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MAKE THE MOST OF YOUR !DIGITAL CAMPAIGN
#nblive @nikkisbatchelor@lenaellingboe @juansvas
Tools + Strategy for organizing and growing your community.
GOALS OF THE WORKSHOP
1. Learn the difference between organizing and mass marketing
!
2. Understand the key principles of organizing !
3. Demonstrate how organizing can help with digital campaigns and days of action
Title TextTitle Text
WHAT MODEL(S) ARE YOU WORKING FROM?
MASS MARKETING
COMMUNITYORGANIZING
1. Organizational “Asks” 2. Focus on List Building 3. The Goal is Brand Loyalty
1. Peer to peer“Asks” 2. Focus on Relationships3. The Goal is Empowerment
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PRINCIPLES OF ORGANIZING:
1. Put relationships at the center.!!
2. Create various paths for taking action.!!
3. Empower leaders at different levels.!
1. PUT RELATIONSHIPS AT THE CENTER.
1. PUT RELATIONSHIPS AT THE CENTER.
Understand who your supporters are: ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Demographic data ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Contact information ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + History of activity ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Social media ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Expressed preferences
2. CREATE VARIOUS PATHS FOR TAKING ACTION.
2. CREATE VARIOUS PATHS FOR TAKING ACTION.
Donate
Donate
Donate
Donate
Attend Event Retweet
Volunteer for an Event
Recruit other Volunteers
Host and Event
Social Media Ambassador
Chapter Leader
3. EMPOWER LEADERS AT DIFFERENT LEVELS.
3. EMPOWER LEADERS AT DIFFERENT LEVELS.
Examples: !Social Media Ambassadors User-submitted events
! ! ! ! ! #GivingTuesday squads
BUILDING AN AWARENESS CAMPAIGN:!
GROWING AND AMPLIFYING YOUR MOVEMENT
MOBILIZING AROUND A DAY OF ACTION:!
FACILITATING IN PERSON COMMUNITY BUILDING
JUMPSTARTING A FUNDRAISING CAMPAIGN:!
BUILDING ON PERSONAL RELATIONSHIPS
DEEPENING AN ADVOCACY CAMPAIGN:!
MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT
DIGITAL CAMPAIGNS
1) BUILDING AN AWARENESS CAMPAIGN: GROWING AND AMPLIFYING YOUR MOVEMENT
http://www.united4la.org/
http://www.thepinkagenda.org/
Find your social !influencers
Ask them to spread!the word
Consolidate your !data
BUILDING AN AWARENESS CAMPAIGN:!GROWING AND AMPLIFYING YOUR MOVEMENT
VIDEO: CONSOLIDATE YOUR DATA
VIDEO: IDENTIFY SOCIAL INFLUENCERS
SPREAD THE WORD
2) DEEPENING AN ADVOCACY CAMPAIGN: MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT
nationbuilder.com/oaktree nationbuilder.com/genun
Make clear asks and empower people to take
action
Track activity and !identify potential!
leaders
Define your!engagement ladder
DEEPENING AN ADVOCACY CAMPAIGN:MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT
DEFINE YOUR ENGAGEMENT LADDER
MAKE CLEAR ASKS AND EMPOWER PEOPLE
TRACK ACTIVITY AND IDENTIFY POTENTIAL LEADERS
3) MOBILIZING AROUND A DAY OF ACTION: FACILITATING IN PERSON COMMUNITY BUILDING
nationbuilder.com/food_day
http://www.gysd.org/
Give them tools to !organize on the !
ground
Build a local !community
Use location data !to map your people
MOBILIZING AROUND A DAY OF ACTION:FACILITATING IN PERSON COMMUNITY BUILDING
VIDEO: MAP YOUR PEOPLE
PROVIDE TOOLS TO ORGANIZE ON THE GROUND
Chapter name
Chapter name
Main Chapter name
Chapter name
Chapter name
BUILD LOCAL COMMUNITY
4) JUMPSTARTING A FUNDRAISING CAMPAIGN: BUILDING ON PERSONAL RELATIONSHIPS
http://nationbuilder.com/meridian_hill_pictures http://www.beaglefreedomproject.org/
Set up fundraising !infrastructure
Personalize !fundraising requests
Consolidate data to !identify potential !
donors
JUMPSTARTING A FUNDRAISING CAMPAIGNS:BUILDING ON PERSONAL RELATIONSHIPS
NAME AMOUNT TRACKING CODE DATE
Donation History IMPORT DONATIONS EXPORT DONATIONS
Mike Fisher $120 novfund01 Nov 12, 2015
Lauren Cooper $75 octfund02 Oct 10, 2015
John Doe $100 octfund01 Oct 08, 2015
CONSOLIDATE DONOR DATA
SET-UP FUNDRAISING INFRASTRUCTURE
PERSONALIZE FUNDRAISING REQUESTS
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COMMUNICATE VIA MULTIPLE MEDIUMS
We are raising money for a new feature film! Text DONATE to contribute.
Send text blast to 89 people
Mike Fisher donated
data management
social tracking
mappingaction
trackingcommunication
finances
websiteDon't forget !about Long-term!
digital infrastructure!
UPCOMING WORKSHOPS:!!
! RSVP: www.nationbuilder.com/workshops
@nikkisbatchelor [email protected]
@lenaellingboe [email protected]
