Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Online Organizing 101

912 views

Published on

A presentation given at Camp Wellstone! in Seattle, WA during Summer 2009.

A brief introduction to using online tools for 21st century advocacy.

Published in: Technology, News & Politics

Online Organizing 101

  1. 1. A Brief Introduction to Online Organizing by Garlin Gilchrist II
  2. 2. Organizing As We *Knew* It  Paper and pen  Phones and spreadsheets  Reliance on press to generate energy and attention  Lost files, MIA volunteers, drive-by data collection  “Internet team” was stuck in a basement fixing printers
  3. 3. Big Changes in 2004  Political campaigns (i.e. Dean and Kerry) and large nonprofits (i.e. MoveOn, Greenpeace, etc.) made better use of the web  General public more aware of the internet (online shopping, online banking, etc.)
  4. 4. Even Bigger Changes in 2008  Millions of dollars from small-dollar donors  Creativity in fundraising, mobile outreach, and communications  Integration of online organizing into every corner of a campaign
  5. 5. What Does it Cost to Not Participate?  Who could you be engaging?  Who are you currently missing?
  6. 6. Online Organizing...Now  Integrated into all corners  Complements and improves: ☐ Fundraising ☐ Communications ☐ Voter contact ☐ Field plans ☐ Volunteer programs/capacity  Must still have an offline connection Organizing Fundraising Web Presence Communications
  7. 7. Message or Video Credit: Larry Huynh, Blackrock Associates Old Media Ecosystem
  8. 8. Message or Video • Email supporters • Blog outreach • Live-blogging • Online Google ads • Social networking Credit: Larry Huynh, Blackrock Associates New Media Ecosystem
  9. 9. Message or Video • Email supporters • Blog outreach • Live-blogging • Online Google ads • Social networking Viral Allies email their own supporters Blogs build more buzz & deepen story Media increases coverage Credit: Larry Huynh, Blackrock Associates Results of New Media Ecosystem
  10. 10. Why do people respond to the web?  Story  Timeliness  Sense of urgency  Connect with others  Meaningful action
  11. 11. Website Basics  Clean and clear design  Guide users  Up-to-date, dynamic content  Highlight stories on site  Emphasize user experience  Put organization’s emphasis front and center  Test, test, test
  12. 12. Your Campaign site MUST have:  Email signup form  Big red donate button  Contact form  Bio  News & Events  Issue/policy statements  Press page
  13. 13. Email Basics  Make sure you have something to say  Keep an email calendar  Invest in a blast email tool  Create an inviting landing page for email visitors  Peer-to-peer viral tools  Focus on organic email list growth  Test, test, test
  14. 14. Online Fundraising Basics  Same principles as offline fundraising  Be creative  Make it simple  Be consistent with messaging  Be ready  Be secure
  15. 15. Organizational Culture  New media ecosystem means a new organizational ecosystem  New organizing needs collaboration  IT staff are not online organizing staff  Be ready to show results – quantitative and qualitative
  16. 16. So Where Do You Start?  Map out your current online presence  Take stock of your goals  What can you do, vs. what should you do?  What tools do you need vs. what tools do you want?
  17. 17.  Think about existing connections – national arm of your org or local networking opportunities  Train staff vs. hire consultant?  If you hired someone, where would that person fit into your organization?  Scour job banks for “norms” in salary and responsibilities Next Steps
  18. 18. o You are not Barack Obama. o Most campaigns stop before starting o Campaigns “go viral” 0.01% of the time o Be OK with failing o Find parallels between traditional organizing and new organizing o Success is a slow slog – there is no silver bullet Keep in mind before starting:
  19. 19. What are you going to do tomorrow?
  20. 20. Contact Garlin: garlin@garlin.org (425) 244-5423 twitter.com/garlin New Organizing Institute www.neworganizing.com

×