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ONLINE TO OFFLINE
ORGANIZING
Betsy Hoover
Online Organizing Director
Obama for America
INTRODUCTIONS
NOI On Demand
You
Norms
FOLLOWING THE LAW
ELECTIONS.NEWORGANIZING.COM
FOLLOWING THE LAW
WWW.AFJ.ORG
Presenter:
Betsy Hoover
Online Organizing Director
Obama for America
OBJECTIVE
To think through how we take our
engaged online audience and help
them take offline action
AGENDA
Ladder of Engagement
Relationship Based Ask
Steps on the ladder
Online vs Offline
Data
Online engagement tools
RELATIONSHIP BASED ASK
“It is our relationships that are our greatest
strength.”
– Kevin Puleo; Charleston, SC 2007
THE FOUR C’S
Connection
Context
Commitment
Catapult
CONNECTION
Establishing shared values, goals, and
motivations
-
Story of Self
Shared memories
Common relationship
CONTEXT
COMMITMENT
CATAPULT
15
LEVEL ONE
LEVEL TWO
LEVEL THREE
LEVEL FOUR
LEVEL FIVE
What we do best online
• Interest people in our work
• Narrow our universe of
potential volunteers
• Give people the tools they
need to execute
• Communicate last minute
information to a lot of
people
What we do best offline
• Test people’s leadership
skills
• Build a relationship that
keep people coming back
• Train people to use the tools
they have
• Evaluate and learn from the
situation
Each program is infinitely better working with the
other
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DATA!
Data is the connection between online and
offline organizing…
Yep. There. I said it.
DATA!
Where do you keep it?
Field
Organizer
Voterfile
Online
data
source
Voterfile
Online
action
ENGAGEMENT TOOLS
Sign up forms
Social Media
Pictures!
Email
Voter Contact Tools
Leaderboards
Google Hangouts
Questions?
WWW.NEWORGANIZING.COM/TOOLB
OX
Interdependent
Leadership
HOW CAN I SUPPORT?
(aka the Snowflake Model)
https://act.neworganizing.com/donate/NOD_Donate_08-2012/