1) The document discusses how advocacy groups and non-profits can use Facebook for social change and advocacy efforts. 2) It provides examples of how the Genocide Intervention Network has successfully used Facebook to mobilize members, raise awareness of issues like Darfur, and coordinate fundraising efforts that have raised over $500,000. 3) The key to success on Facebook is member engagement and facilitating conversations between the organization and its members and among members.

1. Using Facebook for Advocacy and Social Change Ivan Boothe Independent Contractor for the Genocide Intervention Network Web Executive Seminar 26 February 2008

2. Web Executive Seminars Social Sites for Social Good February 26, 2008 National Press Club Washington, DC Learn more: www.forumone.com/wes

3. Can you win with Facebook? (Maybe.) Noise to Signal By Rob Cottingham www.socialsignal.com/ noise-to-signal

4. The Genocide Intervention Network The Genocide Intervention Network (GI-Net) empowers its members with the tools to prevent and stop genocide. Building an anti-genocide constituency. Began as a student group in 2004.

5. Facebook: An Overview Site launched in 2004 64 million users active in last 30 days 85% usage at US four-year universities Outside of US, 8m users in UK, 7m in Canada

6. Demographics More than half of Facebook users are out of college As of May 2007, 700,000 users were 35–63 years old; 100,000 users were 64+ 55,000 networks, including geographical, workplace, and school

7. Why would you want to use Facebook? To mobilize your members in new ways To organize people already interested in your cause To coordinate chapters (especially students) To attract new people

8. Components of Facebook Profiles: Only available to actual persons. 5,000 connections, unlimited messages Groups: Core application; 99% have this installed. Unlimited connections, no messages for groups over 1,200; allows for discussions, photos and events. Pages: Available to all users. Unlimited connections, no messages, unlimited notifications; allows for discussions, photos and embedded applications. Causes: Third-party, moderately popular application; 11 million people have this installed. Unlimited connections, one message per week, five notifications per week; allows for discussions, photos, events and donations. Other Applications: change.org, ChipIn, ChangingThePresent, custom apps

9. A Facebook Profile § Can message unlimited friends § Activity appears in newsfeeds § Use at your own risk! You will be deleted without warning!

10. A Facebook Group § Can’t message members over 1,200 § Activity does not appear in newsfeeds § Includes photos, videos, discussion forums

11. A Facebook Page § No messages § Activity appears in newsfeeds § Allows for photos, videos, discussion forums and other Apps

12. A Facebook Cause § Many, but not all people have this App installed § One message per week § Five newsfeed notifications per week § Allows for donations

13. Keys to Success on Facebook It’s about member engagement. A way to facilitate conversations between you and your members and among your members.

14. Success Story #1 Using Student Pressure to Pass Legislation Bill with bipartisan support being held up by Senate committee chair Using Facebook , identified and reached out to students in senator’s home state Facilitated identification by students of senator’s top donors, using OpenSecrets.org

15. Success Story #2 Raising an Issue’s Profile and Engaging Members GI-Net’s student division created “ Picture a World Without Genocide ” campaign Encouraged high school students to submit photos on Facebook of their activism on Darfur Hundreds of pictures were collected and compiled into large poster spelling out “DARFUR”

16. Picture a World Without Genocide Facebook Photo Campaign

17. Picture a World Without Genocide Rep. Frank Wolf (VA)

18. Picture a World Without Genocide Rep. Barbara Lee (CA)

19. Picture a World Without Genocide John Prendergast, Enough Project

20. Picture a World Without Genocide STAND Presenters

21. Picture a World Without Genocide Facebook Photo Campaign

22. Picture a World Without Genocide Facebook Photo Campaign

23. Success Story #3 Coordinated Fundraising Through Facebook Annual “DarfurFast” encourages students to refrain from one luxury item and donate proceeds to GI-Net Distribution of information happens through both the chapter network and Facebook Facebook is key to keeping individual members engaged and inviting friends on campus to take part Have raised more than $500,000 in three years of annual events; 2007 saw participation from 450 high schools and 300 colleges

24. Final Thoughts It’s long-term. Don’t expect immediate results. It takes effort. You need to be willing to engage. If you want your members to spread your message, you have to trust them.

25. LEARN MORE: www.forumone.com/wes Web Executive Seminars