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Digital Advocacy:  Mobilizing the Girl Effect Presentation for  Be Good, Be Social October 27 th , 2011
<ul><li>The Girl Issue : The Power and Plight of Girls </li></ul><ul><li>Advocacy : Creating Change </li></ul><ul><li>Digi...
<ul><li>Digital advocacy is a key method of broadening issue awareness, mobilizing support, and raising funds to improve p...
The Girl Issue:  The Power and Plight of Girls
The Plight and Power of GIRLS
<ul><li>Video – The girl effect </li></ul>The Girl Issue & Effect
<ul><li>“ As you educate a woman, you educate the family. If you educate the girls, you educate the future.” </li></ul><ul...
The Because I am a Girl Initiative <ul><li>Plan Canada’s initiative to raise awareness of the double discrimination girl’s...
Advocacy:  Creating Change
Pillars <ul><li>Because I am a Girl is composed of 4 streams: </li></ul><ul><ul><ul><ul><li>Awareness / Education </li></u...
Advocacy Defined <ul><li>Our goal : is to enable citizens to gain access to, and have a voice in, the decision-making of r...
International Day of the Girl <ul><li>What? </li></ul><ul><li>September 22 - Day of the Girl – We want Canada to be leader...
Timeline 2009 2010 2011 International Day of the Girl Plan <ul><li>Launch petition  </li></ul><ul><li>Public awareness aro...
Advocacy as Foundation of Initiative <ul><li>Greater awareness can be achieved as people invest their time & actions </li>...
<ul><li>Petitions </li></ul><ul><li>Issue Leadership, lead by experts </li></ul><ul><li>Demonstration/rallying </li></ul><...
Attracting An Advocate? <ul><li>Potential supporters may ask …. </li></ul><ul><li>Cause itself – is it important to me? </...
The Stats <ul><li>50% of Canadians have a social media profile  </li></ul><ul><li>Age breakdown: 18-34 {82%}, 35-54 {62%},...
Digital Advocacy :  Engaging One Million
Source: http://www.nowlebanon.com/BlogDetails.aspx?TID=1207&FID=6 Digital Advocacy: “clicktivism”?
The Ladder of Engagement
Why Digital Advocacy? <ul><li>Accessibility </li></ul><ul><li>Reach </li></ul><ul><li>Inclusion as agents of change </li><...
Digital Advocacy and Awareness
Digital Advocacy and Fundraising <ul><li>Advocates are 7x more likely to donate </li></ul>From Blackbaud white paper “Conn...
Digital Advocacy as Bridge <ul><li>Weak to strong ties </li></ul><ul><li>Light to heavy engagement </li></ul><ul><li>Links...
The Digital Advocacy Toolbox <ul><li>e-petitions </li></ul><ul><li>downloadable letters to government representatives </li...
Case Study:  International Day of the Girl
International Day of the Girl – 2011   <ul><ul><li>Goals </li></ul></ul><ul><ul><li>Inform people about the issue </li></u...
Approach & Tactics   <ul><li>Website </li></ul><ul><li>e-petition </li></ul><ul><li>downloadable letter to MP </li></ul><u...
Results <ul><li>E-petition signatures </li></ul><ul><li>Letters to MPs </li></ul>
<ul><li>At least 75 people changed their profile photo to the ’22’ logo on Sept. 22 </li></ul><ul><li>Average Facebook use...
<ul><li>22 facts tweeted throughout the day </li></ul><ul><li>Supporting organizations like the YWCA and Girl Guides of Ca...
Online to Offline Action
Metrics <ul><li>Facebook : Sept. 22 alone – 382% more new fans than daily average  </li></ul>Facebook fan growth – Septemb...
What ’s Next? <ul><li>And if we get the International Day of the Girl – it ’s only the beginning of the story – a foundati...
Final Thoughts <ul><li>Digital is an inexpensive and expedited channel to build awareness and support for campaign objecti...
Questions?
