Move the Needle: How to activate your supporters


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A presentation on how to mobilize your cause, whether you work at a nonprofit, business or social change organization. Included: a look at successful advocacy campaigns; a 12-step guide to mobilizing support, and a look at some useful tools.

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Move the Needle: How to activate your supporters

  1. 1. Move the needle! How to activate your supporters Part of the Mobilize Your Cause bootcamp series The Hub SoMa Aug. 24, 2010 JD Lasica Founder, 1
  2. 2. Tonight’s agenda 6:30 Introductions 6:40 Social media overview 6:50 What drives your organization? 7:05 Campaigns with impact 7:25 12 steps to activate your supporters 8:00 Tools & action hubs for social change 8:25 Summary & next steps 8:30 Reception & spread your message 2
  3. 3. Relax! Creative Commons BY photo on Flickr by Tom@HK resources: 3
  4. 4. Today’s hashtag Creative Commons photo on Flickr by Prakhar Tweet this talk! Hashtag: #hubsoma 4
  5. 5. Handouts! Be happy! 5
  6. 6. Social media by the numbers 77% US adults are frequent social media users.* 141 million active blogs (vs. 12,000 in 2000); almost 1 million blog posts created per day; over 346 million people globally read blogs 6 of top 10 websites in US are social sites (YouTube, Facebook, Wikipedia, Blogger, Craigslist, MySpace) Twitter: 120 million registered users; 300,000 new users a day; 180 million unique visitors a month Flickr: 35 million people have posted tagged 4 billion-plus photos Wikipedia: 10 million users have contributed YouTube: 2 billion videos streamed per day Text messages per day: 4.5 billion (vs. 400,000 in 2000) *source: Nielsen Online, spring 2010 6
  7. 7. Facebook: Freaky growth 500+ million members worldwide — 62% of US Internet users are on Facebook 7
  8. 8. Tweets in real time 8
  9. 9. Twitter fun facts Twitter growth rate: 295% annual increase in U.S. Highest # of tweets, May 16, 2010 compared with May 16, 2009 *source: 9
  10. 10. What drives your organization? Before we talk tools, technology or campaigns, what is the animating force behind your actions? Pamela Hawley Founder/CEO, 10
  11. 11. Types of campaigns 1. Raise awareness for your cause or enterprise, build authority 2. Sign up new members 3. Raise funds 4. Advocacy: sign petitions 5. Take an action: micro-loans, enlist people to attend an event 6. Find new volunteers or advocates 7. Grow a mailing/newsletter list 8. Attract new Facebook or Twitter followers 9. Ask people to create content on your behalf 11
  12. 12. Care2 (if you have $$) Effective advocacy campaigns Matt Shepard Act Protecting Oregon’s Starbucks helps Ethiopian to prevent hate crimes forests coffee farmers 12
  13. 13. Campaigns with impact Equality California: Wedding registry SMA: Tweet for a Cure Grassrootsmapping & BP oil spill charity:water: Website, blog, Twitter, video updates, Google Earth Greenpeace & Nestlé Ric O’Barry, “The Cove” Visual storytelling in Middle East 13
  14. 14. CASE STUDY No on 8 Wedding Registry 1,700 couples raised $1 million+ for Equality California 14
  15. 15. CASE STUDY Spinal Muscular Atrophy Slide show on Photobucket 15
  16. 16. CASE STUDY Tweet for a Cure 2,867 people have tweeted reaching 1.6 million followers 16
  17. 17. CASE STUDY Grassroots Mapping Balloon aerial images of Gulf Oil Spill funded by Kickstarter 17
  18. 18. CASE STUDY charity:water & Twestival 18
  19. 19. CASE STUDY Greenpeace & Nestlé Nestlé’s Facebook Page, March 17, 2010 19
  20. 20. CASE STUDY Greenpeace & Nestlé Nestlé Killer microsite 20
  21. 21. CASE STUDY Greenpeace & Nestlé Boycott Nestlé pages on Facebook 21
  22. 22. CASE STUDY Greenpeace & Nestlé Greenpeace bought Google AdWords for Nestle & Greenpeace 22
  23. 23. CASE STUDY Greenpeace & Nestlé Nestlé partners with Forest Trust 23
  24. 24. CASE STUDY Visual storytelling campaigns Women & Memory Forum (Egypt) / Nawaa (Tunisia) 24
  25. 25. Other campaigns with impact National Wildlife Federation raised $100,000 using social media after Gulf Oil Spill. Red Cross’s Text Haiti campaign raised $32 million. Oxfam UK received $50,000 via link in YouTube video posted day after Haiti quake. Visible Children Scholarship Program: 700 kids in Uganda receiving scholarships & mentoring. 25
  26. 26. 12 steps to mobilize your cause 1. First, listen and observe. Engage before the Ask. 2. Set clear goals & define metrics 3. Define a clear theme 4. Frame it with a personal story 5. Create a simple call to action 6. Create a conversation hub for participants 7. Give your campaign social love handles 8. Consider a mobile component 9. Identify & enlist evangelists 10. Create ongoing mini-actions & provide updates 11. Use immediacy: Headlines & deadlines 12. Create real-world events 26
