Online Organizing 101
What We’ll Cover•   Who’s Online?•   Why People Respond•   What the Internet Can Do•   Internal Organization•   Online Too...
Who’s Online?Source: Pew Internet & American Life Project             April 2009 Survey
Why People Respond• Engaging them where they  spend a large amount of time• Tapping into what they’re  already interested ...
What the Internet Can DoOnline organizing allows you to:• Scale your actions• Connect with people you couldn’t  possibly v...
Online Organizing• Should be integrated into  every corner of your org• Complements and improves:                         ...
Internal Organization • Who has responsibility for new media initiatives? • How much time do they have? • How can you coor...
Online Tools 1.   Website 2.   Email 3.   Online Fundraising 4.   Blogs 5.   Social Networking Sites 6.   Video 7.   Metrics
1. Website •   Email signup form •   Organized navigation & content •   Clean design – don’t mumble! •   Pictures & photos...
Home Page Example
Issue Page Example
2. Email • From line (voice of the org) • Subject line (engaging and action-oriented) • Clean design – don’t mumble! • Con...
Email Examples
3. Online Fundraising • Empower supporters and provide a way for them to   take action • Set goals and deadlines • Use per...
Donation Page Example                        The form is on                        one page. It’s                        n...
4. Blogs• Articles that contain news and commentary and that  might include video and pictures• Don’t just recite/re-post ...
Blog Examples
5. Social Networking Sites • Emphasize two-way communication and   collaboration • Take advantage of the networks of your ...
Facebook Example
Twitter Example
Social Networking Examples   There are a lot social networking sites out there!
6. Using Video• Has emotional bandwidth and immense capacity for  storytelling• “Going viral” is like becoming famous – no...
Video Example: Fidelity •   Created by Courage Campaign •   Inexpensive production cost. Photos of supporters holding simi...
7. Metrics • Monitor your initiatives and   track the progress against   your goals • Learn from your successes   and fail...
7. Metrics Some metrics to follow: • Website: visits, unique visitors, page views, search   words • Email: open rate, clic...
Example: 350.org Day of Action
350.org: Action Resources for Offline Ask
350.org: Video  Watch the video here http://www.youtube.com/watch?v=s5kg1oOq9tY
350.org: Social Networks
350.org: Email
Contact InfoNew Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing
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Online Organizing Overview

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Online Organizing Overview

  1. 1. Online Organizing 101
  2. 2. What We’ll Cover• Who’s Online?• Why People Respond• What the Internet Can Do• Internal Organization• Online Tools• Track & Engage
  3. 3. Who’s Online?Source: Pew Internet & American Life Project April 2009 Survey
  4. 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. 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 http://www.cheswick.com/ches/map/• Engage new audiences
  6. 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. 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. 8. Online Tools 1. Website 2. Email 3. Online Fundraising 4. Blogs 5. Social Networking Sites 6. Video 7. Metrics
  9. 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. 10. Home Page Example
  11. 11. Issue Page Example
  12. 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. 13. Email Examples
  14. 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. 15. Donation Page Example The form is on one page. It’s not a multiple step process.
  16. 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. 17. Blog Examples
  18. 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. 19. Facebook Example
  20. 20. Twitter Example
  21. 21. Social Networking Examples There are a lot social networking sites out there!
  22. 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. 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). http://www.youtube.com/v/b-awVQkTeVE
  24. 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. 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. 26. Example: 350.org Day of Action
  27. 27. 350.org: Action Resources for Offline Ask
  28. 28. 350.org: Video Watch the video here http://www.youtube.com/watch?v=s5kg1oOq9tY
  29. 29. 350.org: Social Networks
  30. 30. 350.org: Email
  31. 31. Contact InfoNew Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing
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