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Digital advocacy mobilizing the girl effect

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Digital advocacy mobilizing the girl effect

  1. 1. Digital Advocacy: Mobilizing the Girl Effect Presentation for Be Good, Be Social October 27 th , 2011
  2. 2. <ul><li>The Girl Issue : The Power and Plight of Girls </li></ul><ul><li>Advocacy : Creating Change </li></ul><ul><li>Digital Communications & Advocacy : Engaging One Million </li></ul><ul><li>Case Study: The International Day of the Girl </li></ul>Outline
  3. 3. <ul><li>Digital advocacy is a key method of broadening issue awareness, mobilizing support, and raising funds to improve people’s lives. </li></ul>Our Point
  4. 4. The Girl Issue: The Power and Plight of Girls
  5. 5. The Plight and Power of GIRLS
  6. 6. <ul><li>Video – The girl effect </li></ul>The Girl Issue & Effect
  7. 7. <ul><li>“ As you educate a woman, you educate the family. If you educate the girls, you educate the future.” </li></ul><ul><ul><li>- Queen Rania of Jordan </li></ul></ul><ul><li>“ There is no tool for development more effective than the education of girls. If we want to succeed in our efforts to build a more healthy, peaceful and equitable world, the classrooms of the world have to be filled with girls as well as boys.” </li></ul><ul><li>- Kofi Annan, former UN Secretary General </li></ul><ul><li>“ Blocking women and girls from getting the skills and earnings to succeed in a globalized world is not only wrong, but also economically harmful,” </li></ul><ul><li>- Justin Yifu Lin, the World Bank ’s chief economist. </li></ul>In The Words of….
  8. 8. The Because I am a Girl Initiative <ul><li>Plan Canada’s initiative to raise awareness of the double discrimination girl’s face as a result of being young and female. </li></ul><ul><li>A social movement to unleash the power of Canadian girls and women to claim a brighter future for girls in the developing world. </li></ul><ul><ul><li>Girls have the right to be educated. </li></ul></ul><ul><ul><li>Girls have the right to eat. </li></ul></ul><ul><ul><li>Girls have the right to be safe. </li></ul></ul><ul><ul><li>Girls' rights are human rights. </li></ul></ul><ul><li>Because I am a Girl is all about harnessing the incredible power that girls and women have here at home and in the developing world, to change the future. </li></ul><ul><li>We want to engage 1 million girls, women and everyone who matters to them, to join this movement for change. </li></ul>
  9. 9. Advocacy: Creating Change
  10. 10. Pillars <ul><li>Because I am a Girl is composed of 4 streams: </li></ul><ul><ul><ul><ul><li>Awareness / Education </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Engagement / Advocacy </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Fundraising / Donation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Impact </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Providing equal access to: </li></ul></ul></ul></ul><ul><ul><li>Clean water </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Health care </li></ul></ul><ul><ul><li>Microfinance </li></ul></ul><ul><ul><li>Nutrition & Food Security </li></ul></ul>
  11. 11. Advocacy Defined <ul><li>Our goal : is to enable citizens to gain access to, and have a voice in, the decision-making of relevant institutions; such as government or UN </li></ul><ul><li>Our definition : For our purposes, effective advocacy will mean getting our information on the right table, before the right people, at the right time to create policy change and bring a clear improvement to people’s lives. </li></ul><ul><li>Our platform of advocacy : The International Day of the Girl </li></ul><ul><li>Our supporters involvement : This is an issue that I care about </li></ul>
