Goals Transfer Learners will be able to independently use their learning to … <What kids of long-term independent accomplishments are desired?> T1: Chapter Leaders will be able to independently use their learning to successfully recruit new members to a budding organization T2: Chapter leaders will be able to independently use their learning to engage members to participate in the day to day activates the organization deems essential to its purpose T3: Chapter leaders will be able to independently use their learning to tailor communication strategies to their applicants Meaning UNDERSTANDINGS Learners will understand that … ESSENTIAL QUESTIONS Learners will keep considering… <What specifically do you want learners to understand? What inferences should they make?> U1: Chapter Leaders will understand that the trends that lead to a successful social media guide and how they can be reapplied/replicated to other social sites U2: Chapter Leaders will understand the importance of positive social media in the recruiting process U3: Chapter Leaders will understand the types of activities that are most effective at engaging members in an organization's’ mission of political activism U4: Chapter Leaders will understand that the social media channels they use must remain current and coincide with candidates’ perceptions of social media popularity <What thought-provoking questions will foster inquiry, meaning-making and transfer?> Q1: How can I improve my use of social media to attract and engage new chapter members? Q2: How do I ensure members are kept engaged in the organization once they join? Q3: Why should new chapter members be interested/invested in our organization? Q4: How do I ensure my organization sustains progress towards the core mission? Q5: What kinds of everyday activities are most correlated with the ROO mission of engagement, innovation and improvement? Q6: How do I become a good facilitator? Q7: What kinds of individualized characteristics (e.g. personal values and strengths) impact their facilitation techniques Q8: How will communication methodologies and social media channels remain up-todate Acquisition Students [chapter leaders] will know… <What facts and basic concepts should students know and be able to recall?> K1: Chapter Leaders will know that effective social media reaches an entire social network, and is easily recognized as associated with the organization K2: Chapter Leaders will know that the first onboarding activity will be Rethinking Communities K3: Chapter Leaders will know that the core mission of Roosevelt Institute is to engage students in politics K4: Chapter Leaders will know the Chapter Leader’s Loft Space will be used as an ideation board where they can self-pace their exploration K5: Chapter Leaders will know that interactive activities during early membership promotes retention Students [chapter leaders] will be skilled at… <What discrete skills and processes should students be able to use?> S1: Chapter Leaders will be skilled at following lesson plans and activity write ups S2: Chapter Leaders will be skilled at working with individuals across all levels of familiarity with ROO S3: Chapter Leaders will be skilled at sharing their knowledge of ROO through social media and processing information in their own words S4: Chapter Leaders will be skilled at promoting audience participation S5: Chapter Leaders will be skilled at asking questions to participants S6: Chapter Leaders will be skilled at recording attendance at events to measure success S7: Chapter Leaders will be skilled at influencing others to hear about ROO S8: Chapter Leaders will be skilled at communicating across various levels of a project team S9: Chapter Leaders will be skilled at uploading files, creating events, tagging, and sharing images within social media platforms S10: Chapter Leaders will be skilled at setting realistic expectations for meeting attendance, participation, and recruitment activities S11: Chapter Leaders will be skilled at gathering feedback from new members regarding their recruitment experience S12: Chapter Leaders will be skilled at uploading files and communicating via discussion boards in Loft Focus Develop a leadership guide to help students start Roosevelt Institute chapters in their own schools Name: Organization: Client: Mentor: Team: Roosevelt Chapter Leadership Guide Roosevelt Institute Campus Network Brenna Conway, Illinois Field Director Daniel Rees Lewis, Brantley Harris Justin Hatfield, Stephany Rosa, Nikita Ramanujam, Brooke Rischbieth Organizational and Learning Context Organization: Roosevelt Institute Campus network (www.rooseveltcampusnetwork.org/) is the largest student policy organization in the US, with over 10,000 members and 115 chapters in 38 states. The Campus Network aims to generate powerful policy change in dozens of localities and to leverage its presence nationwide towards elevating young people’s priorities and serving as a thought leader on how the Millennial generation is redefining political engagement. Students have changed policies around predatory lending; established a tax fund in New Haven capable