Online Campaigning with Change.org Webinar

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  • Online Campaigning with Change.org Webinar

    1. 1. Online Campaigning with Change.org
    2. 2. Online Campaigning with Change.org A Beginner’s Guide
    3. 3. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
    4. 4. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
    5. 5. Change.org
    6. 6. Change.org
    7. 7. change.org/petition
    8. 8. change.org/start_a_petition
    9. 9. Change.org Petitions • Easy to use • Real-time delivery of letters to targets • Powerful sharing tools • Email opt-in for nonprofits • FREE
    10. 10. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
    11. 11. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
    12. 12. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
    13. 13. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
    14. 14. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
    15. 15. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
    16. 16. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
    17. 17. Great Online Campaigns • Address clear and specific issues • Are timely • Target decision makers • Are easy to understand • Appeal to a broad audience • Get straight to the point
    18. 18. All About Targets • Choose targets who are decision makers whenever possible • Think about who might be easiest to influence with an online petition • Targets don’t need to be well-known, but they need to be relevant • Don’t be afraid to choose more than one target • President Obama isn’t always the best target
    19. 19. Some Great Targets Besides President Obama • Cabinet Officials (Secretary of State, Treasury Secretary, EPA Administrator, etc.) • Senate and House Committee Members • Local Officials (Mayors, School Boards, Utility Comissioners) • Business Leaders (CEOs, Corporate Social Responsibility Officers, Communications and PR) • University Presidents and Deans, NGO Leaders, Celebrities
    20. 20. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
    21. 21. People Don’t Read on the Web...
    22. 22. People Don’t Read on the Web... ...They Scan
    23. 23. Writing Great Petitions • Clear Crisp Headlines • Short • Broken into “bite sized” paragraphs • Note the first couple of words in each paragraph
    24. 24. Writing Great Petitions • Intriguing headline • Even shorter! • No links needed • Note the first couple of words in each paragraph
    25. 25. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
    26. 26. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
    27. 27. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
    28. 28. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
    29. 29. Sharing and Spreading the Word • Top petitions appear on weekly leaderboard and get highlighted via our weekly e-newsletter
    30. 30. Sharing and Spreading the Word • Top petitions in each cause are featured as well
    31. 31. Sharing and Spreading the Word • Top petitions in each cause are featured as well
    32. 32. Real World Example • Great sharing success • Simple to understand, broad appeal • Builds awareness • Useful for offline lobbying efforts
    33. 33. change.org/start_a_petition
    34. 34. Questions? robin@change.org

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