Digital Organizing Basics: A presentation for the Students for Economic Justice Interns
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Based on my last few years of work this presentation focuses online organizing strategy & email basics.
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Digital Organizing Basics: A presentation for the Students for Economic Justice Interns
- 1. Digital Organizing Connecting with agents of change through digital tools
- 2. Your campaign What is your campaign goal? Where are your agents of change located? If they are online then your organizing plan will likely include an online component.
- 3. Where are your agents of change?
- 4. Know Your Agents of Change Are they online? Are there obstacles to being online, connecting via text or by other digital tools? What do they respond to? Email, phone, voicemail, text message, Twitter, Facebook, Surveys, Advertisem ent? How else can you reach them? How can the agents of help further your campaign goals?
- 5. Got a plan? What are your goals? (Raise the wage?) How can your agents of change contribute to this goal? What’s a low bar ask? What’s a high bar ask?
- 6. Strategy, Tactics & Metrics Strategy: What do you want to do? Change the debate Raise your campaign profile Apply pressure on decision makers to influence a vote? Tactics: How will you do it? Post memes on Facebook that key thought leaders will share and re-share? Get people to sign a petition that you will deliver. Rally support on twitter for media purposes or to build the movement. Metrics: How will we measure progress? Is it trackable? Subscribers, Likes, Signatures, Shares, Press Hits
- 7. Example #1: Stop Bank Blight Campaign Goal: To pass the Property Value Protection Ordinance at City Hall Online Goal: Raise the campaign profile, rally key supporters Strategy: Outreach to key thought leaders on Facebook & Twitter Tactics: Twitterstorm, Facebook Event Page, Photo Messages & Microsite Metrics: Web traffic and trending on twitter
- 8. Example #1: Stop Bank Blight
- 9. Example #1: Stop Bank Blight
- 10. Example #1: Stop Bank Blight
- 11. Example #2: Make Poverty a Priority Campaign Goal: To move the Mayor to address working poverty in his State of the City Address Online Goal: Generate 1000 signatures on a petition asking Filner to MPP Strategy: Build our online coalition to generate names Tactics: Blogs, Emails, Memes
- 12. Example #2: Make Poverty a Priority
- 13. Example #2: Make Poverty a Priority
- 14. Example #2: Make Poverty a Priority
- 15. Example #3: Community Budget Alliance Campaign Goal: More transparent and participatory budget process Online Goal: To support outreach & education Strategy: Raise the campaign profile, educate online activists on budget and generate leads Tactics: Online Education (Webinars, Videos, Kits, Infographics), Email, Blogs
- 16. Example 3: Community Budget Alliance
- 17. Example 3: Community Budget Alliance
- 18. Example 3: Community Budget Alliance
- 19. Example 3: Community Budget Alliance Leads Generated Downloads
- 20. Your Turn Write an online campaign plan for a campaign at your site include: Key Agents of Change Goals Strategy Tactics (be specific) Metrics Add in your timeline & any action states you might take.
- 21. Group Share How did it go? What questions came up? What thoughts came up?
- 22. Email & Your Heart Email Matters – 92% of all online users are using email (Pew, 2011) According to PEW of December 2012: 15% of online adults say they use Pinterest 13% of online adults say they use Instagram 6% of online adults say they use Tumblr 67% of online adults say they use Facebook 16% of online adults say they use Twitter
- 23. Write a Great Email Find the Moment Create a Sense of Urgency Provide a Solution ASK (Only 1) Sign RSVP Like or Share Take Action Donate Do something offline (high bar ask)
- 24. Email Sample #1 Find the moment #2 Create a sense of urgency #3 Provide a soluti #4 ASK
- 25. Email Sample #1 Find the momen #2 Create a sense of urge #3 Provide a soluti #4 ASK
- 26. Your turn Write an email that could work on one of your campaigns? Find the moment Create a sense of urgency Provide a solution Feature an ASK
- 27. Thank you! You can apply these skills to your current campaigns. If you need help with online organizing plans or emails, feel free to email me at Crystal@onlineCPI.org.
Notas del editor
- 10:00 – 10:05(5m)Crystal Page – Communications Manager – I’ve been doing some sort of digital organizing support for 5 years. It is great to learn on the job but there are great resources like NOI that can be helpful to you. Who are you?
- 10:05 – 10:06(1 m)
- 10:06 – 10:07(:30)
- 10:07 – 10:10(3m)
- 10:10 – 10:13(3m)
- 10:13 – 10:18(5m)Examples:Stop Bank BlightMaking Poverty a PriorityCommunity Budget Alliance
- 10:18 – 10:20(2m)We also had a micro site.
- 10:20 – 10:22(2m) How can you change the debate? OpEds? Hashtags? Can you indirectly or directly catch the medias attention?
- 10:22 – 10:24(2m) Facebook Event Page – Recruit any and everyone knowing that there will be a fall off.
- 10:24 – 10:26(2m) What faces and messages will tell your story?
- 10:26 – 10:29(3m)
- 10:29 – 10:31(2m) Blog – Coalition building by featuring different voices from partner organizations.
- 10:31 – 10:33(2m) Emails that show that you know your audience. We leaked this one to key online supporters prior to the launch of the campaign to generate a good first wave of support.
- 10:33 – 10:36(3m)
- 10:36 – 10:39(3m)
- 10:39 – 10:41(2m) PopEd Materials – Action Kits
- 10:41 – 10:43(2m) Webinars
- 10:43 – 10:45(2m) Webinars
- 10:45 – 10:47(2m) Downloads & Leads Generated
- 10:47 – 11:02 and 11:02 – 11:1715 Minutes – Turn and Share with a Partner – 15 Minutes
- 11:17 – 11:22How did it go?
- 11:23 – 11:28Search and email remain the two online activities that are nearly universal among adult internet users, as 92% of online adults use search engines to find information on the Web, and a similar number (92%) use email. Source of data:http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
- 11:28 – 11:33Subject Lines Matter – But Once Someone Opens and Email You’ve Got to Move Them (This is called Theory of Change)Make it shareable.
- 11:33 – 11:38Sincerity, segmentation and short, medium and long term goals.
- 11:38 – 11:43Sincerity, segmentation and short, medium and long term goals.
- 11:43 – 11:53 Write an email draft. 11:53 – 11:58 Then we will share. Who wants to read their email?
- 11:58 – 12NRemember it will never be perfect but if you can get closer to your goal that’s all that really matters!