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JASON MOGUS: How to win in the 21st Century

Non-profits, governments, and civil society groups are not immune from the disruption digital networks have wrought in every other aspect of society. Jason and his team recently studied 40 campaigns, companies, and organizations that have recently won substantial social change efforts, and analyzed the common principles underlying their success. The results lined up with a career spent studying (and living) digital networks and movements.

Jason will be sharing the results of this research in Vancouver for the first time – a month before its official international launch. These principles of 21st Century campaigns will be combined with stories that bring them to live, and approaches to make them practical for organizations of all sizes and stripes.

Jason Mogus
Twitter: @MogusMoves

Jason is the principal strategist at Communicopia, a strategy consultancy that helps social change institutions become more like movements. With more than twenty years of digital transformation and campaign experience, he has led projects for some of the world’s most recognized social change brands including Human Rights Watch, the Tar Sands Solutions Network, NRDC, Consumer Reports, the UN Foundation, and the David Suzuki Foundation. Jason is the founder of the 15 year old Web of Change conference and he created the world’s first research report on the state of digital teams in non-profits. A recognized thought leader in the fields of network campaigns, digital teams, and organizational change catalyzed by technology, in 2014 Jason was named a Leadership Fellow at the Broadbent Institute.

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Now in its 3rd year, The Digital Nonprofit Conference is ready to take you to the next level of tech success in your organization. This year's line up of presenters includes experts in the tech, nonprofit and private sectors, delivering deep dive discussions on topics ranging from:
Capacity planning in the digital world
Choosing the right tech tools to suit your organization's values
Cultivating digital talent
Digital fundraising & donor engagement
Building community engagement strategies with corporate partners

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JASON MOGUS: How to win in the 21st Century

  1. 1. NetTuesday Vancouver April 13, 2016 Networked Change: How to win in the 21st Century
  2. 2. Networked Change uncovers common strategic and operational elements behind today’s most successful advocacy campaigns. we call the model directed network campaigning, a way of building strong people- powered movements that are centrally framed, resourced, and organized in a way that leads to staying power and concrete political or cultural wins.
  3. 3. cultural, political context page 03 cultural + tech forces• Media fragmentation, channel multiplication • Drop in attention spans / distraction • Increase in causes + groups competing for attention • Loss of faith in experts + institutions • Rise of engagement – people want to give more • Rise of “wicked problems” that cross cut issues • Rise of free agents, unbounded by traditional NGO’s, connected via web • Most NGO’s have lost touch with roots; are disconnected from supporters • Policy and ideas don’t change the world. We have solutions but need political will to challenge powerful actors political forces
  4. 4. institutional heavyweight s.
  5. 5. aarp. Massive organization that has consistently thrown its integrated communications power behind the successful fight to protect Social Security.
  6. 6. virunga. storytelling campaign created a compelling super- villain and aligned the power of WWF’s global reach and network to defeat them.
  7. 7. grassroots upstarts.
  8. 8. occupy + #blacklive smatter these spontaneous grassroots movements shifted the conversation and created space for political change to come.
  9. 9. directed network campaigns.
  10. 10. #Fightfor15. arguably the most successful corporate campaign of the decade, the SEIU’s Fightfor15 has forced Walmart and McDonalds to raise wages and sparked higher minimum wage legislation in 13 States and 19 municipalities.
  11. 11. keystone. network campaign re- energized the US climate movement with people- power. “Symbolic victory” laid groundwork for major culture and political change.
  12. 12. four principles
  13. 13. open to people power page 023 Drawing everything from a deep knowledge pool of member values, behaviors, interests. Involving + amplifying supporters in every stage.
  14. 14. frame a compelling cause page 024 Concise, compelling, visual narrative with a super- villain, hero, and theory of change. Strong, oppositional framing for what action looks like. Master multi-channel promotions.
  15. 15. cross-movement network hubs page 025 Connect, convene, and empower a movement to share effort and credit. Hashtag not brand. Cross movement boundaries and build trust.
  16. 16. run with focus + discipline page 026 Conserve resources and focus while building power. Do fewer things, better. Test and fail fast. Play the long game and be resourced for the fight.
  17. 17. 4 principles of networked change page 027 open to people powerDistribute agency. Allow for local customization + adaptation. Gather ideas from crowd. Show people power. cross-movement networked hubsHashtag not brand. Cross movement boundaries. Connect, convene, serve. frame a compelling cause”Action-worthy problems and solutions”. Employ cultural storytelling. Visual. Oppositional framing with heroes + villains. Multi- channel mastery. focus & discipline Be agile, run tests, fail fast. Focus energy on key moments. Play the long game and be resourced for the fight. Be humble + curious about change.
  18. 18. aligning old power with new power page 028 Embracing 21st Century principles will re-invigorate traditional NGO’s by placing them back at the centre of strong social movements, building unstoppable power leading to major campaign wins and long term social change. people power gives legitimacy

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