What We’ll Cover• Who’s Online?• Why People Respond• What the Internet Can Do• Internal Organization• Online Tools• Track & Engage
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 in• Connecting with them visually through video and pictures• Timeliness and sense of urgency• Meaningful action
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
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
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?
Online Tools 1. Website 2. Email 3. Online Fundraising 4. Blogs 5. Social Networking Sites 6. Video 7. Metrics
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
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
Donation Page Example The form is on one page. It’s not a multiple step process.
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
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
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 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
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
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
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