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Bringing Community Organizing
Into Online Campaigns
Session Designers:
Debra Askanase, @askdebra
Ivan Boothe, @rootwork
Am...
Session Agenda
• Introductions
• Community Organizing: An Overview (10 min)
• Principles of Community Organizing (10 min)
...
About the Presenters
Debra: strategic
use of social
media is
community
organizing
Amy: help the
community to help
itself
I...
Need Your Help:
We are looking for your advocacy
campaign ideas to put into action -
today!
Community Organizing is...
The concept that individuals affected by an
issue have more power to create change by
coming to...
http://www.flickr.com/photos/21789669@N00/3207907157/
Powered by
organization(s) to
create change
...or by the
grassroots efforts of
individuals
Organization-Based Organizing
Grassroots-Powered Organizing
Principles of Organizing
movement-building
    strategy (power analysis)
community accountability
      go where the peopl...
1. Organizing for a Movement
(it’s long-term)
www.flickr.com/photos/vtveen/2737555893/
2. Strategic Organizing
3. Accountability
www.flickr.com/photos/wheatfields/1614979200/
4. Social Networks for Change
go where
your
people
are!
xkcd.com/256
5. Cultivate New
Leaders
Find voices. Amplify them.
Campaign Mapping
10,000 ft
Campaign Mapping
From 10,000 feet, there's nothing blocking
your view to identify your SMART goals:
• Specific
• Measurabl...
Campaign Mapping
1,000 ft
Campaign Mapping
Using the 10,000 foot perspective, it's now
easy to identify and map your:
• Decision makers
• Influencer...
Campaign Mapping
100 ft
Campaign Mapping
Now that we know all the players, we can map
the corresponding:
• Messages
• Platforms
• Timeline
• Evalu...
Campaign Mapping
10 ft
Campaign Mapping
We are getting really close now and can start
looking at the nitty-gritty:
• Expected obstacles
• Engagem...
Campaign Mapping
1 ft
Campaign Mapping
On the ground and running! Now that you're
going, in real-time you can:
• Relinquish control
• Recognize ...
Case Studies
Free the Jena Six 
Movement-Building
"There is no single leader.
There is no agreed schedule.
Organizers aren't even certa...
Free the Jena Six 
Where the people are: Self-organizing
silence on mainstream blogs...
500 Facebook groups
1,600 YouTube ...
Free the Jena Six 
ColorOfChange.org: Adding strategy
Free the Jena Six 
The hip-hop community: Amplifying voices
Free the Jena Six 
www.flickr.com/photos/martinez-
nesporova/1416931832/in/pool-freethejena6/
I Believe In Open
I Believe In Open
Strategy
I Believe In Open
Community Accountability
I Believe In Open
Go Where the People Are
these
leaders
formed the
FB Group
I Believe In Open
Go Where The People Are
I Believe In Open
Movement Building
2010 ChangeCamp
Planning 100 ChangeCamps across Canada
I Believe In Open: next election cycle 
Launch an "ideas campaign"
...
I Believe In Open
Leadership Development
Government:
All NDP leaders
signed up and took
the lead
38 MP Pledges
Community:
...
Tweetsgiving
Movement Building
Tweetsgiving
Strategy
Tweetsgiving
Community Accountability
Tweetsgiving
Go Where the People Are
Tweetsgiving
Leadership Development
Who's Ready to
Share?
http://www.flickr.com/photos/33914386@N08/3230910546/
Breakout Sessions:
Planning Your Online Campaign
http://www.flickr.com/photos/53326337
@N00/3942558779/
Report Backs and Feedback
http://www.flickr.com/photos/51487460@N00/144670634/
References
Tweetsgiving:
http://epicchange.org
http://tweetsgiving.epicchange.org/
I Believe In Open:
http://ibelieveinope...
Thank You!
Debra Askanase, Social Strategy Director
Community Organizer 2.0
www.communityorganizer20.com
debra@communityor...
Bringing Community Organizing Into Online Social Media Campaigns - Askanase, Sample Ward, Boothe
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Bringing Community Organizing Into Online Social Media Campaigns - Askanase, Sample Ward, Boothe

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Principles of community organizing, including traditional campaign mapping, inform and lay the groundwork for successful social media campaigns and strategy. This presentation covers the basic principles of community organizing that are necessary for a successful online campaign, how to map out online campaigns, and offers examples of three nonprofit online campaigns that used these principles.

This presentation was prepared collaboratively by Debra Askanase @askdebra, Ivan Boothe @rootwork, and Amy Sample Ward @amyrsward for the 2010 Nonprofit Technology Conference, and will be presented at a session on April 9, 2010.

Published in: Technology, News & Politics

Bringing Community Organizing Into Online Social Media Campaigns - Askanase, Sample Ward, Boothe