of sending every high-school graduate to college tuition free; and even included an automatic healthcare enrollment policy in the Affordable Care Act. Learners: Roosevelt Network students consist primarily undergraduates aged 18-22. Domain: Roosevelt Network trains students in writing policy briefs. This includes a yearly 10 big ideas competition. Roosevelt Network is also looking to branch out to other forms of activism. Project background This project will focus on create a “Chapter Leadership Guide”. The leadership guide will be a resource for the Midwest regional leadership team (comprised of undergraduates) to share with students interested in started a chapter at their own university. The guide will cover topics such as membership, leadership/structure, culture, and what the day-to-day activity might look like in a chapter. Organizational need: Roosevelt Institute Campus Network is a grassroots organization whose health and growth depends on developing leaders who can run local chapters. Learner’s task: Chapter leads need to organize chapters. Users: To test your prototypes, you will contact Roosevelt chapter leads at Northwestern, and the Midwest regional leadership team members Where: Roosevelt NU chapter leaders will access the curriculum online. When: Roosevelt NU chapter leaders manage their studios through the school year. Tentative scope of work: produce an online guide and a service blueprint on organizing on membership including how to recruit new members. The guide should cover what a day-to-day activity might look like in a chapter. Running a chapter-based organization consists of a number of objectives: Leadership -- creating a leadership team and structure for running the studio and member projects Membership -- recruiting members, forming design teams, and managing teams Fundraising -- managing studio finances and raising funds Partners -- Finding and Maintaining Community Partners for project teams. Culture -- Creating a positive social environment, from social activities to swag. Administrative support -- Getting Recognition, Buy-in and Resources from your university campus Training -- Teaching the Policy Analysis process and the hard & soft skills that accompany it. Networking -- Connecting to the larger Roosevelt Network and all the resources in it. Impact Map Milestone Actor New Chapter Coordinator Impact Feature Able to quickly provide recruitingrelated resources to interested chapter leads Recruiting with Social Media guide Use social media to recruit new members Understand techniques to recruit new members New Chapter Leaders Understand which activities engage new members and support retention New Chapter Leader Seek help or resources from existing chapter leaders Loft Files section for Chapter leaders Recruiting with Social Media guide RI Chapter Leaders Loft activity section Utilize existing fliers and marketing materials RI Chapter Leaders Loft files section Activities/related resources are provided to interested chapter leaders Re-thinking Communities Activity Seek help or resources from existing chapter leaders RI Chapter Leaders Loft activity section Principle - establishing value to potential recruits by bringing material to student’s interests (students like social media) - Build positive expectancies - show examples of target tweets/posts - establishing value through passion & enthusiasm - build positive expectancies -follows deductive reasoning, qualitative factors are discussed and examples are then provided - establishing value through passion & enthusiasm - early success opportunities -ideas are not dismissed -efficacy expectations, other leaders are doing it, so can you -examples will follow the social media “non-redundancy principle” -having a collective source allows chapter leads to self pace their exploration - catalyst: help with work, chapter leaders brainstorm together - catalyst: learn from problems & successes -after viewing other documents, chapter leaders will engage in the self explanation principle before choosing to engage in conversation with other leaders (what makes this good/bad) - develop component skills: being provided materials with task analyses & leaders are told where to focus their energy - activity itself encourages transfer, engages all students to discuss where else skills can be applied and generalized larger principles -Catalyst factor: allows ideas to flow -Component skills: speak with colleagues Utilize existing successful activities from other chapters RI Chapter Leaders Loft files section - Allows leaders to provide peer feedback -Can identity trends and patterns of errors/success, what components seem to lead to good vs. bad campaigns -Place for real time feedback Assessments Understand techniques to recruit new members New Chapter Coordinator Recruiting with Social Media guide & Loft Files section for Chapter leaders Metric 1 Scale Use of help resources Meter Decreased % request for additional documents/examples? Target Self sustaining program, after onboarding Coordinator should not need to supply additional documents on individual basis Understand techniques to recruit