Effective online campaigning
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Louis Spitzer, former Global Digital Director for ONE talked about different approaches to creating effective online advocacy campaigns. http://europe.ecampaigningforum.com
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Effective online campaigning
- 2. HISTORY • ONE campaign launched in 2004 • Live8 Concerts grow the organization • Make Poverty History campaign creates a global movement to end extreme poverty • ONE merges with DATA and now is a powerful advocacy organization with both a grassroots arm and a lobbying arm
- 3. ACTIONS SPEAK LOUDER • Actions become paramount • Goals are pointed at moving legislation or getting Governments to give $$$ • INSIDE/OUTSIDE is the approach
- 4. INSIDE GAME (Lobbying) • Policy – focused on MDG issues and laws that affect those issues • Legislative – focused on politics and how laws are made and influenced
- 5. OUTSIDE GAME
- 6. POWER OF GRASSROOTS ADVOCACY • ONE members help achieve our advocacy goals by complimenting ONE’s “inside” lobby efforts • ONE members grassroots advocacy provide credibility to the organization – they are the heart of our campaigning • It’s easy to become a ONE member…the click of a mouse is all it takes…but there is much more to activism than just signing a petition • Our biggest segment of active members are “slacktivists” – while they may only click, influentials take note when 300K+ people sign a petition. • A smaller segment of our membership are highly engaged activists…they lead the way for our hands-on, high-impact grassroots campaigning
- 7. MEMBERSHIP SNAPSHOT SLACKTIVIST ON-THE-FENCE ACTIVIST cares enough about the work to open their stream of incoming communications but doesn’t do more than click a petition or two believe in the mission and ONE enough to take low-bar and some high-bar actions, but they don’t yet want to assume responsibility deep sense of commitment to ONE’s mission…are motivated, have leadership skills and will take on responsibility 75% 22% 3%
- 8. GLOBAL
- 9. ACTIONS Low-bar Sign a petition Like a post Share a link on Facebook Watch a video Tell a friend about ONE Middle-Bar - Take the membership survey - Post an LP story on Facebook - Call your MoC -Watch a webinar - Make your own quiz about Africa and share - Watch 3 LP videos - Check out an African artist -Watch the Lazarus effect - Learn about an African Leader - Participate in an online discussion with other ONE members - Read “Africa’s Future is Female” - Try an African recipe - Take a Quiz on African Geography High-Bar - Submit a substantive, high-quality video highlighting ONE on your campus or in your community - Draft your own version of an Living Proof video -Work with your school to get a ONE logo or ONE Campus Challenge link on your school's homepage or school paper. - Meet up with a friend not affiliated with ONE/Africa to tell them why you joined. - Get together for coffee with another ONE member in the area: - Present on ONE's issues in one of your classes, to a local community group, a High School, or organization for at least five minutes. - Sign up at least 25 new members - Create a ONE flag and get your school to fly it on campus -Write a rhyming poem about why you are a ONE member - Email 5-10 relevant websites/blogs and ask them to feature ONE.org - Join Bread for the World in a fast to raise awareness - Join Make Poverty History’s “Below the Line” campaign and live on less than $2 a day for a week. - Donate your Facebook Status -Write a Letter to the Editor to local paper - Write a letter to a politician expressing your concern for the world’s poorest. - Call your congressman or visit them in their local office when they are on recess to show you care about health issues in sub-Saharan Africa. cultural, social, campaigning, and educational actions intended to get ONE members “off-the-fence” and into radioactivism!
- 10. SEEDS FOR SUCCESS Worthy goal that will have impact An action oriented message that will resonate Planning that is well thought out and achievable Integration across partners & properties A plan to achieve social success A good close out
- 11. WORTHY GOAL THAT WILL HAVE IMPACT GAVI Policy message: Secure the replenishment of GAVI funding among world leaders for childhood vaccines. Message that will resonate:
- 12. PLATFORM INTEGRATION • Partners • Channels • Networks • Online (email, blogs, AdWords) • Bloggers • Broadcast
- 14. SOCIAL MEDIA
- 15. SUCCESS • 1,000 calls to the White House • 3,000 + airings of the why bother video • 5,000 twitter shares • 23,000 Facebook shares • 123,000 tell-a-friend shares online • 330,000 global petition signers • 25,000,000 media impressions • News Coverage from ABC World News, Good Morning America, Politico, AOL, The Huffington Post and more!
- 16. … and GAVI commitments reached a level to save more than 4 million lives over the next 5 years.
- 17. CLOSE OUT
- 18. GOOD PLANNING TIMING – schedule content updates for all of your platforms • Blog • Email • Social Media PROCESS – planning needs process Have process documents for everything you do: • Campaigns • Email • Social media • Website
- 19. BE NIMBLE
- 20. PITFALL #1 – Moving targets Campaign plans need timelines and goals that are reasonable and achievable and that do not drastically change throughout the campaign.
- 21. PITFALL #2 – I’ve got an idea Brainstorming campaign ideas needs to be confined to the beginning of the planning and shouldn’t be tolerated, unless to resolve conflicts
- 22. PITFALL #3 – Shiny objects Creative products need to be produced to complement the goals and should be integral to achieving those goals. Advocacy should drive all campaigns and creative should support the advocacy
- 23. PITFALL #4 – WOW that was a success Tactics should be the beginning not the end. When an action is run it needs to feed into new actions. Action flow should be an integral part of the campaign plan.
- 24. PITFALL #5 – Can you send this to the list? From the outset of a campaign determine if membership involvement is a priority and if so ask why their involvement will make a difference and when and how we want to engage them
Editor's Notes
- Introduction I’m Louis….
- 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.
- Petition Delivery
- 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.
- Lady GAGA