t beat being in the same room with people and discussing campaigning with them!

   My first takeaway is the somewhat obvious, but not always followed point, that you should play to your strengths. The organisation that I was working with had a particular strength in the extent and reach of its global network, but it was not, for example, an economic think tank or strategic political consultancy. In campaigning you do need to play to your strengths, but also recognise where you have weaknesses and reach out to develop partnerships with others with whom you can build real campaigning synergy.

   The next takeaway, and I wonder whether it is true both for global campaigns but also regional and national campaigns, is the sheer beauty of having shared moments when you come together, but also encouraging individual action. So, in the context of a global campaign, there could be moments across the globe where people come together in a sense of solidarity, which can have a real power, but there should also be opportunities for regional and national campaigns to have a degree of flexibility to do things that are motivating and pertinent in the local area. And then exploring how the energy from these two types of activities can feed into each other.

   In our discussions, I was struck once again at the sheer power of endeavouring to connect the reality of human lived experience with those people in positions of power – confronting them with the impact on real people of their decisions. It is powerful to do this at a local level, but it can also be so energising to do it at national level to build momentum and support, and then to look to work with those in power to communicate that experience to wider regional and global audiences.

   And a final takeaway, building on the last point, is how important it can be to build country champions in a global campaign. I remember years ago working for Oxfam being part of the global control arms campaign, and how often we would refer to the international campaign to ban landmines and the pivotal role that had been played by the Canadian government. As campaigners we don’t always think like this, and sometimes with good reason, but it can be incredibly powerful in seeking to build momentum to gain the active engage support of a national government to push your campaign forward at a regional and global level.

   So, if you do have a good fortune to be involved or to have been involved in a global campaign, I would love to know whether you think these reflections are helpful? Are you playing to your strengths? Do you have shared moments and encourage individual action? Are you exposing people in positions of power to the reality of lived experience? And are there any countries who could potentially be champions for your issue?

   I’d love to know what you think, but also what your key reflections are on the reality of campaigning at a global level.

   To find out more about Jonathan’s work, do visit his website:  https://jonathanelliscampaigns.com

4. Overcoming challenges to campaigning

   19th February 2026 10:31 am Leave a Comment

   February 26 blog

   Recently I was able to catch up with a former colleague of mine with whom I worked a lot in the past in Brussels, and he had recently secured a role running an NGO back in his home in Eastern Europe.

   His new team is keen do a lot of work including delivery on projects, but he was also very keen to see them doing more to campaign and influence, and encourage others to do likewise.

   We had a fascinating conversation, and I was intrigued to hear about the challenges that he was facing in his aspiration to get his NGO to do more to seek influence in the outside world and to build capacity in confidence amongst others.

   Firstly, we talked about just the sheer chaos that we seem to be facing in the external world. In the time that I’ve been campaigning we have certainly faced many challenges, but the multiplicity of challenges and change that we are now facing, including in some part challenges on principles that many of us thought was sacrosanct, creates an incredibly uncertain context.

   Part of the answer possibly here is not seeking always to understand it all and then get frustrated, but rather to seek to control how we respond and find positive things that we can do in response to new challenges. Furthermore, it is so important when setting out to do any campaigning that you make a realistic assessment of your external environment; this has always been true, but is now never been more true. And if you don’t have that realistic assessment, you do run the risk of developing a fantasy campaign strategy.

   We also talked about how important it is to understand, particularly in working with people who are new to campaigning, that change almost never happens in a linear manner. You can develop a really good plan, and then learn new things or meet unexpected obstacles, and you have continually to reflect on your learning and adapt your plan. In campaigning, you need to be ready for the ups and downs and be as ready as you can be for unexpected events not in your plan!

   This is sometimes a challenge for people who have come through a background of robust project management, and as they start out with a campaign plan, they have a completely unrealistic expectation that their Gantt chart, or any other similar tool, will be their roadmap that they can stick to over the months ahead. Whilst project management skills are undoubtedly helpful in campaigning, they do need to be fused with a flexibility and a willingness to reflect on learning and adapt the plan accordingly

   Another essential element that we discussed was the importance of messengers. I remember years ago doing campaigning, and a lot of our focus was on the importance of having a clear message. And whilst that is undoubtedly still true, when you’re trying to show politicians that there is support across society being able to mobilise a multiplicity of diverse messengers supporting your message, in their own authentic expression, is absolutely invaluable.

   And finally, we discussed the pitfalls of having to identify key performance indicators for funders several years in advance. This can be a real challenge and can leave you doing things in the future that in the reality of present day, you do not need to do! But that is a big issue in itself, and if you’re interested, I could explore that in a later blog.

