Online Theory of Change

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  • Introduce the topics you will cover in your presentation
  • Every presentation should start with a brief story of self. Include a picture of you to help tell the story!
  • Every presentation should start with a brief story of self. Include a picture of you to help tell the story!
  • Theory of Change: In every communication you make, spoken or written, you must always tell people how taking this action will help them create the change you want to see.
  • Aspirational messaging and the story of the people in the movement – remember the people you spoke with on the phone!
  • Theory of Change: In every communication you make, spoken or written, you must always tell people how taking this action will help them create the change you want to see.
  • Theory of Change: In every communication you make, spoken or written, you must always tell people how taking this action will help them create the change you want to see.
  • Online Theory of Change

    1. 1. Theory of Change
    2. 2. What we’ll cover What is a “theory of change”? Case Study: Elizabeth Warren Good Email Writing@neworganizing
    3. 3. Got change?
    4. 4. You have to have a THEORY about how to make that CHANGE.@neworganizing
    5. 5. AUTHENTIC
    6. 6. PLAUSIBLE
    7. 7. Actions• Sign a petition• Donate• Volunteer• Host a Volunteer Meeting• Canvass or phone bank• Attend a rally• Call your elected officials or action targets• Visit elected officials’ offices
    8. 8. How does the action we are asking people to take create the change we want to see?@neworganizing
    9. 9. #1: College football wont have a true national champion until there is a playoff system. Sign our petition to demand a playoff. Theory of Change: MISSINGTheory of Change 9
    10. 10. #2: Wisconsin Gov. Scott Walker is pursuing a radical anti-worker agenda. Call his office and tell him to stop. Theory of Change: IMPLAUSIBLETheory of Change 10
    11. 11. › #3: Puppy mills are more concerned with their bottom line than the health and well being of the dogs in their care. Americans for Puppies Everywhere is rallying day and night to stop them. Theory of Change: Contribute now to TRUST ME keep us going.Theory of Change 11
    12. 12. Action?
    13. 13. Case Study
    14. 14. 1. Find the moment2. Create a sense of urgency3. Provide a Solution4. Ask (They won’t do it unless you ask)
    15. 15. • Find your moment
    16. 16. • Find your moment• Identify your challenge
    17. 17. • Find your moment• Identify your challenge• What is your solution?
    18. 18. • Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)
    19. 19. • Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)• Tell them how it’ll work.
    20. 20. Ok, so now what?
    21. 21. Change in targets
    22. 22. And then…
    23. 23. Just a reminder1.Find the moment2.Create a sense of urgency3.Provide a Solution4.Ask (They won’t do it unless you ask)5.Rinse and Repeat
    24. 24. Just a reminder1.Find the moment2.Create a sense of urgency3.Provide a Solution4.Ask (They won’t do it unless you ask)5.Rinse and Repeat
    25. 25. WebsitesPartner OutreachEmail Field and VolunteersSocial Networking Events, Rallies & Vigils How do I organize myself? Social Media FundraisingMarketing & Ads Media & Bloggers
    26. 26. Will it get you closer to your goal? Will it use your resources creatively to shift power? Does it build new resources? Will it create organizational capacity? Will it develop leadership and buy-in?Four Criteria for Choosing Tactics
    27. 27. How does the action we are asking people to take create the change we want to see?@neworganizing
    28. 28. Thank You To: Lola Elfmanlolaelfman@gmail.com @lalalola www.neworganizing.com @neworganizing
    29. 29. AcknowledgementsThis presentation was created by Lola Elfman in conjunction with New OrganizingInstitute.These new media materials have been developed over the course of manytrainings by Lola Elfman, Lauren Miller, Matt Compton, Ben Simon, Larry Huynh,Nate Thames, Becky Bond, Michael Silberman, Mia Cambronero, Adam Green,Jason Rosenbaum, Colin Holtz and many others. Restrictions of UseThe following work is provided to you pursuant to the following terms andconditions. Your use of these materials constitutes your acceptance of theseterms:• You may reproduce and distribute the work to others for free, but you may not sell the work to others.• You may modify the work, provided that the attribution to the New Organizing Institute and the Author remain on the work.• You shall include a copy of these restrictions with all copies of the work that you distribute and you shall inform everyone who uses the materials of this agreement.

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