A brief, basic primer on using Salsa Labs Democracy in Action platform to engage supporters. This presentation was augmented by live demonstrations of each feature (package), though I hope to include screen caps in a future version.

1. Online Tools for Effective Advocacy:UsingTo Build Healthier Communities August 10, 2011 Presented by Kevin Gilnack Kevin.Gilnack@gmail.com

2. Why communicate online? Educate Empower Influence Expand Improve …the same reasons you communicate offline!

3. What is Democracy in Action? Email subscription sign-ups Event registration Blast email system Online petition tool Platform for contacting elected officials

4. Democracy in Action Lingo Salsa Labs: The platform that powers Democracy in Action and another tool called WiredForChange Supporters: Anyone in your database Template: “Design wrapper” for DIA pages and emails Chapters: Segments of supporter lists that give local leaders primary access & control of their members

5. Democracy in Action Lingo HQ: Where you access your account

6. Democracy in Action Lingo Dashboard: Each tabs place for summaries and bulletins Packages: A set of tools designated by a distinct tab

7. The Basics Can I use DIA on any browser? Public-facing pages can be accessed and processed on any browser, BUT Always use Firefox when working in the DIA back-end interface Can I use Word with DIA? NEVER copy and paste from Word If you want to take content from Word, paste it first in a plain-text editor like Notepad (PC or TextEdit (Mac)

8. Educate & Empower: Creating an Email Blast Templates Recycling messages Be strategic! Know your audience and write to them; have personality Know your purpose for writing Link effectively Many vs. few Placement Minimize clicks Content Timely Compelling Winnable

9. Canvass Rap Model Problem. (For example: air pollution, and a description of why it is bad.) Solution. (Strengthen the Clean Air Act, over the objections of big polluters.) Strategy. (Get lots of grassroots support.) Action. (Sign petition/attend event/give money.)

10. Influence: Petitions vs. Online Action Online Petitions Collect signatures to show support Collect email addresses Display supporters publicly Most effective when engaging and growing list is more important than influencing elected officials Online Actions (write your legislator) Target state, federal, or customized legislative or executive officials Sends a message & demonstrates constituent support Highlight personal impact Be selective

11. Influence: Petitions & Contacting Elected Officials Brief, compelling content Target Encourage customization Collect your signatures! Plan a timeline Email & encourage forwarding Link from website Share on social media

12. Expand With… Event Registrations Supporter Sign-ups Tell-A-Friend How? Keep it simple Minimize reading, clicks, & required fields Cross-promote & encourage sharing Content is still king!

13. Improve Measure EVERYTHING Open rates of different subject lines & frequency Click through rates Link placement (vertical space, content) ADVANCED: A/B testing of different content Completion rates of petitions & actions Petition signers visible vs. not listed Online action content Link placement on your website Unsubscribe rates Ask supporters for feedback

14. Need Help? Think Salsa Commons Online community of users and support from Salsa Labs Documentation User forum Classes & events Salsa blog & weekly highlights Case studies, partners, & more www.salsacommons.org

15. Questions? Presenter: Kevin Gilnack, kevin.gilnack@gmail.com Salsa Labs Tech Support support@salsalabs.com, 202.558.2808 Always include: Your organization and chapter (if applicable) Summary of the issue Any relevant KEYs or URLs Check status at http://salsasupport.zendesk.com/home