Online Tools for Effective Advocacy:UsingTo Build Healthier Communities<br />August 10, 2011<br />Presented by Kevin Gilna...
Why communicate online?<br />Educate<br />Empower<br />Influence<br />Expand<br />Improve<br />…the same reasons you commu...
What is Democracy in Action?<br />Email subscription sign-ups<br />Event registration<br />Blast email system<br />Online ...
Democracy in Action Lingo<br />Salsa Labs: The platform that powers Democracy in Action and another tool called WiredForCh...
Democracy in Action Lingo<br />HQ: Where you access your account<br />
Democracy in Action Lingo<br />Dashboard: Each tabs place for summaries and bulletins<br />Packages: A set of tools design...
The Basics<br />Can I use DIA on any browser?<br />Public-facing pages can be accessed and processed on any browser, BUT<b...
Educate & Empower: Creating an Email Blast<br />Templates<br />Recycling messages<br />Be strategic!<br />Know your audien...
Canvass Rap Model<br />Problem. (For example: air pollution, and a description of why it is bad.)<br />Solution. (Strength...
Influence: Petitions vs. Online Action<br />Online Petitions<br />Collect signatures to show support<br />Collect email ad...
Influence: Petitions & Contacting Elected Officials<br />Brief, compelling content<br />Target<br />Encourage customizatio...
Expand<br />With…<br />Event Registrations<br />Supporter Sign-ups<br />Tell-A-Friend<br />How?<br />Keep it simple <br />...
Improve<br />Measure EVERYTHING<br />Open rates of different subject lines & frequency<br />Click through rates<br />Link ...
Need Help? Think Salsa Commons<br />Online community of users and support from Salsa Labs<br />Documentation<br />User for...
Questions?<br />Presenter: Kevin Gilnack, kevin.gilnack@gmail.com<br />Salsa Labs Tech Support<br />support@salsalabs.com,...
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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 screen caps in a future version.

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

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

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