Why Use New Media for Organizing?
Why use new media for organizing?
Why use new media for organizing?
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Enhance what you are doing online – and offline
Quick, cost effective
Rapid response and instant gratification
Activate and empower your members
Recruit new supporters
Goals of this session
1. See uses of new media in organizing for large and
small organizations.
2. Identify tools and tactics you can use in your own
organization and campaigns.
We’re organizers. We like talking to people.
The Changing Media Ecosystem
Message or
Video
Credit: Larry Huynh, Blackrock Associates
The Changing Media Ecosystem
Message or
Video
ONLINE MEDIA
• Email supporters
• Blog outreach
• Live-blogging/Tweeting
• YouTube, Flickr
• Facebook, Twitter
Credit: Larry Huynh, Blackrock Associates
The Changing Media Ecosystem
Media
increases
coverage
Power
Message or
Video
ONLINE MEDIA
• Email supporters
• Blog outreach
• Live-blogging/Tweeting
• YouTube, Flickr
• Facebook, Twitter
Allies email
their own
supporters
Blogs build
more buzz &
deepen story
Credit: Larry Huynh, Blackrock Associates
Where do I tell my story?
The basics.
On our websites…
Make it as easy to:
– Sign up for email
– Take action
– Donate
Engage and educate
your supporters
Share personal stories
throughout your site
On our action pages
…on our Action Pages…
…with our social networks…
…and in
our
emails.
How do I integrate all of these elements into
engage members and recruit supporters?
1.
2.
3.
4.
Find the moment
Create a sense of urgency
Provide a Solution
Ask (They won’t do it unless you ask)
Case Study
• Find your moment
• Find your moment
• Identify your challenge
• Find your moment
• Identify your challenge
• What is your solution?
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Find your moment
Identify your challenge
What is your solution?
The Ask (there can be only ONE!) and Theory of
Change
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Find your moment
Identify your challenge
What is your solution?
The Ask (there can be only ONE!)
Tell them how it’ll work.
Ok, so now what?
The next ask
Change in targets
And Today…
Just a reminder
1.
2.
3.
4.
5.
Find the moment
Create a sense of urgency
Provide a Solution
Ask (They won’t do it unless you ask)
Rinse and Repeat
Questions?
Integrated Campaigns
Actions
What do you want to do?
• Recruit volunteers
• Hold volunteer meetings
• Canvass or phone bank
• Hold a rally
• Build leadership teams
• Collect / deliver petitions
• Visit elected officials’ offices
• Attract earned media
Actions
Online
What do you want to do?
• Recruit volunteers
• Hold volunteer meetings
• Canvass or phone bank
• Hold a rally
• Build leadership teams
• Collect / deliver petitions
• Visit elected officials’ offices
• Attract earned media
Offline
Integrated Engagement Campaign
Fundraising
Online
Presence
Field/Organizing
Communications
The Ladder of Engagement
The Ladder of Engagement
Go to
Maine
Donate
Phoneban
k
Engage with partner organization
Sign a Petition
Provide Resources
• Create an online resource
center for participants
– Next action steps
– Data entry
– FAQs
– Flyers/pamphlets/posters
– Graphics to share online
• Make it easy
• Let supporters connect with
those they met offline
Evaluate Your Progress
Monitor your initiatives and track the progress
– Actual calls made
– Doors knocked
– Event turnout
– Website/Blog Visits
– Event sign-ups
– Facebook Views
– Retweets and hashtag use
– Blog posts/ trackbacks
– New Supporters
– Volunteer recruitment
Share Success
6.Rinse and Repeat
Questions?
Four Criteria for Choosing Tactics
• Will it get you closer to your goal?
• Will it use your resources creatively to shift power?
Does it build new resources?
• Will it create organizational capacity?
• Will it develop leadership and buy-in?
HOW?
Tactics: What do you do?
• Are there people you can reach more easily?
• Unique chances to get your story covered?
• Does it drive people to take action?
What tools do I need?
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Website with Sign Up Forms
Email list and blast tool
Social Network accounts: Twitter, Facebook
Distributed Content: Flickr, YouTube, Blog
A list of Blog “friends” and media
How do I organize myself?
Websites
Email
Social Networking
Partner Outreach
Field and Volunteers
Events, Rallies & Vigils
Social Media
Marketing & Ads
Fundraising
Media & Bloggers
Strategic Planning
Why is social media awesome?
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•
•
•
•
Enhance what you are doing online – and offline
Quick, cost effective
Rapid response and instant gratification
Activate and empower your members
Recruit new supporters
Thank You!
Judith Freeman
New Organizing Institute
www.neworganizing.com
@neworganizing