Principles of community organizing, including traditional campaign mapping, inform and lay the groundwork for successful social media campaigns and strategy. This presentation covers the basic principles of community organizing that are necessary for a successful online campaign, how to map out online campaigns, and offers examples of three nonprofit online campaigns that used these principles. This presentation was prepared collaboratively by Debra Askanase @askdebra, Ivan Boothe @rootwork, and Amy Sample Ward @amyrsward for the 2010 Nonprofit Technology Conference, and will be presented at a session on April 9, 2010.

1. Bringing Community Organizing
Into Online Campaigns
Session Designers:
Debra Askanase, @askdebra
Ivan Boothe, @rootwork
Amy Sample Ward, @amyrsward

2. Session Agenda
• Introductions
• Community Organizing: An Overview (10 min)
• Principles of Community Organizing (10 min)
• Campaign Mapping Checklist (10 min)
• Bringing It All Together: Analysis of Online
Campaigns (15 min)
• Breakout Sessions: Plan Your Online Campaign (30
min)
• Report Backs & Campaign Feedback (10 min)

3. About the Presenters
Debra: strategic
use of social
media is
community
organizing
Amy: help the
community to help
itself
Ivan: organizing
for the long term
means building
community in
the short term

4. Need Your Help:
We are looking for your advocacy
campaign ideas to put into action -
today!

5. Community Organizing is...
The concept that individuals affected by an
issue have more power to create change by
coming together than by acting individually.
Community organizing empowers ourselves,
creates long-term change, and changes the
balance of power.

6. http://www.flickr.com/photos/21789669@N00/3207907157/

7. Powered by
organization(s) to
create change
...or by the
grassroots efforts of
individuals

8. Organization-Based Organizing

9. Grassroots-Powered Organizing

10. Principles of Organizing
movement-building
strategy (power analysis)
community accountability
go where the people
are
leadership development

11. 1. Organizing for a Movement
(it’s long-term)
www.flickr.com/photos/vtveen/2737555893/

12. 2. Strategic Organizing

13. 3. Accountability
www.flickr.com/photos/wheatfields/1614979200/

14. 4. Social Networks for Change
go where
your
people
are!
xkcd.com/256

15. 5. Cultivate New
Leaders
Find voices. Amplify them.

16. Campaign Mapping
10,000 ft

17. Campaign Mapping
From 10,000 feet, there's nothing blocking
your view to identify your SMART goals:
• Specific
• Measurable
• Attainable
• Realistic
• Time-specific
Key Question: what are we going to do?

18. Campaign Mapping
1,000 ft

19. Campaign Mapping
Using the 10,000 foot perspective, it's now
easy to identify and map your:
• Decision makers
• Influencers
• Partners & Allies
• Supporters
• Community
Key Question: Who is involved?

20. Campaign Mapping
100 ft

21. Campaign Mapping
Now that we know all the players, we can map
the corresponding:
• Messages
• Platforms
• Timeline
• Evaluation
Key Question: what are we saying and when?

22. Campaign Mapping
10 ft

23. Campaign Mapping
We are getting really close now and can start
looking at the nitty-gritty:
• Expected obstacles
• Engagement plans
• Leadership development
• Identifying first steps
Key Question: what are we missing?

24. Campaign Mapping
1 ft

25. Campaign Mapping
On the ground and running! Now that you're
going, in real-time you can:
• Relinquish control
• Recognize and empower active contributors
• Create collaborations
• Measure impact
• Say thanks
Key Question: how do we do even better?

26. Case Studies

28. Free the Jena Six
Movement-Building
"There is no single leader.
There is no agreed schedule.
Organizers aren't even certain
where everyone is supposed to
gather ... the only thing that is
known for sure is that
thousands of protesters are
boarding buses at churches,
colleges and community
centers across the country this
week, headed for this tiny dot
on the map of central
Louisiana."
—Chicago Tribune

29. Free the Jena Six
Where the people are: Self-organizing
silence on mainstream blogs...
500 Facebook groups
1,600 YouTube videos

30. Free the Jena Six
ColorOfChange.org: Adding strategy

31. Free the Jena Six
The hip-hop community: Amplifying voices

32. Free the Jena Six
www.flickr.com/photos/martinez-
nesporova/1416931832/in/pool-freethejena6/

33. I Believe In Open

34. I Believe In Open
Strategy

35. I Believe In Open
Community Accountability

36. I Believe In Open
Go Where the People Are
these
leaders
formed the
FB Group

37. I Believe In Open
Go Where The People Are

38. I Believe In Open
Movement Building

39. 2010 ChangeCamp
Planning 100 ChangeCamps across Canada
I Believe In Open: next election cycle
Launch an "ideas campaign"
(vote for top 5 ideas to make government transparent)
I Believe In Open
Movement Building

40. I Believe In Open
Leadership Development
Government:
All NDP leaders
signed up and took
the lead
38 MP Pledges
Community:
380 voter signups
290 FB Group members
ChangeCamp movement:
9 towns, 100s of
community organizers
across Canada

41. Tweetsgiving
Movement Building

42. Tweetsgiving
Strategy

43. Tweetsgiving
Community Accountability

44. Tweetsgiving
Go Where the People Are

45. Tweetsgiving
Leadership Development

46. Who's Ready to
Share?
http://www.flickr.com/photos/33914386@N08/3230910546/

47. Breakout Sessions:
Planning Your Online Campaign
http://www.flickr.com/photos/53326337
@N00/3942558779/

48. Report Backs and Feedback
http://www.flickr.com/photos/51487460@N00/144670634/

49. References
Tweetsgiving:
http://epicchange.org
http://tweetsgiving.epicchange.org/
I Believe In Open:
http://ibelieveinopen.ca/
http://visiblegovernment.ca/index
http://wiki.changecamp.ca/index.php?title=&bc=4
http://changecamp.ca/about/
http://civicaccess.ca/wiki/
Free the Jenna 6:
http://en.wikipedia.org/wiki/Jena_Six
http://www.thedemocraticstrategist.org/strategist/200
7/09/jena_and_the_internet.php
http://adage.com/bigtent/post?article_id=120817

50. Thank You!
Debra Askanase, Social Strategy Director
Community Organizer 2.0
www.communityorganizer20.com
debra@communityorganizer20.com; @askdebra
Amy Sample Ward,
Global Community Development Manager
NetSquared
www.netsquared.org; www.amysampleward.org
amy@amysampleward.org; @amyrsward
Ivan Boothe, Creative Director
Rootwork.org
www.rootwork.org
ivan@rootwork.org; @rootwork