  12. 12. International Day of the Girl <ul><li>What? </li></ul><ul><li>September 22 - Day of the Girl – We want Canada to be leaders that will then encourage other nations and ultimately the UN to declare Sept 22 as International day of the girl. </li></ul><ul><li>Why? </li></ul><ul><li>National and international days not only bring attention to a specific group but also enable the government to be held to task yearly on what they are doing for that group and their progress. </li></ul><ul><li>How? </li></ul><ul><li>Our petition and public awareness activities will help us put pressure on the government to enact this day. We want a politician to jump on our bandwagon and do the leg work to have a bill submitted to the house that will ultimately become legislation. </li></ul>
  13. 13. Timeline 2009 2010 2011 International Day of the Girl Plan <ul><li>Launch petition </li></ul><ul><li>Public awareness around the day </li></ul><ul><li>Political engagement for Sept 22 </li></ul><ul><li>Public awareness around the day </li></ul><ul><li>March 2011 – all party resolution </li></ul><ul><li>September 22 – petition presented in Parliament </li></ul><ul><li>Public awareness around the day </li></ul><ul><li>UN engagement </li></ul>
  14. 14. Advocacy as Foundation of Initiative <ul><li>Greater awareness can be achieved as people invest their time & actions </li></ul><ul><li>Gateway to grassroots involvement – creating strong ties of support out of weak leads </li></ul><ul><li>Advocacy creates non-revenue driven actions for supporters to “get involved” </li></ul><ul><li>End goal depends on supporters having strong ties to the issue at hand </li></ul><ul><li>Wins can be shared with all of those involved </li></ul><ul><li>Girls basic human rights </li></ul>
  15. 15. <ul><li>Petitions </li></ul><ul><li>Issue Leadership, lead by experts </li></ul><ul><li>Demonstration/rallying </li></ul><ul><li>Letter writing </li></ul><ul><li>Media </li></ul><ul><li>Parliament Representation </li></ul>The Advocacy Toolbox Tribune , State Library of NSW)
  16. 16. Attracting An Advocate? <ul><li>Potential supporters may ask …. </li></ul><ul><li>Cause itself – is it important to me? </li></ul><ul><li>Awareness – who is involved? Have I heard of this before? </li></ul><ul><li>Identification – Is there a place for me to connect to this cause or movement? </li></ul><ul><li>Accessibility – How easy or difficult is it for me to get involved? </li></ul><ul><li>Activation – Im interested, now what? </li></ul><ul><li>Sense of urgency is communicated – they need my help now </li></ul><ul><li>Ask is clear & Direct – I need to sign this, send this, spread the word </li></ul>
  17. 17. The Stats <ul><li>50% of Canadians have a social media profile </li></ul><ul><li>Age breakdown: 18-34 {82%}, 35-54 {62%}, 55+ {43%} </li></ul><ul><li>45% visit a social media ‘site’ at least once a week </li></ul><ul><li>86% of those using social media have a Facebook profile </li></ul><ul><li>Twitter –19% this year – a dramatic increase </li></ul><ul><li>Online Canadian women are much more likely to visit a social networking site at least once a day than men (37% compared to 24% of men). </li></ul><ul><li>Source Ipsos Reid: http://www.ipsos-na.com/news-polls/pressrelease.aspx?id=5286 </li></ul>
  18. 18. Digital Advocacy : Engaging One Million
  19. 19. Source: http://www.nowlebanon.com/BlogDetails.aspx?TID=1207&FID=6 Digital Advocacy: “clicktivism”?
  20. 20. The Ladder of Engagement
  21. 21. Why Digital Advocacy? <ul><li>Accessibility </li></ul><ul><li>Reach </li></ul><ul><li>Inclusion as agents of change </li></ul><ul><li>Community </li></ul><ul><li>Speed </li></ul><ul><li>Cost </li></ul><ul><li>Facilitates development of POV over time </li></ul><ul><li>Easier to measure success </li></ul>
  22. 22. Digital Advocacy and Awareness
  23. 23. Digital Advocacy and Fundraising <ul><li>Advocates are 7x more likely to donate </li></ul>From Blackbaud white paper “Connecting Online Advocacy and Fundraising”: http://www.blackbaud.com/bb/advocacy/online-advocacy.aspx
