Lola Elfman
Theory of Change
What we’ll cover
What is a “theory of change”?
Case Study: Elizabeth Warren
Good Email Writing
@neworganizing
Got change?
You have to have a
THEORY about how to
make that CHANGE.
@neworganizing
AUTHENTIC
PLAUSIBLE
Actions
•
•
•
•
•
•
•
•
Sign a petition
Donate
Volunteer
Host a Volunteer Meeting
Canvass or phone bank
Attend a rally
Call your elected officials or action targets
Visit elected officials’ offices
How does the action
we are asking people to take
create the change
we want to see?
@neworganizing
#1: College football won't
have a true national
champion until there is a
playoff system. Sign our
petition to demand a
playoff.
Theory of Change:
MISSING
Theory of Change
9
#2: Wisconsin Gov. Scott
Walker is pursuing a
radical anti-worker
agenda. Call his office
and tell him to stop.
Theory of Change:
IMPLAUSIBLE
Theory of Change
10
›
Theory of Change:
TRUST ME
Theory of Change
11
#3: Puppy mills are
more concerned with
their bottom line than
the health and well
being of the dogs in
their care. Americans
for Puppies Everywhere
is rallying day and night
to stop them.
Contribute now to
keep us going.
Action?
Case Study
1. Find the moment
2. Create a sense of urgency
3. Provide a Solution
4. Ask (They won’t do it unless you ask)
• Find your moment
• Find your moment
• Identify your challenge
• Find your moment
• Identify your challenge
• What is your solution?
•
•
•
•
Find your moment
Identify your challenge
What is your solution?
The Ask (there can be only ONE!)
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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?
Change in targets
And then…
Just a reminder
1.Find the moment
2.Create a sense of urgency
3.Provide a Solution
4.Ask (They won’t do it unless you ask)
5.Rinse and Repeat
Just a reminder
1.Find the moment
2.Create a sense of urgency
3.Provide a Solution
4.Ask (They won’t do it unless you ask)
5.Rinse and Repeat
Websites
Email
Partner Outreach
Field and Volunteers
Social Networking
Events, Rallies & Vigils
How do I organize myself?
Social Media
Marketing & Ads
Fundraising
Media & Bloggers
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?
Four Criteria for Choosing Tactics
How does the action
we are asking people to take
create the change
we want to see?
@neworganizing
Thank You To:
Lola Elfman
lolaelfman@gmail.com
@lalalola
www.neworganizing.com
@neworganizing
Acknowledgements
This presentation was created by Lola Elfman in conjunction with New Organizing
Institute.
These new media materials have been developed over the course of many
trainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh,
Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green,
Jason Rosenbaum, Colin Holtz and many others.
Restrictions of Use
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