10 September 2019
I am proposing two radical changes to our strategy.
a flattening of the branch system
a change of message
The branch system is a 20th-century structure. It was built before the advent of the internet and was built as a hangover from the revolutionary cell system. Using branch leaders, a network system was used to carry messages. This is no longer efficient (if it ever was)
There are two main problems with the branch system. Firstly it is expensive to maintain and requires patronage. Branch leaders want to be paid, rather than focus on paying in. This leads to the ridiculous situation like the ANC with 1,3 Million members as opposed to the UK Conservative party with 144,000 members. The type of members and low-level leaders that it attracts are those more interested in personal political advancement than in the cause that the organization is aiming at. The logistical problems and the amount of cash required to maintain this, makes the branch system untenable. And in the case of the PAC – unattainable.
The leadership squabbles are simply a result of overly ambitious branch leaders, who unable to raise a majority, simply resort to miscommunication to attain their own goals. Organizational goals take a back seat in the fray of self-advancement.
PAC problems are further compounded by the lack of a member fundraising strategy. A membership of R 10 is not sustainable, adds no value to infrastructure and actually inhibits growth. By looking backward, ostensively to conserve our membership base (Estimate 3,000 ), we tie our own growth down.
I propose we replace this with a “flat system”. Branches are sidelined and replaced with a modern Internet-based system that links each member to an email, many-to-one if we believe that the members do not have email addresses.
Without getting into ideological debates, there are two main probes with centering our message on the Land Issue. First is this issue has been grabbed by our competitors. Campaigning for Land now amounts to campaigning for the ANC. Secondly is that it does not bring us revenue. Put ideology aside and focus on an idea that will bring us revenue.
The African Diaspora (with particular emphasis on Zimbabwe) has a community of Millions in South Africa. By changing the PAC message from, “Land first” to “ Coast to Coast” we are able to gain a whole new community – one that will dwarf our current 32,000 supporter base.
The Land issue is complex and vexed with contradictions. The coast to coast message is easy, inclusive and has simple short, medium and long term missions. It has a road map to success. There is no roadmap for the Land Issue – just barriers.
I can understand that a strategy such as I am proposing can seem superficially to be “Suicide”- Kind of like Microsoft adopting Linux or Vodacom offering to cannibalize the voice business with data. Take a moment to consider the logistics.
I take the model from Afriforum! Put aside the ideology and notice that with only 250,000 supporters (generating R 7 Million a month) they are able to punch an agenda way above their weight category!
All the mainstream political parties are xenophobic (racist). By choosing “Coast to Coast” we have a message that NONE of them have. We have a means of collecting funds from the African community. Every 1,000 supporters at say R50 month each, yields us R 500K per month.
The above moves should not alienate our supporters, but expand them to include a “pay in” mentality, instead of the one we have - a “take out” mentality.
By sacrificing voting popularity with South African voters, they are inherently racist, we gain a new, larger support base and lay the grounds for dominance in a new Azania.
Trout – 22 Immutable Laws of marketing
Denney – Killing Giants.