Online to Offline Engagement
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Online to Offline Engagement

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Online to Offline Engagement Online to Offline Engagement Presentation Transcript

  • Online to Offline Engagement
  • What We’ll Cover• Who’s Online• Offline Activities• Choose Your Goal• Create Your Ask• Take People Offline• Provide Resources• Track Your Progress• Take People Back Online• Example
  • Who’s Online?Source: Pew Internet & American Life Project April 2009 Survey
  • What People Are Doing Online Source: Pew Internet & American Life Project Surveys 2000-2009
  • 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
  • Offline Goals• What do you want to do? – Recruit volunteers – Hold volunteer meetings – Build leadership teams – Fundraise – Collect / deliver petitions – Visit elected official’s office – Attract earned media http://www.flickr.com/photos/bordersforatlanta – Organize a canvass or phone bank – Hold a rally
  • Offline Activities to Reach Goals• What do you want to do? – Fully-scalable national days of action – High-bar national days of action – Distributed actions – Ongoing actions http://www.flickr.com/photos/couragecampaign
  • Important Principles • Some principles to keep in mind: – Clear theory of change – Keep it simple and fun – Expect that your volunteers can move the world wishfulthinking.co.uk
  • Step-By-Step Guide1. Choose Your Goal2. Create Your Ask3. Take People Offline4. Provide Resources5. Track Your Progress6. Take People Back Online
  • 1. Choose Your Goal• Is it timely and relevant to your supporters?• Is it a core part of your larger campaign narrative?• Will reaching your goal *actually* create change?
  • 2. Create Your Ask • Rooted in crisi-tunity (crisis + opportunity) – Crisis: something bad is happening or is going to happen – Opportunity: you can do something to prevent it • Solid theory of change – By acting now, this is how you will create the change you want to see – Work backward from your end goal, step by step • Real-world impact – Participants in offline action make a real impact
  • 3. Take People Offline • Provide clear ways for online supporters to engage in offline action • Post and promote the action widely, across platforms and communities • Ask allies to help promote it • Ask supporters to tell a friend/bring a friend • Give a 24-hour reminder email/call
  • 4. Provide Resources• Create an online resource center for participants – Next steps – Data entry – FAQs – Flyers/pamphlets/posters – Graphics to share online• Make it easy• Empower your supporters• Let supporters connect with those they met offline
  • 5. Track Your ProgressMonitor your initiatives and track the progress:• Email metrics – Open rate – Click thru rate• Website metrics – Visits – Event sign-ups – Tell a friend submissions – Social network activity – Blog articles / trackbacks
  • 6. Take People Back OnlineAfter the event:• Use online forms to collect info – Feedback – Data – Pictures and Video – Personal stories• Give the next ask to keep the conversation going and provide the resources• Always think at least one step ahead!
  • Full Circle Engagement STEP 1: ONLINE A. Post it. B. Promote it. C. Engage people. D. Provide resources. STEP 3: ONLINE STEP 2: OFFLINE (at the event) A. Collect info. A. Provide resources. B. Provide recaps of B. Collect names, email the event. addresses, personal stories. C. Provide progress C. Take pictures/video. updates on your D. Give the next ask. theory of change. E. Have a great time!! D. Give the next ask and promote it (repeat the steps).
  • Example: 350.org Day of Action
  • 350.org: Map of Events
  • 350.org: Action Ideas
  • 350.org: Creative Expression
  • 350.org: Taking People Back Online
  • Contact InfoNew Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing