From the USF Social Justice Activism Conference 2013. Presented by Causes.com.

1. Harnessing digital
tools for your
campaign

2. The world’s largest platform for social change.

3. Our goals
Give you a technique to explain and frame your campaign
Help you explore a range of digital tactics & choose your tools
Brainstorm tactics and tools as a group

4. What is my campaign about?
How do I reach people with my
campaign?
Intro
Group workshop: your strategy

5. How can I harness
digital tools for my
campaign?

6. “How can I harness digital tools...”

7. “How can I harness digital tools...”

8. “How can I harness digital tools...”

9. “How can I harness digital tools...”

10. “How can I harness digital tools...”

11. “How can I harness digital tools...”
You are an
online organizer.

12. “...for my campaign?”

13. Your theory of
change

14. a famous theory of change

15. a famous theory of change

16. a famous theory of change

17. a famous theory of change
if X then Y

18. THE POWER OF A THEORY OF CHANGE
People will join you if they believe in your theory of change.
Montgomery bus boycott

19. WHAT IS YOUR THEORY OF CHANGE?
13-17
18-24
25-34
34+
32%
27%
29%
12%
VOTES
Take the next 5 minutes to answer these questions.
1. What change do we want?
2. Who has the
resources to
create that
change?
3. What do they
want?
4. What resources
do we have that
they want or need?

20. 13-17
18-24
25-34
34+
32%
27%
29%
12%
VOTES
WRITE OUT YOUR THEORY OF CHANGE:
Start with the end goal in mind
1. What change do we want?
2. Who has the
resources to
create that
change?
3. What do they
want?
4. What resources
do we have that
they want or need?
If X, then Y is possible.

21. WRITE OUT YOUR THEORY OF CHANGE:
13-17
18-24
25-34
34+
32%
27%
29%
12%
VOTES
“X” is the leverage to achieve your goal
1. What change do we want?
2. Who has the
resources to
create that
change?
3. What do they
want?
4. What resources
do we have that
they want or need?
If X, then Y is possible.

22. SHARE YOUR THEORY OF CHANGE
If X, then Y is possible.
With confidence and without looking at your paper
Partner feedback:
•Did the statement make sense?
•Was it believable?
•Are you excited about the vision for change?

23. Legislative
Authority
Public opinion/
culture shift
Protest increased
tuition fees
Promote reusable cups
for parties
Pass a student government
resolution
DIY infrastructure
Student-run peer
counseling
What makes a theory of change practical?
Tactics: Work backwards from Y

24. TAKEAWAYS:
Your Theory of Change
QUESTIONS?
IF X HAPPENS, THEN Y IS POSSIBLE IT INFLUENCES YOUR STRATEGY&TACTICSYOUR THEORY IS POWERFUL

25. Image credit: www.maggiehosmcgrane.com
Digital tools
for your
campaign

26. Image credit: www.maggiehosmcgrane.com
"Thomas Jefferson used newspapers to win the presidency,
FDR used radio to change the way he governed, JFK was the
first president to understand television, and Howard Dean saw
the value of the Web for raising money...
...But Senator Barack Obama understood that you could use
the Web to lower the cost of building a political brand,
create a sense of connection and engagement, and dispense
with the command-and-control method of governing to allow
people to self-organize to do the work."
--The NewYorkTimes, Nov. 2008

27. HOW DOES DIGITAL TECHNOLOGY WORK (OR NOT)
for your campaign?
What’s working well for you?
What isn’t?
What are you aiming for?

28. WHAT’S OUT THERE?
Build an
audience
Spread your
campaign
Host your
campaign

29. WHAT’S OUT THERE?
Build an
audience
Spread your
campaign
Host your
campaign

30. With examples from Causes and beyond.
6 KEYS TO HARNESSING DIGITAL TOOLS
1. EASY ENGAGEMENT
When you begin the conversation, make the issue accessible.

31. 1. EASY ENGAGEMENT
When you begin the conversation, make the issue accessible.

32. 2. NETWORKING LIKE NEVER BEFORE
Digital tools are probably most famous for spreading content virally. But
“virality” isn’t always organic. Know who’s in your network.

33. Stephen
22 30
direct
recruits
total
network
Suzanne
6 57
direct
recruits
total
network
Kenny
13 28
direct
recruits
total
network
Sasha
17 40
direct
recruits
total
network
Jennifer
13 35
direct
recruits
total
network
Sandy
2 30
direct
recruits
total
network
2. NETWORKING LIKE NEVER BEFORE
Digital tools are probably most famous for spreading content virally. But
“virality” isn’t always organic. Know who’s in your network.

34. 3. RAPID RESPONSE
Turn unexpected news into a golden opportunity.

35. 3. RAPID RESPONSE

36. 4. TRACKABLE DATA
Key Performance Indicators (KPIs): Set measurable goals for your campaign.
Collect the data to see how you measure up.

37. 5. MEET PEOPLE WHERE THEY ARE
Do your supporters love Harry Potter? Have cell phones? Respect “gun safety”?
Hang out at USF?

38. 6. TAKE IT OFFLINE
Online organizing is almost never the end of the story. Plan how you’ll turn
online declarations of support into real-world influence.

39. BECAUSE THIS IS THE POINT...

40. CHANGE IN THE REAL WORLD.

41. NOYSThe National Orgnization
for Youth Safety is the
recipient for funds raised by
the “It Can Wait” campaign
41
72
direct recruits
total network
DONALD
onald and Myra Morrison care deeply
about texting and driving and their
16direct recruits
Planning your
digital strategy
Please fill out our short survey!

42. QUICK TUTORIAL: CAUSES.COM

43. HOW TO LAUNCH YOUR CAMPAIGN
Anyone can create a campaign to gather supporters in one place, build
momentum, and take collective action.
QUICK TUTORIAL: CAUSES.COM

44. QUICK TUTORIAL: CAUSES.COM

45. THE NEXT STEP
Proactively spread the word. Invite friends and share your campaign.

46. MANAGE YOUR CAMPAIGN FROM ONE PLACE

47. PSA: We want to share your great campaigns
TalkToUs@causes.com

48. USING DIGITAL TOOLS FOR CAMPAIGN TACTICS:
BREAKOUT
Brainstorm tactics
Volunteers?
1. your theory of change
2. a current challenge in your campaign

49. 1. BRAINSTORM TACTICS
Rule: every idea is a good one. Write it down.
Time: 10 minutes

50. 2. Sequence
Time: 10 minutes
Legislative AuthorityPublic opinion/
culture shift Protest increased
tuition feesPromote reusable cups
for parties
Pass a student government
resolution
DIY infrastructure
Student-run peer
counseling

51. 3. Share
Time: 5 minutes
One idea for your digital strategy
Where does it fit in with your campaign goals?

52. Please give us your completed surveys!
:-)
Thank you!
talktous@causes.com

53. Please give us your completed surveys!
:-)
Thank you!
talktous@causes.com