Online Campaigning with
      Change.org
       A Beginner’s Guide
Online Campaigning with
              Change.org
1. Change.org and Our New Petition Tool

2. What Can You Do With Online P...
Online Campaigning with
              Change.org
1. Change.org and Our New Petition Tool

2. What Can You Do With Online P...
Change.org
Change.org
change.org/petition
change.org/start_a_petition
Change.org Petitions
•   Easy to use


•   Real-time delivery of letters to targets


•   Powerful sharing tools


•   Ema...
Online Campaigning with
              Change.org
1. Change.org and Our New Petition Tool

2. What Can You Do With Online P...
What Can You Do With Online
               Petitions?
•   Pressure targets


•   Promote your issue and build awareness


...
What Can You Do With Online
               Petitions?
• Pressure targets
•   Promote your issue and build awareness


•   ...
What Can You Do With Online
               Petitions?
•   Pressure targets


• Promote your issue and build
    awareness
...
What Can You Do With Online
               Petitions?
•   Pressure targets


•   Promote your issue and build awareness


...
What Can You Do With Online
               Petitions?
•   Pressure targets


•   Promote your issue and build awareness


...
Online Campaigning with
              Change.org
1. Change.org and Our New Petition Tool

2. What Can You Do With Online P...
Great Online Campaigns
•   Address clear and specific issues

•   Are timely

•   Target decision makers

•   Are easy to u...
All About Targets
•   Choose targets who are decision makers whenever possible

•   Think about who might be easiest to in...
Some Great Targets Besides
           President Obama
•   Cabinet Officials (Secretary of State, Treasury Secretary, EPA
  ...
Online Campaigning with
              Change.org
1. Change.org and Our New Petition Tool

2. What Can You Do With Online P...
People Don’t Read on the Web...




            ...They Scan
Writing Great Petitions

•   Clear Crisp Headlines


•   Short


•   Broken into “bite sized” paragraphs


•   Note the fir...
Writing Great Petitions

•   Intriguing headline


•   Even shorter!


•   No links needed


•   Note the first couple of w...
Online Campaigning with
              Change.org
1. Change.org and Our New Petition Tool

2. What Can You Do With Online P...
Sharing and Spreading the Word

•   Sharing is the key to success


•   Start with email, Facebook, and Twitter. In
    th...
Sharing and Spreading the Word

•   Sharing is the key to success


•   Start with email, Facebook, and Twitter. In
    th...
Sharing and Spreading the Word

•   Sharing is the key to success


•   Start with email, Facebook, and Twitter. In
    th...
Sharing and Spreading the Word


•   Top petitions appear on weekly
    leaderboard and get highlighted via our
    weekly...
Sharing and Spreading the Word


•   Top petitions in each cause are featured
    as well
Sharing and Spreading the Word


•   Top petitions in each cause are featured
    as well
Real World Example

•   Great sharing success


•   Simple to understand, broad appeal


•   Builds awareness


•   Useful...
change.org/start_a_petition
Questions?
robin@change.org
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Online Campaigning with Change.org Webinar Slides

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Online Campaigning with Change.org, A Beginner's Guide

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Online Campaigning with Change.org Webinar Slides

  1. 1. Online Campaigning with Change.org A Beginner’s Guide
  2. 2. 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
  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. Change.org
  5. 5. Change.org
  6. 6. change.org/petition
  7. 7. change.org/start_a_petition
  8. 8. Change.org Petitions • Easy to use • Real-time delivery of letters to targets • Powerful sharing tools • Email opt-in for nonprofits • FREE
  9. 9. 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
  10. 10. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  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. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. People Don’t Read on the Web... ...They Scan
  21. 21. Writing Great Petitions • Clear Crisp Headlines • Short • Broken into “bite sized” paragraphs • Note the first couple of words in each paragraph
  22. 22. Writing Great Petitions • Intriguing headline • Even shorter! • No links needed • Note the first couple of words in each paragraph
  23. 23. 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
  24. 24. 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
  25. 25. 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
  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 • Top petitions appear on weekly leaderboard and get highlighted via our weekly e-newsletter
  28. 28. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  29. 29. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  30. 30. Real World Example • Great sharing success • Simple to understand, broad appeal • Builds awareness • Useful for offline lobbying efforts
  31. 31. change.org/start_a_petition
  32. 32. Questions? robin@change.org

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