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Online Campaigning with Change.org
Online Campaigning with Change.org A Beginner’s Guide
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Change.org
Change.org
change.org/petition
change.org/start_a_petition
Change.org Petitions • Easy to use • Real-time delivery of letters to targets • Powerful sharing tools • Email opt-in for nonprofits • FREE
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Great Online Campaigns • Address clear and specific issues • Are timely • Target decision makers • Are easy to understand • Appeal to a broad audience • Get straight to the point
All About Targets • Choose targets who are decision makers whenever possible • Think about who might be easiest to influence with an online petition • Targets don’t need to be well-known, but they need to be relevant • Don’t be afraid to choose more than one target • President Obama isn’t always the best target
Some Great Targets Besides President Obama • Cabinet Officials (Secretary of State, Treasury Secretary, EPA Administrator, etc.) • Senate and House Committee Members • Local Officials (Mayors, School Boards, Utility Comissioners) • Business Leaders (CEOs, Corporate Social Responsibility Officers, Communications and PR) • University Presidents and Deans, NGO Leaders, Celebrities
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
People Don’t Read on the Web...
People Don’t Read on the Web... ...They Scan
Writing Great Petitions • Clear Crisp Headlines • Short • Broken into “bite sized” paragraphs • Note the first couple of words in each paragraph
Writing Great Petitions • Intriguing headline • Even shorter! • No links needed • Note the first couple of words in each paragraph
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
Sharing and Spreading the Word • Top petitions appear on weekly leaderboard and get highlighted via our weekly e-newsletter
Sharing and Spreading the Word • Top petitions in each cause are featured as well
Sharing and Spreading the Word • Top petitions in each cause are featured as well
Real World Example • Great sharing success • Simple to understand, broad appeal • Builds awareness • Useful for offline lobbying efforts
change.org/start_a_petition
Questions? robin@change.org

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Online Campaigning with Change.org Webinar

  • 2. Online Campaigning with Change.org A Beginner’s Guide
  • 3. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 4. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 9. Change.org Petitions • Easy to use • Real-time delivery of letters to targets • Powerful sharing tools • Email opt-in for nonprofits • FREE
  • 10. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 11. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 12. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 13. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 14. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 15. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 16. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 17. Great Online Campaigns • Address clear and specific issues • Are timely • Target decision makers • Are easy to understand • Appeal to a broad audience • Get straight to the point
  • 18. All About Targets • Choose targets who are decision makers whenever possible • Think about who might be easiest to influence with an online petition • Targets don’t need to be well-known, but they need to be relevant • Don’t be afraid to choose more than one target • President Obama isn’t always the best target
  • 19. Some Great Targets Besides President Obama • Cabinet Officials (Secretary of State, Treasury Secretary, EPA Administrator, etc.) • Senate and House Committee Members • Local Officials (Mayors, School Boards, Utility Comissioners) • Business Leaders (CEOs, Corporate Social Responsibility Officers, Communications and PR) • University Presidents and Deans, NGO Leaders, Celebrities
  • 20. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 21. People Don’t Read on the Web...
  • 22. People Don’t Read on the Web... ...They Scan
  • 23. Writing Great Petitions • Clear Crisp Headlines • Short • Broken into “bite sized” paragraphs • Note the first couple of words in each paragraph
  • 24. Writing Great Petitions • Intriguing headline • Even shorter! • No links needed • Note the first couple of words in each paragraph
  • 25. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 26. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
  • 27. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
  • 28. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
  • 29. Sharing and Spreading the Word • Top petitions appear on weekly leaderboard and get highlighted via our weekly e-newsletter
  • 30. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  • 31. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  • 32. Real World Example • Great sharing success • Simple to understand, broad appeal • Builds awareness • Useful for offline lobbying efforts