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Online Organizing Overview


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  • 1. Online Organizing 101
  • 2. What We’ll Cover• Who’s Online?• Why People Respond• What the Internet Can Do• Internal Organization• Online Tools• Track & Engage
  • 3. Who’s Online?Source: Pew Internet & American Life Project April 2009 Survey
  • 4. Why People Respond• Engaging them where they spend a large amount of time• Tapping into what they’re already interested in• Connecting with them visually through video and pictures• Timeliness and sense of urgency• Meaningful action
  • 5. What the Internet Can DoOnline organizing allows you to:• Scale your actions• Connect with people you couldn’t possibly visit in person• Articulate a clear theory of change in a transparent way• Empower supporters to take action in their own communities from• Engage new audiences
  • 6. Online Organizing• Should be integrated into every corner of your org• Complements and improves: Fundraising – Fundraising – Communications Online – Field plans Presence – Volunteer program Field/Organizing Communications• Must have an offline connection
  • 7. Internal Organization • Who has responsibility for new media initiatives? • How much time do they have? • How can you coordinate with other departments in your organization? • How can you develop an event calendar & organize around milestones and key dates? • Who can be an internal ally in this work?
  • 8. Online Tools 1. Website 2. Email 3. Online Fundraising 4. Blogs 5. Social Networking Sites 6. Video 7. Metrics
  • 9. 1. Website • Email signup form • Organized navigation & content • Clean design – don’t mumble! • Pictures & photos • Sharability • Bio/About/Issues section • Call to action buttons (e.g., donate, volunteer) • Promote presence on social networking sites
  • 10. Home Page Example
  • 11. Issue Page Example
  • 12. 2. Email • From line (voice of the org) • Subject line (engaging and action-oriented) • Clean design – don’t mumble! • Content – Short paragraphs with a link – Conversational – One “ask” • Frequency • Landing Page • Email calendar
  • 13. Email Examples
  • 14. 3. Online Fundraising • Empower supporters and provide a way for them to take action • Set goals and deadlines • Use personal stories whenever possible • Be transparent (explain where the money will go) • Make it as easy as possible for supporters to donate
  • 15. Donation Page Example The form is on one page. It’s not a multiple step process.
  • 16. 4. Blogs• Articles that contain news and commentary and that might include video and pictures• Don’t just recite/re-post a press release• Be engaging and exciting; give readers a reason to return• Utilize free blog software• Connect with other bloggers – don’t blog in a silo
  • 17. Blog Examples
  • 18. 5. Social Networking Sites • Emphasize two-way communication and collaboration • Take advantage of the networks of your supporters – exponential expansion • Let people know how they can get involved • Be super-responsive to questions that are posted • Select which social network(s) make the most sense
  • 19. Facebook Example
  • 20. Twitter Example
  • 21. Social Networking Examples There are a lot social networking sites out there!
  • 22. 6. Using Video• Has emotional bandwidth and immense capacity for storytelling• “Going viral” is like becoming famous – no one has control over it and it’s usually the result of really hard work• Focus on content and message• Understand the process of making a quality video and plan accordingly (pre-production, production, post-production)• Utilize free video hosting sites
  • 23. Video Example: Fidelity • Created by Courage Campaign • Inexpensive production cost. Photos of supporters holding similar sign (built a campaign asking for photos). Set to music of Regina Spektor (used with her permission).
  • 24. 7. Metrics • Monitor your initiatives and track the progress against your goals • Learn from your successes and failures Google Analytics • Listen to feedback • Try new things TubeMogul
  • 25. 7. Metrics Some metrics to follow: • Website: visits, unique visitors, page views, search words • Email: open rate, click-thru rate • Fundraising: avg. donation, number of donations • Blog: trackbacks • Social network sites: number of members/new names, video/photo views, wall comments • Video: views, comments
  • 26. Example: Day of Action
  • 27. Action Resources for Offline Ask
  • 28. Video Watch the video here
  • 29. Social Networks
  • 30. Email
  • 31. Contact InfoNew Organizing Institute(202)