ONE was launched as a campaign sponsored by many of the leading global poverty organizations at a rally in (oxfam, save the children, CARE) Philadelphia in May of 2004. ONE greatly expanded its membership, reach, and brand during the Live8 DATA (Debt AIDS Trade Africa) an advocacy organization focused on fighting extreme poverty in Africa
Because ONE was formed by a number of different organizations working on extreme poverty, it was deemed that it would not compete for valuable funding dollars very early on it was decided that it wouldn’t ask individuals for money
“UNIQUE” MOVEMENT issue oriented policy
ONE doesn’t want your money it wants your Voice
Two departments at ONE are devoted to the inside game Policy and Legislative. Policy provides expertise on different Issue areas (MDGs) Leg team will go in and meet with politicians and lobbyists to see what laws are in play and where pressure can be applied to change lawmakers miinds
Inside information is provided to the team which effects the ask as well as timing.
ONE is global and has members in over 150 countries.
What does ONE membership look like.
Actions may include signing a petition to your members of congress, calling the president, writing a letter-to-the editor of your local paper, or attending a local event (many of these actions are supported by already developed online tools)
What goes into a good campaign
The Vaccines campaign was aimed at funding two new vaccines to help stop Pneumonia and diarrhea. Given the state of the US budget, we new it would be difficult to get them funded despite their efficacy, so we adopted a multilateral approach to our advocacy. We created a PSA, “Why Bother?” that used children to lay bare our most cynical views about poor countries and development assistance, and conversely show how smart, effective assistance saves millions of children’s lives around the world. We then got celebrities to push it out to their fans through their social networks and had them direct people to our website where they could take direct action. On the site we had a petition asking World Leaders to support funding for promising new child vaccines that generated over 300,000 global signers. We followed up with signers at a local level to have them make calls, send tweets and write letters.
Lined up celebrities and notables to use their social media power (lady GAGA, Ellen DeGeneres, Tom Brady) All pushing people to watch the video on a page embeded with the petition action.
These are good numbers, but you don’t need huge numbers to be successful. Our most successful actions often are the ones that are small in size. Calls to the whitehouse.
Plans need timelines that are reasonable and that do not drastically change and have achievable goals that go beyond merely the launch of the campaign. The campaign isn’t over when everything goes live.