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Using Online Organizing to Engage Parents
Donna NortonNational Campaign Director
MomsRising.org
Started Mother’s Day, 2006
The Recipe for Layer Cake Organizing
Case Study:
We won’t be pacified until our broken
healthcare system is fixed.
1. Aligned organizations and policy partners
Identify issue-experts who can advise on strategy, timing, targeting, and effective messaging.
2. One-click Member Advocacy
Action that will have an impact.
Creates a media moment and amplifies member voices -- gets more attention than people!
3.“Member voice” proxy
4. Using online action to amplify on-the- ground actions
• Members provide same-day, online back up to on-the-ground activity.
5. Fundraising
• Raising money online to support lobbying work
6. On the ground member-leader training and development
Cultivating uber-activists to serve as ambassadors in person for online members
Healthcare Senate Meeting Maphttp://events.momsrising.org/healthcarenow
7. Media Outreach
Traditional and New Media - Broaden the audience and amplify pressure on leadership
8. The Frosting
Creativity and constant re-tooling of our messaging and strategy, always putting members first.
Facebook Application: Pacifier Lapel Pins
Key Lessons Learned
• Keep it fun• Provide multiple ways to engage• Honor busy lives and intelligence • Collaborate• Be creative and experiment• Be ready to act fast and learn from experience
Donna Norton
www.momsrising.org
Questions? Ideas?Keep in Touch!