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Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action
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Online Tools for Effective Advocacy - The Basics of Using Salsa Labs' Democarcy in Action

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A brief, basic primer on using Salsa Labs Democracy in Action platform to engage supporters. This presentation was augmented by live demonstrations of each feature (package), though I hope to include …

A brief, basic primer on using Salsa Labs Democracy in Action platform to engage supporters. This presentation was augmented by live demonstrations of each feature (package), though I hope to include screen caps in a future version.

Published in: Technology
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Transcript

  • 1. Online Tools for Effective Advocacy:UsingTo Build Healthier Communities
    August 10, 2011
    Presented by Kevin Gilnack
    Kevin.Gilnack@gmail.com
  • 2. Why communicate online?
    Educate
    Empower
    Influence
    Expand
    Improve
    …the same reasons you communicate offline!
  • 3. What is Democracy in Action?
    Email subscription sign-ups
    Event registration
    Blast email system
    Online petition tool
    Platform for contacting elected officials
  • 4. Democracy in Action Lingo
    Salsa Labs: The platform that powers Democracy in Action and another tool called WiredForChange
    Supporters: Anyone in your database
    Template: “Design wrapper” for DIA pages and emails
    Chapters: Segments of supporter lists that give local leaders primary access & control of their members
  • 5. Democracy in Action Lingo
    HQ: Where you access your account
  • 6. Democracy in Action Lingo
    Dashboard: Each tabs place for summaries and bulletins
    Packages: A set of tools designated by a distinct tab
  • 7. The Basics
    Can I use DIA on any browser?
    Public-facing pages can be accessed and processed on any browser, BUT
    Always use Firefox when working in the DIA back-end interface
    Can I use Word with DIA?
    NEVER copy and paste from Word
    If you want to take content from Word, paste it first in a plain-text editor like Notepad (PC or TextEdit (Mac)
  • 8. Educate & Empower: Creating an Email Blast
    Templates
    Recycling messages
    Be strategic!
    Know your audience and write to them; have personality
    Know your purpose for writing
    Link effectively
    Many vs. few
    Placement
    Minimize clicks
    Content
    Timely
    Compelling
    Winnable
  • 9. Canvass Rap Model
    Problem. (For example: air pollution, and a description of why it is bad.)
    Solution. (Strengthen the Clean Air Act, over the objections of big polluters.)
    Strategy. (Get lots of grassroots support.)
    Action. (Sign petition/attend event/give money.)
  • 10. Influence: Petitions vs. Online Action
    Online Petitions
    Collect signatures to show support
    Collect email addresses
    Display supporters publicly
    Most effective when engaging and growing list is more important than influencing elected officials
    Online Actions (write your legislator)
    Target state, federal, or customized legislative or executive officials
    Sends a message & demonstrates constituent support
    Highlight personal impact
    Be selective
  • 11. Influence: Petitions & Contacting Elected Officials
    Brief, compelling content
    Target
    Encourage customization
    Collect your signatures!
    Plan a timeline
    Email & encourage forwarding
    Link from website
    Share on social media
  • 12. Expand
    With…
    Event Registrations
    Supporter Sign-ups
    Tell-A-Friend
    How?
    Keep it simple
    Minimize reading, clicks, & required fields
    Cross-promote & encourage sharing
    Content is still king!
  • 13. Improve
    Measure EVERYTHING
    Open rates of different subject lines & frequency
    Click through rates
    Link placement (vertical space, content)
    ADVANCED: A/B testing of different content
    Completion rates of petitions & actions
    Petition signers visible vs. not listed
    Online action content
    Link placement on your website
    Unsubscribe rates
    Ask supporters for feedback
  • 14. Need Help? Think Salsa Commons
    Online community of users and support from Salsa Labs
    Documentation
    User forum
    Classes & events
    Salsa blog & weekly highlights
    Case studies, partners, & more
    www.salsacommons.org
  • 15. Questions?
    Presenter: Kevin Gilnack, kevin.gilnack@gmail.com
    Salsa Labs Tech Support
    support@salsalabs.com, 202.558.2808
    Always include:
    Your organization and chapter (if applicable)
    Summary of the issue
    Any relevant KEYs or URLs
    Check status at http://salsasupport.zendesk.com/home

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