  1. 1. Bringing Community Organizing Into Online Campaigns Session Designers: Debra Askanase, @askdebra Ivan Boothe, @rootwork Amy Sample Ward, @amyrsward
  2. 2. Session Agenda • Introductions • Community Organizing: An Overview (10 min) • Principles of Community Organizing (10 min) • Campaign Mapping Checklist (10 min) • Bringing It All Together: Analysis of Online Campaigns (15 min) • Breakout Sessions: Plan Your Online Campaign (30 min) • Report Backs & Campaign Feedback (10 min)
  3. 3. About the Presenters Debra: strategic use of social media is community organizing Amy: help the community to help itself Ivan: organizing for the long term means building community in the short term
  4. 4. Need Your Help: We are looking for your advocacy campaign ideas to put into action - today!
  5. 5. Community Organizing is... The concept that individuals affected by an issue have more power to create change by coming together than by acting individually. Community organizing empowers ourselves, creates long-term change, and changes the balance of power.
  6. 6. http://www.flickr.com/photos/21789669@N00/3207907157/
  7. 7. Powered by organization(s) to create change ...or by the grassroots efforts of individuals
  8. 8. Organization-Based Organizing
  9. 9. Grassroots-Powered Organizing
  10. 10. Principles of Organizing movement-building     strategy (power analysis) community accountability       go where the people  are     leadership development
  11. 11. 1. Organizing for a Movement (it’s long-term) www.flickr.com/photos/vtveen/2737555893/
  12. 12. 2. Strategic Organizing
  13. 13. 3. Accountability www.flickr.com/photos/wheatfields/1614979200/
  14. 14. 4. Social Networks for Change go where your people are! xkcd.com/256
  15. 15. 5. Cultivate New Leaders Find voices. Amplify them.
  16. 16. Campaign Mapping 10,000 ft
  17. 17. Campaign Mapping From 10,000 feet, there's nothing blocking your view to identify your SMART goals: • Specific • Measurable • Attainable • Realistic • Time-specific Key Question: what are we going to do?
  18. 18. Campaign Mapping 1,000 ft
  19. 19. Campaign Mapping Using the 10,000 foot perspective, it's now easy to identify and map your: • Decision makers • Influencers • Partners & Allies • Supporters • Community Key Question: Who is involved?
  20. 20. Campaign Mapping 100 ft
  21. 21. Campaign Mapping Now that we know all the players, we can map the corresponding: • Messages • Platforms • Timeline • Evaluation Key Question: what are we saying and when?
  22. 22. Campaign Mapping 10 ft
  23. 23. Campaign Mapping We are getting really close now and can start looking at the nitty-gritty: • Expected obstacles • Engagement plans • Leadership development • Identifying first steps Key Question: what are we missing?
  24. 24. Campaign Mapping 1 ft
  25. 25. Campaign Mapping On the ground and running! Now that you're going, in real-time you can: • Relinquish control • Recognize and empower active contributors • Create collaborations • Measure impact • Say thanks Key Question: how do we do even better?
  26. 26. Case Studies
  27. 27. Free the Jena Six  Movement-Building "There is no single leader. There is no agreed schedule. Organizers aren't even certain where everyone is supposed to gather ... the only thing that is known for sure is that thousands of protesters are boarding buses at churches, colleges and community centers across the country this week, headed for this tiny dot on the map of central Louisiana." —Chicago Tribune
  28. 28. Free the Jena Six  Where the people are: Self-organizing silence on mainstream blogs... 500 Facebook groups 1,600 YouTube videos
  29. 29. Free the Jena Six  ColorOfChange.org: Adding strategy
  30. 30. Free the Jena Six  The hip-hop community: Amplifying voices
  31. 31. Free the Jena Six  www.flickr.com/photos/martinez- nesporova/1416931832/in/pool-freethejena6/
  32. 32. I Believe In Open
  33. 33. I Believe In Open Strategy
  34. 34. I Believe In Open Community Accountability
  35. 35. I Believe In Open Go Where the People Are these leaders formed the FB Group
  36. 36. I Believe In Open Go Where The People Are
  37. 37. I Believe In Open Movement Building
  38. 38. 2010 ChangeCamp Planning 100 ChangeCamps across Canada I Believe In Open: next election cycle  Launch an "ideas campaign" (vote for top 5 ideas to make government transparent) I Believe In Open Movement Building
  39. 39. I Believe In Open Leadership Development Government: All NDP leaders signed up and took the lead 38 MP Pledges Community: 380 voter signups 290 FB Group members ChangeCamp movement: 9 towns, 100s of community organizers across Canada
  40. 40. Tweetsgiving Movement Building
  41. 41. Tweetsgiving Strategy
  42. 42. Tweetsgiving Community Accountability
  43. 43. Tweetsgiving Go Where the People Are
  44. 44. Tweetsgiving Leadership Development
  45. 45. Who's Ready to Share? http://www.flickr.com/photos/33914386@N08/3230910546/
  46. 46. Breakout Sessions: Planning Your Online Campaign http://www.flickr.com/photos/53326337 @N00/3942558779/
  47. 47. Report Backs and Feedback http://www.flickr.com/photos/51487460@N00/144670634/
  48. 48. References Tweetsgiving: http://epicchange.org http://tweetsgiving.epicchange.org/ I Believe In Open: http://ibelieveinopen.ca/ http://visiblegovernment.ca/index http://wiki.changecamp.ca/index.php?title=&bc=4 http://changecamp.ca/about/ http://civicaccess.ca/wiki/ Free the Jenna 6: http://en.wikipedia.org/wiki/Jena_Six http://www.thedemocraticstrategist.org/strategist/200 7/09/jena_and_the_internet.php http://adage.com/bigtent/post?article_id=120817
  49. 49. Thank You! Debra Askanase, Social Strategy Director Community Organizer 2.0 www.communityorganizer20.com debra@communityorganizer20.com; @askdebra Amy Sample Ward, Global Community Development Manager NetSquared www.netsquared.org; www.amysampleward.org amy@amysampleward.org; @amyrsward Ivan Boothe, Creative Director Rootwork.org www.rootwork.org ivan@rootwork.org; @rootwork

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