Before it is over, every campaign will pass through four or five distinct phases, which phases it passes through depends on how well the campaign has been structured. The phases are: the foundation, the build up, the moment of criticality, the illusion of victory, the end game and burn out. In each of these phases, campaigns work or don't work in very different ways, the demands placed on campaigners and organisations are very different and each phase can go badly wrong for very different reasons. Understanding which phase your campaign is in and where it is within that phase will help you plan and expedite your campaigns effectively.

Weak and strong phasing

Diagrams: weak and strong phasing diagram

Source: A different view