Kate Thomas - Petition to Win: Smart Solutions to Build Communities, Attract Supporters & Engage Constituents

I’m Sarah Dines….Change.org an open platform that empowers anyone, anywhere to create petitions to make real change, and connects organizations with passionate supporters. This is where people and organizations are coming to start, join & win campaigns for causes they care about.2,000,000 New Users each Month30,000 petitions created each month10,000,000 Active Users each Month in150 Countries 17,000 Organizations have collected25,000,000 Signatures
I’m Sarah Dines….Change.org an open platform that empowers anyone, anywhere to create petitions to make real change, and connects organizations with passionate supporters. This is where people and organizations are coming to start, join & win campaigns for causes they care about.2,000,000 New Users each Month30,000 petitions created each month10,000,000 Active Users each Month in150 Countries 17,000 Organizations have collected25,000,000 Signatures
I’m Sarah Dines….Change.org an open platform that empowers anyone, anywhere to create petitions to make real change, and connects organizations with passionate supporters. This is where people and organizations are coming to start, join & win campaigns for causes they care about.2,000,000 New Users each Month30,000 petitions created each month10,000,000 Active Users each Month in150 Countries 17,000 Organizations have collected25,000,000 Signatures
I’m Sarah Dines….Change.org an open platform that empowers anyone, anywhere to create petitions to make real change, and connects organizations with passionate supporters. This is where people and organizations are coming to start, join & win campaigns for causes they care about.2,000,000 New Users each Month30,000 petitions created each month10,000,000 Active Users each Month in150 Countries 17,000 Organizations have collected25,000,000 Signatures
Key Message:We've proven this model with a wide-range of organizationsWe are a certified B Corp, that’s a social benefit corporation Speaking Points:We have helped to build membership for hundreds of organizations, large and small, who work on a diverse set of issuesWe work with a wide range of organizations to help them recruit targeted new supporters among our vast and growing membership. Transition: The reason our partners have had so much success is because of the kinds of people who are on Change.org everyday helping to advance the issuesthey feel passionately about. Let’s take a look at our membership.
Better imageWe didn’t invent the petition. The petition is just one form of collective action that organization have used to gather support. Oldest political tool in the book and propelled it into the 20th century.
Call-in campaigns
Change.org is a new way for organizations to have impact. In the past, organizations have relied on tactics such as marches and rallies…But today, the time proven model of collective action has an unprecedented opportunity to increase efficiency and impact. Wecan amply these campaigns through the many connections available via the internet. Before if you convinced someone to take action, all you got was that one vote, that one phone call, or that one signature.
As online communications evolve, people are getting more and more comfortable with getting involved with causes through social media and online petitions. Case in point, the Obama Administration launched its own petition website “We the People” to solicit public feedback about priorities for the administration.
But now, with ubiquity of email and social networks, people not only have the ability to participate in your cause, but to add immense power to it through their own social networks and social media power.
They can tweet.
Not only are online petitions great content for social media—especially for orgs that need to find good content for Facebook & Twitter on a regular basis–but online petitions ARE social media. Online petitions are not a social network, they are social media. Sharing is built into petitions:Petition signers are asked to share the petition after they signAt Change.org, our developers are constantly optimizing the social media sharing process to maximize reach.Petitions also foster conversation and build a sense of community around issues:If someone takes action based on your share on Facebook, you get an email about it. Comments on petition become an importance source of community feedback.
To illustrate what a petition can do, let’s look at an exampleBackpage.com has become the defacto space for human traffickers to advertise young girls they had either forced or coerced into sexual slavery since Craigslist shut down their erotic services section in 2010.Groundswell--an interfaith coalition of clergy--identified the top tier advertisers on Backpage.com (such as H&M, AT&T, American Apparel, IHOP, Lulu Lemon, and more) and launched a campaign calling on them to stop their advertisements until Village Voices shuts down the adult services section of Backpage.
It was a largely successful campaign in the sense that most advertisers targeted--around 35 (H&M, AT&T, IHOP)--pulled their advertisements due to Social Media tactics:Supporters of the Petition began Flooding the facebook pages of these Top Tier Advertisers with requests for them to stop advertising on Backpage (essentially taking over their facebook pages)Supporters began tweeting about the facts of Backpage making $$ off of these advertisements (26 million a year)
Supporters began tweeting about the rally Groundswell held in New york250k signatures
This lead to media coverage on all major news outlets, such as: CNN (anderson cooper), MSNBC, ABCAs well as blog posts on major new outlets, such as: Seattle Times, New York Times, Huffington PostNikKistrof
All told, this petition has been shared thousands of times on Twitter, Facebook and Email. So as you can see petitions are an incredible social medium that can be shared through multiple channels. At Change.org, we continue to seethat email is still the most responsive and impactful way to communicate with supporters, and online petitions are a great way to get exposed to those new supporters.
Email is still the most popular online communications channel. This chart shows the # of accounts above and the # of messages sent on each channel every day.ANDREA: where is this slide from?Heather Mansfield well known nonprofit consultant:"I would choose 10,000 e-Newsletter subscribers over 10,000 Followers on Twitter, 10,000 Fans on Facebook, or 10,000 Friends on Foursquare… COMBINED."
Of course, the point of all of these ways to communicate with your supporters is to make an impact in the real world. That’s what online petitions are about. That’s what Change.org is about.
Thank you for your time. If you have any questions, feel free to email nonprofits@change.org.

Kate Thomas - Petition to Win: Smart Solutions to Build Communities, Attract Supporters & Engage Constituents

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Kate Thomas - Petition to Win: Smart Solutions to Build Communities, Attract Supporters & Engage Constituents

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