The Rebbe's guidance on the mitzvah campaigns (mivtzoim) — tefillin, matzah, the Four Species, mezuzah, candles and more:
Tefillin. Encouraging another Jew to put on tefillin fulfills a Torah obligation and has a firm halachic basis (IK 9330). The tefillin campaign should reach the whole city and every circle, including soldiers in battle (IK 9356, 9721, 134); it brings protection and blessing to those who take part (IK 9366, 9635). Publicize it in the press to reach people otherwise out of reach (IK 9454, 9456), and rabbis and public figures should lend it their support and example (IK 9472, 10654).
Matzah, Four Species and the holidays. Mivtza Matzah is a unique Chabad activity that brings light to others, and its details deserve attention (IK 4264, 6832, 7317, 10725); women's efforts in baking and distributing shmurah matzah carry special merit (IK 6191). Sharing one's Four Species so that others can fulfill the mitzvah brings great merit and unites all Jews (IK 5816, 7049). Purim campaigns can inspire even distant Jews (IK 7608), and Tishrei and Hakhel activities should be organized systematically (IK 9227).
Mezuzah, candles and a Torah scroll for children. A mezuzah campaign needs careful planning for its particular challenges (IK 10777). Girls should begin lighting Shabbos and Yom Tov candles with a blessing (IK 6538). A campaign to foster children's love of Torah must stay free of partisan conditions (IK 10353).
How to run a campaign. Organize with precision and with enthusiasm (IK 10602). Choose prizes and incentives thoughtfully (IK 10868). Don't let new campaigns divert resources from an organization's core mission (IK 5906). Report on the results — reporting strengthens the work (IK 4264).
See also: Land of Israel – Army service and Jewish soldiers; Jewish outreach – How to reach others.