Community Organizers Take on Marriage EqualityManhattan Young DemocratsFriday, August 7, 20092009 YDA Convention

What are we going to talk about?MYD’s campaign: New Yorkers for Marriage EqualityHow your chapter can help pass marriage equality in your state…

First: What’s Up In Your Org?What is the consensus of your membership re: Marriage Equality? (two ways to move fwd)Entire Org EffortCaucus or Sub Group Effort

ResearchHistory of Marriage Equality efforts in your stateCurrent Whip Count:GovernorLegislatorsInfluential OrgsUnionsProgressive Lobbying OrgsEtc

Coalition BuildingIdentify Potential PartnersLGBT OrgsLocalState (see hrc.org directory)National - HRC, Stonewall Dems, Lamda Legal, Log Cabin (!)- Regional/State rep or steering committeeACLU (State Chapter – visit aclu.org for info)Other YDA Chapters in stateDem/College/Youth OrgsFundraisers, Ideologically Aligned Media

Assess Strengths + Weakness (Of Your Coalition)STRENGTHSLobbying Power, Government ContactsField ExpertiseNew MediaPress Outreach/Contacts

Assess Strengths + Weakness WEAKNESSESLobbying Power, Government ContactsFinancial/Influence InterestsGeographic PresenceDemographic ScopeIncompetenceLandmines

Action CampaignSpecific Action Item like a bill, an election, not just “Gay Rights”Target? Who?What? Full Marriage, Civil Unions, EtcWe Did: State SenateMethod?We Did: Constituency Activation

Planning: Strategy & CommunicationsBranding/MarketingSimple FocusMessaging/Communications Outreach, Earned MediaTiming & TimelineMeasures of Success

Planning: Build Your TeamLean on your CoalitionDetermine Responsibilities within CoalitionObtain Time Commitments!Intercommunication/Synchronicity

MYD’s Team for NY EqualityAlPresidentChasCreative & TechBethCommunicationsEmmyNew MediaJulieSocial MediaShannonVideoAndrewCommunicationsGloriaSocial MediaTaylorPride Parade

Planning: New MediaSite DesignSimplicityDomain NameInstall Google Analtyics (It’s FREE!)http://newyorkequality.com

Planning: DemopolisWhat kind of call to action will you use? NYers for Marriage Equality: Letters & CallsHow will you configure it?

Planning: CommunicationsWrite press releases for major events, including campaign launch (email comm@gomyd.com for samples)How to spin your story to get it picked upSend the press releases to MSM, blogs, etc.Hit issue-related media & blogs (e.g. Change.org, Towelroad, HRC blogs)Get creative: Perez Hilton helped out MYD

Planning: FacebookSet up a fan page (Why not a group?)Branding same as siteHow often should you status update?What kind of content should you post?Suggest to friends” to grow your network

Planning: TwitterChoose your hashtag. Less characters is better: #nyequalityBuild a following for your account & hashtagUse your chapter’s accountHootsuite.comMore questions on how to use twitter? Email social@gomyd.com

Planning: Other Social Media TacticsComment seedingReach out to other facebook fan pages, groups, communitiesCommunicate with other activists who focus on your issue using TwitterPost to email listsUse your network to get the word out – you’ll be surprised how much friends & former employers will help out (CNN, DailyKos, etc.)

How to Use Your Connections to Elected OfficialsPress Release/ConferenceMedia Favors/ContactsEvent Co-ParticipationMarches/RalliesLetter Delivery

Planning is Done: It’s Launch TimeHit all your messaging and contacts on the first dayWhat worked for MYDPress releaseKeep using your network of contacts to your advantage, “after the splash”Use analytics, tracking and feedback to see how you are doing

Keeping it going and ROIBlog/Newsletter SupportReact to NewsNews stories posted to FacebookReleases for major eventsContinue to grow your Facebook pageUse your twitter hashtag.Show up at (& promote) events related to your issue.

What’s Next for #nyequality?“Take the Pledge” (in production now)An additional round of action if bill comes to a vote in SeptemberIf not this year, we’ll be back at it for the 2010 legislative session.

How can your chapter help?In New York State?Join our allianceDirect your members to http://newyorkequality.comNot in New York? Start your own campaign! Reach out to other local YDA chapters, HRC, your state’s ACLU chapter, Courage Campaign and others for partnerships.

Thanks!Questions?Al: president@gomyd.comChas: creative@gomyd.comEmmy: newmedia@gomyd.comJulie: social@gomyd.comFollow us on Twitter: http://twitter.com/gomydBecome a fan: http://facebook.com/gomyd