Advanced Online OrganizingDecember 2008

Goals of the trainingGoals of the training

1. Deepen understanding of how and why to 1. Deepen understanding of how and why to integrate online tools into your organizing integrate online tools into your organizing work.work.

2. Deeper familiarity with our online tool set 2. Deeper familiarity with our online tool set (including Convio) functions.(including Convio) functions.

3. It’s a brave new world – we’re changing this 3. It’s a brave new world – we’re changing this culture together!culture together!

Why organize online?Why organize online?

EfficientEfficient Allows for scale Allows for scale Go where the people areGo where the people are CheapCheap ““Wisdom of crowds”Wisdom of crowds”

Goals for Online OrganizingGoals for Online Organizing

DepthDepthInnovationInnovationGrowthGrowth

Online Campaigns:Online Campaigns:Case StudiesCase Studies

Road mapRoad map

OverviewOverview Principles of designing great Principles of designing great

campaignscampaigns Case Study: How Virginia used the Case Study: How Virginia used the

web to stop a coal plant.web to stop a coal plant. Case Study: Lightbulbs to LeadershipCase Study: Lightbulbs to Leadership

Principles of good online organizingPrinciples of good online organizing

Service not a soapboxService not a soapbox Keep it simpleKeep it simple It’s all still organizingIt’s all still organizing Closing the loop: Value ExchangeClosing the loop: Value Exchange Don’t live in a walled gardenDon’t live in a walled garden

Case Study: VirginiaCase Study: Virginia

GoalGoal Organizing VehicleOrganizing Vehicle TacticsTactics

Petition: offline and onlinePetition: offline and online Media event at hearingMedia event at hearing

Follow thruFollow thru

Case Study: Lightbulbs to Case Study: Lightbulbs to LeadershipLeadership

GoalGoal Strategic VehicleStrategic Vehicle Tactical Ladder of EngagementTactical Ladder of Engagement

PetitionPetition Once you’ve signed, ask others to signOnce you’ve signed, ask others to sign Attend or host a house partyAttend or host a house party Mo’ tactics: Facebook/Myspace/YouTube Mo’ tactics: Facebook/Myspace/YouTube

strategy to add new folks to our list. strategy to add new folks to our list.

Our GoalsOur Goals

YouTube viewsYouTube views Goal: 50K per videoGoal: 50K per video Actual: 66K for the first video!Actual: 66K for the first video!

Action-takersAction-takers Goal: 30KGoal: 30K Sierra Club Hall of Fame pre-’08: 40K Save the Sierra Club Hall of Fame pre-’08: 40K Save the

Polar Bears, 35K Mountaintop removalPolar Bears, 35K Mountaintop removal Actual: 53,000 (8,000 new)Actual: 53,000 (8,000 new)

……Our GoalsOur Goals

House Party HostsHouse Party Hosts Goal: 250Goal: 250 Actual: 280Actual: 280

House Party AttendeesHouse Party Attendees Goal: 1500Goal: 1500 Actual: 1000+Actual: 1000+

Video funVideo fun

www.LightbulbsToLeadership.orgwww.LightbulbsToLeadership.org

Recap: PrinciplesRecap: Principles

Service not a soapboxService not a soapbox Keep it simpleKeep it simple Closing the loop: Value ExchangeClosing the loop: Value Exchange Don’t live in a walled gardenDon’t live in a walled garden