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Causes.com Workshop for CSSC 2013

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Workshop slides for the California Student Sustainability Coalition convergence 2013!

Workshop slides for the California Student Sustainability Coalition convergence 2013!


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  • 1. Harnessing digitaltools for yourcampaignFriday, April 26, 13
  • 2. The world’s largest platform for social change.Friday, April 26, 13
  • 3. Our goalsGive you a technique to explain and frame your campaignHelp you explore a range of digital tactics & choose your toolsBrainstorm tactics and tools as a groupFriday, April 26, 13
  • 4. How can I harnessdigital tools for mycampaign?Friday, April 26, 13
  • 5. “How can I harness digital tools...”Friday, April 26, 13
  • 6. “How can I harness digital tools...”Friday, April 26, 13
  • 7. “How can I harness digital tools...”Friday, April 26, 13
  • 8. “How can I harness digital tools...”Friday, April 26, 13
  • 9. “How can I harness digital tools...”Friday, April 26, 13
  • 10. “How can I harness digital tools...”You are anonline organizer.Friday, April 26, 13
  • 11. “...for my campaign?”Friday, April 26, 13
  • 12. Your theory ofchangeFriday, April 26, 13
  • 13. a famous theory of changeFriday, April 26, 13
  • 14. a famous theory of changeif X then YFriday, April 26, 13
  • 15. THE POWER OF A THEORY OF CHANGEPeople will join you if they believe in your theory of change.Montgomery bus boycottFriday, April 26, 13
  • 16. A THEORY OF CHANGE13-1718-2425-3434+32%27%29%12%1. What change do we want?2. Who has theresources tocreate thatchange?VOTES3. What do theywant?4. What resourcesdo we have thatthey want or need?is your campaign’s most essential story.Friday, April 26, 13
  • 17. ANSWER FOR YOUR CAMPAIGN:13-1718-2425-3434+32%27%29%12%VOTESTake the next 5 minutes.1. What change do we want?2. Who has theresources tocreate thatchange?3. What do theywant?4. What resourcesdo we have thatthey want or need?Friday, April 26, 13
  • 18. 13-1718-2425-3434+32%27%29%12%VOTESWRITE OUT YOUR THEORY OF CHANGE:Start with the end goal in mind1. What change do we want?2. Who has theresources tocreate thatchange?3. What do theywant?4. What resourcesdo we have thatthey want or need?If X, then Y is possible.Friday, April 26, 13
  • 19. WRITE OUT YOUR THEORY OF CHANGE:13-1718-2425-3434+32%27%29%12%VOTES“X” is the leverage to achieve your goal1. What change do we want?2. Who has theresources tocreate thatchange?3. What do theywant?4. What resourcesdo we have thatthey want or need?If X, then Y is possible.Friday, April 26, 13
  • 20. SHARE YOUR THEORY OF CHANGEIf X, then Y is possible.With confidence and without looking at your paperPartner feedback:•Did the statement make sense?•Was it believable?•Are you excited about the vision for change?Friday, April 26, 13
  • 21. LegislativeAuthorityPublic opinion/culture shiftProtest increasedtuition feesPromote reusable cupsfor partiesPass a student governmentresolutionDIY infrastructureStudent-run peercounselingWhat makes a theory of change practical?Tactics: Work backwards from YFriday, April 26, 13
  • 22. TAKEAWAYS:Your Theory of ChangeQUESTIONS?IF X HAPPENS, THEN Y IS POSSIBLE IT INFLUENCES YOUR STRATEGY&TACTICSYOUR THEORY IS POWERFULFriday, April 26, 13
  • 23. Image credit: www.maggiehosmcgrane.comDigital toolsfor yourcampaignFriday, April 26, 13
  • 24. Image credit: www.maggiehosmcgrane.com"Thomas Jefferson used newspapers to win the presidency,FDR used radio to change the way he governed, JFK was thefirst president to understand television, and Howard Dean sawthe value of the Web for raising money......But Senator Barack Obama understood that you could usethe Web to lower the cost of building a political brand,create a sense of connection and engagement, and dispensewith the command-and-control method of governing to allowpeople to self-organize to do the work."--The NewYorkTimes, Nov. 2008Friday, April 26, 13