   As ever, if any of these thoughts strike a chord with you or indeed don’t, do please get in touch as it would be great to hear from you.

   To find out more about Jonathan’s work, do visit his website:  https://jonathanelliscampaigns.com

5. How to appear on the Directory of Freelancers

   30th October 2024 12:29 pm Leave a Comment

   1. Choose which of the 4 sections you would like to be included within:

   • Director
   • Policy Campaigns Public Affairs
   • Communications, Media & PR
   • Marketing & Digital

   2. A descriptive heading – up to 15 words

   3. A description of your services – up to 90 words

   4. Your previous roles/consultancies

   5. Your daily rate

   6. Experience level:

   • Director
   • Head
   • Manager
   • Officer
   • Assistant

   7. Choose how you would like to pay

   • £88 annual – Unlimited Client Request Alerts
   • £55 for 6 months – Unlimited Client Request Alerts
   • £35 for 3 months – Unlimited Client Request Alerts
   • £17 for 1 month – Unlimited Client Request Alerts
   • Free then Pay per client Request Alert –  £35 each

   Please send these 7 details to jonathan@therightethos.co.uk

   If there is something to pay at this stage, we will email you a payment form and once paid you will appear on the Directory of Freelances within 24 hours

6. #DontRecruitForFujitsu

   11th January 2024 10:51 am Leave a Comment

   In the light of all the re-ignited publicity around the Post Office scandal, I have written to REC – the Recruitment and Employment Confederation to suggest that they run a campaign #DontRecruitForFujitsu – where they actively discourage recruitment consultancies from supplying candidates to them. Clearly, The Right Ethos would not be affected as we don’t work in this sector. But, if recruitment agencies who did and particularly those who have worked for Fujitsu previously, were to say that they #DontRecruitForFujitsu this would be a good thing.

   With government contracts signed there is very little that can be done to get out of these agreements. However, if Fujitsu are undermined by being made unable to fulfil these contracts then their profits from the government can be affected.

   The next stage of the campaign could go onto to be #DontWorkForFujitsu – where candidates are encouraged not to apply for jobs at Fujitsu.

   And possibly current employees are stimulated to leave Fujitsu – maybe after a reasonable time period so that no more individuals take a personal and an immediate hit on their livelihoods – for example by the end of 2026.

7. A roll call of late 20^th century politics

   5th April 2023 1:18 pm Leave a Comment

   When looking through some old memorabilia recently, I came across the memorial service booklet of Roy Jenkins. For younger listeners, Lord Jenkins was Labour home secretary, chancellor of the exchequer, president of the European Commission, founder of the Social Democratic Party, chancellor of Oxford University, as well as being a distinguished biographer. He was a major figure in post-war 20^th century British politics.

   The service took place 20 years ago last week – 27th March 2003 – at Westminster Abbey. I was pleased to be able to access tickets for myself and my friend since university, Jonny Oates, who I have mentioned in previous blogs. Jonny is now a member of the House of Lords and has recently become the Chief Executive of United Against Malnutrition.

   But, looking back at who was in the Abbey, 20 years ago this week is a roll-call of late 20^th century politics – and I’ve added links to each of the notable people, rather than go into detail here.

   Baroness Thatcher, Sir Edward Heath and Lord Callaghan, plus the other members of the Lord Jenkins’s famous “Gang of Four” which headed the breakaway SDP in the early 1980s – Baroness Williams, Lord Rodgers, and Lord Owen.

   Baroness Boothroyd, Lord Healey, John Profumo, Jeremy Thorpe, Charles Kennedy, Lord Ashdown, Lord Howe, Lord Patten, former taoiseach Garret FitzGerald,

   Sadly out of this list only Chris Patten,  the UK’s last Governor of Hong Kong and 2 of Lord Jenkin’s fellow SDP Gang of Four, Bill Rodgers and David Owen are still alive.

8. A third of a century later and 200 yards away

   3rd March 2023 9:32 am Leave a Comment

   In 1990, started getting active and the roots of my career in the non-for-profit and campaigning sector began. I was running the Liberal Democrats group at Exeter University with Jonny Oates. He invited me up to his home in London to work on the next edition of our newsletter and make plans for what we were going to campaign on.

   I had barely been to London before and was excited to stay with him as he lived on Fleet Street, as his father was the Rector of St. Bride’s Church. To be honest most of our work was done in the Punch Tavern conveniently located just outside his house.
   

