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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

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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.

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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 Presentation Transcript

    • Online Tools for Effective Advocacy:UsingTo Build Healthier Communities
      August 10, 2011
      Presented by Kevin Gilnack
      Kevin.Gilnack@gmail.com
    • Why communicate online?
      Educate
      Empower
      Influence
      Expand
      Improve
      …the same reasons you communicate offline!
    • What is Democracy in Action?
      Email subscription sign-ups
      Event registration
      Blast email system
      Online petition tool
      Platform for contacting elected officials
    • 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
    • Democracy in Action Lingo
      HQ: Where you access your account
    • Democracy in Action Lingo
      Dashboard: Each tabs place for summaries and bulletins
      Packages: A set of tools designated by a distinct tab
    • 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)
    • 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
    • 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.)
    • 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
    • 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
    • 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!
    • 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
    • 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
    • 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