  24. 24. Digital Advocacy as Bridge <ul><li>Weak to strong ties </li></ul><ul><li>Light to heavy engagement </li></ul><ul><li>Links Awareness to Fundraising </li></ul>
  25. 25. The Digital Advocacy Toolbox <ul><li>e-petitions </li></ul><ul><li>downloadable letters to government representatives </li></ul><ul><li>blogs </li></ul><ul><li>RSS feeds </li></ul><ul><li>digital press kits </li></ul><ul><li>e-blasts and e-newsletters </li></ul><ul><li>social networks (i.e. Facebook) </li></ul><ul><li>micro-blogs (i.e. Twitter) </li></ul><ul><li>multimedia photos & videos (i.e. Flickr, YouTube) </li></ul><ul><li>mobile: SMS text messaging & apps </li></ul><ul><li>instant messaging services </li></ul><ul><li>advertising (i.e. Facebook Ads) </li></ul>
  26. 26. Case Study: International Day of the Girl
  27. 27. International Day of the Girl – 2011 <ul><ul><li>Goals </li></ul></ul><ul><ul><li>Inform people about the issue </li></ul></ul><ul><ul><li>Encourage action </li></ul></ul><ul><ul><li>Deepen relationships & engagement </li></ul></ul><ul><ul><li>Approach </li></ul></ul><ul><ul><li>Coordinated communications across all digital platforms </li></ul></ul>
  28. 28. Approach & Tactics <ul><li>Website </li></ul><ul><li>e-petition </li></ul><ul><li>downloadable letter to MP </li></ul><ul><li>Blog </li></ul><ul><li>Q & A with MP </li></ul><ul><li>What is advocacy all about? </li></ul><ul><li>Speakers Bureau: Real Live Advocates for Girls </li></ul><ul><li>Guest Post: Jenn Heil – International Day of the Girl </li></ul><ul><li>22 Facts About Girls’ Rights </li></ul><ul><li>The International Day of the Girl Takes the Hill! </li></ul><ul><li>Facebook </li></ul><ul><li>e-petition </li></ul><ul><li>Change profile photo to ’22’ logo </li></ul><ul><li>Change status </li></ul><ul><li>Updates </li></ul><ul><li>Email / Newsletter </li></ul><ul><li>targeted action alerts </li></ul><ul><li>progress updates </li></ul><ul><li>Twitter </li></ul><ul><li>22 Facts about Girls Rights </li></ul><ul><li>YouTube </li></ul><ul><li>Video – Nobel Peace Prize Winner supports Day of the Girl </li></ul>
  29. 29. Results <ul><li>E-petition signatures </li></ul><ul><li>Letters to MPs </li></ul>
  30. 30. <ul><li>At least 75 people changed their profile photo to the ’22’ logo on Sept. 22 </li></ul><ul><li>Average Facebook user has 130 friends*– potential reach of nearly 10,000 </li></ul>Facebook * Source: Facebook
  31. 31. <ul><li>22 facts tweeted throughout the day </li></ul><ul><li>Supporting organizations like the YWCA and Girl Guides of Canada directed people to our facts all day (and Girl Guides retweeted them all) </li></ul><ul><li>Members of Parliament also drew attention to our 22 facts </li></ul><ul><li>Retweeted facts reached more than 50,000 people </li></ul>Twitter
  32. 32. Online to Offline Action
  33. 33. Metrics <ul><li>Facebook : Sept. 22 alone – 382% more new fans than daily average </li></ul>Facebook fan growth – September 20 – 27, 2011 Twitter : Sept. 21-23 saw: 254% increase in followers 4300% increase in retweets 250% increase in mentions Twitter follower growth – September 20 – 23, 2011
  34. 34. What ’s Next? <ul><li>And if we get the International Day of the Girl – it ’s only the beginning of the story – a foundation for further advocacy to improve the lives of girls worldwide. </li></ul>
  35. 35. Final Thoughts <ul><li>Digital is an inexpensive and expedited channel to build awareness and support for campaign objectives. It also serves as a bridge from weak to strong ties, lower to higher engagement, and from awareness to fundraising and therefore, is an essential component of any digital strategy </li></ul><ul><li>Considerations </li></ul><ul><li>Content curation and relevancy </li></ul><ul><li>Offline engagement capacity </li></ul><ul><li>Revenue and social media ROI </li></ul><ul><li>Internal education / facilitating business objectives </li></ul><ul><li>Advocacy is relative depending on organization and audience </li></ul>
  36. 36. Questions?

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