Impact Online


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Designed Roosevelt training to further implement national online engagement campaigns.

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  • Characteristics of Good Strategizing: 1. Strategy is collaborative; strategy is most dynamic when the group responsible for strategy brings diverse experience, background and resources to the table. 2. Strategy is motivated; we strategize in response to an urgent challenge, a unique opportunity to turn our vision for change into specific goals. Goal first, then strategy. Example: Take the Montgomery Bus Boycott in 1955 - what challenge did the boycott leadership respond to? What was their motivating vision? What specific goal did they commit to and remain committed to the end? What goal for change motivates you? 3. Strategy is creative; strategy is creative and dynamic, not habitual. Strategy is a theory or hypothesis of how we can turn what we have (resources) into what we need (power) to get what we want (achieving goals). Strategy is by necessity unique to our specific resources and our specific goal. 4. Strategy is intentional; an effective strategy is one that intentionally builds power in relationship to those who control the resources we need to win change. 5. Strategy is a verb; strategizing is an ongoing process. 6. Strategy is something we do every day. What are tactics? We use tactics to support and amplify our strategies.
  • Four criteria for choosing tactics: 1. Will it get you closer to your goal? 2. Will it use your resources creatively to shift power? Does it build new resources? 3. Will it create organizational capacity? 4. Will it develop leadership and buy-in?
  • Issues & Policy; People do not need to know every detail of the issue driving engagement campaigns or organization’s policies and programs. Too many organizations get bogged down in trying to interest volunteers, voters, and the media in policy. It’s definitely part of the picture and can be occasionally crucial when an event or crisis focuses public attention on an organization’s response. Contrast; Engagement campaigns are about choices. You need to draw a clear contrast with your obstacle to not getting involved. The message about your campaign/project or organization’s objective -- even the look and feel of your website, ads and events -- should set you apart from others. Social and emotional; Recruiting members or taking any action for an engagement campaign or organization is a fundamentally social act. When volunteers or future supporters taking action around a social issue - they want to know about the people involved. Volunteers/Supporters need to see themselves reflected in the people behind the engagement campaign or organization. Aspirations and Values; the highest level on which you can appeal to people is the “aspirational” level - the level at which they see their own values and hopes reflected in your work. People are most motivated to work with people who they see as representing their own hopes and values and leading the community in the direction they themselves hope to go. Activity: Create a sample campaign narrative --> creating your message grid.
  • Why plan? 1. To avoid the blank page/blinking cursor problem. 2. To make them part of a larger campaign. 3. To have more time to write better emails/to have and get better content. 4. To get something done! Also see: Outline Your Email 1. What are you trying to do? 2. What are your goals? Online 1. list growth? 2. fundraising? 3. user generated content? 4. Gain more Twitter/Facebook followers? Offline 1. Pass a bill? 2. Save the ____ (puppies, seals, cats, whales?) 3. Events? 4. Volunteers? 5. Press attention? 3. What are your resources? 1. Email list? 2. Volunteers on the ground? 3. Friendly bloggers? An organizational blog? 4. A technology platform? (A website, Facebook, Twitter, etc.) 5. Allied organizations/partners? 6. Online advertising budget? 7. Video capabilities? 4. What are your key moments? What are your online/offline milestones? >>internal news >>external news >>media >>personal stories >>holidays/days of importance 5. Is this a long or short campaign/project? >>Are there deadlines you must meet? >>Are there any specific moments along the way you can highlight? 6. What are your segments? Do you need different emails for different people? 7. Plug in your offline activities/milestones as the base. (which helps bridge the “Digital Divide”) >>Petition: When will you be delivering it? >>Events: Should we invite them? Ask them to donate or share? What can people do if they can’t attend? >>Videos/ads/offline materials: Can the list contribute content? Money? Share? >>Reports/research: Can they comment? Debunk. 8. Fill in the rest. >>Kicker messages. >>Follow-up results messages >>Donation messages >>Other creative things you can give people to do
  • You all should have seen what was going on with the #Roosevelt7 and Roosevelt’s birthday. So what was my strategy here? Answer: Engage remote current and former Roosevelt students and friends to celebrate Roosevelt’s 7th birthday. There were some tactics that we used for this strategy - what were they? Answer: Facebook, Twitter, picture uploads, YouTube.
  • Live-Tweeting.
  • Meausring success: Google Analytics/Gmail Facebook Insights Twitterholic: shows growth of Twitter over time Sprout Social
  • *Don’t allow your email to sit in a vaccum >> make sure it has a landing page to go to.
  • Impact Online

    1. 1. Tools to Amplify Your Impact Glance at Online Organizing
    2. 2. Turning Strategy Into Action STRATEG ACTION• Y How to build a clear strategic plan • How to create shared, motivational action• How to utilize and choose tools and resources to adopt strategy • How to use action to develop and expand resources• How to integrate new media with all areas: field/organizing, communications, and • How to develop and utilize new media tools to aid your strategic campaign data/technology
    3. 3. What is Strategy How can we turn our resources into the power we need to win change?Figuring out how to turn what you have into what you need to get what you want; how to turn the resources you have into the power you need to achieve a specific, measurable goal Originally adapted from the work of Marshall Ganz
    4. 4. Integrated Engagement Campaign HOW DO I ORGANIZE MYSELF? HOW DO I ORGANIZE MYSELF? Fundraising Online PresenceField/Organizing Communications
    5. 5. Aspirational Messaging CAMPAIGN NARRATIVE CAMPAIGN NARRATIVE The following pyramid demonstrates how your message for engagement campaigns needs to appeal to people on many levels in everything you do, to a press release to a volunteer ask.Connection Personal qualities of those involved For motivatingChoices people, this is at the bottom of the hierarchy
    7. 7. Tactics EMAIL & SOCIAL MEDIA EMAIL & SOCIAL MEDIAWhat can they do? Key Principles• Reach people quickly & • It’s about everything else cheaply you’re doing• Activate people to take • It’s about story telling action • It’s about number• Enhance what you’re crunching doing everywhere else
    8. 8. Tactics ONLINE CAMPAIGN MESSAGE CALENDAR ONLINE CAMPAIGN MESSAGE CALENDARWorksheet: Campaign Message Calendar• What channels will you use to support your email?• When are those channels most useful? (how soon before or after?)• How will you build momentum leading up to your event?• How will you chronicle the event day-of to create interest?• How will you generate post-event buzz and interest?
    9. 9. #Roosevelt7 CASE STUDY CASE STUDYNever let the grid stop you from taking advantage of key moments.
    10. 10. #Roosevelt7 FACEBOOK FACEBOOK
    11. 11. #Roosevelt7 TWITTER TWITTER
    12. 12. #Roosevelt7PICTURES & VIDEOPICTURES & VIDEO
    13. 13. #Roosevelt7 BLOG BLOG
    14. 14. Tools For Success ONLINE PLATFORMS ONLINE PLATFORMS• MailChimp: email newsletters• Petitions: Change.ORG, (Twitter petitions)• Short code SMS• Social media content
    15. 15. Do’s and Don’ts AFTER YOU HIT SEND AFTER YOU HIT SEND• Do Plan Ahead• Don’t Just Send An Email• Do Close The Loop• Don’t Drop Your Campaign/Project• Do Integrate Your Campaign/Project• Don’t Allow Your Email To Sit In A Vacuum