   We both went onto become Liberal Democrat Councillors in the 90s. I worked in the charity sector for organisations including Save the Children, Amnesty, PLAN International and EveryChild. Jonny had a more political career outlined in his excellent book I Never Promised You a Rose Garden
   

   But Jonny has now moved into the non-profit campaigning and advocacy sector and has become the Chief Executive of a new campaign United Against Malnutrition and Hunger
   

   I was delighted to be at the launch this week in Blackfriars – just 33 years and 200 yards away from the Punch Tavern where developing my right ethos all began.
   

   United Against Malnutrition and Hunger (click on this Twitter link) is a cross party campaign. Jonny Oates
   is Liberal Democrat Peer, Baroness Sugg, Conservative is the Co-Chair, Kate Dearden is a Labour representative on the Board.
   

   Speakers at the launch included David Cameron and former Foreign Secretary, David Miliband who spoke online.

9. A third of a century later and 200 yards away

   9:24 am Leave a Comment In 1990, I started getting active and the roots of my career in the non-for-profit and campaigning sector began. I was running the Liberal Democrats group at Exeter University with Jonny Oates. He invited me up to his home in London to work on the next edition of our newsletter and make plans for what we were going to campaign on. I had barely been to London before and was excited to stay with him as he lived on Fleet Street, as his father was the Rector of St. Bride’s Church. To be honest most of our work was done in the Punch Tavern conveniently located just outside his house. We both went onto become Liberal Democrat Councillors in the 90s. I worked in the charity sector for organisations including Save the Children, Amnesty, PLAN International and EveryChild. Jonny had a more political career outlined in his excellent book I Never Promised You a Rose Garden But Jonny has now finally moved into the non-profit campaigning and advocacy sector and has become the Chief Executive of a new campaign United Against Malnutrition and Hunger I was delighted to be at the launch this week in Blackfriars – 33 years and 200 yards away from the Punch Tavern where the development of my personal right ethos all began. United Against Malnutrition and Hunger (click on this Twitter link) is a cross party campaign. Jonny Oates is Liberal Democrat Peer, Baroness Sugg, Conservative is the Co-Chair, Kate Dearden is a Labour representative on the Board. Speakers at the launch included David Cameron and former Foreign Secretary, David Miliband who spoke online.

10. How to recruit efficiently so you don’t lose the best candidates.

    7th January 2023 10:35 am Leave a Comment

    If you’re a candidate, you’re in a great position to move your career forward – there’s still loads of jobs and in fact we see people being recruited beyond their abilities.

    The really capable candidates are not around for long – the savvy recruiters are snapping them up. There is loads of advice on being flexible, remote working etc. But the key thing to recruiting the best candidates are getting your recruitment processes right. I see many internal recruitment processes which are hopeless and people lose candidates by not thinking ahead and planning.

    Hopefully, you have HR and recruitment staff who are proactive and take an entrepreneurial approach to finding staff – and don’t just have a tick box attitude of “that’s the way we always do things”

    Winter 2023 -launch your recruitment searches – ready, steady -Go!

    Take a look at how many jobs are out there with similar titles to the one you’re recruiting for. Possibly more than at any time in the past 20 years – particularly in your job title has the word manager or officer included within it.

    Here’s what you need to do:

    • Remove barriers – if you use a Recruitment Portal – then suspend it. At the best of times these are not candidate focussed, they are for your organisation. And if you don’t use the recruitment portal properly then you probably have it because someone brought it thinking it was going to revolutionise recruitment at a massive cost and you’re lumbered with it.

    If a candidate needs to go through the hell of a recruitment portal as opposed to just sending an email, guess which one they will do.

    If you do need the information “Portalised” for some reason, get a member of staff or an intern to do it once you’ve received the application.

    • Drop the Application Form – a CV and a detailed supporting statement will do. Application forms put candidates off from applying. A CV has most of the information. Prescribe what you want on a supporting statement e.g., “please address these 7 points with 2-3 paragraphs of your tangible experience”

    • Get someone to review your applications on a daily basis. Can be a well briefed junior member of staff – then fast track strong candidates to the recruiting manager daily. Send an email saying we particularly welcome your application and we will be back in touch soon. Perhaps a 5-minute online call or a phone call the next day to show that you are interested and keeping them warm in the process.

    • Interview as soon as possible – the smallest gap possible between deadline and interview. No later than the following week.

    • Do you really need a second interview? Ok, schedule it for the day after the first interview.

    • Interview decision making process – ideally you should schedule this in for the next possible moment as the last interviewee is walking out of the building. Make sure everyone is available and make a decision. And make it. Know what the offer is salary and ideal start date and make the offer.

    Would you like The Right Ethos to design your recruitment process to maximise the candidates that you could be attracting to your organisation? We’ll provide you with a precise timetable and do all the thinking for you to prepare the optimal recruitment process.

    Email: jonathan@therightethos.co.uk