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Making The Most of Your Digital Campaign

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Digital campaigns can take many forms. Advocating for policy change, fundraising for your nonprofit, building awareness around a public health issue, or mobilizing people to participate in global day of action. Regardless of your mission, community organizing can help you build and grow your movement. Join us for a session breaking down the key principles of organizing with practical applications of how you can leverage tech to scale your campaign and stories of folks who've seen it work!

The workshop will was led by Organizers:
Nikki Batchelor
Lena Ellingboe

Published in: Internet
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Making The Most of Your Digital Campaign

  1. 1. MAKE THE MOST OF YOUR ! DIGITAL CAMPAIGN #nblive @nikkisbatchelor
 @lenaellingboe @juansvas
  2. 2. Tools + Strategy for organizing and growing your community.
  3. 3. GOALS OF THE WORKSHOP 1. Learn the difference between organizing and mass marketing ! 2. Understand the key principles of organizing ! 3. Demonstrate how organizing can help with digital campaigns and days of action
  4. 4. Title Text Title Text WHAT MODEL(S) ARE YOU WORKING FROM? MASS 
 MARKETING COMMUNITY
 ORGANIZING 1. Organizational “Asks” 2. Focus on List Building 3. The Goal is Brand Loyalty 1. Peer to peer“Asks” 
 2. Focus on Relationships
 3. The Goal is Empowerment
  5. 5. - PRINCIPLES OF ORGANIZING: 1. Put relationships at the center.! ! 2. Create various paths for taking action.! ! 3. Empower leaders at different levels.!
  6. 6. 1. PUT RELATIONSHIPS AT THE CENTER.
  7. 7. 1. PUT RELATIONSHIPS AT THE CENTER. Understand who your supporters are: ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Demographic data
 ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Contact information 
 ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + History of activity ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Social media
 ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! + Expressed preferences
  8. 8. 2. CREATE VARIOUS PATHS FOR TAKING ACTION.
  9. 9. 2. CREATE VARIOUS PATHS FOR TAKING ACTION. Donate Donate Donate Donate Attend Event Retweet Volunteer for an Event Recruit other Volunteers Host and Event Social Media
 Ambassador Chapter Leader
  10. 10. 3. EMPOWER LEADERS AT DIFFERENT LEVELS.
  11. 11. 3. EMPOWER LEADERS AT DIFFERENT LEVELS. Examples: !Social Media Ambassadors 
 User-submitted events
 ! ! ! ! ! #GivingTuesday squads
  12. 12. BUILDING AN AWARENESS CAMPAIGN:! GROWING AND AMPLIFYING YOUR MOVEMENT MOBILIZING AROUND A DAY OF ACTION:! FACILITATING IN PERSON COMMUNITY BUILDING JUMPSTARTING A FUNDRAISING CAMPAIGN:! BUILDING ON PERSONAL RELATIONSHIPS DEEPENING AN ADVOCACY CAMPAIGN:! MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT DIGITAL CAMPAIGNS
  13. 13. 1) BUILDING AN AWARENESS CAMPAIGN: GROWING AND AMPLIFYING YOUR MOVEMENT http://www.united4la.org/ http://www.thepinkagenda.org/
  14. 14. Find your social ! influencers Ask them to spread! the word Consolidate your ! data BUILDING AN AWARENESS CAMPAIGN:! GROWING AND AMPLIFYING YOUR MOVEMENT
  15. 15. VIDEO: CONSOLIDATE YOUR DATA
  16. 16. VIDEO: IDENTIFY SOCIAL INFLUENCERS
  17. 17. SPREAD THE WORD
  18. 18. 2) DEEPENING AN ADVOCACY CAMPAIGN: MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT nationbuilder.com/oaktree nationbuilder.com/genun
  19. 19. Make clear asks and empower people to take action Track activity and ! identify potential! leaders Define your! engagement ladder DEEPENING AN ADVOCACY CAMPAIGN: MOVING FROM PASSIVE TO MEANINGFUL ENGAGEMENT
  20. 20. DEFINE YOUR ENGAGEMENT LADDER
  21. 21. MAKE CLEAR ASKS AND EMPOWER PEOPLE
  22. 22. TRACK ACTIVITY AND IDENTIFY POTENTIAL LEADERS
  23. 23. 3) MOBILIZING AROUND A DAY OF ACTION: FACILITATING IN PERSON COMMUNITY BUILDING nationbuilder.com/food_day http://www.gysd.org/
  24. 24. Give them tools to ! organize on the ! ground Build a local ! community Use location data ! to map your people MOBILIZING AROUND A DAY OF ACTION: FACILITATING IN PERSON COMMUNITY BUILDING
  25. 25. VIDEO: MAP YOUR PEOPLE
  26. 26. PROVIDE TOOLS TO ORGANIZE ON THE GROUND
  27. 27. Chapter name Chapter name Main Chapter name Chapter name Chapter name BUILD LOCAL COMMUNITY
  28. 28. 4) JUMPSTARTING A FUNDRAISING CAMPAIGN: BUILDING ON PERSONAL RELATIONSHIPS http://nationbuilder.com/meridian_hill_pictures http://www.beaglefreedomproject.org/
  29. 29. Set up fundraising ! infrastructure Personalize ! fundraising requests Consolidate data to ! identify potential ! donors JUMPSTARTING A FUNDRAISING CAMPAIGNS: BUILDING ON PERSONAL RELATIONSHIPS
  30. 30. NAME AMOUNT TRACKING CODE DATE Donation History IMPORT DONATIONS EXPORT DONATIONS Mike Fisher $120 novfund01 Nov 12, 2015 Lauren Cooper $75 octfund02 Oct 10, 2015 John Doe $100 octfund01 Oct 08, 2015 CONSOLIDATE DONOR DATA
  31. 31. SET-UP FUNDRAISING INFRASTRUCTURE
  32. 32. PERSONALIZE FUNDRAISING REQUESTS
  33. 33. 93 characters left COMMUNICATE VIA MULTIPLE MEDIUMS We are raising money for a new feature film! Text DONATE to contribute. Send text blast to 89 people Mike Fisher donated
  34. 34. data management social tracking mapping action tracking communication finances websiteDon't forget ! about Long-term! digital infrastructure!
  35. 35. UPCOMING WORKSHOPS:! ! ! RSVP: www.nationbuilder.com/workshops @nikkisbatchelor nbatchelor@nationbuilder.com @lenaellingboe lellingboe@nationbuilder.com

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