new members New Chapter Leaders Social Media Guide Metric 1 Scale Is social media being efficiently used? Meter Self Assessments- following user journey? #Tracker # of Likes and Followers on Page Target 90% positive messages Event attendees Current Likes: 184, projected increase Understand techniques to recruit new members New Chapter Leaders Loft Metric 1 Metric 2 Metric 3 Scale Self Reported feeling of being prepared Feedback Tool/ Self-reported increase in likelihood of implementing creative recruitment techniques Usage Meter Qualitative survey -Ideation/conversation forum usage Percentage -New ideas formulated Target Before and After usage assessment expected increase 1 conversation per month Understand engaging activities Chapter Leaders Metric 1 Metric 2 Scale Feedback Tool/ Self-reported increase in likelihood of implementing creative activities Quick Survey understanding of Rethinking Communities Activity Meter -Ideation/conversation forum usage -New ideas formulated Rank 1-10 | before-after understanding Target 1 conversation per month Over 50% favor shortened implementation version 100% activity Each chapter uploads a file per folder section Lesson 1: Recruiting using Social Media Designers: Brooke Rischbieth, Justin Hatfield, Stephany Rosa, Nikita Ramanujam Title: Recruiting with Social Media Date: 10/7/2014 Purpose of the guide The purpose of this guide is to provide Chapter leaders with a social media lever to attain their goal of attracting and engaging new chapter members. Social media outreach will most directly outsource Roosevelt Institute to the community through the internet. On a deeper level, engaging in social media will regularly facilitate the formation of a loyal and supportive community centered on the mission of Roosevelt Institute. Our guide examines the best strategies for utilizing social media to build and engage an audience. Beyond typical recruitment processes, this social media guide demonstrated that to successfully engage potential members means tailoring communication methodologies to what most resonates with your audience. Therefore it is in the Leader’s interests to remain up to date on new social media platforms. Social networking as an asset that can be leveraged, and additionally craft the Roosevelt brand online by providing an insider’s look at the organizational culture. Though the guide discusses utilizing Facebook and Twitter to market your chapter, it is important to be aware that social networking is a communication and recruitment tool that should not replace traditional recruitment practices, and you should maintain relevant reach techniques. You can ensure your chapter is off to a good start by utilizing social media to maintain a consistent web pressure resulting in relevant and timely information for Roosevelt chapter members. Specific Platforms: FACEBOOK: 1. Create new Facebook page Why? To consolidate and update the Facebook presence of Roosevelt Institute. A successful Facebook page will share impress and inspire new users, as Roosevelt shares their successes with the world. a) http://www.facebook.com/pages/create.php i. Fill out information as completely as possible. Including, but not limited to: name, type of organization, logo, website, etc. ii) Include short description of Roosevelt Institute. This could be a concise version of the Roosevelt organization, such as: “The Roosevelt Institute is a nonprofit organization devoted to carrying forward the legacy and values of Franklin and Eleanor Roosevelt by developing progressive ideas and bold leadership in the service of restoring America’s promise of opportunity for all.” b) Invite all friends from current Roosevelt Facebook page. i) Post the link to the new page on the wall of the old Roosevelt page account once a day for two weeks. Make it apparent that Roosevelt is moving to a new page, that everyone should ‘like’ the page, and that the old Roosevelt account will shut down shortly. For example: “ATTENTION! Roosevelt is moving on Facebook! ‘Like’ and ‘Join’ our new page in order to stay up to date with life as a Roosevelt Chapter member. The current page will be shutting down shortly, so be sure to become a member in our new page today.” ii) After two weeks of posting on the ‘old’ Facebook page encouraging FB members to ‘Join’ the new page, send out a final wallpost on the old Facebook group with a link to the new page and final encouragement to ‘Like’ the page. when logged into the ‘old’ Roosevelt page, go to account settings-> security settings->deactivate account. c) Share new Facebook page with Roosevelt’s email contact list; include a message similar to the one posted on Roosevelt’s old page. Emphasize that this is the best way to stay updated about the workings and events of Roosevelt. 