Big Results for Small Causes

1. DIGITAL
ACTIVISM
B I G R E S U LT S F O R S M A L L C A U S E S

2. DIGITAL
ACTIVISM 101
W H AT I T M E A N S T O B E A N E F F E C T I V E
D I G I TA L A C T I V I S T

3. D E F I N E Y O U R
G O AL S
Specific Measureable Achievable Realistic Time-Bound
What are your goals as an
activist? They must be:
• SMART goals
• Easily communicated
• Constantly reiterated
• Tied to milestones
• Have real-world implications

4. S E L E C T Y O U R
TO O L S
Where is your audience?
What elements of your online
activism and ongoing
campaigns do you need to
facilitate?
What are the limitations to the
tools/platforms you want to
use?
What is your budget?

5. C R AF T Y O U R
M E S S AG E
Thinking like a marketing
professional:
• Who is your target
audience?
• What is their call to action?
• What is your narrative, and
how do you need to frame it
so that your intended
audience will receive it?
• How do you need to tailor
your message for different
platforms?
• How can you tell your story
visually?

6. W R I TE Y O U R
S TR ATE G Y
Leave nothing to chance.
Create a written strategy that
you can share with your entire
team. It should include:
• A timeline, including
milestone dates
• Content calendar
• Tone and framing guidelines
• Approved visual content
• Escalation plan

7. M E AS U R E
Have your system of
measurement in place before
you begin.
Make sure everyone on your
team knows your SMART goals.
Review your progress and
make adjustments as needed.
Always review finished
campaigns for successes and
learning opportunities.

8. DEFINING YOUR
DIGITAL
ACTIVISM
W O R K S H O P

9. WORKSHOP
Attendees are paired up and given a series of worksheets to define their own digital activism:
• Mission
• SMART Goals
• Narrative
• Basic strategy
• Measurement and Reporting Plan
The worksheets they receive and the training they get at this workshop can be used going forward
for individual campaigns as well as in other organizations or initiatives.
Attendees will also receive a resource guide to take with them.