Campaigns develop over time. To set the time-frame for a campaign, the following questions should be considered:
- Based on formative research on the issue, how much time is likely to be needed to produce the planned outcomes and to reach the campaign goal, in a reasonably realistic scenario?
- Based on the theory of change adopted for the campaign, what are its main phases, and how much time is each phase likely to take?
- Based on the internal and external analysis, how long can the campaign organization or alliance campaign with the resources and opportunities available?
Bear in mind: Campaigns are inherently unpredictable and gains can be made unexpectedly or take a long time. Therefore, responsiveness and flexibility are key factors for effective coordination and management of any campaign.