Why Use New Media for Organizing?

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  • Campaigning is all about communicating. You can be very well organized, have everything mapped out and planned to the smallest detail, but if you can’t spread your story far and wide, you’ll have missed some great opportunities. This session will help you make your own media online and off, and work with traditional media outlets like radio, TV and newspapers.
  • How many people have gone to a newspaper? How many of your Gatekeeper for message.
  • New media doesn’t change the gatekeepers, but it gives us a way around the gatekeeper, so that the new media ecosystem is composed of both traditional media and “conversational” media outlets Joe Wilson and Rob Miller
  • Greatest power comes from gatekeepers AND new media folks
  • Talk through what they see here -
  • 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.
  • It’s about engagement campaigns. Do you see only offline actions and only online actions? Actions that are most successful are the ones that integrate online and offline engagement campaigns, both in their book clubs and their email inbox.
  • New Media should be integrated into every corner of your organization because it complements and improves your overall communication, recruitment, field work and can help your fundraising efforts. Online organizing only goes so far though, so it should be closely tied to all of the work you are doing offline. (Remember, nothing magically goes “viral.”) Fully integrated engagement campaign – online touches everything. Online component should never be an afterthought. It should have it’s own seat at the table
  • Financial reports, weekend day of action – kicked off phonebanking program and decided to expand the program Core staff not growing, but identifying staff
  • This fall, they’re reengaging for this year’s election, focusing on reps who voted yes
  • 1.5 m raised
  • Wake of prop 8 loss
  • How supporters actions impacted the campaign
  • Why Use New Media for Organizing?

    1. 1. Why Use New Media for Organizing?
    2. 2. Why use new media for organizing?
    3. 3. Why use new media for organizing?• Enhance what you are doing online – and offline• Quick, cost effective• Rapid response and instant gratification• Activate and empower your members• Recruit new supporters
    4. 4. Goals of this session1. See uses of new media in organizing for large and small organizations.2. Identify tools and tactics you can use in your own organization and campaigns.
    5. 5. We’re organizers. We like talking topeople.
    6. 6. The Changing Media EcosystemMessageor Video Credit: Larry Huynh, Blackrock Associates
    7. 7. The Changing Media EcosystemMessageor Video ONLINE MEDIA • Email supporters • Blog outreach • Live-blogging/Tweeting • YouTube, Flickr • Facebook, Twitter Credit: Larry Huynh, Blackrock Associates
    8. 8. The Changing Media Ecosystem Media increases coverage Allies email theirMessage Pow ownor Video supporters er Blogs build ONLINE MEDIA more buzz & • Email supporters deepen • Blog outreach story • Live-blogging/Tweeting • YouTube, Flickr • Facebook, Twitter Credit: Larry Huynh, Blackrock Associates
    9. 9. Where do I tell my story? The basics.
    10. 10. On our websites…Make it as easy to: – Sign up for email – Take action – DonateEngage and educate your supportersShare personal stories throughout your site
    11. 11. On our action pages
    12. 12. …on our Action Pages…
    13. 13. …with our social networks…
    14. 14. …and in ouremails.
    15. 15. How do I integrate all of these elements into engage members and recruit supporters?
    16. 16. 1. Find the moment2. Create a sense of urgency3. Provide a Solution4. Ask (They won’t do it unless you ask)
    17. 17. Case Study
    18. 18. • Find your moment
    19. 19. • Find your moment• Identify your challenge
    20. 20. • Find your moment• Identify your challenge• What is your solution?
    21. 21. • Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!) and Theory of Change
    22. 22. • Find your moment• Identify your challenge• What is your solution?• The Ask (there can be only ONE!)• Tell them how it’ll work.
    23. 23. Ok, so now what?
    24. 24. The next ask
    25. 25. Change in targets
    26. 26. And Today…
    27. 27. Just a reminder 1. Find the moment 2. Create a sense of urgency 3. Provide a Solution 4. Ask (They won’t do it unless you ask) 5. Rinse and Repeat
    28. 28. Questions?
    29. 29. Integrated Campaigns
    30. 30. Actions What do you want to do? • Recruit volunteers • Hold volunteer meetings • Canvass or phone bank • Hold a rally • Build leadership teams • Collect / deliver petitions • Visit elected officials’ offices • Attract earned media
    31. 31. Actions Online What do you want to do? Offline • Recruit volunteers • Hold volunteer meetings • Canvass or phone bank • Hold a rally • Build leadership teams • Collect / deliver petitions • Visit elected officials’ offices • Attract earned media
    32. 32. Integrated Engagement Campaign Fundraising Online Presence Field/Organizing Communications
    33. 33. The Ladder of Engagement
    34. 34. The Ladder of Engagement Go to Maine Phonebank Donate Engage with partner organization Sign a Petition
    35. 35. Provide Resources• Create an online resource center for participants – Next action steps – Data entry – FAQs – Flyers/pamphlets/posters – Graphics to share online• Make it easy• Let supporters connect with those they met offline
    36. 36. Evaluate Your ProgressMonitor your initiatives and track the progress – Actual calls made – Doors knocked – Event turnout – Website/Blog Visits – Event sign-ups – Facebook Views – Retweets and hashtag use – Blog posts/ trackbacks – New Supporters – Volunteer recruitment
    37. 37. Share Success
    38. 38. 6.Rinse and Repeat
    39. 39. Questions?
    40. 40. Four Criteria for Choosing Tactics • 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? HOW?
    41. 41. Tactics: What do you do? • Are there people you can reach more easily? • Unique chances to get your story covered? • Does it drive people to take action?
    42. 42. What tools do I need?• Website with Sign Up Forms• Email list and blast tool• Social Network accounts: Twitter, Facebook• Distributed Content: Flickr, YouTube, Blog• A list of Blog “friends” and media
    43. 43. How do I organize myself?Websites Partner Outreach Email Field and VolunteersSocial Networking Events, Rallies & Vigils Social Media FundraisingMarketing & Ads Media & Bloggers
    44. 44. Strategic Planning
    45. 45. Why is social media awesome?• Enhance what you are doing online – and offline• Quick, cost effective• Rapid response and instant gratification• Activate and empower your members• Recruit new supporters
    46. 46. Thank You! Judith Freeman New Organizing Institute www.neworganizing.com @neworganizing

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