2. Create a Facebook Community Why? Facebook groups are an excellent idea for all active members to post photos, event reminders, interesting articles, and generally stay up to date with what’s going on with other chapter leaders. A community group that is specifically and only composed of those who are Roosevelt chapter members will foster community and support. It will keep past participants updated and lead to their continued support of Roosevelt Institute. a) Create a closed group on Facebook i) As a closed group only members will be able to see posts, which will lend a sense of special status to group members b) Edit group information so that it is clear to those requesting to join who the group is intended to be for. i) Do not use the same logo as the Roosevelt FB page as this may form confusion. Edit this image so that it reads: ‘Roosevelt Chapter’s Community” c) Obtain a list of past Roosevelt chapter members or leaders etc. i) Try to find them on FB first and invite them to join the group ii) If there is a database of emails, invite via email iii) Ensure that members must be confirmed before joining the group. In order to retain the privilege that is associated with belonging to this group it is vital to make that only those actively involved with Roosevelt in the past or present are members of this group d) As illustrated to the left, all members should be able to post on the wall of this group. This will allow for free sharing of news, events and resources. Roosevelt should be sure to regularly post updates that are personal and ask for advice from other chapter leaders to encourage engagement TWITTER: Twitter provides excellent opportunities for networking within the Roosevelt community and connecting with new people outside of Chapter members. Below is a breakdown of the essential phrases and terminology for Twitter users. Tweet: A 140-character message Feed: The stream of tweets you see on your homepage. It’s comprised of updates form users you follow Handle: Your username Mention (@): A way to reference another user by his username in a tweet (e.g. @mashable). Users are notified when @mentioned. It's a way to conduct discussions with other users in a public realm. Direct Message (DM): A private, 140-character message between two people. You can decide whether to accept a Direct Message from any Twitter user, or only from users you are following. You may only DM a user who follows you Hashtag (#): A way to denote a topic of conversation or participate in a larger linked discussion (e.g. #RooseveltInstitute, #positivechange). A hashtag is a discovery tool that allows others to find your tweets, based on topics. You can also click on a hashtag to see all the tweets that mention it in real time — even from people you don't follow. A step-by-step guide to the most common and useful Twitter functions: a) Re-tweet- (Re-sharing or giving credits to someone else’s tweets) Quickly share others’ tweets that are relevant and appropriate to Roosevelt Institution. i) Hover over tweet click ‘retweet’ automatically posted ii) Copy tweet paste into new tweet add comments and “RT @ [username]” to the beginning of the tweet post b) Handle- (Your username) i) When talking to or about a specific person or entity, use the “@” symbol followed by their handle (or username), this will link directly to their profile. c) Follow i) Subscribe to the update stream of someone else by “following” them. Twitter can also give recommendations on ‘who to follow’ based on who Roosevelt follows and more. (As provided to the right) c) Hashtags (# is a way to denote a topic of conversation or participate in a larger linked discussion) When users search for a particular term, tweets that have hashtagged it will be shown below. Examples include; i) #RooseveltInstitute, #positivechange Further terms that a Twitter user needs to be familiar with are tweets (a 140-character message), and direct message. A direct message, similarly to a tweet is a 140-character message, however direct messages are private between one Twitter user and other. (As illustrated below) DO NOTS: ● Post any messages that will reflect poorly on the Roosevelt Institute organization ● For example: ● Overload users with too many posts on any social media platform (4 posts within an hour timeframe, each of which prescribes your social network to engage in a particular activity) ○ General guideline: maximum of 2 posts a day ● Send repetitive messages to Facebook “friends.” Keep the posts informative yet also interesting to users ● Use social media as the only platform to send urgent or important information since not all members are tech-savvy WHAT YOU SHOULD DO: Create your Chapter personality example: OTHER PLATFORMS: Pinterest Google+ LinkedIn Instagram Youtube Visual photo sharing platform Similar platform to Facebook with less overall usage Professional / Career focused platform Visual photo sharing platform Video sharing platform 1. (a) What the students need to learn, according to standards or curriculum? How to leverage social media to market their emerging chapter on their college campus (b) What the students have learned, and have difficulty with based on your observations? Increasing awareness of the organizational mission and the activities of the Roosevelt college chapter. 