  27. 27. 1. Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your cause. Choose from Google Reader, Feedly (left) or Netvibes, supplemented by a Twitter monitoring service. 27
  28. 28. 2. Set goals, map metrics Goals Metrics to measure Grow email list of supporters # newsletter, RSS subscribers Solicit micro-loans Initial, repeat loan rates Increase comments on blog avg. # comments/post Increase website visibility increase in traffic or linkback #s Increase positive mentions mentions in social networks of brand or campaign Have visitors stick around stick rate Make our content more viral # of shares Get people to take action # of petition signatures Attend an event # of registrants, year over year 28
  29. 29. 3. Define a clear theme Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need 29
  30. 30. 4. Tell a personal story Use videos or photos — make us feel 30
  31. 31. 5. Create a call to action Inspire people to act with clear, motivating steps 31
  32. 32. 6. Create conversation hub Where will you engage with supporters? Your blog Community site (WiserEarth) Facebook Social hub ( Twitter Contest site (Giving Challenge) 32
  33. 33. 7. Social love handles Socialize your campaign with plug-ins, widgets 33
  34. 34. 8. Consider mobile Users can use iPhone app to see if a product is healthy, environmentally friendly & socially responsible. This American Life: Facebook widget & text to give 34
  35. 35. 9. Enlist evangelists Use your listening post to identify high-value influencers in your subject area Establish a rapport and only then reach out Scope out Twitter Lists that intersect with your company or social cause Connect with other social media influencers through their blogs and other networks Twitter followings: @adventuregirl 1.4m @garyvee 853,854 @TOMSshoes 487,109 @AmeriCares 6,380 35
  36. 36. 10. Create mini-actions America’s Giving Challenge: Daily winners 36
  37. 37. 11. Use immediacy Headlines & deadlines: Play off the news & use a hard stop date 37
  38. 38. 12. Create offline events Contests, tweet-ups, fund-raisers to propel real-world gatherings 38
  39. 39. Then: Measure, refine, refresh Measure results, follow up, recalibrate, relaunch 39
  40. 40. Build an active community here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author,“Trust Agents” 40
  41. 41. Social action hubs Care2 TakePart WiserEarth Causes Amazee Idealist Causecast 41
  42. 42. Use the Sharing Economy Free content! Free resources! Free photos Free videos Free music & audio Techsoup Free software & platforms! Free expertise! WordPress & its plug-ins BarCamp Open Office 3.0 PodCamp Drupal, Joomla & other WordCamp open source platforms Social Media Ubuntu Linux OS Club Kaltura for video 42
  43. 43. T O O L S Creative Commons • Rich source of free commercial & noncommercial images • Flickr: 156 million Attribution, Noncommercial, No Derivatives & ShareAlike licenses • Use them for your blog, website, email or print newsletter, presentations, etc. • Don’t just take. Share! 43
  44. 44. T O O L S Darfur & Google Earth Crisis in Darfur: Using Google Earth 44
  45. 45. T O O L S Google Earth’s historical layers Historic Centre of Warsaw, 1945 & today 45
  46. 46. T O O L S Google Sidewiki Google Sidewiki at 46
  47. 47. T O O L S Do-good widgets Create a widget on or create your own 47
  48. 48. T O O L S Word clouds word cloud of JD Lasica’s tweets 48
  49. 49. T O O L S Online visualizations Tea Party’s ‘Contract From America’ word cloud on manyeyes 49
  50. 50. T O O L S Online visualizations manyeyes Make your story more visual: Former Attorney General Alberto Gonzales’ testimony before Congress. 50
  51. 51. Other tools & platforms Social Actions: Open API enables organizations & bloggers to volunteer or take action on the causes they support, can tailor it to your cause. The Extraordinaries: Use the power of community for micro- volunteerism in people’s spare time. OpenStreetMap: Open source “Wikipedia of maps”; community builds own maps using GPS & donated satellite imagery. 51
  52. 52. Warning: Gatekeepers The danger of closed platforms Exhibit 1: Facebook 52
  53. 53. Warning: Gatekeepers Exhibit 2: Apple Political satirist Mark Fiore was ‘invited to reapply’ 53
  54. 54. Tools & resources What you’ll find at 24 online fundraising sites Top cause organizations Free reports Free photo, music, video directories Collaboration & project management tools Geolocation tools Free tutorials on the best way to use Facebook, Twitter & blogs How to use mobile strategically Tons more. All free & shareable. 54
  55. 55. Biggest resource: Your supporters 55
  56. 56. Let’s keep talking JD Lasica, email: Twitter: @jdlasica Pamela Hawley, UniversalGiving email: Twitter: @pamelahawley Resources at Bookmarks at Presentation at 56