E-Advocacy 2.0 Mike Dean Tipping Point Strategies

Agenda for Today Why e-Advocacy? Key Principles of Success Anatomy of an e-Advocacy campaign Q & A

Why e-Advocacy?

Key Principles of Success

Anatomy of an e-Advocacy campaign

Q & A

Everything Has Changed

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

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

It’s Where People Go…

It’s the Messenger…

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

Integrate e-Advocacy with:

Traditional grassroots

Member communication

Media outreach

Fundraising

This ensures that the message is reinforced

Avoid competing messages

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

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

Be Interactive and Empowering Create Engagement Pathways Integrate! Integrate! Integrate! Create Community Provide a Service Key Principles of Success

Be Interactive and Empowering

Create Engagement Pathways

Integrate! Integrate! Integrate!

Create Community

Provide a Service

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

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

Step 1 - Website

Step 2 – E-mail

Step 3 – Advocacy Activities

3. Test Step 4 – Testing 1…2…3…

3. Test

Targeted messages Create manageable chunks Step 5 – Segmentation

Targeted messages

Create manageable chunks

Step 6 – Multiple Mediums

Step 6 – Multiple Mediums YouTube Obama 14,548,809.05 hours; McCain 488,093.01 hours

Obama 14,548,809.05 hours;

McCain 488,093.01 hours

Step 6 – Multiple Mediums YouTube

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

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

Step 6 – Multiple Mediums MyBO

Step 6 – Multiple Mediums Training

Step 6 – Multiple Mediums Reward

Step 6 – Multiple Mediums Tax Calculator

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

Used different mediums to reach different audiences

Text messaging is a very democratic medium because of the low cost of cell phones

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

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

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

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

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

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 8 – Micro-Organizing

Fight the Smear

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

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

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

In tight economic times we are going to be forced to share resources

We don’t know everything

Think Open Source Nonprofits and Government

More Information Visit – www.TippingPointStrategies.org [email_address]

Visit – www.TippingPointStrategies.org

[email_address]