  • 25. HOW DOES DIGITAL TECHNOLOGY WORK (OR NOT)for your campaign?What’s working well for you?What isn’t?What are you aiming for?Friday, April 26, 13
  • 26. WHAT’S OUT THERE?Build anaudienceSpread yourcampaignHost yourcampaignFriday, April 26, 13
  • 27. WHAT’S OUT THERE?Build anaudienceSpread yourcampaignHost yourcampaignFriday, April 26, 13
  • 28. START A CAMPAIGNAnyone can create a campaign to gather supporters in one place, buildmomentum, and take collective action.Friday, April 26, 13
  • 29. MANAGE YOUR CAMPAIGN FROM ONE PLACEFriday, April 26, 13
  • 30. 1. Engage with storytelling2. Know your network3. Respond to the newsWith examples from Causes and beyond.6 KEYS TO HARNESSING DIGITAL TOOLS4. Track your data5. Meet your people where they are6. Take it offlineFriday, April 26, 13
  • 31. 1. ENGAGE WITH STORIESWhen you begin the conversation, make the issue accessible.Friday, April 26, 13
  • 32. 1. ENGAGE WITH STORIESWhen you begin the conversation, make the issue accessible.Friday, April 26, 13
  • 33. 2. KNOW YOUR NETWORKDigital tools are probably most famous for spreading content virally. But“virality” isn’t always organic. Know who’s in your network.Friday, April 26, 13
  • 34. Stephen22 30directrecruitstotalnetworkSuzanne6 57directrecruitstotalnetworkKenny13 28directrecruitstotalnetworkSasha17 40directrecruitstotalnetworkJennifer13 35directrecruitstotalnetworkSandy2 30directrecruitstotalnetwork2. KNOW YOUR NETWORKDigital tools are probably most famous for spreading content virally. But“virality” isn’t always organic. Know who’s in your network.Friday, April 26, 13
  • 35. 3. RESPOND TO THE NEWSTurn unexpected news into a golden opportunity.Friday, April 26, 13
  • 36. 3. RESPOND TO THE NEWSFriday, April 26, 13
  • 37. 4. TRACK DATAKey Performance Indicators (KPIs): Set measurable goals for your campaign.Collect the data to see how you measure up.Friday, April 26, 13
  • 38. 5. MEET PEOPLE WHERE THEY AREDo your supporters love Harry Potter? Have cell phones? Respect “gun safety”?Friday, April 26, 13
  • 39. 6. TAKE IT OFFLINE...Online organizing is almost never the end of the story. Plan how you’ll turnonline declarations of support into real-world influence.Friday, April 26, 13
  • 40. ...TO MAKE CHANGE IN THE REAL WORLD.Friday, April 26, 13
  • 41. NOYSThe National Orgnizationfor Youth Safety is therecipient for funds raised bythe “It Can Wait” campaign4172direct recruitstotal networkDONALDonald and Myra Morrison care deeplyabout texting and driving and theirassion helped them recruit 16 people16direct recruitsPlanning yourdigital strategyPlease fill out our short survey!Friday, April 26, 13
  • 42. PSA: We want to share your great campaignsTalkToUs@causes.comFriday, April 26, 13
  • 43. BRAINSTORMING TACTICSGot questions? Ask us.Friday, April 26, 13
  • 44. LegislativePublic opinion/culture shiftNonsmoking campaignIt Gets BetterProp 37 (GMO Labeling)AuthorityDDoSArab SpringDIY infrastructureTrevor ProjectBRAINSTORMING TACTICS1. Engage with storytelling2. Know your network3. Respond to the news4. Track your data5. Meet your people where they are6. Take it offlineFriday, April 26, 13
  • 45. ShareTime: 10 minutesYour theory of changeOne idea for your digital strategyWhere does it fit in with your campaign goals?Friday, April 26, 13
  • 46. RETROSPECTIVE:-):-|:-(Thank you!talktous@causes.comFriday, April 26, 13
  • 47. RETROSPECTIVE:-):-|:-(Thank you!talktous@causes.comFriday, April 26, 13

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