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Online Campaigning with Change.org Webinar

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This document provides guidance on effective online campaigning with Change.org petitions. It discusses choosing compelling campaigns that target decision-makers on clear, timely issues. It emphasizes writing short, engaging petition text that grabs readers. Finally, it stresses the importance of sharing petitions on social media and with one's networks to recruit supporters and put pressure on targets.

Self ImprovementTechnology
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Online Campaigning with Change.org
Online Campaigning with Change.org A Beginner’s Guide
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Change.org
Change.org
change.org/petition
change.org/start_a_petition
Change.org Petitions • Easy to use • Real-time delivery of letters to targets • Powerful sharing tools • Email opt-in for nonprofits • FREE
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Great Online Campaigns • Address clear and specific issues • Are timely • Target decision makers • Are easy to understand • Appeal to a broad audience • Get straight to the point
All About Targets • Choose targets who are decision makers whenever possible • Think about who might be easiest to influence with an online petition • Targets don’t need to be well-known, but they need to be relevant • Don’t be afraid to choose more than one target • President Obama isn’t always the best target
Some Great Targets Besides President Obama • Cabinet Officials (Secretary of State, Treasury Secretary, EPA Administrator, etc.) • Senate and House Committee Members • Local Officials (Mayors, School Boards, Utility Comissioners) • Business Leaders (CEOs, Corporate Social Responsibility Officers, Communications and PR) • University Presidents and Deans, NGO Leaders, Celebrities
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
People Don’t Read on the Web...
People Don’t Read on the Web... ...They Scan
Writing Great Petitions • Clear Crisp Headlines • Short • Broken into “bite sized” paragraphs • Note the first couple of words in each paragraph
Writing Great Petitions • Intriguing headline • Even shorter! • No links needed • Note the first couple of words in each paragraph
Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
Sharing and Spreading the Word • Top petitions appear on weekly leaderboard and get highlighted via our weekly e-newsletter
Sharing and Spreading the Word • Top petitions in each cause are featured as well
Sharing and Spreading the Word • Top petitions in each cause are featured as well
Real World Example • Great sharing success • Simple to understand, broad appeal • Builds awareness • Useful for offline lobbying efforts
change.org/start_a_petition
Questions? robin@change.org

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Online Campaigning with Change.org Webinar

  • 2. Online Campaigning with Change.org A Beginner’s Guide
  • 3. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 4. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 9. Change.org Petitions • Easy to use • Real-time delivery of letters to targets • Powerful sharing tools • Email opt-in for nonprofits • FREE
  • 10. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 11. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 12. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 13. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 14. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 15. What Can You Do With Online Petitions? • Pressure targets • Promote your issue and build awareness • Recruit new supporters • Take advantage of the news cycle
  • 16. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 17. Great Online Campaigns • Address clear and specific issues • Are timely • Target decision makers • Are easy to understand • Appeal to a broad audience • Get straight to the point
  • 18. All About Targets • Choose targets who are decision makers whenever possible • Think about who might be easiest to influence with an online petition • Targets don’t need to be well-known, but they need to be relevant • Don’t be afraid to choose more than one target • President Obama isn’t always the best target
  • 19. Some Great Targets Besides President Obama • Cabinet Officials (Secretary of State, Treasury Secretary, EPA Administrator, etc.) • Senate and House Committee Members • Local Officials (Mayors, School Boards, Utility Comissioners) • Business Leaders (CEOs, Corporate Social Responsibility Officers, Communications and PR) • University Presidents and Deans, NGO Leaders, Celebrities
  • 20. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 21. People Don’t Read on the Web...
  • 22. People Don’t Read on the Web... ...They Scan
  • 23. Writing Great Petitions • Clear Crisp Headlines • Short • Broken into “bite sized” paragraphs • Note the first couple of words in each paragraph
  • 24. Writing Great Petitions • Intriguing headline • Even shorter! • No links needed • Note the first couple of words in each paragraph
  • 25. Online Campaigning with Change.org 1. Change.org and Our New Petition Tool 2. What Can You Do With Online Petitions? 3. Choosing a Campaign and Targets 4. Writing a Winning Petition 5. Sharing and Spreading the Word
  • 26. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
  • 27. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
  • 28. Sharing and Spreading the Word • Sharing is the key to success • Start with email, Facebook, and Twitter. In that order. • Built into Change.org • Your friends, followers, fans, and contacts are are your outreach team
  • 29. Sharing and Spreading the Word • Top petitions appear on weekly leaderboard and get highlighted via our weekly e-newsletter
  • 30. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  • 31. Sharing and Spreading the Word • Top petitions in each cause are featured as well
  • 32. Real World Example • Great sharing success • Simple to understand, broad appeal • Builds awareness • Useful for offline lobbying efforts