2. How does students’ understanding of this topic develop? How does this lesson fit within the larger learning environment, or within students’ experiences in prior and subsequent grades? By laying out clear and distinct guidelines on what to do and what not to do, students will learn from example. This lesson fits in the larger learning environment because it gives learners an ability to test what they learn and integrate the lesson into their daily lives. Prototype 2: Facebook for RI Chapter Leaders Purpose: This lesson is intended to provide Chapter leaders with an internal resource to stay connected nationally, share documents, recruitment materials and activity ideas. This internal resource is supplementary material that can feed into and positively affect both ROO recruitment and creation of daily Chapter activities. It is not a work stream in itself, merely a connectivity lever so that Chapters do not exist in silos. It is an ideation method. As the Facebook group spreads and embraces new members, the focus is more individuals and groups will become familiar with the page. The Facebook page will be an active framework that can also market Roosevelt Institution. Within this framework, chapter leaders and the executive board can post recreational events within the organization as well as focused developmental planning and progress strategies. Again, we wanted the Facebook page to foster an environment that encourages open conversation, a forum, and a relevant system to keep up to date with current files. Logistics: This is resource for Chapter leaders and the executive board. It will not be used to post ROO recruitment events. But again was created for the purpose of idea sharing. After potential Chapter leaders reach out to the Coordinator, the regional coordinator can add members on a rolling basis. These Chapter starters can then have administrative access, can add their executive leadership group, and their successors. Visit: https://www.facebook.com/groups/790591700987756/ Screenshot 1: Main Group Page Depicted above is the main page for the Roosevelt Institute Chapter Leaders where they can share best practices, recruitment files, and event ideas. Screenshot 2: Intro Post Example of an introduction post for the Facebook group Screenshot 3: File Sharing Tab A tab in the Facebook group allows for easy sharing of files such as the chapter manual, the starting a chapter guide, any policy-related activities, fliers and posters, etc. Screenshot 4: Events Tab A tab in the Facebook group allows for members to create events to easily promote and share them within the Chapter Leader network, and allow members to create events that bring together multiple Chapter Leaders like a virtual meet up where they can discuss challenges and successes. Who would be managing the Facebook account? The New Chapter Coordinator for the Midwest – we are working on creating a short guide on how to use the functionalities of each of these tabs with some example use cases to reference. Prototype 3: Rethinking Communities Rethinking Communities is an easy first activity for your newly formed Roosevelt Institute Chapter to get new members engaged in Roosevelt Institute’s mission while making an impact in your local community. This document can be used by Chapter Leaders to aid in the activity facilitation process. Rethinking Communities aims to utilize and expand the role of Anchor Institutions by recognizing them as key community change drivers, and by strengthening a mutually beneficial relationship with the community. See below for instructions on how to get started! Attached is a document with further details on the Rethinking Communities Activity. Preliminary Tasks To Do: Understand Anchor Institutions Anchor Institutions: Nonprofit entities -- like hospitals, universities, or churches -- that are tied to a location due to infrastructure or mission. Due to their status as Anchors, these institutions are often one of the chief economic drivers of the area, and have a vested interest in improving the community around them. To Do: Choose a track Roosevelt Institute has identified three specific tracks for your chapter to pursue for this activity, each revolving around how colleges and universities act as Anchor Institutions. Choose a track for your chapter to focus on (see below for track descriptions). Investment Track Universities use sizable financial resources to invest in the communities surrounding them. The goal of this track is for your chapter to identify a plan to pressure universities into investing in a local community bank or community development financial institutions. Procurement Track This track focuses on your chapter identifying how your university goes about purchasing the things it uses in its daily operations, and create a plan to help universities realize how that spending can be channeled to benefit the communities nearby. Social Safety Net Track This track is about your chapter tackling economic inequality by helping a larger swath of the local population take advantage of the university’s resources. The goal is to identify the ways a school’s different resources can be used to support the community. Once you understand anchor institutions and choose a track, move on to implementing the activity in your chapter. Implementing Rethinking