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E-Advocacy 2.0

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Attend this session to learn how to better engage advocates with technology to meet your organization's public policy goals. This session is designed for people already engaged in e-advocacy who want …

Attend this session to learn how to better engage advocates with technology to meet your organization's public policy goals. This session is designed for people already engaged in e-advocacy who want to learn how to enhance their efforts and integrate their e-communications. Leave this session with a better understanding of how to effectively communicate your organization’s policy issues and enhance engagement via e-advocacy, how to track e-advocacy efforts in a meaningful way, and how to integrate your e-advocacy efforts with your organization’s communications plan.

Presentation at the Minnesota Council of Nonprofits Technology Conference.

Published in Technology
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Transcript

  • 1. E-Advocacy 2.0 Mike Dean Tipping Point Strategies
  • 2. Agenda for Today
    • Why e-Advocacy?
    • Key Principles of Success
    • Anatomy of an e-Advocacy campaign
    • Q & A
  • 3. Everything Has Changed
  • 4. Why e-Advocacy? Source: Pew Internet & American Life Project
    • People go to the Internet to get information
    • Harder to reach people through traditional means
    • More interactive
    • Supporters can get involved anytime, anyplace
    • Proven to work
  • 5. It’s Where People Go…
  • 6. It’s the Messenger…
  • 7.
    • Integrate e-Advocacy with:
      • Traditional grassroots
      • Member communication
      • Media outreach
      • Fundraising
    • This ensures that the message is reinforced
    • Avoid competing messages
    Can’t Exist in a Silo
  • 8. Creating Buy-in
    • Improves the speed and efficiency that your information gets to supporters
    • Your messages will spread to a wider audience
    • Saves time and money
    • Advocates expect it
    • You can evaluate and target impact
  • 9.
    • Be Interactive and Empowering
    • Create Engagement Pathways
    • Integrate! Integrate! Integrate!
    • Create Community
    • Provide a Service
    Key Principles of Success
  • 10.
    • 1. Website
    • 2. E-mail
    • 3. Advocacy Activities
    • 4. Testing 1…2…3…
    • 5. Segmentation
    • 6. Use Multiple Mediums
    • 7. Develop Evangelists
    • 8. Micro-Organzing
    Anatomy of an e-Advocacy Campaign
  • 11. Step 1 - Website
  • 12. Step 2 – E-mail
  • 13. Step 3 – Advocacy Activities
  • 14.
    • 3. Test
    Step 4 – Testing 1…2…3…
  • 15.
    • Targeted messages
    • Create manageable chunks
    Step 5 – Segmentation
  • 16. Step 6 – Multiple Mediums
  • 17. Step 6 – Multiple Mediums YouTube
    • Obama 14,548,809.05 hours;
    • McCain 488,093.01 hours
  • 18. Step 6 – Multiple Mediums YouTube
  • 19. Step 6 – Multiple Mediums Tools
    • Give supporters the tools to organize themselves – "In some primary and caucus states, volunteers used the Internet to start organizing themselves months before the campaign staff arrived.“
    • Used Social Networks to create conversations
  • 20. Step 6 – Multiple Mediums MyBO
  • 21. Step 6 – Multiple Mediums Training
  • 22. Step 6 – Multiple Mediums Reward
  • 23. Step 6 – Multiple Mediums Tax Calculator
  • 24. Step 6 – Multiple Mediums Text Messaging
    • Used different mediums to reach different audiences
    • Text messaging is a very democratic medium because of the low cost of cell phones
  • 25.
    • A new online political elite is emerging as 23% of campaign internet users, or 14 million people, became online political activists.
      • 8% of campaign internet users posted their own political commentary to a newsgroup, website or blog.
      • 13% forwarded or posted someone else’s political commentary.
      • 1% created political audio or video recordings.
      • 8% forwarded or posted someone else’s political audio or video recordings.
    Step 7 – Develop Evangelists Source: Pew Internet & American Life Project
  • 26. Step 7 – Develop Evangelists
  • 27.
    • Recruit them
    • Split them apart from you regular list
    • Communicate on a regular basis
    • Engage them – survey them, ask for feedback
    • Develop tools for them to use
      • Include key messages
      • Tips on organizing
      • List of potential activities
    • Elevate them
    • Develop a relationship
    Step 7 – Develop Evangelists
  • 28.
    • Ask for feedback regularly
    • Incorporate their feedback
    • Make it easy to participate
    • Be able to act quickly and jump on issues as they develop
    • Integrate, integrate, integrate
    • Give up the control and empower supporters
    • Personalize and customize communication
    Step 7 – Develop Evangelists
  • 29. Step 8 – Micro-Organizing
  • 30. Fight the Smear
  • 31. Lessons Learned
    • Have a balanced approach
    • Technology makes it much easier
    • Quality vs. Quantity
    • Use a theme to build excitement and support
    • Provide “Inside Information”
    • Engage supporters year-round
    • The more you put in the more you will get out
  • 32. The Age of Collaboration
    • In tight economic times we are going to be forced to share resources
    • We don’t know everything
    • Think Open Source Nonprofits and Government
  • 33. More Information
    • Visit – www.TippingPointStrategies.org
    • [email_address]