This document discusses online advocacy strategies for civil society organizations. It defines advocacy as actions to change policies and lobbying as attempts to influence public officials. It outlines key ingredients for running an online advocacy campaign, including defining the issue and goals, identifying stakeholders, and using strategic communication across multiple online and offline channels. Specific tools mentioned for online advocacy include Facebook apps, Storify for aggregating content, e-petitions, and visualizing data on sites like Visaul.ly. The document stresses the importance of proactive outreach, listening to advocates, empowering them, and participating in online conversations.

1. www.altcity.me
Online Advocacy for
CSOs

2. Understanding the concepts of advocacy and lobbying
•Advocacy means any action geared
What is advocacy towards changing the policies,
positions or programs of any type of
institution.
? •Advocacy is about identifying a
problem in a community, coming up with
a solution to that problem, establishing
strong support for that solution and
providing an effective implementation
plan.

3. Understanding the concepts of advocacy and lobbying
•Lobbying means an attempt by citizens to
What is lobbying influence public officials and public policy. It
is used to put pressure on politicians and
?
government officials to take up the interests
of the people and to support their cause.
•Lobbying influential people for support is
part of the advocacy process.

4. Activity
“Advocacy or Lobbying?”

5. Understanding online advocacy campaigning
“ There is no secret recipe, there are key
ingredients .”

6. Ingredients of running a campaign
1- Defining the issue
2- Defining the general goal
3- Defining the specific objectives
4- Identifying key players
5- Strategic communication
6- Channels of delivery

7. 1- Defining the issue
Activity
“What is your issue”
?

8. 2- Defining the general goal
Activity
“What is your general goal?”

9. 3- Defining the specific objectives
Activity
“What are the specific
objectives?”

10. 4- Identifying key players
Activity
“Who are the key players?”
? ? ? ? ? ?

11. 5- Strategic communication
Activity
“What are the elements of your
communication strategy?”

12. Multichannel - Online/Offline doesn’t exist anymore, you should run a real
multichannel campaign
Simple ideas can be best ideas
Surf Viral Success
Innovate
Energize and Motivate Your
Supporters

13. Tools for online Advocacy

14. Structure
Themes & Plugins
Concept
Tips and tricks

16. Facebook apps
How to create and
install Facebook
application
Facebook in
advocacy

18. https://developers.facebook.com/docs/appsonfacebook/pagetabs/

19. Storify

24. #
Twibbon

25. Aggregate
Yahoo pipes

28. Visualize it
Visaul.ly
By %
By location By time

30. E - Petition

31. Few Notes on the process
Activate – Be proactive. Reach Listen – The first step involved in
out, communicate and build relationships moving passive social media connections
with your advocates. Don’t wait for them towards some level of engagement is to
to come to you. understand their information needs. What
type of content do they want to consume?
What conversations do they want to have?
Nurture – Offer essential/extrinsic
incentives to help make advocates feel
special and an extension of your brand or Publish & Participate –
company. Designing a content strategy that make you
relevant is very important. Part of this
publishing plan should include active
Empower – Help them help you participation on behalf of your organization.
spread brand messages. Don’t just broadcast.

32. Thank you!
www.altcity.me