CALL TO ACTION: CITIZENS, IT’S YOUR TURN         TO CHANGE THE WORLD
“In the past there were only two ways   to get involved in social causes:
”In the past there were only two ways   to get involved in social causes:    DONATE MONEY OR DONATE TIME
TODAY
TODAY                      there are dozens of ways in which people cansupport the organizations they care    about using ...
TODAY                      there are dozens of ways in which people cansupport the organizations they care    about using ...
Randi                                     Zuckerberg                          Allison H. Fine                             ...
Web 2.0:What changes for the non-profit sector?  ü More people that produce information             ü loss of control   ...
>> action range 1.0
>> action range 2.0
From citizens to cyberactivists?
From citizens to cyberactivists?ü 84%: share to contribute to a cause that is  sensitiveü 69%: share to feel more involv...
HOW TO ACTIVATE A CALL FOR ACTION         WITH WEB 2.0?
We design a campaign to 360 degrees, ifthere are opportunities to engage in positivechange lets start with the overall str...
Step by step:1. Defining the organizations policy about a specific issue2. Dissemination of policy through reports availab...
1961-’69   "Every month we           send postcards to           prisoners so they            know that their           st...
2012 – slide to unlock
How to make a splash  with Social Media
Avaaz.org
A liter of light"
Testé sur des humains
Charity:water
They all had:< Solid documentation< An explicit call< Mix of tools< Powerful storytelling< International audience
While no one can boast  the success of ...
Invisibile Children    #Kony2012
Why your non-profit wont make a          KONY 2012    1.  Youve never met your             supporters    2. You dont reall...
5. Your organization isnt [yet] aligned        towards the social web
ü  They specialize in doing one or two things incredibly wellü  Everyone in the organization is aligned around their mai...
Questions   ?
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How to engage your audience with a call to action

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How to engage your audience with a call to action

  1. 1. CALL TO ACTION: CITIZENS, IT’S YOUR TURN TO CHANGE THE WORLD
  2. 2. “In the past there were only two ways to get involved in social causes:
  3. 3. ”In the past there were only two ways to get involved in social causes: DONATE MONEY OR DONATE TIME
  4. 4. TODAY
  5. 5. TODAY there are dozens of ways in which people cansupport the organizations they care about using social tools…
  6. 6. TODAY there are dozens of ways in which people cansupport the organizations they care about using social tools… …updating their Facebook status about a cause, organizing a fundraising event, writing a blog post, producing and sharing a video, and many more.”
  7. 7. Randi Zuckerberg Allison H. Fine Beth Kanter«The networked non profit -  Connecting with Social Media to Drive Change»
  8. 8. Web 2.0:What changes for the non-profit sector? ü More people that produce information ü loss of control ü It expands the action range
  9. 9. >> action range 1.0
  10. 10. >> action range 2.0
  11. 11. From citizens to cyberactivists?
  12. 12. From citizens to cyberactivists?ü 84%: share to contribute to a cause that is sensitiveü 69%: share to feel more involved in world affairsü 49%: share to influence the opinions of others or push action
  13. 13. HOW TO ACTIVATE A CALL FOR ACTION WITH WEB 2.0?
  14. 14. We design a campaign to 360 degrees, ifthere are opportunities to engage in positivechange lets start with the overall strategicprocessing.Farida Bena (@faridabena)Senior Campaign Strategist and Development - OxfamInternational
  15. 15. Step by step:1. Defining the organizations policy about a specific issue2. Dissemination of policy through reports available to the public published on the website3. Lobbying against institutions, who are asked to take action to promote change4. Mobilization of public opinion through petitions, tweet bombing, email, blogging day, spread campaign material, flash mob ...
  16. 16. 1961-’69 "Every month we send postcards to prisoners so they know that their stories are known throughout the world" From 1961 to 1969 4000 prisoners were taken by Amnesty International,   of these 2000 have been released.
  17. 17. 2012 – slide to unlock
  18. 18. How to make a splash with Social Media
  19. 19. Avaaz.org
  20. 20. A liter of light"
  21. 21. Testé sur des humains
  22. 22. Charity:water
  23. 23. They all had:< Solid documentation< An explicit call< Mix of tools< Powerful storytelling< International audience
  24. 24. While no one can boast the success of ...
  25. 25. Invisibile Children #Kony2012
  26. 26. Why your non-profit wont make a KONY 2012 1.  Youve never met your supporters 2. You dont really have a twitter army 3. You speak to too many audiences 4. Your policy people would never let this get through
  27. 27. 5. Your organization isnt [yet] aligned towards the social web
  28. 28. ü  They specialize in doing one or two things incredibly wellü  Everyone in the organization is aligned around their main goal or campaign. And everyone knows how to use the web to grow their movement ü  Communications is a core capacity, its not seen as "not the real work" and doesnt have to fight for resources ü  There are actions and support programs for the less engaged (clicks) medium engaged (often real-world events), and super-engaged (help us lead and campaign!) ü  They are close to their supporters, asking what they want, constantly testing ideas with them, and sometimes even following their lead
  29. 29. Questions ?

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