Digital OrganizingConnecting with agents of change through digital tools

Your campaign

What is your campaign goal?

Where are your agents of change located?

If they are online then your organizing plan will likely include an online component.

Where are your agents of change?

Know Your Agents of Change

Are they online?Are there obstacles to being online, connecting via text or by other digital tools?

What do they respond to?Email, phone, voicemail, text message, Twitter, Facebook, Surveys, Advertisement?

How else can you reach them?

How can the agents of help further your campaign goals?

Got a plan?What are your goals? (Raise the wage?)

How can your agents of change contribute to this goal?

What’s a low bar ask? What’s a high bar ask?

Strategy, Tactics & Metrics

Strategy: What do you want to do?Change the debate

Raise your campaign profile

Apply pressure on decision makers to influence a vote?

Tactics: How will you do it?Post memes on Facebook that key thought leaders will share and re-share?

Get people to sign a petition that you will deliver.

Rally support on twitter for media purposes or to build the movement.

Metrics: How will we measure progress? Is it trackable?

Subscribers, Likes, Signatures, Shares, Press Hits

Example #1: Stop Bank Blight

Campaign Goal: To pass the Property Value Protection Ordinance at City Hall

Online Goal: Raise the campaign profile, rally key supporters

Strategy: Outreach to key thought leaders on Facebook & Twitter

Tactics: Twitterstorm, Facebook Event Page, Photo Messages & Microsite

Metrics: Web traffic and trending on twitter

Example #1: Stop Bank Blight

Example #1: Stop Bank Blight

Example #1: Stop Bank Blight

Example #2: Make Poverty a Priority

Campaign Goal: To move the Mayor to address working poverty in his State of the City Address

Online Goal: Generate 1000 signatures on a petition asking Filner to MPP

Strategy: Build our online coalition to generate names

Tactics: Blogs, Emails, Memes

Example #2: Make Poverty a Priority

Example #2: Make Poverty a Priority

Example #2: Make Poverty a Priority

Example #3: Community Budget Alliance

Campaign Goal: More transparent and participatory budget process

Online Goal: To support outreach & education

Strategy: Raise the campaign profile, educate online activists on budget and generate leads

Tactics: Online Education (Webinars, Videos, Kits, Infographics), Email, Blogs

Example 3: Community Budget Alliance

Example 3: Community Budget Alliance

Example 3: Community Budget Alliance

Example 3: Community Budget Alliance

Leads Generated

Downloads

Your Turn

Write an online campaign plan for a campaign at your site include:

Key Agents of Change

Goals

Strategy

Tactics (be specific)

Metrics

Add in your timeline & any action states you might take.

Group Share

How did it go?

What questions came up?

What thoughts came up?

Email & Your Heart

Email Matters – 92% of all online users are using email (Pew, 2011)

According to PEW of December 2012:15% of online adults say they use Pinterest

13% of online adults say they use Instagram

6% of online adults say they use Tumblr

67% of online adults say they use Facebook

16% of online adults say they use Twitter

Write a Great Email

Find the Moment

Create a Sense of Urgency

Provide a Solution

ASK (Only 1)Sign

RSVP

Like or Share

Take Action

Donate

Do something offline (high bar ask)

Email Sample

#1 Find the moment

#2 Create a sense of urgency

#3 Provide a solution

#4 ASK

Email Sample#1 Find the moment

#2 Create a sense of urgency

#3 Provide a solution

#4 ASK

Your turn

Write an email that could work on one of your campaigns?

Find the moment

Create a sense of urgency

Provide a solution

Feature an ASK

Thank you!

You can apply these skills to your current campaigns.

If you need help with online organizing plans or emails, feel free to email me at Crystal@onlineCPI.org.