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How to Use
          Digital Media
       in Your Campaign
Mary Joyce | Students United! Conference | April 15, 2011
5 Steps
1: Listen

2: Plan

3: Inform

4: Mobilize

5: Fundraise

... and Repeat
1) Listen

Why?: Know the
situation, find allies

NGO web sites & blogs

News articles

Twitter

Personal contacts
2) Plan
Why?: Don’t just act, be
strategic!

Recruit core team

Decide on goal

Determine audience

Develop messages

Choo...
3) Inform
Why?: So your audience
knows and cares
enough to be mobilized

Tell your audience(s)
about your issue

Use media...
4) Mobilize
Why?: So supporters will
take action with you

Tell your audience
exactly what you want
them to do, where,
whe...
5) Fundraise
Why?: To increase
campaign resources

This is not necessary
for every campaign

For reasons of
credibility, y...
...and repeat
Why?: Achieving your
goal means longterm
commitment

Make sure you review
past actions for
“pluses” and “del...
Activity
INSTRUCTIONS:
                        1: Listen
Break into groups
                        2: Plan
Receive a tool
...
Thanks!

Web Site: www.meta-
activism.org

Twitter: Mary_Joyce

Image Sources (Flickr):
CarbonNYC, Alaskan
Dude, avidd, ad...
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Students United! Digital Activism Training

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30-minute session for college students at an annual leadership conference

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Students United! Digital Activism Training

  1. 1. How to Use Digital Media in Your Campaign Mary Joyce | Students United! Conference | April 15, 2011
  2. 2. 5 Steps 1: Listen 2: Plan 3: Inform 4: Mobilize 5: Fundraise ... and Repeat
  3. 3. 1) Listen Why?: Know the situation, find allies NGO web sites & blogs News articles Twitter Personal contacts
  4. 4. 2) Plan Why?: Don’t just act, be strategic! Recruit core team Decide on goal Determine audience Develop messages Choose media Create action plan
  5. 5. 3) Inform Why?: So your audience knows and cares enough to be mobilized Tell your audience(s) about your issue Use media they pay attention to Use humor, emotion, and surprising facts to catch their attention
  6. 6. 4) Mobilize Why?: So supporters will take action with you Tell your audience exactly what you want them to do, where, when, and why Audience > supporters when they take action Match task to commitment level
  7. 7. 5) Fundraise Why?: To increase campaign resources This is not necessary for every campaign For reasons of credibility, you can only request funds after your campaign has begun
  8. 8. ...and repeat Why?: Achieving your goal means longterm commitment Make sure you review past actions for “pluses” and “deltas” The more activism your do, the savvier you will become.
  9. 9. Activity INSTRUCTIONS: 1: Listen Break into groups 2: Plan Receive a tool assignment from Mary 3: Inform Determine which of 4: Mobilize the 5 steps you could use that tool for and 5: Fundraise be able to say WHY
  10. 10. Thanks! Web Site: www.meta- activism.org Twitter: Mary_Joyce Image Sources (Flickr): CarbonNYC, Alaskan Dude, avidd, adactio, Hans_van_Rijnberk, Jeff Belmonte

30-minute session for college students at an annual leadership conference

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