Change.org Some case studies

The Platform for Social Action(Hello, Oxford!)

OUR VISION
The platform for social action
Anyone, anywhere, anytime can start a campaign
What Amazon is for books, or Ebay for Commerce, or Facebook for connecting Friends

Our team
39 Full-time staff, up from 5 a year ago (and hiring!)
Offices in San Francisco and Washington DC (and London & Israel?)

The numbers
The Last 30 Days
285,000 New Members
2,000,000 Actions Taken
3,500,000 Unique Visitors

CHANGE.ORG COMMUNITY
Peer-to-Peer Distribution
100% Issue Driven
People that take Action

even better than the real thing

Action Platform
Most powerful free petition/campaign tool on the web
Each month: more than 1,000 new petitions and around 2m signatures
Social media integration and peer-to-peer spread

What Change Organisers Do
My name is Weldon, and I’m here to help you win.

Theory of Campaigns
Look at one pixel of the big picture.
Photo: The Humanitarian and Development Partnership
Team in the Central African Republic

Theory of Campaigns
Pick the pixel you’re going to change.
Photo: The Humanitarian and Development Partnership
Team in the Central African Republic

Theory in Practice
Big Picture: Prejudice against the LGBT community in Africa
Pixel: legal persecution
Pixel: sexual violence and rape
Pixel: marriage legal in South Africa, but no other African countries
Pixel: bigoted politicians

We win campaigns
Fighting “corrective rape” in South Africa

Theory in Practice
Big Picture: Poor treatment of low paid workers in food services.
Pixel: No insurance coverage
Pixel: Paid minimum, not living, wage
Pixel: Unreasonable demands on employee performance
Pixel: Low job security

We win campaigns
Ending a dangerous marketing campaign

Theory in Practice
Big Picture: Prejudice against immigrants in the United States.
Pixel: Racist and bigoted politicians
Pixel: Harmful rhetoric in the media
Pixel: Racial profiling by law enforcement
Pixel: Restricted job opportunities

We win campaigns
Justice for a wrongly arrested student

Winning is just the start
Once you’ve changed that one pixel….You’ll want to do more.

The model

For Every Cause…
Parntership Director to work with nonprofit organisations
Editor to manage/create/push content & campaigns
Organiser to support and win local actions
Campaign strategist

Cost Effective Recruitment
100% Unique Names guaranteed – suppression list run for free
Highest Qualitynames in the market
Stay on Budget – NO EXTRA COSTS
Amazing Technology Team

Process
Develop petition creative – in-house campaign and email experts (as much or as little help as you require)
Wide distribution -- targeted email blast; campaign featured across change.org distribution network
Signed petitions generate letters to targets (if wanted)—option to join email list of sponsor organization

Benefits of Paid CPA
Weekly delivery of new supporter names increases base
Expanded reach – action network includes 15 million and growing
Quantifiable guaranteed investment – no surprises

AND WHILE YOU’RE AT IT…
Strengthen your Brand with Change.org
Raise Public Awareness and support for your issue
Leverage the News Cycle
Make real-time Progress on your cause

Questions?
Zachary Dominitz
Director of Partnerships
zachary@change.org
Weldon Kennedy
Director of Organising:
Human Rights
weldon@change.org
@weldonwk

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Change.org Some case studies

by Jess Day on Mar 31, 2011

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Change.org Some case studies — Presentation Transcript