Communities See below for an overview of the three-step process to carrying out the Rethinking Communities activity within your own chapter: Overview of the Three-Step Process # Steps Goals 1 Hold a conversation Rank your university on a scale of 0 (no anchor mission exists) to 3 (an active anchor mission throughout the campus) 2 Research your school Use the metrics to build a baseline understanding of how your school acts as an Anchor Institution 3 Plan for impact Reconnect with the rest of the network, and deepen your understand of the many ways a school can be an Anchor A checklist to complete each of these steps are outlined below: Steps Description 1 Hold a conversation To Do ● ● ● ● Set aside a general meeting to have a discussion about the Rethinking Communities activity Focus discussion on how exactly your university influence the community at large Determine what common knowledge you already have and what you need to find out in regard to your university’s actions Assign certain members or groups of members to further research issues and topics discussed at this meeting for the next one Use the Roosevelt Institute website to find the “Guided Discussion on Your University” for tips on how to facilitate the discussion 2 Research your school ● ● ● ● 3 Plan for Impact ● Set aside time in a general meeting to have a discussion about the research conducted for the Rethinking Communities activity Focus discussion on how research has either reinforced the perceptions of your university, or lead you to think of new ways in which your university influences community Use this research to identify needs and demand within your university to plan for additional focused research Assign certain members or groups of members to delve deeper into identified needs and demand Set aside time in a general meeting to have a discussion about additional findings from research ● ● ● Compile findings and share with your Regional Coordinator, who will assist in digging deeper into your specific area of interest As a chapter, identify tangible actions to address with your university the needs and demands identified in your local community Challenge members to engage with the administration, the community and different stakeholders to create impact Use the Roosevelt Institute Resources website to find a training to help you engage with potential stakeholders as well as examples of how to go about getting in touch with them. Case study: (Retrieve full-length case study of a Rethinking Communities activity completed by another chapter from user) Workstream Organizer In progress Not Yet Started Item [purpose] Lesson 1: Recruiting with Social Media To-Be Included [showing leaders how to use social media to recruit] [expand to be exhaustive recruitment source?] Lesson 2: Chapter leader Facebook group [internal resource for chapter leaders to stay connected nationally, share docs and activity ideas, this feeds into both recruitment and understanding day to day activities] Goals Upload feedback from Brenna - Better intro-how will this be used by our client - principles of compelling tweets/posts - screenshot examples of what is good vs bad, drawing in principles as evidence - create user journey graph (take user through steps of recruit engagement w/ screenshots) - Change goal, what it is really? Not just a lever… - Split into 2 sections (for 1. Brenna/userinclude signs/measures of success, who will own the social media page and 2. what others will see) - Use loft checklist to create section for other recruitment techniques - Define the 3C’s, what are learning strategies (pull from text) that enable this - How to actually use the platforms - How/if platforms should link together - What does success look like? Or a successful social media recruitment campaign? - provide document guidance depicting purpose/how this Facebook page should be used/ this could be a transition document[only by leaders to connect] - more learning support- what happens after they read all docs on the group? What are they supposed to do? [should we create online scorecards to learn what they like/don’t like? - Include rational, assessment, and goals at top - Define how people will be added to the group [ask regional coordinator if she wants this responsibility] - team to review goals/ split work along three work streams: recruitment, day to day activities, leadership team - what activities do we want them to do - Do we want to create a leadership structure or not (if so, update goals according to “ideal” structure) Lesson 1 and 2, create file on our workbench May include? Notes Expected Due Date Gathered feedback from class and Rachel Support our ideas with learning principles Team to decide how big do we want to make this? Look at fb current page, how would we redesign the verbiage? Update content accordingly with finalized materials Due Wednesday Oct 29th Revise Prototype 2 Create a doc indicating the purpose Due Wednesday Oct 29th Due Wednesday Oct 29th Create Impact Map Revamp Rethinking Communities Activity Identify biggest recruitment obstacles Meeting with Rachel November 5th to dicsuss Concept Map