@michaelwhitney Campaign Director @ Change.org Be Fucking Awesome
Internet: Serious Business
Agenda <ul><li>Being awesome </li></ul><ul><li>Crisitunity </li></ul><ul><li>Theory of change </li></ul><ul><li>Seizing th...
How to be awesome all the time <ul><li>You owe it to your supporters to give them the most awesome thing. </li></ul><ul><l...
Sorry, Grandma
Crisitunity <ul><li>Crisis + Opportunity = Crisitunity </li></ul><ul><li>There’s a crisis! </li></ul><ul><li>But wait, we ...
Crisitunity <ul><li>49 exotic animals were killed in Ohio after their owner set them free. This only happened because Ohio...
Theory of Change <ul><li>Cause & Effect </li></ul><ul><li>What can someone do? </li></ul><ul><li>How will doing that solve...
Theory of Change <ul><ul><li>#1:  Congress won’t extend unemployment benefits .  Sign our petition to send Congress a lump...
Theory of Change <ul><ul><li>#2:  Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda.  Call his office a...
Theory of Change “ A majority of Americans want to repeal “Don ' t Ask, Don ' t Tell,” but right-wing voices are drowning ...
Theory of Change Tips <ul><li>Assume nothing. </li></ul><ul><li>Be crystal clear. </li></ul><ul><li>Don’t bullshit. </li><...
Theory of Change Tips <ul><li>NO: </li></ul><ul><li>Dry facts </li></ul><ul><li>Pleas to reason </li></ul><ul><li>Ethics <...
Opportunities to be awesome <ul><li>Breaking news stories </li></ul><ul><li>Advertising </li></ul><ul><li>Deadlines </li><...
Example of being awesome
Be Honest <ul><li>Know what you can control. </li></ul><ul><li>Don’t get hopes up. </li></ul><ul><li>Message success…. </l...
@michaelwhitney [email_address] That’s How to Be Fucking Awesome
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Changeawesome

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Changeawesome

  1. 1. @michaelwhitney Campaign Director @ Change.org Be Fucking Awesome
  2. 2. Internet: Serious Business
  3. 3. Agenda <ul><li>Being awesome </li></ul><ul><li>Crisitunity </li></ul><ul><li>Theory of change </li></ul><ul><li>Seizing the moment </li></ul><ul><li>Being honest </li></ul>
  4. 4. How to be awesome all the time <ul><li>You owe it to your supporters to give them the most awesome thing. </li></ul><ul><li>What are normal people doing? </li></ul><ul><li>Be surprising. </li></ul>
  5. 5. Sorry, Grandma
  6. 6. Crisitunity <ul><li>Crisis + Opportunity = Crisitunity </li></ul><ul><li>There’s a crisis! </li></ul><ul><li>But wait, we can fix this! </li></ul>
  7. 7. Crisitunity <ul><li>49 exotic animals were killed in Ohio after their owner set them free. This only happened because Ohio has lax exotic animal standards. </li></ul><ul><ul><li>CRISIS! </li></ul></ul><ul><li>Ohio Gov. Kasich is under national scrutiny, and it’s the right moment to tighten Ohio’s laws. </li></ul><ul><ul><li>OPPORTUNITY! </li></ul></ul>
  8. 8. Theory of Change <ul><li>Cause & Effect </li></ul><ul><li>What can someone do? </li></ul><ul><li>How will doing that solve the problem? </li></ul>
  9. 9. Theory of Change <ul><ul><li>#1: Congress won’t extend unemployment benefits . Sign our petition to send Congress a lump of coal . </li></ul></ul>Theory of Change: MISSING
  10. 10. Theory of Change <ul><ul><li>#2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop. </li></ul></ul>Theory of Change: IMPLAUSIBLE
  11. 11. Theory of Change “ A majority of Americans want to repeal “Don ' t Ask, Don ' t Tell,” but right-wing voices are drowning them out. With a flood of calls, we ' ll raise the pressure until they push this bill over the finish line.” “ China is Burma ' s only real ally, and if China pressures the junta, Burma will have to back down. So we ' re launching a petition today and publishing your signatures in the Financial Times —with a huge circulation among the power brokers of Beijing.” “ New fuel efficiency standards for big trucks are critical to reduce global warming pollution, but the EPA ' s proposal for pollution controls is under attack by the Republican Congress. The EPA comment period is open until January 31 st – and it ' s up to us to show Congress that Americans support these new standards.”
  12. 12. Theory of Change Tips <ul><li>Assume nothing. </li></ul><ul><li>Be crystal clear. </li></ul><ul><li>Don’t bullshit. </li></ul>
  13. 13. Theory of Change Tips <ul><li>NO: </li></ul><ul><li>Dry facts </li></ul><ul><li>Pleas to reason </li></ul><ul><li>Ethics </li></ul><ul><li>YES: </li></ul><ul><li>Emotion </li></ul><ul><li>Stories. </li></ul><ul><li>Reality. </li></ul>
  14. 14. Opportunities to be awesome <ul><li>Breaking news stories </li></ul><ul><li>Advertising </li></ul><ul><li>Deadlines </li></ul><ul><li>“ Would I share this on Facebook?” </li></ul>
  15. 15. Example of being awesome
  16. 16. Be Honest <ul><li>Know what you can control. </li></ul><ul><li>Don’t get hopes up. </li></ul><ul><li>Message success…. </li></ul><ul><li>… . And message failures. </li></ul>
  17. 17. @michaelwhitney [email_address] That’s How to Be Fucking Awesome

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