10:00 – 10:05(5m)Crystal Page – Communications Manager – I’ve been doing some sort of digital organizing support for 5 years. It is great to learn on the job but there are great resources like NOI that can be helpful to you. Who are you?
10:05 – 10:06(1 m)
10:06 – 10:07(:30)
10:07 – 10:10(3m)
10:10 – 10:13(3m)
10:13 – 10:18(5m)Examples:Stop Bank BlightMaking Poverty a PriorityCommunity Budget Alliance
10:18 – 10:20(2m)We also had a micro site.
10:20 – 10:22(2m) How can you change the debate? OpEds? Hashtags? Can you indirectly or directly catch the medias attention?
10:22 – 10:24(2m) Facebook Event Page – Recruit any and everyone knowing that there will be a fall off.
10:24 – 10:26(2m) What faces and messages will tell your story?
10:26 – 10:29(3m)
10:29 – 10:31(2m) Blog – Coalition building by featuring different voices from partner organizations.
10:31 – 10:33(2m) Emails that show that you know your audience. We leaked this one to key online supporters prior to the launch of the campaign to generate a good first wave of support.
10:33 – 10:36(3m)
10:36 – 10:39(3m)
10:39 – 10:41(2m) PopEd Materials – Action Kits
10:41 – 10:43(2m) Webinars
10:43 – 10:45(2m) Webinars
10:45 – 10:47(2m) Downloads & Leads Generated
10:47 – 11:02 and 11:02 – 11:1715 Minutes – Turn and Share with a Partner – 15 Minutes
11:17 – 11:22How did it go?
11:23 – 11:28Search and email remain the two online activities that are nearly universal among adult internet users, as 92% of online adults use search engines to find information on the Web, and a similar number (92%) use email. Source of data:http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
11:28 – 11:33Subject Lines Matter – But Once Someone Opens and Email You’ve Got to Move Them (This is called Theory of Change)Make it shareable.
11:33 – 11:38Sincerity, segmentation and short, medium and long term goals.
11:38 – 11:43Sincerity, segmentation and short, medium and long term goals.
11:43 – 11:53 Write an email draft. 11:53 – 11:58 Then we will share. Who wants to read their email?
11:58 – 12NRemember it will never be perfect but if you can get closer to your goal that’s all that really matters!
Digital Organizing Basics: A presentation for the Students for Economic Justice Interns
Connecting with agents of change through digital
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.
Know Your Agents of
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, Advertisem
How else can you reach them?
How can the agents of help further your
Got a plan?
What are your goals? (Raise the wage?)
How can your agents of change contribute to this
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
Metrics: How will we measure progress? Is it
Subscribers, Likes, Signatures, Shares, Press Hits
Example #1: Stop Bank
Campaign Goal: To pass the Property Value Protection Ordinance at
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 &
Metrics: Web traffic and trending on twitter
Example #2: Make Poverty a
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
Strategy: Build our online coalition to generate names
Tactics: Blogs, Emails, Memes
Example #3: Community Budget
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
Write an online campaign plan for a campaign at
your site include:
Key Agents of Change
Tactics (be specific)
Add in your timeline & any action states you
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)
Like or Share
Do something offline (high bar ask)
#1 Find the moment
#2 Create a sense of urgency
#3 Provide a soluti
#1 Find the momen
#2 Create a sense of urge
#3 Provide a soluti
Write an email that could work on one of your
Find the moment
Create a sense of urgency
Provide a solution
Feature an ASK
You can apply these skills to your current
If you need help with online organizing plans or
emails, feel free to email me at